Ora Ito

Ora-ïto (1977-) is a young French designer who became known all over the world thanks to his almost situationist provocations: at the age of only twenty he invented his alias by pretending to be an unknown Japanese designer (while his real name is Ito Morabito, of clear Italian origins) and has begun to design and publish on his website imaginary projects for big fashion brands such as Louis Vuitton and Nike, even without ever having had any contact with the brands, attracting swarms of interested users to the portal buying those fictitious products only to discover that the whole operation was an artistic happening (later bought by the Fonds National d'Art Contemporain, the largest French collection of contemporary art). Instead of suing him, companies are entranced by his futuristic creativity and begin to commission increasingly important real projects that lead him to work for multinationals such as Adidas, Toyota, Heineken and many others. His rare collaborations in the field of furniture design always take the form of real events, creating unique products for brands such as Cassina, Zanotta, Vondom, Artemide and Roche Bobois.