ORA ITO The Rising Simplex Young Designer.

Although he is just 33 years old.Ora Ito has been a household name all over the world because of his distinctive style called "simplexity" perfectly combining advance and complex function with luxurious yet simple design.

It was no doubt that Ito Morabito or Ora Ito as many know him was destined for something great.Designer genes run deep in his blood.His father, Pascal Morabito, is a designer and his uncle, Yves Bayard, is an architecture.

After quitting a design school, he worked for Roger Viver then at Crash magazine where he came about the idea of designing virtual product of well-known beands. This idea might be rooted from his appreciation of specialized brands which had long history.When he put photos of those virtual product in his website, he was overwhelmed by their popularity. Many mistook them for the realproducts and wanted to make orders. His designs showed so much talent that many brands decided to approach him with offers instead of suing him.

Despite his instant fame, he was not sure if it would be lasting long enough. He decided to accept the invitation to work with Cappellini and Heineken which led to his breakthrough. Since then, he has worked with many international brands such as Adidas, Toyota, Biotherm, Nike, Kenzo, LG, Loreal, Habitat and etc. He has recieved many design awards such as Red Dot Design or Oscar for Packaging.

Curently, he has taken a design project an mobility which he finds challenging and interesting because of its finctionregarding movement. He also mentions that he has never done a boat yet but hopes that he will have a chance in the future. His appreciatation of good and respectable brands lead him to work with Gorenje, a leading European household appliances, on Gorenje Ora-Ito Collection. This futuristic collection is outstanding with its perfect combination of design and function.

Some may 

wonder, with so many works, where does he find inspiration for all those things? Has he ever been out of idea? It does not seem to be the case as he finds  inspiration from all things around him even mother nature. Whenever he finds problems, he will ask himself a question and try to answer it with design. In the interview , he comments that the most important thing in design is to have passion with whatever you do. And he also advices wannabe young designers to create their own style and try to be themselves without copying. These are keys to success for him.