The new dual brand Moroso-Flos showroom looks so inviting you’d think you were sitting in a loft off Via Tortona rather than an ex-office building in London’s Clerkenwell.  Which is, of course, the whole rather ambitious point, with the two Italian super brands setting up house together to sell not only furniture and lighting but the very culture of Made in Italy itself.

In a similar move, Moroso teamed up with Diesel and Foscarini in Milan for this years’s design week but I prefer the more grown up union with Flos.  And so it seems might Patrizia Moroso, with plans afoot for more shared flagships (most likely starting with Beijing or Shanghai) in 2010.

via AT Casa