Ora Ito (Ora-Ïto) is the pseudonym of the famous French designer Ito Morabito (Ito Morabito), whose services are often resorted to by eminent companies wishing to create an exclusive line of products. By the way, thanks to the pseudonym, people sometimes mistakenly believe that Ito is a Japanese designer.
Ito was born in 1977, in a Parisian family that has already managed to become famous in the field of architecture and design. Father Pascal Morabito is a famous designer. Grandfather Yves Bernard is a respected architect. However, the environment of eminent ancestors did not bother the novice designer. He wanted to become famous on his own, and not as the heir to famous parents.
Ito began to receive education at the prestigious School of Creativity and Design (Ecole de creation et de design, later simply Creapole), from where he was quickly expelled (according to other sources, he left himself, as he was dissatisfied with the framework into which his teachers tried to “squeeze”) . Which didn't bother him at all. The designer was not afraid to go his own way. For some time he worked in various studios, doing architecture and design. This period of his life was marked by collaboration with shoe designer Roger Vivier. But, of course, this was not enough!
|Ora Ito (photo from www.marieclaire.fr)|
His formation as Ora Ito took place in 1998, when a talented young man began to create various design creations under the brands of famous companies. without their consent. Ito simply created virtual works that he thought should be released in the future by companies such as Nike, Apple, Louis Vuitton, Bic and others. He posted his work online. And he was noticed. None of these companies even tried to sue the impudent, especially after his work was exhibited in the Louvre. Companies looked at Ito with a different look ... And they began to place orders, the successful execution of which entailed the following. Yesterday's "pirate" began to earn good money.
In 2002, Ito received the first prestigious award for the design of a can for Heineken. And in 2005 he was awarded the title of "Designer of the Year". The young designer is becoming extremely popular, his interviews and photographs of his work are tirelessly published by leading glossy magazines. Ora-Ïto becomes the first designer brand. Orders are pouring in from all directions, from companies producing a wide variety of products - from women's shoes to household appliances. Among the customers there are such eminent brands as LG, Swatch, Adidas, LaCie, Toyota, Renault, Levi´s, Sagem and many others. For example, for a company Gorenje, Ito has created two popular design lines: Gorenje Ora-Ito Black, Gorenje Ora-Ito White.
The story of Ito Morabito has become a true legend.