what design is all about...

"I come from an architectural background. I start from there to drive towards micro-architecture. The Ora-īto adventure is will have been the birth of a style which, I believe is now recognizable. There is a story behind this label and I think it's important. In one year I've gone a long way."

From this constant research came out a visual grammar of the object pulling its originality from the minimalism of the shapes, the strength of the structure thriving towards purity and the organic geometry. However, Ito's work shouldn't be assimilated to the one of the designers coming from the biodesign trend : each of his products have to be considered as a further evolution in the cult of the object.

"I do not want to create 'accessories', but pure design products. My work is not one of a stylist, but of a designer : it means that there are a number of criterias that have to be taken into consideration : the feasability and the production as well as the technological evolution aspect which is more than often forgotten or simply left aside."

It is with this way of thought that Ito has been able to respect the classic jeweller tradition while teleporting it into the Third Millenium. That is how he came up and created his "Virtual Diamond Ring" by putting aside the serted monture principle and placing it levitating in a crystal casing.

Same thought process for his shoes' collection. Or even more when they conceived the shoe collection, elegant as if created by Roger Vivier or Christian Dior and at the same time hybrid objects, mixing architectural assets and japanese culture.

 

 

"I've always been fascinated by the brands. With Ora-Īto, I've tried to imagine a dream brand. And now people are all expecting and waiting for my products to appear on the market. It's amazing."

The short term vision of Ora-Īto may seem vertiginous but it is a sound one : secure a serious partnership with a major player in each area where his project are developped in order to manufacture his virtual products under the brand Ora-Īto.

 

 

"We've lost 30 years. For example, why have we only asked only to shoe makers to create shoes. Since Roger Vivier and Christian Dior, where has the real innovation come from ? Why haven't we had the idea to ask Raymond Loewy to create a model, he would have come up with something really interesting."

When thinking about it, the Studio has already envisionned products for the following areas : watchmaking, luxury goods, apparel, electronics, interior design, domestic objects and many more. If this bet is won a new Empire of objects may rise in the sun.


Ora-Īto fragrance


Virtual Diamond Ring

However the more fascinating aspect of Ora-Īto is without any doubt this ability that this young company has to foresee the future and to layout founding landmarks at the same time.

Their subtile dosage of creation and communication is already an achievement.

" It has become increasingly difficult to compete with the large brands. Before there use to be a young creative wave on one side and the big brand names on the other. Now Prada or Gucci can create excellent and very well thought products. Even though the young wave it is still very creative, it has lost its favorite hunting grounds.

In order to manage the Ora-Īto brand my personnality and vision has to be a plus."

"Anybody of some refinement can imagine a new concept. That's why I don't want to be considered as a lightning or a shooting star."

 

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