Ora Ito
Ora-ïto is the brand name of the designer Ito Morabito, born in Marseille, France in 1977.
His father, Pascal Morabito, is a well-known designer and retailer of luxury goods whose shop is on the place vendome in Paris, and his uncle, Yves Bayard, was one of the architects
of the Museum of modern and contemporary art in Nice. After a discontinued training at a design school he took matters into his own hands - first by working for an architect and then for the shoe designer Roger Vivier.
With only 21 years he decided to create fake products for real brands. He created "ads" for a Louis Vuitton bag and a camouflage-patterned carrying case for a MAC laptop and launched them on the internet... as if they really existed.
Shortly after the big brands discovered his abuse of their name, but they loved it. This collection of imaginary items was viewed worldwide and so emerged the very first virtual label. Fiction became reality when people tried to order his virtual products from his website. He spent his days in his studio creating real products for an impressive range of clients: In 2002 Ora-ïto received the "oscar for the best packaging" for his aluminium Heineken bottle. He created the Adidas, Lancaster and Joop perfume bottles, advertising campaigns for Alain Mikli and Levi’s, 3D images for brochures, a lamp for Artemide ("Everywhere", 2004), furniture for Cappellini, etc.
With only 21 years he decided to create fake products for real brands. He created "ads" for a Louis Vuitton bag and a camouflage-patterned carrying case for a MAC laptop and launched them on the internet... as if they really existed.
Shortly after the big brands discovered his abuse of their name, but they loved it. This collection of imaginary items was viewed worldwide and so emerged the very first virtual label. Fiction became reality when people tried to order his virtual products from his website. He spent his days in his studio creating real products for an impressive range of clients: In 2002 Ora-ïto received the "oscar for the best packaging" for his aluminium Heineken bottle. He created the Adidas, Lancaster and Joop perfume bottles, advertising campaigns for Alain Mikli and Levi’s, 3D images for brochures, a lamp for Artemide ("Everywhere", 2004), furniture for Cappellini, etc.
