Ora-ïto is the brand name of the designer Ito Morabito,born in 1977 in Marseille, France.He was only 21 when he decided to create fake products for real brands. He designed ‘ads’ for a Louis Vuitton bag and a camouflage-patterned carrying case for a Mac laptop and launched them on the internet. Pretty soon the big brands discovered his abuse of their name and they loved it. This collection of imaginary items was viewed around the world. After more than 3 years of collaboration with Citroën on the development of architectural projects, Ora-ïto turned to the manufacturer to develop his first artistic project. The iconoclastic artist wasn’t dreaming about another concept car but a genetic transformation.
The editorial is available at the Intersection magazine