If you think that idiom is too, well, flowery, look at Edra’s sensationally successful armchairs – even they have petals. Production is dominated by fantasy and imagination and the result is design icons treasured the world over, from museums such as MOMA in New York to private homes. The well-known designer Massimo Morozzi became art director of Edra in the late 80′s. Already famous as co-founder of the radical Archizoom (1966), he continued his war against stifling convention and restrictive dogma. The result has been modern furniture which is not just functional and attractive but also lyrical and poetic, an enrichment of life. It is the art of Edra to create furniture that is art.