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For young French designer Ora-Ito, born Ito Morabito, the perfect place to take the Samsung LCD TV was into the future. 'I really liked the design of the television. It is a very pure design – pure lines – and it just says what it needs to say.' Ora-Ito's idea was to see whether the TV's styling would survive futurescaping. 'I wanted to confront a product that is very now with a very futuristic environment to see if it still worked in design terms. And it did.'
If anyone is equipped to set up and judge such a test, it is Ora-Ito. Famous for appointing himself creative director of a number of the world's leading brands in his early twenties, without telling them, and posting unsolicited designs on his website, he is determinedly futuristic in his work – if the future turns out to be a place of clean lines and pure, elegantly organic shapes. Which it just might, given that Ora-Ito is busy forging the future right now, designing for many of the major brands he once virtually and unofficially repackaged.
Ora-Ito has placed the Samsung LCD TV in a streamlined pod, dropped into some faraway paradise. As he explains it, he also wants to emphasise the television's mobility. 'I integrated the television into a space where the bedroom and bathroom are connected and put it in front of the views of the sea. The whole space is very pure and I think the Samsung television fits perfectly into the environment.'
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