Design curator

PATRIZIA Moroso works with the who's who in the design field, from Rod Arad, Ross Lovegrove to Patricia Urquiola, Marcel Wanders and Oki Sato, but the Italian is no designer herself. Instead, as art director of Moroso, her family's furniture business, she hand-picks the people that design for the brand. "I love my role as art director," she says. "I never thought of making things." She goes on to explain that she doesn't have the talent for designing. "But I have the talent for choosing someone interesting and who is in line with my vision for the company." Some of the designers were unknowns when she first met them, but they have gone on to international fame.

Ms Moroso was in Singapore recently for the opening of the Moroso showroom at Xtra.

She joined the family business in the 1980s. It was during the economic downturn, and the family had to make a decision whether to continue the business or to shut it down.