Front Design Group Uses Their Own Doodles For A New Sofa Design for Moroso.
The new Doodle Sofa from Moroso was born out of a habit that many of us have- designers in particular. Created by the Swedish design group Front, all three members (Sofia Lagerkvist, Charlotte von der Lancken and Anna Lindgren) used doodles they had made during design meetings to create the sofa's pattern.
The name Doodle embodies the spirit of the new sofa for the modern italian furniture brand. Lines drawn distractedly on a sheet of paper, like doodles, become the decoration of the covers which are then embroidered and laid over the frame like a folded blanket.
The shape of the sofa is that of a folded semicircle whose ends become armrests naturally incorporated in the frame.
Front Design says:
"We doodle absent mindedly - doodling is a kind of half-conscious creative work. It is both a distraction, and also thought to help you concentrate on whatever you are doing at the same time.
The decoration is a kind of by-product of Front's creative process, inscribed onto the folded half circle of the sofa's form.