The company had an unconventional start in 1987 with its very first, “I Nuovissimi” collection of items by young designers - ‘first-timers’ on the industrial production scene. Edra’s innate capacity for innovation, combined with excellence of product function and form, led to rapid growth on national and international markets. Thanks to the art direction of Massimo Morozzi, a well-known figure on the radical avant-garde scene, Edra consolidated its design-oriented approach. Every collection bears the distinctive Edra hallmark setting it apart from its competitors. Showing an enviable nose for talent, Edra brought on board artists at the cutting edge of the design world. A multi-cultural approach, receptive to developments in art, fashion and lifestyles has generated a gallery of landmark contemporary design items.