Born in 1977, this iconoclastic artist became globally famous at the end of the 90’s by hijacking in 3D the products of the most emblematic and international brands such as Vuitton, Apple, Nike and Bic… Furthermore to numerous publications in the press, the fiction turned into the reality. When customers tried to purchase these imaginary products the orders flooded Ora-Ïto’s web site. This became the second digital works ever acquired by the National Funds of Contemporary Art (FNAC). During the year 2000, Ora-Ïto dedicated himself to his own studio and the creation of real products, by de-veloping transversal projects of nearly all the business sectors of design, architecture, communication, and so on. In 2002, he received the Award for the best design for his aluminum Heineken bottle as well as his original capsule packaging. His first lamp ONE LINE, which he drew for Artemide with a single continous rangy line was celebrated by his peers during the Furniture trade show of Milan in 2004 and was crowned with a Red Dot Design. In 2005, the curator of the 1st European center of contemporary art, Marie-Laure Jousset, offered him the opportunity to organize in the French Cultural Center of Milan his first big monographic exhibition which he baptized with irony « MUSEORA-ÏTO ». He has an impressive catalogeu of clients, in the fast moving consumer goods, in homedesign, fragrances, light design. From an aesthetic point of view, his most famous creations share a pace with the future with a formal working drawing and a functional rationalism, added with the poly-sensoriality and new maneuvers. Keeping a certain distance from fashion tendencies, he developed his own vocabulary. His creations conceal the codes of a new luxury, timeless and universal with the same minimal working drawing: evident forms to be understood in flash, fruit of his philosophy which he named “simplexité”, or the art to give to an object with complex functions a visible simplicity.