In the first of a series of movies filmed in Milan, Patrizia Moroso, creative director of Italian furniture brand Moroso, explains why building close relationships with designers and architects is so important to her.

"I try to have a relationship when I work with designers," Moroso says in the movie, which was filmed at the brand's stand at this year's Salone del Mobile furniture fair. "In the end, after many years, I have a lot of friends."

Moroso believes this approach leads to the best products.

"It's very important for me to develop these kinds of relationships because I know for sure that the things that can come from them are interesting," she says. "They have a special soul, a special touch. I'm interested in working with people that I love."

At Milan this year, Moroso presented a range of new products by designers including Richard Hutten, Scholten & Baijings and Martino Gamper.

The products were presented on a stand composed of a series of wooden tree-like shapes by Spanish designer Patricia Urquiola.

Architect David Adjaye also launched his first product for Moroso – an Art-Deco-influenced chair called Double Zero.

"Salone del Mobile is the most important event in design in the world," Moroso says. "We love to present new ideas."

Moroso says what sets her company apart is the amount of time and effort it puts in to make sure the unique character of each designer's concept is captured in the finished product.

"We talk a lot with the designer to try to give identity to the objects," she explains. "We try to understand what is the personality and the identity of that thing."

This movie was produced by Dezeen for Moroso. We will be publishing more movies about the Italian brand's latest products over the coming weeks, which you will be able to watch here.

The music used is a track called Qix by UK producer 800xL.

Subscribe to Dezeen's YouTube channel for the latest architecture and design movies.