In 1997, Ora ïto hijacked top brands with products that instantly became global icons of the digital revolution.  A phenomenon in pop culture, he is the youngest designer of his generation to collaborate with various brands of the luxury sector.  The multidisciplinary, transversal Ora ïto studio has since gone from telephone to architecture, from furniture to the hotel industry, from perfume to tramways and from flying saucers to restaurants, manipulating symbols to simplify them.  A tenacious methodology for which he has invented a neologism: 'simplexity,' decoding today's DNA to conceptualize future mutations.