In 1987, Edra invited young designers to produce "I Nuovissimi", a series of avant-garde and experimental works, which was displayed publicly for first time in Marconi Gallery, Milan. With its distinctive image breaking the rules, this group of furniture laid the foundation for the innovation road of Edra.

Massimo Morozzi was a pioneer of the Italian radical design, and he had been from the date of the birth of Edra, he has been the creative director of Edra since the birth of the brand. This furniture brand, which incorporates a large number of Italian avant-garde designers, with avantgarde and characteristic presentation of furniture, breaks the conventional forms of furniture, and adopts gorgeous colors and surprising creative modeling, highlighting the humanities of free experience, and expressing the content of the avant-garde art incisively and vividly.