A journey through the genius of Italian design. 10 objects that have marked the history and culture of our country. From the revolutionary folding bicycle Graziella to the Moka Bialetti, each piece represents a unique chapter of innovation and creativity. We discover the stories behind and inside these objects, we relive the years of the economic boom, those of radicalism, hedonism, metaphysical and aesthetic research through some of the treasures of our design.
Graziella, the foldable bike of the Boom Years
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Launched in the mid-1960s, it redefined the very concept of the bicycle, which leaped from being a humble means of transportation to a trendy object, pioneering the now-popular folding bike. Read more
Aeo, the 1970s lounge chair that wanted to be “poor”, but could not succeed
Archizoom’s founder, Paolo Deganello, designed a revolutionary and utopian lounge chair for Cassina 50 years ago. However, it was too expensive to become as popular as the designer had intended. Read more
Bacco: the lamp of the hedonistic era
Monofunctional, yet striking and with a Magrittian touch, the light that looks like a tray, designed by Guido Rosati for iTre di Murano, was born 40 years ago. Read more
Moka Express, a masterpiece of design and communication
Ninety years ago, Alfonso Bialetti created one of the most iconic objects of Italian design, bringing espresso into homes. Hundreds of millions of his Moka pots have been sold since then, thanks to an innovative advertising strategy. Read more
Sgarsul, Gae Aulenti’s debut as a designer
Exactly sixty-two years ago, at the height of the economic boom, Aulenti designed an armchair that well represents her approach based on a creative dialogue with the past. Read more
A history of Acrilica: Joe Colombo turned a technical marvel into an aesthetic thrill
Designed together with his brother Gianni, it takes its name from methacrylate. What we commonly call plexiglass was used for this lamp in a way never been seen before. Read more
Bracciodiferro, Italian design’s first radical experience
In the 1970s, an experimental project overturned the canons of design, anticipating Alchimia and Memphis and involving names such as Cassina, Gaetano Pesce, and Alessandro Mendini. Read more
Why Gufram Cactus is revolutionary
Half a century ago an icon of Italian design was born, capable of renegotiating the very idea of utility and dissolving the boundaries between contemporary art and design, later reinterpreted by various artists, including Paul Smith and Maurizio Cattelan. Read more
Cabina dell’Elba by Aldo Rossi
The famous wardrobe reflected Rossi’s desire to construct a domestic landscape similar to the urban one, in this case with a touch of theatricality and “the summer feel”. Read more
The story of Depero’s Campari Soda bottle, launched in 1932
To launch the innovative single-serve aperitif, the first ready-to-use and pre-mixed drink ever, Davide Campari turned to the futurist master. And the rest is history. Read more