WHEN THE OBJECT BECOMES MYTH

Italian design creations that have conquered the collective imagination.

Modern society often expresses itself through the success of its obsessions. In post-modernism, objects become expressions of the senses that communicate the spirit and taste of the era; they are transformed into real icons representative of a particular sensitivity and, destined to leave their mark over time, transcending their material nature to become a symbol. Italian design, in particular, has created a myriad of objects for the most disparate uses. Each has entered into the collective imagination as a concrete manifestation of a behavioral trend, a lifestyle choice, a precise status in the order of experience. Over the years, Italian design has been able to color and influence global culture, thanks to its creative command of an envied sense of taste. Combining beauty and utility is the intention, while offering a range of solutions that amaze, dazzle and enrich our homes while simplifying our life. Starting from just an object, completely new forms, expressions and routines were born. These forms ended up defining a specific slice of the world in a unusual way. The magic is achieved. Let’s explore the Italian design objects that have contributed to make our life richer, more fascinating and expressive.

LC4, TAKE A SEAT

Famous since its launch in 1965 by the Italian company Cassina, LC4 is the chaise lounge par excellence. The iconic lounge was developed in 1928 by three incredible designers: Le Corbusier, Pierre Jeanneret and Charlotte Perriand. They invented a chair that put man at the center of the design. Sophisticated and unmistakable, through its adjustable polished trivalent chrome plated steel sliding on a black painted steel pedestal it allows several sitting angles. Thanks to the connection between form and “relaxation” function, LC4 represents an ideal balance between geometric purity and substance. The cradle -- is endowed with an amazing stability, imparting security and welcoming you in a soft embrace with tasteful top-quality leather.

MOKA EXPRESS, THE COFFEE POT PAR EXCELLENCE

The Moka Express by Bialetti is part of the permanent collection of the Triennale Design Museum in Milan and the MOMA in New York. Since it was designed by Alfonso Bialetti in 1933 over 105 million units have been manufactured. It is undoubtedly one of the most famous Italian industrial design products in history. From Alfonso’s imagination the story of Bialetti is born. A brand that has transformed the art of preparing coffee into an every day indispensable ritual. For almost 100 years, Bialetti embodies the values of the Belpaese tradition through aromas, colors and flavors that denote home and hospitality. The Moka Express is testimony to the care for design, attention to detail and knowing how to make every movement in the kitchen simple. It communicates quality, competence and safety.

LAMBRETTA, THE SCOOTER THAT MAKES YOU DREAM

The Lambretta is an Italian scooter produced by the Innocenti Mechanical Industry in the Lambrate district of Milan from 1947 to 1972. The name “Lambretta” derives from the Lambro river, which runs through the area where the production plants were located. In 1947, after the design phase for the scooter was completed, and after the company rebuilt the Milanese factories, the production of the Lambretta officially began. It’s huge popularity meant that Lambretta was also licensed to be built in Argentina, Brazil, Chile, India and Spain for almost 25 years. It was the Vespa’s bitter rival. Italy after the war, was divided by admirers of the two vehicles. The Lambretta, tubular and less pigeon-chested than its adversary, had a more balanced and faster motor and with its more romantic appearance was the scooter for dreamers. It immediately became the symbol of a country that wanted to start over with determination.

COCCOINA, THE SCENT OF CHILDHOOD IN A JAR

One of the world’s most famous and iconic containers in the world is Coccoina. Founded in 1927 when Balma, Capoduri & C., a Voghera company already operating in the stationery market since 1924, decided to market the very first adhesive paste made in Italy. The Coccoina brand is recognizable by its distinctive almond scent and iconic tin (a violet-colored italic font, silver aluminum body, a housing for the brush used for spreading the glue). The brand evolved over time to include different sizes of liquid glue, stick and paste. The original format, however, remains forever etched in the childhood memories of millions of people, who still today obsessively seek that vintage smell and soak up the sweet waft of youth.

ARCO, A LIGHT THAT FURNISHES THE ROOM

The Arco lamp consists of a metal arc inserted into a marble base. Designed by brothers Achille and Piergiacomo Castiglioni for Flos in 1962, it’s perhaps the most famous floor lamp in history. The brothers said that they were inspired by the evocative forms of the arch and the streetlights of the cities of a few decades earlier. The Arco lamp, so lithe and evocative, cannot be considered simply an object, but enters fully into the realm of elite design. In his book “Doing more with less”, the architect Stefano Boeri wrote: “Arco is a synthesis of elegance, genius and simplicity. An object that does not add, but multiplies the economic, aesthetic and symbolic value of the three pieces that joined together create something new.”

FIAT NUOVA 500, THE ITALIANS CAR

The Fiat Nuova 500, also known as FIAT 500 or even by its nickname “Topolino”, is an economy car produced by Fiat from 1957 to 1975. Its design demonstrates an important piece of Italian history. Its launch corresponds to the transition of the Belpaese from its post-war sacrifices to the prosperity of the economic boom of the Sixties. The 500 is the Italians favorite travel companion on its path into the future. The Fiat 500s market distribution is vast. For those who own it, it becomes an integral part of the family. The flaming red body is an ode to life and represents confidence for new prospects and opportunities. Even today, the legendary “Topolino” remains embedded not only just in the hearts of motoring enthusiasts.

PHONOLA 547, ALL TO LISTEN

One of the most famous products of the Italian electronics company Phonola was the telephoneshaped radio, the famous model 547 was designed by Livio Castiglioni and Luigi Caccia Dominioni. Starting in 1939 different lines were produced. This device, with its captivating and peculiar shape, is today the object of hordes of collectors, intent on getting a good example of this masterpiece of modernism. An object as emotional as the radio is declined according to the aesthetic standards of the phone to give back an even more personal and significant piece, full of character and appeal. Certain forms, in spite of changing trends, never cease to fascinate. Thus, Phonola 547 establishes itself as an extraordinary timeless masterpiece.

PASTIGLIE LEONE, BEAUTY IN THE FORM OF A BON BON

The decorated metal box of Leone Pastilles is a legend in the food industry. The Torinese confectionery company was founded in 1857 by Luigi Leone, a shopkeeper who moved from Alba to Turin to better serve his most loyal customers, the members of the Royal House. Nobody can resist the sweetness of the Piedmontese colored candies. Thanks to the beautiful Art Deco style decorations, the boxes that contain them are likewise the object of desire. The small vintage tin packs and scents of the candies are a reminder of the city of Turin’s past. Just close your eyes to find yourself transported to an old shop with wooden shelves and large glass containers filled with exquisite goodness. Just a small box is good enough to preserve the priceless and timeless taste of sweetness.

SACCO, THE SEAT OF CHAMPIONS

Sacco is the soft chair created by Piero Gatti, Cesare Paolini and Franco Teodoro for the Zanotta company in 1968. We are at the height of the current Pop art wave, the world is in turmoil, everyone wants to get the most out of a sparkling and unconventional culture. The three designers upended the concept of sitting and basically created a sack. A light and portable plastic “bean bag” full of semi-expanded polystyrene balls, adaptable to any position. Sacco is the first chair in the world without a fixed structure and immediately becomes the symbol of the new generation, who want to live their lives to be more carefree than their parents. They are comfortable sitting on a chair you can sink into. Let yourself fall back and abandon yourself to the unstructured freedom.

CARLTON, WHEN THE SPACE BECOMES DESIGN

The famous “Carlton” room divider was born from the imagination of the Memphis group which was founded in 1981 by Ettore Sottsass, Hans Hollein, Arata Isozaky, Andrea Branzi, Michele de Lucchi and other architects of International caliber. The librarytotem soon became the representative piece of the groups entire body of work. “Carlton” has a vaguely anthropomorphic form; the use of bright colors was a typical Memphis group and Neomodern movement characteristic. “Carlton” is a testament and an icon to radical design. In this case, we are no longer talking about a simple object, but we find ourselves observing a true work of art. The inspiration came from design movements such as art deco, pop art, 1950s kitsch and some futuristic themes, as well as from mass culture and everyday life.

BOURGIE, THE CHIC AND EASYGOING LAMP

The Bourgie lamp, designed by Ferruccio Laviani for Kartell in 2004, is one of Kartell’s and the Made in Italy brands best-sellers. The splendor and the ironic modernity of this lamp, with its modern-retro look with an innovative touch, have made it a design jewel celebrated and loved all over the world. In 2004 it made its official debut in the Uomo di Dolce & Gabbana Milanese store. It was exhibited to astound given its ironic message of value made of plastic. Born from a block of transparent polycarbonate, today it comes in 14 versions, from gold to multicoloured titanium. It radiates light like a crystal on all the objects that surround it. The Bourgie form has created an archetype and style of table lamp.

MOLESKINE, AUTHOR’S NOTES

The Moleskine notebook, as we know it today, was born in 1997. It’s a reproduction of the legendary notebook used by artists and intellectuals of the past two centuries. Fascinating personalities such as the tormented Vincent Van Gogh to Pablo Picasso, Ernest Hemingway and Bruce Chatwin. The notebook was born, or better said, brought back to life, thanks to the skill of a small Milanese publisher, Modo & Modo, who trademarked the Moleskine brand in 1997. It has gained enormous worldwide success since the Nineties. From the orderly and minimalist design, with the black leather cover and the white pages of the classic version, it has become without question a true cult object of the creative world, a reliable tool in the pockets of imaginative and anti-conventional minds.

ANNA G, THE SILHOUETTE WITH A BOOM

It is the most famous corkscrew in history, invented by Alessandro Mendini in 1994 for Alessi. Legend has it that the name of the tool echoes the face and the silhouette as a tribute to the designer Anna Gili. Since its release, the corkscrew Anna G is one of company’s bestselling products. The corkscrew portrays a smiling, expressive female figure 24.5 cm in height and 7 cm in diameter. Anna G is a real tribute to the everyday woman who works and takes care of her family, yet finds the time for fun and free expression. Cheerful and out of the ordinary, the Alessi corkscrew is able to create a harmonious and joyous atmosphere at the table, so much so, that it becomes an indispensable and distinctive tool in the anyone’s home.

TAMARINDO ERBA, ICONIC SIPS

In 1837 the pharmacist Carlo Erba acquired the Brera pharmacy, in the heart of Milan. Here he prepared some compounds through innovative processes. Among these, the tamarind extract stands out. The success was such that the Tamarindo Erba started to be mass produced. In the nineteen fifties, the designer Romolo Castiglioni, art director of the company, was tasked with designing and creating the label packaging which is still being printed today on the bottle. The winning package design is timeless.

THE GIALLO MONDADORI, WHEN THE BOOK IS JUDGED BY ITS COVER

Published by Arnoldo Mondadori Editore since 1929. The Giallo Mondadori is a series of stories dedicated to the noir and police genres. The first covers were yellow. The success of the series was such that it became the color of the entire genre. Alberto Tedeschi was the director of the series, from the thirties to 1979 (except for 1941-1946 when the series was interrupted and shut down by fascist censorship and the vicissitudes of war). Tedeschi, in the immediate post-war period, decided to entrust the care of the covers to Carlo Jacono. The Mondadori series is a noteworthy example of how design can profoundly influence one’s life and culture.