What is the true face of design in Italy? The already famous and well-known one of the great designers?
That of the many products that created the image of Made in Italy in the world?



This book proposes a radical hypothesis: without these entrepreneurs Italian design would have been drastically different, or would have not even existed.




The analysis of Stefano Casciani and the portraits of Tom Sandberg of mythical industrialists - from Alberto Alessi to Ernesto Gismondi, from Bruno Danese to Riccardo Sarfatti, from Roberto Poggi to Giulio Cappellini but also the younger generations, like the three children of Aurelio Zanotta to Patrizia Moroso - reveal the “behind the scenes” of a phenomenon that many believe that they know, but that still hides many other truths.




Stefano Casciani, the author, is an internationally recognized critic and designer interested in the close relationship between design culture and different forms of expression; Tom Sandberg, works purely in black and white to produce a dreamlike yet disenchanted representation of reality; Massimiliano Fuksas, who wrote the introduction, is considered one of the greatest of contemporary architects; Gunda Dworschak, the editor of the volume, is an architect and author of many books in the fields of international contemporary architecture and design.