With "The shape of values" we
have explored the moment when an idea takes shape, turning from a concept into
something tangible that can be crafted and, ultimately, into an object to be
experienced. We have witnessed the careful hands of our artisans honouring
age-old traditions through innovative processes, timeless gestures creating
everyday items.
Now, with "The making of an Icon", we continue this journey by
showing how a unique and inimitable result can also stem from the synergy
between machines and humans, from the winning combination of highly automated
technology and vigilant eyes that never stop observing, and steady hands that
never tire of checking the minutest detail.
The star of this episode could only be one of our most representative pieces: Original Ptolomeo by Bruno Rainaldi. A bookcase that has become an icon: a
perfect example of how, thanks to the combination of industrial processes and
human ingenuity, a myth takes shape, piece by piece.
It is a continuous and rhythmic process, made
of careful fitting and filled with sparks, with machines that cut and bend and
hands that place and fix. A well-orchestrated ensemble, almost like a dance,
which does not diminish the magic of hand craftsmanship but rather enhances its
precision.
A process that can only be completed by
human gesture, by those hands that finally assemble, ensuring that the idea and
design can indeed be transformed into values to be experienced. After all, for
something to be considered an icon, it must be flawless, and only the human gesture
can guarantee its standards.
Are you curious to relive the magic of our
production? Click HERE to watch all the episodes of "The shape of values".
