The real inflection point came in postwar Italy. As the country rebuilt in the 1950s and 60s, a generation of architect-designers – Gio Ponti, Achille Castiglioni, Vico Magistretti – turned their attention to everyday objects and asked a simple question: why shouldn't a lamp, a chair, a typewriter be as considered as a building? Olivetti became the shorthand for this idea. The company didn't just manufacture office equipment: it commissioned architects to make that equipment beautiful. When Ettore Sottsass designed the Valentine typewriter in 1969, fire-engine red and aggressively portable, it ended up in MoMA. An office tool. In a museum. That's what we at ISSIMO like to call the Italian move.