What does it mean to design the future? For Italdesign, founded in 1968 by Giorgetto Giugiaro and Aldo Mantovani, the answer has always been clear: to envision innovation, shape it through design, and deliver it into people’s hands, making the world more functional, beautiful, and accessible.
But Italdesign is more than just a story of design. It is a story deeply intertwined with Italy—its economic, social, and cultural evolution. Through ten iconic objects, we can embark on a journey through time, starting 45 years ago and continuing into the upcoming Milan Design Week, discovering how this company has helped define the Italian lifestyle—from the way we move to how we communicate, drink, and create memories.
1980 – Fiat Panda
In 1980, the Fiat Panda was born—a car destined to become a symbol of pragmatic, efficient, and brilliant Italy. Designed by Giorgetto Giugiaro, the Panda is a masterpiece of essentiality: boxy lines, spacious interiors, and affordable costs. Giugiaro himself described it as “a deck chair with a roof.” This philosophy made it extraordinary: the Panda is a democratic car, accessible to all, adaptable for farmers, students, adventurers, and families alike.
1980 – Nikon F3
That same year, Italdesign ventured beyond the automotive world and collaborated with Nikon to create the F3, one of the most beloved cameras of all time. Designed to be ergonomic, sturdy, and intuitive, the F3 became the top choice for photojournalists and imaging professionals. With the F3, Italdesign didn’t just design an object—it shaped a vision: a world captured through the lens, immortalized in its essence.
1986 – Levissima Bottle
Levissima mineral water originates from the Alpine peaks, but it was Italdesign that gave it its perfect form in 1986. The bottle immediately became recognizable: sleek, elongated, with a profile reminiscent of the mountains from which its pure water flows. It is more than just a container—it is a symbol of lightness, freshness, and authenticity.
1987 – Telefono Linea Sip
If there was one sound that defined the 1980s in Italy, it was the ring of the Linea Sip telephone. In 1987, Italdesign redesigned the landline phone to make it more elegant, intuitive, and suited to the fast-paced changes of society. An object that made connections more human—how many “I love yous” were whispered through its receiver? How many arguments, laughs, and life-changing news traveled through its wires? Not just a phone, but a device that shaped the relationships binding an entire country.
1989 – Telefono Azzurro Logo
Another project—this time not a physical object, but a graphic symbol with profound meaning: the logo of Telefono Azzurro. Designed in 1989, this emblem features a simple yet deeply significant design.
1993 – Fiat Punto
With the Fiat Punto, Italdesign redefined the concept of a city car. Launched in 1993, this vehicle introduced new elegance to everyday compact cars—more aerodynamic, spacious, and modern. Once again, a car designed for everyone, capturing hearts and roads, becoming a staple in the lives of entire generations.
2001 – San Bitter Bottle
A small bottle, a big aesthetic impact. With the redesign of the San Bitter bottle in 2001, Italdesign proved that even a simple aperitif could become an icon of style. Sophisticated shape, vibrant color—every detail communicates the joy of celebrating life and sharing moments of pleasure. An ode to the Italian aperitivo, a ritual that is not just a habit but an art.
2005 – Molten Basketball
In 2005, the company entered the sports world, redesigning the Molten basketball. Here, design was not just about aesthetics but also performance: improved grip, better control, superior playability. A ball that has accompanied spectacular dunks, legendary plays, and the dreams of today’s champions.
2007 – Turin 2006 Winter Olympics Torch
In 2007, Italdesign shaped the Olympic flame of the Turin 2006 Winter Games into a unique design object. A torch that is not just a symbol of sports but of culture, unity, and passion. Held in the hands of athletes from around the world, it witnessed one of the most thrilling events ever held in Italy.
2024 – Quintessenza
And here we are in the future. With Quintessenza, the concept car presented in 2024 at CES Las Vegas, Italdesign continues to envision tomorrow—an avant-garde vehicle that merges sustainability, technology, and elegance.
This dream on wheels, ready to write the next chapter of our story, will be at the heart of an immersive and multi-layered installation that Italdesign will present at Milan Design Week 2025. The installation will be hosted at Opificio 31, via Tortona 31 (Milan), as part of the Tortona Rocks circuit.
Visit the Tortona Rocks website to discover the full lineup of events scheduled for Milan Design Week 2025.
