I say to myself, Ok the show room in Via Montenapoleone works, we represent Europe to the world, but we lack products that are created by us; it would be great to display “Arredaesse” pieces in our showrooms. I talk to Romeo Sozzi, who also has the same idea in mind and in fact has just started to produce pieces designed by Riccardo Dalisi, which I really like, but above all I like his idea and as a result: Arredaesse Produzioni is born. Along with Elisa Gargan, we invite 6 emerging designers, already well-known to the public and industry critics: Dan Friedman from New York, Nigel Coates from London, Pierangelo Caramia from Paris, Stefano Giovannoni and Roberto Semprini from Milan and Massimo Mariani. A highly prestigious international collection is immediately created. The critics like us, a tide of people pours into the showroom and the parties organised for events during the Salone del Mobile. The public and industry operators recognise the merit of our innovations; our collection breaks the market and is projected towards the future. In the years to follow the original designers are joined by: Toshiuki Kita, Claudio Salocchi, Naokjo Shintani, Joanna Lay, Isabel Reagal, Anna De Plano, Remo Buti and Intelmo Toriov. It is an extensive collection; a family of well-mixed products and resembles a collection of a major established brand, rather than that of a small rising star such as Arredaesse Produzioni.