Plia

The manifestation of the new era focussing on plastic material - that's how Plia was acclaimed in 1967 when it was launched at the Furniture Fair in Milan. The chair met with so much approval among the visitors to the fair that they walked away with some of them without asking. Considering this unorthodox compliment, the chairs were then chained up to be on the safe side. With Plia, the Italian designer Giancarlo Piretti redefined the folding chair. His development of the "3-disc hinge" is considered a stroke of genius. The combination of steel frame and transparent cellidor plastic paved the way for the chair to become a cult object. The chair stands for the realisation of "democratic design" and is an integral part of the design department of MoMA. Piretti, who was also named "Thonet of the 20th Century" went down in design history when creating his chair - millions of which have been produced so far.

Italian design is the epitome of aesthetic creativity. In the 60s and 70s, this style reached its peak. An incredible number of ideas and products began its triumphal march around the world. Design, and the joy in experimentation are still inseparably linked with Italy even today. Manufacturers who were prepared to take risks, rebellious avantgarde architects, and the new materials and product technology were a hotbed for a unique innovative impulse. A groundbreaking cultural and economic course was set. Suddenly, Italy was the design Mecca enabling it to free itself from its mere functionalism - paving the way for fun, provocation and colours. Erroneously, Italian design is often only associated with passion and lifestyle. Thus, the great efficiency and high demand of products with the "made in Italy" label are often ignored.