Design: Creation, Italian-Style

Giorgetto Giugiaro can tackle anything from a camera to a car

Industrial design, in the Italian manner, has long meant sophisticated elegance. Products like Ettore Sottsass Jr.'s Olivetti Valentine typewriter, Marco Zanuso's Aurora fountain pen or Mario Bellini's Chiara lamp are displayed in modern art museums to exemplify beauty.

Giorgetto Giugiaro, 43, has added an additional dimension to smart looks: ingenious practicality for both consumer and manufacturer. He wants his products not only to look better than the competition but also to work better. Many critics see in Giugiaro the successor to Raymond Loewy...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!