Discover the new book by Filippo Berto, where you will find out:
- why the best of Made in Italy design is often Made in Meda
- why Made in Meda excellence in manufacturing came about 1,000 years ago
- why credit for this excellence is due to women
- why Made in Meda is a future incentive for young people
- why excellence in design is a responsibility that we take up every morning for our clients.
We have undertaken a long journey of a thousand years in the history of our beloved territory, imagining its future.
From this incredible, unexpected journey, emerged the book: "Made in Meda - The Future of Design is Already a Thousand Years Old".
A story recounting the history and future of design.
A reclaiming of values, of individuality, of the richness and importance of our beloved territory, aspects which are all-too-often forgotten.
An affirmation of the absolute primacy of the city of Meda in the field of global design.
Meda is the world's capital of design and because of this, one of the most important cities in the world.
Our founders, in 1974, decided to construct the pillars of our company in a territory that, for our sector, is a legend: the city of Meda.
According to design texts, Meda is the destination of pilgrimages made by design fanatics from around the world, and has witnessed the emergence of some of the greatest innovations in our sector.
In Italy - unlike other countries in which there was abundant design production during the 1930s and 1940s - architects and designers discovered the furniture industry only in the 1950s, thanks to large companies that reconverted from military to civil production.
Meda was the leader of a new creative and economic culture that could combine elegance, form and style with the needs of the modern family.
We decided to document an important legacy, an historic struggle, a will that came directly from our founders who chose and decided to establish our company precisely here, in the Italian world capital of design. Meda.
We bear its values because others wore them out or ignored them, showed them no interest and did not understand their true importance.
We are the bearers of a flag of rebirth and refounding of this territory, through fundamental values, thanks to which we can promise our clients the creation of the very best of design projects dedicated to their homes.
For this reason we decided to write a book that tells the story of Meda, its history, and its future.
WHY THIS BOOK?
Because I was angry.
Not now, no.
I was angry when I was four years old and I saw my father angry himself because they would not pay him for the exquisite capitonné pieces he crafted with his own hands.
I was angry when the immeasurable talent of my uncle resulted in items that were then signed by others.
I was angry when I saw them switch off the lights for evermore of the laboratories in the streets of Meda that I loved so much, on my bicycle rides as a child.
I was angry when we looked for company apprentices and did not find them.
I was angry when I looked for schools that trained apprentices and did not find them.
I was angry to see artisanal workers reduced to caricatures for TV ads that did not make me laugh.
I was angry as I watched everyone chase prices and forget value.
I was angry to see my country lose sight of its capability in producing the greatest quality in the world.
I was angry to observe the absence of appreciation for artisanal work.
I was angry for a great many reasons, during my long years living and working in Meda.
Basically, I was angry every time I felt we did wrong, seeing how badly we treated ourselves and our talent, seeing how little we would create for the future, throughout all our daily toils.
Today, however, I am happy.
I'm happy because I have managed to make a small step in the opposite direction of this: this book that you have in your hands.
Thank you for your consideration, and for the time that you would wish to dedicate to a different view of my city, that does greater justice to the enormous value that it has always expressed and will always express.
• On the Territory
• The Historic Studios of Meda
• 195X: Design's Big Bang
• The School of Meda
• Hall of Fame: Leading Figures and the Compasso d'Oro Awards
• Milan and Not Milan
• The BertO Case Study
• The Made in Meda of the Future in Ten Theses
• People of Meda