After the criticisms and the confirmations, the exaltation of design and the conclusion of Memphis, Michele De Lucchi founded Produzione Privata, taking up the urge for change that was in the air at the turn of the ‘90s. Aware of the gap that had been created between design and production, he set out to rediscover the role of the architect as an intellectual who conceives and fulfils his projects with a more responsible approach to the quality and beauty of things. What had started as a small-scale craft-oriented production of experimental projects traced by his pencil very soon proved to be an opportunity to make objects using technologies on the margins of industrial production, but treated within the logic of series.