First of all, the decision to create a traditional physical book with an authoritative publisher and bookstore distribution.  In an age like ours, which is increasingly dominated by digital works, this decision has a profound value: the book is a product, an “object” that was created using the same quality, attention, and physical care that Fantini  devotes to creating its own products. It uses beautiful, high quality paper that’s pleasing to the touch, with a format designed to be enjoyable to browse through and inviting to read. The graphic design created by Massimo Pitis interprets the contents of the various chapters using a dynamic layout that’s always diverse and surprising, never boring.

And the words. We believe in the value of words, although we know that a picture, as the saying goes, “is worth a thousand words.”  As editors, Renato Sartori and I thus created a multi-level narrative structure: important quotes from Daniela Fantini appear throughout the book, providing a concise yet complete summation of the narrative and general overview of the company’s philosophy. The text itself examines the themes and contents described in the chapter titles.

In smaller type are the captions that describe the images.

For an understanding of the products, we’ve identified key words – color, transparency, purity of technique, archetype, modern classic, memory, inspired by the lake – that fully represent the multiplicity and richness of the expressive languages used by many designers in products whose poetics and personal style are all quite different from one another. What unifies them is the thought that we’ve called “Fantini-ness” – that is, the company’s ability to bring such distinctive and sometimes seemingly divergent design spirits under the same umbrella.

These are the words that spontaneously came up during a collective brainstorming session when we started working on the book: dreams, thoughts, projects, energy, design, beauty, harmony, passion, modernity, lightness, clarity, ethics, care, respect, kindness, innovation, invention, authenticity, originality, uniqueness, sophistication, sustainability, experimentation, quality, perfection, technique, technology, know-how, efficiency, excellence, simplicity…. Words that Fantini always has in mind when it designs a new product, with the goal, which we like to use as our mantra, of “giving water its finest form.”