Since the mid-1960s, Giorgio Ceretti, Pietro Derossi and Riccardo Rosso have interpreted architecture and design as one of the means of participating in the social and political struggles of the time. Meeting in Turin under the aegis of the Sturm Group, of which they were the main promoters, they designed together the furnishings of those public places that have marked an era for Italian show business: the Piper Club and l'Altro Mondo in Rimini. With the technical collaboration of Piero Gilardi, they designed the first polyurethane foam furniture with an anti-design attitude and approach.

Over time, their work acquired an educational, sociopolitical and cultural function, to the point that in 1972 they were invited to participate in an exhibition organized at the MoMA in New York entitled Italy - the new domestic landscape and curated by Emilio Ambasz.