Following the criticism and confirmation, the exaltation of design and the conclusion of Memphis, Michele De Lucchi founded Produzione Privata, picking up on the momentum of change that was in the air in the early nineties.
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 carries out his projects with a more responsible approach to the quality and beauty of things.
What had begun as a small-scale artisanal production of experimental projects outlined with his pencil soon revealed itself as an opportunity to manufacture objects using technologies outside of industrial production, but treated within the logic of the series.