Inodoro y lavabo Magnum para Villeroy & Boeh, 1987 © Helmut  Newton

Halfway through the film, they enter the boy's house, and, if the boy is modern, against the window, backlit, the silhouette of a Tizio is silhouetted. The television, which gives off a cheerful and changing light, is a Sony. It took Tizio a long time to make its way onto television screens. Its mobile sculpture appearance, provided by the double rocker, maintains its status as an elite product destined for designer objects, and makes us value the signature of its designer, Richard Sapper.

Sony televisions, however, are part of that more anonymous world, less given to designer signatures, which is industrial design. Although in five years they have left the competition behind, which blatantly tries to imitate them, and although there are more televisions in our homes than Tizio lamps or Varius chairs, I suspect that few people know the name of the person who designed them, perhaps because we believe that when we buy a television we are buying technology and nothing else...[+]