“Industrial “designed objects” start from a conceived, rational product-plan. And their success follows all together different paths, as in a John Cage avant-garde music piece. The “T” project was focused on a compact and convenient hot drinks machine; its looks had to match a striking range of drinks, the largest around.

In few weeks Massimo Iosa Ghini invented a brave new world of espresso machines, populated by cobra heads, diner juke-boxes, racers’ helmets, even a flower-vase and a missile. Amongst these, at first sight, one sketch (the T-sketch) seemed to have a life of its own.

Without commanding any particular attention, it seemed to stand up. It was a castle-like single-family house, straight out of Metropolis. Dull grey body with a funky orange antenna sprawling out from its right side: a building turned into an orange-squeezer from the Fifties. Those languid curved shapes had to become a professional beverage dispenser, in one letter: the T.

Users, now, say the T machine evokes a pet, a cartoon character, even an angel. In general: it’s love at first sight. But people particularly love the T-protuberance, that sort of dome on the top, as it is slightly heated (the boiler is right underneath) and softly round. This part is in fact very apt to caress & pat & hold (on to).”

(Text composed for the RedDot Design Award Book 2003)