AR My first idea was to put it underneath the basin itself, but that was not feasible. The only possibility was to insert it inside the ceramic hole.

EZIn order to develop this aspect we had to do a lot of work right away with our engineering department, which then led us to have an industrial patent on the product. To date, it is the only faucet of ours that has obtained an industrial patent.

ARThat's where Isy started; from there it developed towards total simplicity. And of course, as in so many things, that total simplicity is actually very complicated to solve technically.

MT You remember, Antonio, we were very uncertain whether the diameter of the mixer could be reduced by two millimeters. After a year and a half those brilliant engineers told us, "We did it." But the work of the company's phenomenal technicians was also crucial. Because everything depends on the high level of craftsmanship competence, before it is mass produced.

EZ We saw an early prototype with some friends, and we all found it beautiful. We first launched the product at the Cersaie fair in Bologna, in 2001. Thun also designed our booth, which featured five pallets covered in boxes, each with a brightly colored label corresponding to one of the 5 Isy families.

ARThe packaging and communication we designed were also revolutionary, especially for the color, because it was a fluorescent orange. We wanted to be seen. We wanted to give this idea of modernity, the launch of something completely new; and we did it through color, a fluorescent orange, which ran through the line’s whole communication, from catalogues to retail materials. In the sector, it was rare to have such an all-encompassing and coordinated visual identity. In my opinion it was very, very beautiful.

EZThe scenic effect was remarkable. It was also a way of showing that we had arrived at the fair, which is quite unusual, with the product ready to go. Honestly, we knew right away that Isy was "breaking through." Already at Cersaie there was general acclaim, and also a lot of request, which normally does not happen in our sector. The reception was very warm from both the press and the customers.