It was founded in 1966 in Florence, by Adolfo Natalini and Cristiano Toraldo di Francia, to which later added other young architects. Together with Archizoom Associati were the greatest exponents of Radical Architecture. The greatest success came in '72 with the participation in the exhibition "ltaly: the New Domestic Landscape", at MoMA in New York. The result is a new way of interpreting and living the spaces, in the search of pure and abstract shapes, infinitely repeatable; and this concept is then shifted from architecture to interior design. The subversive spirit to conventional style and conformist of the economic boom lead to a real attack on the "good taste", challenging all that is rational. These are the basics of the Radical design, a design that projects on the national and international scene, the company Giovannetti in its infancy, decreeing the success and lay the foundation for a unique style that is reflected in the company's future production.