It was founded in 1966 in Florence by Adolfo Natalini and Cristiano Toraldo di Francia, later other young architects joined. Together with Archizoom Associati, they 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; this concept is then shifted from architecture to interior design. The subversive spirit to conventional and conformist style of the economic boom lead to a real attack on the "good taste", challenging all that is rational. These are the bases of the Radical design, which projects on the national and international scene, the company Giovannetti, decreeing its success and lay the foundation for a unique style that is reflected in the company's future production.