Tecno: Redesigning the Future of Future Work
In 2010 Giuliano Mosconi left his position as CEO of the Poltrona Frau Group and invested in a majority share of Tecno s.p.a. It was a watershed moment for the vaunted Italian brand with its long history of award winning products and projects. Companies can get caught in a trap of their own past success, and Tecno may have been guilty of falling into that trap. Having been a leader of the “Italian Design Movement” since the 50s, by 2010 it had not only stopped growing but the company was in a slow, steady decline. “To face the new challenges of the market,” stated Mr. Mosconi, “you need the ability to interpret the needs of the client, with activity involving much more than experience with respect to the past. This awareness has led us to change our philosophy, teaming the traditional physical factory where the product is made with a …
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