Evergreen and Design
Timeless, ageless, full of great notoriety, even after many years of initial success: this is what is meant by the word evergreen. But what magical ingredient makes a product evergreen? This comes as a result of its iconic being, which is highly capable of communicating and is far from the usual contexts. It’s one which cannot be inserted in a precise historical context. It’s always current, and in short, it surpasses time!
Everyone recognizes a bottle of Coca Cola, even without its label. The most famous drink in the world allows us to explain another feature: being appreciated by everyone without having to change your image. In the 1960s, Warhol himself, by painting his famous Coca Cola series, emphasized its democracy. There are many examples in our own country: one of them is the Vespa, the object of desire of every Italian in the 1950s, and still today, regardless of class. There are countless examples of Italian evergreen design: from the Arco Lamp by Castiglioni to the Lettera 22, as well as from the Sacco armchair to the Zanuso radio for Brionvega.