At the same time, he also began his design work, at first as personal, formal research, and later in collaboration with numerous industrial companies, in the graphics and publishing, industrial products and exhibition fittings sectors.

His work is internationally acclaimed, and considered to be among the most representative of Italian design. It is distinguished by constant research and experimentation with new product forms and meanings, often set in contrast with the traditional norms of industrial design. His unique position as an artist-cum-designer is documented in the many publications dedicated to his work, and in his participation in major institutions, including ADI – the Italian industrial design association, of which he was president from 1976 to 1979.

He has three times been awarded the Compasso d’Oro, and his art works and objects are included in the collections of several contemporary art museums.

In 1983 a major personal exhibition was held by the “Centro Studi e Archivio della Comunicazione” at the University of Parma, which conserves 8,500 designs and drawings from his archive, donated by him.

His work has also included research and design in the field of street furniture (City of Milan, revamping of Piazza del Duomo) and education, in the form of conferences and series of lectures both in Italy and abroad, including courses given at the Institute of Art History of the University of Parma, and at the faculty of Architecture of the Politecnico in Milan.