The Luce Pensata project, enlivened by the ironic lyricism of Jean François Crochet’s drawings, took shape through Sergio Terzani’s tenaciously understated business sense. Describing his production philosophy, Sergio Terzani states: “Pensare la luce” (thinking about light) means building a happy production environment day by day: this is our project. Market success was immediately considerable and widespread, the growth constant and progressive. The original small workshop in the center of Florence became a factory located amongst the hills of the Tuscan countryside. Some products, Antinea, Hugo, ZigZag, Adele, became icons of Italian creativity throughout the world.