Product development takes place in a series of phases. There’s a starting point which, step by step, makes what was originally a creative idea into reality. “The starting point is approval of the collection by the product office. This marks the end of the first phase in product development, which we call design, which is composed primarily of three phases: design proper, prototyping and then approval of the collection,” says Nicola, as if he were describing the instant in time prior to the genesis of a work of art. A genesis that leads - following a feasibility study, identification of major technical and productive decisions, choice of materials and assessment of costs - to creation of a certified pre-series after about 12 to 15 weeks. “The pre-series is used to complete technical testing, and the next step is viewing this pre-series on a table with the design team, which decides whether to approve production. True production begins once this approval has been obtained,” says Nicola, taking a deep breath and smiling happily.