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The stories behind the world’s most iconic designs. Weekly dives into design history drop every Monday. 🪑👓 👗
Arguably, the Vespa is the Model T Ford of Europe. It transformed Italy, Europe, and then the world. As the slogan goes, Vespizzatevi!—“Vespa-fy yourselves!” #Vespizzatevi

Thread 15 of 15
August 25, 2025 at 3:19 PM
The movie Roman Holiday made Vespa an icon. After Audrey Hepburn and Gregory Peck whizzed around the Rome of ‘la dolce vita’, everyone wanted one. #RomanHoliday #AudryHepburn #GregoryPeck

Thread 14 of 15
August 25, 2025 at 3:19 PM
But it wasn’t cheap. Even the basic model cost four times the average yearly salary.

Thread 13 of 15
August 25, 2025 at 3:19 PM
While unisex transport, the Vespa particularly appealed to women because it made riding in skirts a breeze—an advantage highlighted by Piaggio from the start. #Advertising

Thread 12 of 15
August 25, 2025 at 3:19 PM
The Vespa was stylish but practical. It seated two (or more), was highly manoeuvrable, and you didn’t get your legs dirty—so suited the city and countryside.

Thread 11 of 15
August 25, 2025 at 3:19 PM
With a larger rear, a narrow ‘waist’ and steering that resembled antennae, Enrico Piaggio remarked: "Sembra una vespa" (“It looks like a wasp”). The name stuck.

Thread 10 of 15
August 25, 2025 at 3:19 PM
The enclosure improved aerodynamics and concealed dirt and grease, while the front shield diverted wind and rain.

Thread 9 of 15
August 25, 2025 at 3:19 PM
Applying his aeronautical experience, D'Ascanio used a ‘monocoque’ design—an external load-bearing skin (similar to an eggshell). #monocoque

Thread 8 of 15
August 25, 2025 at 3:19 PM
D'Ascanio placed the engine beside the rear wheel, which enabled direct transmission. That also provided space for a step-through design, with a flat floor panel for the feet.

Thread 7 of 15
August 25, 2025 at 3:19 PM
Corradino D'Ascanio, a well-known aeronautical engineer, was brought in for fresh ideas for the MP6.

Thread 6 of 15
August 25, 2025 at 3:19 PM
Enrico didn’t like it. The MP5 was quickly nicknamed ‘Paperino’ (Donald Duck in Italian) due to its ungainly look. #Paperino #DonaldDuck

Thread 5 of 15
August 25, 2025 at 3:19 PM
Piaggio’s first attempt—the MP5 (1944)—was a small-wheeled motorcycle covered with bodywork.

Thread 4 of 15
August 25, 2025 at 3:19 PM
Needing to take a new direction, Enrico decided to address Italy's need for affordable mass transportation.

Thread 3 of 15
August 25, 2025 at 3:19 PM
Enrico Piaggio had a problem. Following WW2, Piaggio’s aircraft factory was prevented from producing aerospace technology for 10 years.

Thread 2 of 15
August 25, 2025 at 3:19 PM
Vespa

Designer: Corradino d’Ascanio
Country: Italy
Year: 1946

After a holiday, the Vespa takes off. #DesignIcon #Design #DesignHistory #ItalianDesign #Piaggio #Vespa #Scooter

Thread 1 of 15
August 25, 2025 at 3:19 PM
Never one to miss a marketing opportunity, when Renato Bialetti died his ashes were placed in a special Moka Express urn. #RenatoBialetti #Urn

Thread: 11 / 11
August 18, 2025 at 4:05 PM
The Moka Express is central to Italian identity—over 90% of households have one. And worldwide? It’s claimed that 300 million have been sold. #BialettiMokaPot

Thread: 10 / 11
August 18, 2025 at 4:05 PM
Drawn by Paul Campani in 1952, the figure is a caricature of Renato. It successfully communicates both heritage and impatient speed (espresso now!) thanks to that raised finger. #Mascot

Thread: 9 / 11
August 18, 2025 at 4:05 PM
To differentiate from a growing number of competitors in the 1950s, Renato commissioned the company mascot, “L’omino con I baffi” (little man with a moustache). #Lominoconibaffi

Thread: 8 / 11
August 18, 2025 at 4:05 PM
The company grew rapidly after Alfonso’s son, Renato, took over. A marketing genius, Renato began a publicity blitz—billboards, radio, newspapers, and magazines. #Marketing

Thread: 7 / 11
August 18, 2025 at 4:05 PM
The result—the Moka Express—was named after Mokha in Yemen, a leading commercial centre for coffee since ancient times. #Mokha

Thread: 6 / 11
August 18, 2025 at 4:05 PM
Alfonso Bialetti cleverly combined the steam power of La Pavoni with the 3-chambered design of the Napoletana—in a striking octagonal form. #AlfonsoBialetti

Thread: 5 / 11
August 18, 2025 at 4:05 PM
One home device—the Napoletana—did exist, but wasn’t steam powered. Water is first heated in the ‘bottom’ chamber, then the device is flipped over so it drips through a middle ‘coffee chamber’ into the pot.

Thread: 4 / 11
August 18, 2025 at 4:05 PM
The first commercial expresso machine was by Desidiero Pavoni, whose La Pavoni was introduced at the 1906 World’s Fair in Milan. It was a hit, but too big and costly for home use. #LaPavoni

Thread: 3 / 11
August 18, 2025 at 4:04 PM
The Bialetti Moka pot isn’t the first expresso machine. The principle of using steam to force heated water through ground beans dates back to the early 19th century.

Thread: 2 / 11
August 18, 2025 at 4:04 PM