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designicon.bsky.social
Design Icon
@designicon.bsky.social
8 followers 4 following 76 posts
The stories behind the world’s most iconic designs. Weekly dives into design history drop every Monday. 🪑👓 👗
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designicon.bsky.social
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
The image features a stylish young woman sitting side-saddle on a mint green vintage Vespa parked at a city crosswalk. She is dressed in a chic black dress with long sleeves and a flared skirt, paired with heeled ankle boots. Her pose is elegant and composed as she applies makeup using a compact mirror, exuding a sense of modern sophistication. A black designer handbag with a gold "V" logo rests between her and the scooter. The urban backdrop, with crosswalk lines, buildings, and pedestrians, contrasts with her poised fashion-forward appearance, capturing a blend of classic Italian flair and contemporary city life.
August 25, 2025 at 3:19 PM
designicon.bsky.social
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
This black-and-white image captures a classic scene from mid-20th-century Rome, featuring a man in a suit riding a Vespa scooter with a woman seated behind him, smiling as she holds onto his waist. The iconic architecture of Rome, including the Colosseum, is visible in the background, placing the scene firmly in the Eternal City. The Vespa's front shield prominently displays the brand’s logo and Piaggio emblem. The image exudes vintage charm and romantic adventure, reflecting the post-war cultural fascination with freedom, travel, and Italian style—likely referencing or inspired by the 1953 film Roman Holiday.
August 25, 2025 at 3:19 PM
designicon.bsky.social
But it wasn’t cheap. Even the basic model cost four times the average yearly salary.

Thread 13 of 15
This vintage black-and-white photograph captures a lively street scene centered around a young woman confidently posing on a Vespa scooter. She wears a plaid skirt and a dark top with a flower pinned to her chest, suggesting participation in a contest or event. A crowd of men and women surrounds her, smiling and chatting, with many directing their attention toward her and the scooter. The Vespa, a symbol of style and freedom, is parked in the foreground with its distinctive logo visible. The atmosphere feels festive and relaxed, reflecting mid-20th-century European culture and the scooter’s popularity in post-war Italy.
August 25, 2025 at 3:19 PM
designicon.bsky.social
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
The image is a vintage Vespa advertisement featuring an illustrated woman joyfully riding a bright red Vespa scooter, raising one hand in a carefree wave. She is dressed in a stylish blue blazer and skirt, representing the fashionable and independent spirit associated with Vespa scooters in the mid-20th century. In the background, whimsical characters ride an old-fashioned penny-farthing bicycle and gather near trees, contrasting the modernity of the Vespa with outdated modes of transport. The Vespa logo is prominently displayed in bold blue lettering, with the Piaggio badge in the upper left corner, and the artist's signature "Martelli" in the top right.
August 25, 2025 at 3:19 PM
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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
The sepia-toned image captures a nostalgic moment featuring a woman riding a vintage Vespa scooter with a young child seated in front of her, both smiling gently as they move down a city street. The woman is dressed in a mid-20th-century outfit with gloves, while the child wears a bonnet and holds onto the handlebars. The scooter has the classic streamlined body and front leg shield typical of early Vespa models. In the background, a few pedestrians observe the scene near a building entrance, adding to the everyday charm and historical atmosphere of the photograph.
August 25, 2025 at 3:19 PM
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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
The image shows a close-up, side view of a wasp against a solid turquoise background. The insect features a sleek black and yellow striped body, translucent wings, and long black antennae. Its segmented body includes a narrow waist connecting the thorax and abdomen, a characteristic trait of wasps. The legs are thin and yellow, with a slight curve at the joints, and the wings are folded back neatly along the body.
August 25, 2025 at 3:19 PM
designicon.bsky.social
The enclosure improved aerodynamics and concealed dirt and grease, while the front shield diverted wind and rain.

Thread 9 of 15
The image shows a classic vintage Vespa scooter in a matte green color, positioned against a solid turquoise background. The scooter features a retro design with a wide front leg shield, a rounded engine cover, and a small single seat with a rear luggage rack. Chrome handlebars and footrests add a touch of shine, while the front headlamp is integrated into the front fender. The overall aesthetic reflects mid-20th-century Italian scooter design, emphasizing style and simplicity.
August 25, 2025 at 3:19 PM
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Applying his aeronautical experience, D'Ascanio used a ‘monocoque’ design—an external load-bearing skin (similar to an eggshell). #monocoque

Thread 8 of 15
The image showcases the exposed steel monocoque unibody frame of a Vespa scooter, highlighting the integral design that combines the body and chassis into a single, seamless structure. Rendered in a sleek, metallic finish against a clean white background, the frame exhibits the iconic curves and contours of the Vespa's form, emphasizing durability and aerodynamic efficiency. The words "Steel Monocoque Unibody" appear at the top.
August 25, 2025 at 3:19 PM
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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
The image displays a vintage patent drawing for a motor bicycle, specifically a scooter, credited to C. D’Ascanio and dated December 27, 1949, with a filing date of June 19, 1947. The detailed technical illustration shows a side view of the scooter, featuring a rounded, streamlined body with an enclosed rear wheel, a single seat with rear suspension springs, and a prominent front leg shield and fender. The design emphasizes simplicity and aerodynamic styling, characteristic of mid-century scooter engineering. The document has an aged paper background, giving it a historical and archival appearance.
August 25, 2025 at 3:19 PM
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Corradino D'Ascanio, a well-known aeronautical engineer, was brought in for fresh ideas for the MP6.

Thread 6 of 15
The black-and-white image shows an older bald man seated at a desk, appearing to be deeply focused on reading or reviewing architectural plans or technical drawings. He is dressed in a suit and tie, holding a pencil in one hand while resting his other hand on his cheek. On the desk beside him are multiple rotary telephones and some rolled-up papers, suggesting a professional workspace, likely from the mid-20th century. The setting and his demeanor convey a sense of thoughtful concentration, possibly indicating that he is an engineer, architect, or designer at work.
August 25, 2025 at 3:19 PM
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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
The image shows a colorful vintage toy featuring Donald Duck riding a bright red scooter with blue and yellow accents, set against a solid turquoise background. Donald Duck is depicted wearing his classic sailor outfit with a blue cap, red bow tie, and blue jacket with yellow trim. The front fender of the scooter has a cartoon face decal, adding a playful touch. The toy appears to be made of plastic or tin, with exaggerated features and cheerful expressions that capture the whimsical charm of mid-20th-century children's toys.
August 25, 2025 at 3:19 PM
designicon.bsky.social
Piaggio’s first attempt—the MP5 (1944)—was a small-wheeled motorcycle covered with bodywork.

Thread 4 of 15
The image features a vintage scooter with a unique, streamlined design, set against a solid turquoise background. The scooter has a sleek, enclosed body with smooth, flowing curves that cover most of the mechanical parts, giving it a futuristic look reminiscent of 1940s or 1950s industrial design. It has a single black saddle seat with visible rear suspension springs, chrome handlebars with black grips, and rounded front and rear fenders. The overall aesthetic emphasizes aerodynamic styling and minimalism, highlighting a retro vision of modern transportation.
August 25, 2025 at 3:19 PM
designicon.bsky.social
Needing to take a new direction, Enrico decided to address Italy's need for affordable mass transportation.

Thread 3 of 15
This black-and-white photograph captures a group of people, mostly couples and small groups, walking along a hilltop road overlooking the city of Rome. In the distance, the prominent dome of St. Peter’s Basilica dominates the skyline, signaling the location as Vatican City. The people, dressed in mid-20th-century coats and footwear, appear to be casually strolling or sightseeing. The cityscape below is dense with historic buildings, rooftops, and winding streets, creating a classic Roman panorama. The image evokes a sense of timelessness and quiet reflection in a post-war urban landscape.
August 25, 2025 at 3:19 PM
designicon.bsky.social
Enrico Piaggio had a problem. Following WW2, Piaggio’s aircraft factory was prevented from producing aerospace technology for 10 years.

Thread 2 of 15
The black-and-white image shows a large aircraft hangar filled with rows of identical small seaplanes, neatly lined up in two parallel columns. Each plane features a high-mounted wing, a central cockpit, and distinctive striped patterns on the upper surfaces of the wings and tails. The hangar itself has tall arched windows and a vaulted ceiling with exposed beams, creating an airy industrial atmosphere. Italian text is visible on the far wall, suggesting the location may be in Italy, possibly during the mid-20th century. The overall scene reflects a moment of organized military or industrial production.
August 25, 2025 at 3:19 PM
designicon.bsky.social
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
The image features a classic silver Vespa scooter, isolated against a solid turquoise background. This vintage model showcases the iconic Italian design with a monocoque steel unibody frame, front leg shield, and rounded engine cover. It has a single black leather saddle-style seat with a rear luggage rack and footrests integrated into the body. The scooter's headlight is mounted on the front fender, and the handlebars are chrome with beige handgrips. The Vespa logo is prominently displayed on the front shield, emphasizing the brand's timeless style and engineering heritage.
August 25, 2025 at 3:19 PM
designicon.bsky.social
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
The image shows a solemn church scene where a priest in a purple vestment is performing a blessing with incense over a large silver Moka pot placed at the front. A group of mourners, dressed mostly in dark clothing and coats, stand closely together in the pews, watching the ceremony. The background includes wooden pews and churchgoers, with the moment captured in a warm, reverent atmosphere.
August 18, 2025 at 4:05 PM
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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
The image shows a hand pouring freshly brewed coffee from a silver Bialetti Moka Express stovetop espresso maker into a small white espresso cup on a saucer, with a teaspoon resting on the side. Both the cup and the coffee maker display the iconic Bialetti mascot logo. To the left, a red and silver 250g bag of Bialetti Perfetto Moka Classico ground coffee stands upright on a light wooden surface, with coffee beans pictured on its packaging. The background is simple and bright, emphasizing the coffee-making scene
August 18, 2025 at 4:05 PM
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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
The image shows a man in a dark suit with a neatly groomed mustache, seated and holding a piece of paper, positioned on the left side against a solid yellow background. To his right is the iconic black-and-white cartoon Bialetti mascot—a mustached man in a suit and pointed hat, raising his right index finger. The visual pairing highlights the resemblance between the real person and the illustrated character.
August 18, 2025 at 4:05 PM
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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
The image shows the iconic Bialetti logo, featuring a black-and-white cartoon illustration of a man with a large mustache, wearing a suit, tie, and pointed hat, and raising his right index finger. The figure stands above the bold, capitalized word “BIALETTI,” with a registered trademark symbol to the left. The background is white, framed by a solid yellow border.
August 18, 2025 at 4:05 PM
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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
The image shows a black-and-white photograph of a large outdoor sculpture depicting an oversized Moka pot pouring coffee into a cup-shaped basin below, functioning as a fountain. The structure is elevated on a base decorated with block letters and surrounded by flowers, with buildings and shopfronts visible in the background.
August 18, 2025 at 4:05 PM
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The result—the Moka Express—was named after Mokha in Yemen, a leading commercial centre for coffee since ancient times. #Mokha

Thread: 6 / 11
The image shows a well-worn, vintage stovetop Moka pot with an octagonal aluminum body, set against a solid yellow background. The coffee maker’s surface is tarnished and scratched from years of use, and its black handle appears faded and partially damaged. The lid features a small hexagonal knob, also showing signs of wear, giving the pot a rustic, time-tested character.
August 18, 2025 at 4:05 PM
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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
The image shows a vintage patent drawing of the iconic Bialetti Moka pot, set against a solid yellow background. The blueprint-style illustration depicts both a side view and a top-down view of the octagonal stovetop espresso maker, complete with numbered parts and annotations in Italian. Two small postage stamps appear in the top right corner, and the document bears handwritten notes and signatures, indicating its official registration.
August 18, 2025 at 4:05 PM
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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
The image shows a stainless steel stovetop coffee maker, specifically a napolitana or flip coffee pot, placed on a lit gas burner with a visible blue flame. The pot has a cylindrical shape with a short, angled spout near the top and a black handle partially visible on the side. In the background, there is a tiled wall with a patchwork of rectangular tiles in shades of brown, cream, blue, and gray, adding a rustic, colorful backdrop.
August 18, 2025 at 4:05 PM
designicon.bsky.social
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
The image shows a vintage La Pavoni espresso machine with a tall, cylindrical metal body, set against a solid yellow background. The machine features ornate details such as a decorative Greek key border near the top, a small eagle figure as a finial, and symmetrical portafilter handles extending from each side. A plaque with the brand name “La Pavoni” is affixed to the front, and the overall design reflects early 20th-century craftsmanship in coffee brewing equipment.
August 18, 2025 at 4:04 PM
designicon.bsky.social
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
The image shows an old technical drawing of an early espresso machine patented by Angelo Moriondo in 1884, displayed against a solid yellow background. The black-and-white schematic features multiple views and cross-sections of the steam-powered device, including its cylindrical boiler, gauges, valves, and interconnected piping, with handwritten Italian annotations detailing its components and operation.
August 18, 2025 at 4:04 PM