" 'Bella Figura': it's how you look and how you react. The Italians are extremely aware of this above and beyond any other society I have ever met. So that is also a context for design. Anyways, to go back to this idea of being incomplete if you don't own 'this'...For the Italians, to be complete is also a part of this idea of bella figura. The Italians were always up ahead then the other cultures in that sense because the American concept or other concepts were more based on functionality or on service or size. The driving force behind the vast majority of consumer product concerns has been the concept 'you are incomplete if you don't own this'. This is simply the concept that personal or family satisfaction comes by surrounding yourself with objects of consumer functionalism. There are different ways of approaching the satisfying of needs and the inventing of new needs. "