[7][8] At the same time, he was part of the growing Arte Povera movement in Turin, comparing himself with artists like Michelangelo Pistoletto,[7] Piero Gilardi and Alighiero Boetti.
From 1969 to 1973, he devised the Red Books, the first manuals developed in the "metaproject" format, which led to the creation of Olivetti's corporate identity programme.
[11] In 1978, he founded the Colorterminal IVI di Milano, the first center to use the new RGB technologies and CMF design, and four years later, he formed Gruppo Colorscape for urban planning.
Throughout the 1980s, he worked with Louis Vuitton and Vitra in Europe, Herman Miller in the United States, and Mitsubishi in Japan.
In 2000, he founded the Qualistic Lab, a division of Castelli Design that developed new instruments for the emotional positioning[clarification needed] of images and products.