Italian designer Dante Donegani, a lecturer of Domus Academy, tells about specifics of Italian approach to design: what is the secret of utility and popularity of Italian goods, how design becomes a part of business and a system, how to combine creativity and rationalism in the production process. Dante Donegani is famous for his industrial design works. Together with Giovanni Lauda, he has designed a lamp-book «Multibook» for the Italian company «Rotaliana». Donegani’s works are kept in collections of SFMOMA and La Triennale di Milano Design Museum. Dante Donegani now teaches in Domus Academy.