Inside the leg of a table. Patricia Urquiola’s, 25 metres of promenade architecturale, among exploded drawings of the forms and visions of best practices. Inside the pages of a book. Words and thoughts of one of the world’s leading furniture and design groups, since 1934 testimonial of things Made in Italy in over 60 countries. An industrial success story and a reputation built on the concept and practice of Quality that has united our corporate community, brands and generations. Inside a multimedia installation. A space that illustrates Quality, products, processes and key players: designers, workforce, stores, achievements, contracts. A kaleidoscope of objects, images, words, communication, shows. On the screen amidst hypertexts, videos, photographs and installations, 8 exemplary stories: SKiN, the sofa by Jean Nouvel; Arc, the table by Foster + Partners; Sequence and Night&Day, bookcase and sofa by Patricia Urquiola; the Wafer chair by Monica Armani; the Gliss 5th and Gliss Quick wardrobes. But also the Gran Teatro La Fenice by Aldo Rossi, photographs by Paola De Pietri, Francesco Jodice, Antonio Biasciucci, Miro and Olimpia Zagnoli, and the institutional campaign by Annamaria Testa. An initial production staged in a dynamic and ever-changing space: a place of vision designed to spread the culture of project design throughout our local communities. All this has a name, a strategy, an address: QallaM, in the Molteni&C production plant in Giussano. A landmark, a creative workshop in the heart of production, a place for meetings and exchanges and a place for reflection. It is a publication, conceived and written by Cristiana Colli and Francesca Molteni, where the story of our products blends with the story of people and experiences, with Corporate Social Responsibility and the enhancement of human capital, with the policies of sustainability and with relational networks that link local to global. Ten years after the “Book of Hidden Qualities”, at Molteni&C we are still pondering on the sense of the concept which drives all our actions. So what is Quality? Does it lie in the workings, design, corporate culture, materials, research, talents, passions, values, joy? And what does it mean to think about it, practice it, look at it, possess it, talk about it? Is Quality real or perceived? Making their contribution to this debate about the countless facets of Quality, its short circuits, its questioners and its original expressions, seated on cardboard packaging in the Giussano plant, we find author and actor Alessandro Bergonzoni, sociologist and leader writer for Il Sole 24 Ore Aldo Bonomi and journalist, writer and head of Nòva24 Luca De Biase. A party to celebrate belonging, with doors flung open wide and spot lights illuminating our centre of innovation and representation.