Produce for man means to look at everyday life with culture eyes. In the case of Gruppo Ragaini, of culture of the project. Recently a strong demand for well done emerges. And this well done opens to new readings: as manifacture, but also as applied thought, as finishing, but also as decorative, ergonomic, relational consonance. Objects are changing in relation’s actors, with persons, with spaces, with other objects. For this today it is important to give a new sense to the word comsumption. Producers of goods for the house must go out of reductive vision, charging themselves to educate people not only to beauty, but to useful, they must give back a sense to things. In Italy we have a huge capability to make beautiful things, not only formally beautiful, but also in what you cannot immediately see: beautiful to touch or beautiful to want, beautiful to use and especially that define an idea of dynamic modernity, of a societày positively mutant. Beauty in this case is a code written in nature, in air, in senses, in hope. World economy will be tomorrow an economy of ideas and so we must have good ideas that levering on technological experience would build innovation, cultural, in living ways, of seeing ways, of wellbeing ways.