"Please, don't call it just a design firm," says Continuum founder Gianfranco Zaccai as we walk through open space offices, labs and workshops for prototype making, peppered with sleek displays showcasing never-seen-before products complete with an explanation of what they are. "They all do, you all do... journalists usually have a hard time grasping what we are really up to here."

Yes, the fact that the 200 employee-strong firm Zaccai created from scratch in his Boston apartment 30 years ago was called "Design Continuum" until a few years ago can be misleading. And when I find out that among the misled are The New York Times, CNN and the Italian national daily "La Repubblica" I feel a little better.

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Fonte: Bostoniano