When we first decided to (try and) build a "different" TV set in the era of LCD, we thought the first thing we would run far away from would be bidimensionality.
We spent a lot of time together, Valerio Cometti (the designer) and us (the dreamers, if You like) to try and differentiate from all those (identical) squared black frames running behind slimness.
Three dimensions are better than two, we kept thinking.
And when we added the idea that besides perfect pictures our baby (TV) should have also out -performed in terms of sound quality, embracing and accompanying images with the warmest sound-waves possible, well..., we thought of a new way of expressing simplicity and beauty.
Last but not least, such elegant proportions could not ignore the importance of materials, so we could but crave our dream into crystal and metal.
Primo was born. He is looking for a new home.