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Ettore was known for using color, shape and material to create strong emotions. He and a group of young architects and designers from various countries banded together in 1981, forming the design collective the Memphis Group. Credited with making stylish office equipment popular, he designed a great many famous products including the red plastic portable Valentine typewriter in 1969 for Olivetti. He had many clients including Esprit, Knoll International, Serafino Zani and Alessi.