Driven by a passion for design and aesthetics, in 2007 he decided to develop, in addition to his core business, a subdivision, and thus LETTERA G was founded as was a tribute to the legendary Lettera 22, the Olivetti typewriter, to emphasise the importance of humanistic culture in Italian design.

In 2007 he turned to Poli-Design, Milan Polytechnic, with which he selected young designers, many of whom then established well-established design studios, to put them in contact with the factory. The Letter G project, in fact, stems from the entrepreneurial desire of Massimo Giovanardi to enhance the know-how developed over almost 100 years of excellence in production, creating a collection of furnishing accessories with a unique appearance, redesigning and reinventing our everyday life.