Culture of Italy Italiana" have entered the vocabulary of furniture design. Examples of classic pieces of Italian white goods and pieces of furniture include Zanussi's washing machines and fridges, the "New Tone" sofas by Atrium, and the post-modern bookcase by Ettore Sottsass, inspired by Bob Dylan's song "Stuck Inside of Mobile with the Memphis Blues Again". Today, Milan and Turin are the nation's leaders in architectural design and industrial design. The city of Milan hosts the FieraMilano, Europe's biggest design fair. Milan also hosts major design and architecture-related events and venues, such as the "Fuori Salone" and the Salone del Mobile, and has
Ettore Sottsass named Sottsass artistic director and gave him a high salary, but Sottsass refused. Instead he created the Studio Olivetti independently, working Olivetti and became instantly the most creative international center of design associating research with creation and industrial strategy. The feeling that his creativity would have been stifled by corporate work is documented in his 1973 essay "When I was a Very Small Boy". In 1968, the Royal College of Art in London granted Sottsass an honorary doctoral degree. Throughout the 1960s, Sottsass travelled in the US and India and designed more products for Olivetti, culminating in the bright red