In 1963 the Guzzini brothers went into business together, creating Guzzini's Harvey Creations, and expanding their production, which since then has included lamps and chandeliers, wall and floor lamps. The brothers hire architect and designer Luigi Massoni, who will create unique objects for them, which have made the history of Italian lighting design. The Model 3010 was also born from the genius of architect Joe Colombo. Joe Colombo, pseudonym of Cesare Colombo, was an Italian designer and architect. He is known for his defined futuristic style, characterised by unusual and original shapes, combined with dynamic and flexible furnishing systems, often characterised by the predominance of modules, metals and lucite.