1957- 1971

THE AFFIRMATION OF STAINLESS STEEL

A COOKERY REVOLUTION: THE PRESSURE COOKER.

Two years, 1956 and 1957, mark a turning point in product innovation and sales. The famous Thermoplan® base was developed; it would be used until the 2000s. The company left behind tinned iron in favour of a total conversion to stainless steel production. Massimo Lagostina understood the importance of conquering new markets, from the countries of Central Europe to Greece and even to Venezuela; during the subsequent decade, Canada and Israel would follow. The company's advertising investments were reinforced, and the slogan "Più sapore in metà tempo" ("More taste in half the time") launched a revolutionary product for both those years and the company's future: the pressure cooker. However, the commercial that most marked Italian memories was the 1969 one featuring Osvaldo Cavandoli. This curious "omino" (character) – a perpetually unsatisfied grouch – became the star of one of the most popular advertising spots or "caroselli": La Linea.

The first models of pressure cookers on the market starting in 1960

The first models of pressure cookers on the market starting in 1960.

The interior of the new Vasellame establishment, opened in 1964

The interior of the new Vasellame establishment, opened in 1964.

The interior of the new Vasellame establishment, opened in 1964

The interior of the new Vasellame establishment, opened in 1964.

Phases of the production process of the first Thermoplan base applied using the Alfin method – 1956

Phases of the production process of the first Thermoplan base applied using the Alfin method – 1956

Emblematic image of the first campaign for the destruction of aluminium cooking pots, taken in the courtyard of the Turin-based Caudano store

Emblematic image of the first campaign for the destruction of aluminium cooking pots, taken in the courtyard of the Turin-based Caudano store.

An advertisement for the Caudano store in Turin, showing the first emblematic aluminium cooking pot destruction campaign

An advertisement for the Caudano store in Turin, showing the first emblematic aluminium cooking pot destruction campaign.

Inside pages from the brochure "La pubblicità Lagostina vi aiuta a vendere" ("Lagostina advertising helps you sell"), where the company presents a review of the forms of advertising used in the late 1950s

Inside pages from the brochure "La pubblicità Lagostina vi aiuta a vendere" ("Lagostina advertising helps you sell"), where the company presents a review of the forms of advertising used in the late 1950s.

Scenes from a television commercial of the 1960s showing the use of a pressure cooker in the kitchen

Scenes from a television commercial of the 1960s showing the use of a pressure cooker in the kitchen.

An advertising insert for the Moon Line product range bearing the slogan "Una pentola Lagostina si fa pubblicità da sola, basta guardarla" ("A Lagostina cooking pot is an advertisement in itself; just look at it")

An advertising insert for the Moon Line product range bearing the slogan "Una pentola Lagostina si fa pubblicità da sola, basta guardarla" ("A Lagostina cooking pot is an advertisement in itself; just look at it"). 


(the year 1967)

Technical draft of an axonometric cross-section of the High Equipment pressure cooker designed for foreign markets and equipped with a special valve and a rack

Technical draft of an axonometric cross-section of the High Equipment pressure cooker designed for foreign markets and equipped with a special valve and a rack. 

1965

The Rovetta automated moulding line set up in 1972

The Rovetta automated moulding line set up in 1972.

One phase in the system for applying the thermo-diffusing base using a braze-welding technique

One phase in the system for applying the thermo-diffusing base using a braze-welding technique

A brochure for Oneida tableware, produced in the United States and exclusively distributed in Italy and Europe by Lagostina

A brochure for Oneida tableware, produced in the United States and exclusively distributed in Italy and Europe by Lagostina.

Mission

The Italian pleasure of good cooking should be shared with everyone. An opportunity to share with family and friends or to make new acquaintances. This is made possible through our tradition and our continued focus on quality, innovation and the small-scale crafting of our products.