Between the 50s and 60s, the first major orders from architects such as Achille and Pier Giacomo Castiglioni, Melchiorre Bega and Gaetano Scolari arrived, accompanied by the exponential economic growth of Stilnovo. As testimony to the continued success, in 1965, a new ultra-modern factory was opened in Lainate, near to Milan.

To distinguish itself from the competition and present itself as a modern and dynamic company, in 1969, the new branding designed by Giancarlo Iliprandi started to appear in catalogues and magazines, while the visual communication of the brand was entrusted to Italo Lupi.