The identity of Bitossi Ceramiche starts from the beginning of 1900’s and develops upon a productive ceramic tradition that existed in Montelupo Fiorentino starting from 1500. The activity of the Bitossi family started in 1921 for the will of Guido Bitossi with the establishment of “Manifattura Ceramica Cav. Guido Bitossi & Figli” that combined typical local craft works into a structured productive organisation. The production continues also with the collaboration of leading figures who were able to introduce an innovative cultural artistic sensibility. This attitude in connection with the entrepreneurial skills developed throughout the years with a constant research for the quality of finished products, contributed to create an identity for Bitossi Ceramiche as an example of Italian excellence. The presence of its territory turns into the expression of centuries’ old craft skills and the care for its history accompany the production with the research and collection for documents of material culture that witness how skills get renewed in the tradition. More than 7000 original pieces starting from the 50’s, were collected and filed in the “Bitossi Industrial Archive”; 200 selected pieces among those can be seen at MAIB- Artistic Industrial Bitossi Museum, that was built by the company to showcase this historical path. Bitossi Ceramiche is still run by the same family and thanks to the historical and cultural heritage that was recovered in these last years, it keeps alive its original craft roots, combined with a constant innovation. A never ending formal research and the skilled hands of ceramicist masters led to the development of the creations of Aldo Londi who was Art Director at Bitossi Ceramiche for more than 40 years, along with the following production of the company with the support of several designers, always focusing on style evolution. Bitossi Ceramiche: great artistic ceramic tradition and contemporary design