 It was a difficult undertaking, and made more complex by the opposition from the furniture dealers – the elective distribution channel – who opposed commercializing a low cost product distributed through other channels.Messina had a Eureka moment and intuitively felt that 'bed with the duvet' as opposed to duvet alone would be an overwhelming success.This ingenious idea led to the foundation of the company Flou in 1978 and the presentation of the bed 'Nathalie' designed by Vico Magistretti, an article that unquestionably was the prototype of a new design direction