The 1990s saw the beginning of a period marked by the end of political ideologies and a decisive technological acceleration in information technology and mobile telephony. It was the age of the Internet and globalisation, but also of a post-consumer society where goods not only satisfy needs, but also contribute to building the identity of those who buy them.
These emotional and symbolic aspects also emerged in the world of motorcycles to the detriment of mass production. The motorcycle increasingly became a premium object, full of passion, to be enjoyed during free time, not to mention a means of identity, a status symbol.
As a result, sophisticated technologies, style, and design - the cornerstones of Made in Italy - became more important. Art meets motorcycling, creating immortal icons like the Monster and Ducati 916.