From page 49 of The Language of Things:
Olivetti made the conceptual leap from manufacturers of business equipment to manufacturer of consumer products when Ettore Sottsass first put a handle on a mainframe computer, making it into an object rather than an accumulation of transistors and valves. In the same way, with design, he transformed the office typewriter for Olivetti by making a red-and-orange lightweight portable, the Valentine. As Sottsass memorably put it, the Valentine was designed to keep lonely poets company on weekends in the country. He had realized that technical equipment could be domesticated. A typewriter did not have to be treated as a piece of anonymous machinery, but could be understood as having a character of its own.