ZERO. The story of an icon.
23 September 2026 - Archivio
ZERO wasn’t born today.
Its story began many years ago, with a simple idea
and, at the time, a decidedly unconventional one: to turn a dispenser
into something that no longer needed to be hidden.
To give it shape. An identity.
A presence.
That choice gave birth to ZERO.
From product to icon.
There are products you recognise by their brand.
And then there are others you recognise simply by their shape. Over the years, ZERO has become one of them.
A circular, essential, instantly recognisable silhouette, now present in dental practices across many countries and established as one of DentalArt’s signature products.
But this story is much easier to see than to tell.
A story that could not simply
start over from zero.
When a product becomes this recognisable, changing it is probably the hardest part.
For the new generation, we did not start with the question:
“How can we redesign ZERO?”
We started with the opposite one:
“What can we not afford to lose?”
The answer was right in front of us.
Its identity.
And that is exactly where the project for the new ZERO began.