Philip, the son of the company’s founder, continued what his father started. In 1961, he set the course for the future of product development by creating the studio line. Rosenthal was collaborating with contemporary artists and designers long before design was en vogue. The porcelain factory became a company for up-market interior design and tableware. Rosenthal porcelain was still made in Germany, but now it was manufactured in state-of-the-art production facilities in Selb and Speichersdorf. Automation allowed for precise manufacturing processes and ensured that all pieces were of the same high quality. This was accompanied by a change in the working environment, which provided more room for employee creativity. Rosenthal was well equipped for the future: not only as an employer, but also as a manufacturer of contemporary, highquality lifestyle products featuring ambitious designs.