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MILAN, ITALY NOVEMBER 30: GDE Bertoni headquarters is a small building situated in the industrial area of Paderno Dugnano, a town on the outskirts of Milan, northern Italy. It has two floors of offices and workshops and a dozen employees. The company is one of the tens of thousands of small and medium enterprises that make up the backbone of the Italian economy and contribute to making it one of the most prosperous in the world. But it is here that one of the most iconic objects on the planet has been produced for the past 50 years: the World Cup trophy. In the early 1970s, in the aftermath of Brazil’s third Jules Rimet Cup victory in Mexico City against Italy, it was here that the story of the most famous cup began. According to the FIFA regulations at the time, the three victories in 1958, 1962 and 1970 meant that the Rimet trophy was to be taken home by the Brazilians without returning it to the headquarters of the World Football Federation in Zurich, as normally would happen. It was at that moment that FIFA recognized the need to design and produce a new cup and launched an international competition in which 53 works from all around the world were submitted. Among them was one designed by Milanese sculptor Silvio Gazzaniga, Bertoni's artistic director, who is still highly regarded today, six years after his death.(Footage by Michele Novaga/Anadolu Agency via Getty Images)