How did you become designer?

I became a designer because I had no other choice: art, materials, and stories have always knocked at my door. My grandfather, a cabinetmaker, and my father, a restorer, taught me that every object holds a memory, and our task is to bring it to light. I combined these teachings with artistic studies and experiences in Italy and abroad, turning curiosity into a profession. I don’t just design “forms,” I narrate identities: every brand and every piece of packaging is a small stage where the client’s personality comes to life.

How would you define your vision of design, your style? 

My design is a tireless quest for authentic beauty. I am not interested in aesthetics for their own sake, but in the ability of a sign to endure and generate culture. I would define my style as “narrative and essential”: I tell stories, but with clean, memorable lines. I believe design must have the humility to serve people and the courage to stand out from the crowd, creating identities that can withstand time.

And sometimes the vision changes while in the process, a ’wrong’ drawned line can lead me to a new path which I didn’t think of before. Imperfection can born perfection.

For the future, what are your professional projects?

I want to keep pushing companies to dare, to step outside the boundaries of competition. I’d love to merge design and culture even more—bringing branding into museums and art into businesses. I’m working on projects that combine packaging with territorial storytelling: not just containers, but carriers of memory, capable of bringing a piece of Italy to the world.

The moment when a client recognizes themselves in what I have created for them: it’s like giving them back a mirror they never had the courage to look into. I love the privilege of spreading beauty, of turning an abstract idea into a tangible object that lives in people’s hands. For me, design is an act of love: merging matter and imagination to leave the world with a mark that outlives us.