I've been involved in design since 1960 and have designed more than 400 products, many of them have been on the market for 15, 20, and 30 years. Now I use my long experience to maximize the profit that design can produce.
Versteel Chela has been manufactured since the year 2000, Lamm Modulamm since 1979 and Knoll-Velca Vip from 1970 until 1993.
Design decisions are often difficult choices because they only partially rely on rational, objective elements. I offer sound, reliable advice which helps companies make sensible choices.
The formula of good design has not changed and the constant, unchallenged success of the chairs designed by Aalto, Breuer, Eames, Jacobsen, Le Corbusier, Mies Van Der Rohe, Saarinen proves it.
My design experience has gone through the many economic downturns of the last 50 years. When the market is unreceptive it is time for innovative ideas; it may be necessary to create more than new shapes and to develop innovative global solutions to the problems that often recessions evidence.
Designing just new shapes may not be enough when the market is saturated with competing products.
Design Maximization: one design concept many variants… like nature
I can manage the design process in the direction of new multiple design solutions, targeting a wider public and winning over the competition with a range of products rather than with just one.
This is Design Maximization and this also means Profit Maximization.
2019
Versteel Thea tables. NeoCon Chicago 2019
Metropolis Likes NeoCon 2019 award
Architectural Record best furnishing product of 2019
2022
Versteel Thea chair
2019
Versteel Arvo tables. NeoCon Chicago 2019
2019
Lecturing at Liceo Artistico Fausto Melotti, Cantù, Italy
2018
Versteel OH! Space Dividers. NeoCon Chicago 2018
2017
Versteel OH! Modular seating system. NeoCon Chicago 2017
2017 Design Maximization 5
Versteel Quanta Wood
2016
Versteel Elly modular lounge seating. NeoCon Chicago 2016
2016
Lecturing for the Design Institute of Australia in Perth, W. Australia
2015
Design Maximization 4 - Versteel Quanta HD Beam is shown at NeoCon Chicago
2015
Narbutas Plana Office System (with Paolo Pampanoni)
2013
Design Maximization 3 - NeoCon Chicago. The new, colorful, co-injection molded Quanta HD joins the Versteel Quanta Collection
Metropolis Likes 2013 sign
EdSpaces Innovation Award 2013
2012
Lectures and design workshop, Vilnius Academy of the Arts, Nida, Lithuania
2012
Design Maximization 2 - New components of the Versteel Quanta Collection are introduced at NeoCon Chicago together with the new Versteel Paces Tables
Best of Neocon 2012 silver award
2012
The Versteel Paces Tables Collection gets the Best of Neocon 2012 silver award and the 'Metropolis Likes' sign
Interiors & Sources Reader's Choice Favorite Product
2011
Lecturing on Design Maximization at the University of Canberra, Australia
2011
Design Maximization 1 - The first pieces of the Versteel Quanta Collection are introduced at NeoCon Chicago
2010
I close my studio; the cooperation with Paolo Orlandini ends. I start my new design consultancy: Design Maximization
2009
Lamm HL3 institutional seating system
Best of NeoCon Silver Award, Chicago, IL 2010
2009
Vaghi Union chair and armchair collection
2009 - 2015
lecturer at the Istituto Superiore Fausto Melotti, Lomazzo, Como, Italy
2008
lecturer at the Renaissance Academy of Florida Gulf Coast University, Fort Myers, FL
2008
Versteel Tod folding and nesting tables
Best of NeoCon Silver Award, Chicago, IL 2008
2007
Design lecture at Neocon Chicago, USA
2007
Mascagni – Allbest Airport modular seating system with variable configuration
Selected for the Italian Pavilion at Shanghai Expo 2010
2007
Calligaris Pod chair
Top Ten Award, International Furniture Exhibition, Udine, Italy 2007
2006
Lamm Elitra office seating
Good Design Award Chicago Athenaeum, Chicago, IL 2009
2006
in Vicenza, Italy, for the Dedalo-Minosse International Award 2006
2006
Lamm Runner seating and desking system with variable configuaration
Best of NeoCon Silver Award, Chicago, IL 2006
2006
visiting lecturer at the University of New South Wales, Australia
2005
Versteel Simon seating system
2005
Biesse DoubleX, double sofa bed
2004
Snaidero Skyline and Skyline_Lab kitchens.
Good Design Award Chicago Athenaeum, Chicago, IL 2004;
Kitchen and Bath Business Magazine Gold Product Innovator Award, New York 2004;
Grand Prix del l'Innovation Award, Paris, France 2005;
Well-Tech Award, Milan, Italy 2005;
Dedalo-Minosse International Award, Vicenza, Italy 2006
2003
Mascagni Meeting office and conference tables
Selected for the Italian Pavilion at Shanghai Expo 2010
2003
Lamm Con-passo seating system
Good Design Award Chicago Athenaeum, Chicago, IL 2003
2002-2005
lecturing at the NKBA MasterClass Conferences, London, UK 2002 and San Francisco, CA 2005
2002
Snaidero Time modular kitchen
Good Design Award Chicago Athenaeum, Chicago, IL 2003
2002
Narbutas Rete office seating
2001
lecture at the National Library of Estonia, Tallinn
2000
Lamm Conver armchair collection
Compasso d'Oro Award selection, Milan, Italy 2001
2000
Versteel Chela seating system
Best of NeoCon Gold Award, Chicago, IL 2000
1999
Lamm A 4000 office seating
1998-2005
lecturer at the Scuola Politecnica di Design, Milan. Italy
1998
Sime Planet Dewy wall mounted gas boilers
1997
lecturing in New Zealand, at the Unitec Institute of Technology, Auckland and at the Wellington Polytechnic
1996
Acerbis Filox shelving system
1994
the Knoll Soho seating collection is introduced at NeoCon Chicago
1994
lecturer at the International Design Conference Ideas '94, Melbourne, Australia
1994
Knoll Soho office seating and stacking chairs
IIDA Acclaim Award, Los Angeles, CA 1995;
Good Design Award Chicago Athenaeum, Chicago, IL 1995;
Industrial Design Distinction Award, New York, NY 1996;
I.D. Annual Design Review Award, New York, NY 1996
1993
Calligaris Viva folding chair
CATAS Quality and Innovation Award, Udine, Italy 1998
1993
Lamm Q 3000 lecture hall seating and desking system
1991
Knox Electronic Continental in-room hotel safe
1990
coauthor of the book Product Design Models, Van Nostrand Reinhold, New York 1990 (with Paolo Orlandini)
1989
Lamm COT coat tree
Compasso d'Oro Award selection, Milan, Italy 1991
1988
Ricagni-Emerson Bikini mobile air conditioner
1988
visiting lecturer at the Carnegie Mellon University, Pittsburgh, PA
1987
visiting lecturer at the University of California, Los Angeles
1987
Brionvega Stratos television set
1986
Lamm V300 office seating
Promosedia Award, Udine, Italy 1987; Oscar SNAI Award, Paris, France 1990
1985
Visiting lecturer at the Royal Melbourne Institute of Technology, Australia
1984
visiting lecturer at the National Hoger Instituut, Antwerpen, Belgium
1983
Les Maisons de la Triennale international exhibition at the Grand Palais, Paris, France and at the Triennale of Milano, Italy (with Federica Zanuso and Paolo Orlandini)
1982
Lamm City stacking chair; I.B.D.
Honorable Mention Award and ROSCOE Commendation AWARD, New York, NY 1982
1982
visiting lecturer at the Royal Melbourne Institute of Technology and at the University of New South Wales in Australia; at the Wellington Polytechnic and at Unitec Institute of Technology, Auckland, New Zealand
1982 - 1984
lecturer in the Summer Programs of the Parsons School of Design, New York, NY
1980
Antonelli Professional electronic organ
1979
Magis Trio multifunction folding table
Compasso d'Oro Award selection, Milan, Italy 1981; Louvre Musem Design Collection, Paris, France; Museum of Contemporary Art, Chicago, IL
1979
Lamm Modulamm institutional seating system
I.B.D. Product Design Award, Chicago, IL 1986; uninterrupted production since 1979
1979
Antonelli Concerto and Solista electronic organs
Compasso d'Oro Award selection, Milan, Italy 1981
1977
Artemide Pluralis seating system
SMAU Industrial Design Award, Milano 1978
1976
interior design (with Simonetta Bernardi): my house in Cusago (Milan, Italy), the house was designed by Renzo Piano
1975 - 1991
lecturer and head of the Industrial Design Department at the Istituto Europeo di Design, Milan, Italy
1975
Elam Le Vele modular easy chairs
1974
Metroquadro three wheeler prototype
1974
Knoll-Velca K institutional seating system
Compasso d'Oro Award selection, Milan, Italy 1979; International ICSID 100 Designers exhibition, Milan, Italy 1983
1974
Knoll-Velca Scaleo folding ladder
Permanent Design Collection, Museum of Modern Art, New York, NY
1971
Siam-1922 Linear office system
SMAU Industrial Design Award selection, Milan, Italy 1971
1970
exhibition design: Compasso d'Oro 1970 at the Sforza Castle, Milan, Italy (with Italo Lupi)
1970
Knoll-Velca VIP coat tree and umbrella stand
1970
Elam Minisit stacking chair (with Marco Zanuso)
Compasso d'Oro Award selection, Milan, Italy 1970
1970
Pirelli PV4 inflatable catamaran (with Paolo Orlandini and Enrico Contreas)
1970 – 2009
business partnership with Paolo Orlandini; after 1970 and until 2009 all designs are coauthored with Paolo Orlandini
1970
brand design for Monticello golf club and residences
1969
Terraillon BA 2000 – 4000 kitchen scale (with Marco Zanuso)
Permanent Design Collection, Museum of Modern Art, New York, NY
1968
Stilnovo Nuvola ceiling lamp (with Marcello Pietrantoni)
Exhibited at the Museum of Modern Art, New York 1969 and at the Vitra Design Museum
1967
coauthor of the book “Elements of Material Technology as an Introduction to the Design Practice”, Tamburini, Milano 1967 (with Renzo Piano and Marco Zanuso)
1967
Bencini Comet C8 movie camera
1965 – 1973
in Milan, Italy at the studio of Marco Zanuso
1964
in Venice, California, at Eames' studio
1963
two science fiction book covers
1963
my first product design job: a lawn mower, manufactured by MAC spa
1960
in Chicago, at the Institute of Design, Illinois Institute of Technology, the university where Mies van der Rohe used to teach after 1938
1942
I was born in Milan, Italy
I worked with these Companies
A. & G. Bontempi spa, Camerano, Italia
Antonelli spa, Osimo, Italia
Arc Linea Arredamenti spa, Caldogno, Italia
Artemide spa, Pregnana Milanese, Italia
Bencini spa, Milano, Italia
Biesse spa, Lissone, Italia
Brionvega spa, Milano, Italia
Calligaris spa, Manzano, Italia
Candy Hoover Group srl, Brugherio, Italia
Cantiere Conaver srl, Biassono, Italia
Ciatti spa, Badia a Settimo, Italia
Dall'Oca spa, Ferrara, Italia
Diwar spa, Villanova, Italia
Elam spa, Meda, Italia
Eurosalotto Pedrina srl, Campodarsego, Italia
Fantoni spa, Osoppo, Italia
Fonderie Sime spa, Legnago, Italia
Foster spa, Brescello, Italia
Golf Monticello spa, Cassina Rizzardi, Italia
Grand Soleil spa, Canneto sull Oglio, Italia
Knoll inc, East Greenville, PA, USA
Knox Electronic ltd, El Dorado, KS, USA
Kron Europa sl, Daganzo, Espaňa
Lamm spa, San Secondo Parmense, Italia
Lipparini srl, Crespellano, Italia
MAC spa, Castelfranco Veneto, Italia
Magis spa, Torre di Mosto, Italia
Martinelli Luce spa, Lucca, Italia
Mascagni spa, Casalecchio di Reno, Italia
Metaform Lucchese spa, Monsegrati, Italy
Narbutas uab, Vilnius, Lithuania
Navionics spa, Milano, Italia
Ora Acciaio spa, Pomezia, Italia
Parma Antonio & Figli spa, Solaro, Italia
Paso spa, Milano, Italia
Peg Perego spa, Arcore, Italia
Pirelli & C spa, Milano, Italia
Rimadesio spa, Giussano, Italia
Romagna Plastic srl, Pievesestina di Cesena, Italia
Redi Fàbrica Moveis Metàlicos lda, Trofa, Portugal
Riello spa, Legnago, Italia
Sagsa spa, Milano, Italia
Segis spa, Poggibonsi, Italia
Shanghai Allbest Furniture co ltd, Shanghai, China
Segno srl, Parabiago, Italia
Siam 1922, Settimo Torinese, Italia
Snaidero Rino spa, Majano, Italia
Stilnovo spa, Milano, Italia
Terraillon sa, Annemasse, France
Tisettanta spa, Giussano, Italia
Vaghi spa, Bovisio Masciago, Italia
Valenti srl, Assago, Italia
Varaschin srl, Vittorio Veneto, Italia
Velca spa, Legnano, Italia
Vemar Helmets srl, Grosseto, Italy
Versteel Ditto Sales inc, Jasper, IN, USA
Vetta Acumen inc, Sterling VA, USA
Volpato Industrie spa, Spresiano, Italy
Zenith Bilance srl, Milano, Italy