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 natureI 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.
Versteel Thea tables. NeoCon Chicago 2019
Metropolis Likes NeoCon 2019 award
Architectural Record best furnishing product of 2019
Versteel Thea chair
Versteel Arvo tables. NeoCon Chicago 2019
Lecturing at Liceo Artistico Fausto Melotti, Cantù, Italy
Versteel OH! Space Dividers. NeoCon Chicago 2018
Versteel OH! Modular seating system. NeoCon Chicago 2017
Versteel Quanta Wood
Versteel Elly modular lounge seating. NeoCon Chicago 2016
Lecturing for the Design Institute of Australia in Perth, W. Australia
Design Maximization 4 - Versteel Quanta HD Beam is shown at NeoCon Chicago
Narbutas Plana Office System (with Paolo Pampanoni)
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
Lectures and design workshop, Vilnius Academy of the Arts, Nida, Lithuania
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
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
Lecturing on Design Maximization at the University of Canberra, Australia
Design Maximization 1 - The first pieces of the Versteel Quanta Collection are introduced at NeoCon Chicago
I close my studio; the cooperation with Paolo Orlandini ends. I start my new design consultancy: Design Maximization
Lamm HL3 institutional seating system
Best of NeoCon Silver Award, Chicago, IL 2010
Vaghi Union chair and armchair collection
lecturer at the Istituto Superiore Fausto Melotti, Lomazzo, Como, Italy
lecturer at the Renaissance Academy of Florida Gulf Coast University, Fort Myers, FL
Versteel Tod folding and nesting tables
Best of NeoCon Silver Award, Chicago, IL 2008
Design lecture at Neocon Chicago, USA
Mascagni – Allbest Airport modular seating system with variable configuration
Selected for the Italian Pavilion at Shanghai Expo 2010
Calligaris Pod chair
Top Ten Award, International Furniture Exhibition, Udine, Italy 2007
Lamm Elitra office seating
Good Design Award Chicago Athenaeum, Chicago, IL 2009
in Vicenza, Italy, for the Dedalo-Minosse International Award 2006
Lamm Runner seating and desking system with variable configuaration
Best of NeoCon Silver Award, Chicago, IL 2006
visiting lecturer at the University of New South Wales, Australia
Versteel Simon seating system
Biesse DoubleX, double sofa bed
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
Mascagni Meeting office and conference tables
Selected for the Italian Pavilion at Shanghai Expo 2010
Lamm Con-passo seating system
Good Design Award Chicago Athenaeum, Chicago, IL 2003
Snaidero Time modular kitchen
Good Design Award Chicago Athenaeum, Chicago, IL 2003
Lamm Conver armchair collection
Compasso d'Oro Award selection, Milan, Italy 2001
Versteel Chela seating system
Best of NeoCon Gold Award, Chicago, IL 2000
Lamm A 4000 office seating
lecturer at the Scuola Politecnica di Design, Milan. Italy
Sime Planet Dewy wall mounted gas boilers
lecturing in New Zealand, at the Unitec Institute of Technology, Auckland and at the Wellington Polytechnic
Acerbis Filox shelving system
the Knoll Soho seating collection is introduced at NeoCon Chicago
lecturer at the International Design Conference Ideas '94, Melbourne, Australia
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
Calligaris Viva folding chair
CATAS Quality and Innovation Award, Udine, Italy 1998
Lamm Q 3000 lecture hall seating and desking system
Knox Electronic Continental in-room hotel safe
coauthor of the book Product Design Models, Van Nostrand Reinhold, New York 1990 (with Paolo Orlandini)
Lamm COT coat tree
Compasso d'Oro Award selection, Milan, Italy 1991
Ricagni-Emerson Bikini mobile air conditioner
visiting lecturer at the Carnegie Mellon University, Pittsburgh, PA
visiting lecturer at the University of California, Los Angeles
Brionvega Stratos television set
Lamm V300 office seating
Promosedia Award, Udine, Italy 1987; Oscar SNAI Award, Paris, France 1990
Visiting lecturer at the Royal Melbourne Institute of Technology, Australia
visiting lecturer at the National Hoger Instituut, Antwerpen, Belgium
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)
Lamm City stacking chair; I.B.D.
Honorable Mention Award and ROSCOE Commendation AWARD, New York, NY 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
lecturer in the Summer Programs of the Parsons School of Design, New York, NY
Antonelli Professional electronic organ
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
Lamm Modulamm institutional seating system
I.B.D. Product Design Award, Chicago, IL 1986; uninterrupted production since 1979
Antonelli Concerto and Solista electronic organs
Compasso d'Oro Award selection, Milan, Italy 1981
Artemide Pluralis seating system
SMAU Industrial Design Award, Milano 1978
interior design (with Simonetta Bernardi): my house in Cusago (Milan, Italy), the house was designed by Renzo Piano
lecturer and head of the Industrial Design Department at the Istituto Europeo di Design, Milan, Italy
Elam Le Vele modular easy chairs
Metroquadro three wheeler prototype
Knoll-Velca K institutional seating system
Compasso d'Oro Award selection, Milan, Italy 1979; International ICSID 100 Designers exhibition, Milan, Italy 1983
Knoll-Velca Scaleo folding ladder
Permanent Design Collection, Museum of Modern Art, New York, NY
Siam-1922 Linear office system
SMAU Industrial Design Award selection, Milan, Italy 1971
exhibition design: Compasso d'Oro 1970 at the Sforza Castle, Milan, Italy (with Italo Lupi)
Knoll-Velca VIP coat tree and umbrella stand
Elam Minisit stacking chair (with Marco Zanuso)
Compasso d'Oro Award selection, Milan, Italy 1970
Pirelli PV4 inflatable catamaran (with Paolo Orlandini and Enrico Contreas)
business partnership with Paolo Orlandini; after 1970 and until 2009 all designs are coauthored with Paolo Orlandini
brand design for Monticello golf club and residences
Terraillon BA 2000 – 4000 kitchen scale (with Marco Zanuso)
Permanent Design Collection, Museum of Modern Art, New York, NY
Stilnovo Nuvola ceiling lamp (with Marcello Pietrantoni)
Exhibited at the Museum of Modern Art, New York 1969 and at the Vitra Design Museum
coauthor of the book “Elements of Material Technology as an Introduction to the Design Practice”, Tamburini, Milano 1967 (with Renzo Piano and Marco Zanuso)
Bencini Comet C8 movie camera
in Milan, Italy at the studio of Marco Zanuso
in Venice, California, at Eames' studio
two science fiction book covers
my first product design job: a lawn mower, manufactured by MAC spa
in Chicago, at the Institute of Design, Illinois Institute of Technology, the university where Mies van der Rohe used to teach after 1938
I was born in Milan, Italy