Home Work
A selection of projects from 2009 to today — formats, food experiences and products designed for hospitality, retail and industry, between Milan and Doha.
Concept editor — format produced with DDN
A photovoltaic outdoor social-food format launched on the Superstudio roof garden during Milano Design Week 2010: solar-powered induction cooking, wireless-charging tables and booking via social media and QR code. Then on tour at Macef Fieramilano, EIMA and the Motor Show in Bologna.
Concept and experience design of the format
Concept development and experience design for the chocolate-and-gelato format, launched in Milan and grown into an international chain.
Concept and installation — Macef Milano
A living store to show how espresso becomes a design material: from the capsule machine to layered coffee desserts.
Food design advisor — new buffet project
Food design mood and coordination of the new buffet concept for MSC Cruises with MSC Italcatering: display, flow and product presentation for thousands of guests a day.
Visual merchandising guidelines
Visual merchandising guidelines for the Bistrot format, the upscale evolution of travel-retail food.
Concept and strategic advisor
Concept and strategy for a bakery format built around the product on display.
Concept and strategic consultant
Concept and strategy for an Italian food-store format abroad.
Author of the format — Brera (Suite La Rhea) and MIND Innovation District
A clubhouse and lounge format where food becomes the medium of hospitality: first in Brera, then with Ernestomeda and Designtech at MIND.
Format author — Food Lifestyle Srl
A food-format retail system that creates mood and Italian food entertainment in showrooms and concept stores, launched in Via Dante during Milano Food Week.
Concept and tasting — “The Tasting of the Future in the Garden of the Future”
Fresh Pesto Genovese made in Qatar with the original DOP basil clone grown hydroponically, served in an Italian-designed tartlet with a patented 3D model.
Food advisor and strategist · co-developer of the “Italian Trattoria Evolution” format
Food design and procedures for the Italian trattoria concept, from Doha Gulf Mall (2024) to LuLu Giardino Mall (2025).
Concept, project and curatorship — Milano Design Week
Preview of the Qatar Design Community Clubhouse presented with Sensory Design at Suite La Rhea, Brera: majlis culture meets Italian design around a contemporary “bonfire”.
Food innovation design
Panett.1, the innovative design evolution of the iconic Milanese cake, created and developed by Paolo Barichella for Galbusera Tre Marie and rolled out in the Galbusera Café retail channel.
More work