My Journey

From Architecture to Business & Design Strategy

Crafting Innovative Solutions for Growth and Brand Excellence

My journey began with a deep fascination for how design shapes the way people live, move, and connect. After graduating in Architecture from Politecnico di Milano, I became intrigued by how creativity could go beyond aesthetics — influencing experiences, behavior, and even business results.

My first professional experience in Shanghai opened a completely new perspective. Immersed in a fast-changing environment, I learned how design, culture, and commerce intersect to create meaningful brand experiences. That time also made me realize I wanted to go beyond architecture — to understand how creativity could evolve into business and strategy.

I returned to Italy, where I pursued an Executive Master in Design Management at the Sole 24 Ore Business School in Milan. The program helped me build a bridge between design thinking and business management, shaping the foundation of my strategic approach. Soon after, I joined Bricocenter (Adeo Group) — part of a leading FMCG retail group — where I worked on store design and retail planning for more than sixty locations nationwide.
Operating in a high-volume environment taught me to balance brand identity, customer flow, and operational efficiency, understanding how strategic design can enhance both profitability and customer experience.

In 2018, I returned to China to join Poltrona Frau as Visual Merchandising Manager for the APAC region. Operating within the luxury design industry, I was responsible for developing and implementing visual standards across Greater China, Japan, India, and Southeast Asia.
Leading store openings, remodels, and pop-up installations, I learned how to translate Italian craftsmanship and heritage into experiences that resonate with different markets. Working closely with both HQ and local teams strengthened my belief that cultural sensitivity and brand consistency are key to global success.

Later, I joined Seletti as APAC Sales Manager, evolving from design and retail into sales leadership and business strategy. I oversaw regional business development, commercial partnerships, and pricing strategy across China, Korea, Japan, and Southeast Asia, leading the transition from a distributor-based model to direct retail operations.
I also managed flagship store openings, regional activations, and digital marketing campaigns across platforms such as RED, WeChat, and Tmall. This experience taught me how to scale design-driven thinking commercially — balancing creativity, local relevance, and profitability — while leading diverse teams in fast-evolving markets.

Today, as an independent consultant, I collaborate with design and lifestyle brands, as well as creative studios, to develop retail concepts, brand strategies, and market-entry plans tailored to the Asian market.
What drives me is the desire to turn creativity into strategy — and strategy into meaningful growth.

man in black formal suit jacket and pants carrying black bag while walking on pedestrian lane during daytime

white and black quote board on green plants

My Approach

Where creativity meets strategy — and collaboration builds results

I believe great work starts with listening — understanding each client’s vision, challenges, and goals before shaping any strategy.

My approach blends design sensibility and business insight, turning creative ideas into tangible growth. I value close collaboration and clarity, building partnerships grounded in aesthetic vision, market understanding, and cultural awareness.

Clients choose me for my ability to bridge creativity and commerce — from designing retail concepts to developing brand strategies or launching digital platforms — always with a focus on coherence, relevance, and impact.