Profile
Born in Sassari (1966). Graduated from LUISS University in Rome (MA in International Politics) in 1984.
Recent 5 main activities are:
- Direction of a marketing and design research project based on large-size video-walls installed in some Benetton flagship stores in the world (Benetton Live Windows/2011-13/Milan, Paris, London, Munich, Barcelona, Moscow, New Delhi, Shanghai, Almaty and more)
- Curation and production of about 100 videos and animations, created in co-operation with a network made of some of the best art and design schools in Europe and with the endorsement of UN, UNESCO, UNEP, UNDP, UNHCR, WHO (United Nations International Days/2012-13/ Milan, Paris, London, Munich, Barcelona, Moscow)
- Curation of art projects for the artist Davide Bazzerla ("Eros+Thanatos" at the Salone del Mobile in Milan, 2013; "A Family Tree" at the Musei Civici in Treviso, 2012)
- Workshop about the "Experience Design in Sacred Places" for the Marcianus Institute, Venice, 2013
- Production of "Bells of Europe", a documentary about European religious roots (co-produced by Fabrica and Vatican Television, 2012)
As Project Manager and Design Researcher at Fabrica (the Benetton research communication centre) since 2008, I had the opportunity to work with a number of young designers and artists and to gain expertise in all media. As for the "Benetton Live Windows" project I have been coordinating a team of 12 people and a number of external partners for implementing installations in 11 stores across the world, producing ad hoc videos and animations, delivering several interactive applications to be played on the streets, in front of the store windows. Although it has been mainly a commercial project, it offered a huge room in experimenting new languages in video, animation, interaction and experience design. I also published a number of editorials and I am currently working on a book about this.
About works / performance
My main interest, as marketing manager for commercial brands as well as curator and researcher for art and design projects, is creating new experiences to be lived and shared with the audience. Working at the intersection of design, art, and technology, I aim to integrate those disciplines for shaping frameworks for experiences. Experience design demands the active participation of the viewer/user, and propels perceptions in order to create emotions. This intangible outcome cannot be pre-determined and prescribed: it is a subjective experience that finds its place into a framework defined by the designer. This is why I see contemporary art as the result of a collision between all media for creating something somehow indispensable.
Coordination in content production and curation, 2011-13
Interactive application, January 2012
Curation of photo installation by artist Davide Bazzerla, April 2013, Milan, Salone del Mobile
Coordination in content production and curation, March 2013
Lecture at the Seoul Design Foundation on July 2011: "From shock communication to mass participation: the shift in Benetton's communication", July 2011
The network of art and design schools for creating contents about the UN international days
