Paolo is in charge of building and leading a growing team of global talent to envision, design, and land the entire portfolio of OBM/OEM Air Treatment product/service systems for the European market.In less than three years, Paolo has successfully led his team in defining a new identity for the brand in Europe and designing a cohesive family of innovative products that are being launched on the market, winning international design awards in the process.His key responsibilities in this role are:- Research: understand market and design trends, users, competition- Strategy: define a new design language for the European market- Design: design and land functional and beautiful product/service systems (ID, CMF, UXI)He is also in charge of:- HR: hire global talent to build and grow a diverse and cross-functional design team- Operations: manage internal and external relations, reporting, cooperations- Finance: define and control team budget to achieve and exceed KPIs

Paolo Lorini is an independent consultant and advisor in design strategy, management, communication.He works as a cultural mediator between business and design.His activity is focused on structuring, developing and delivering projects of business design, service design, identity strategy and branding, design for experience, industrial design, envisioning and innovation.Engaging his global network of professionals, he provides consultancy, advisory, training and teaching services to create tangible value for companies, consultancies and education institutions.His training and teaching activity is based on a “learning by doing” approach and is devoted to the development of innovative businesses through the application of design thinking.He speaks about design, branding, entrepreneurship and innovation at conferences, seminars and workshops in Italy and abroad.SELECT CLIENTSCOMPANIESVimarAdivaRancilioFederlegno Arredo Eventi (organizer of Salone del Mobile Milano)RexiteCarpigianiCONSULTANCIESWheelabRicardo MotorcycleMintelPlanGiovannoni DesignPerformant by SCOADESIGN SCHOOLSDomus AcademyNABAIstituto MarangoniSPD Scuola Politecnica di DesignIED Istituto Europeo di DesignPolitecnico di MilanoHongik UniversityKonyang UniversitySCOA — The School of CoachingPambianco E-AcademyMake a Cube, Avanzi, Fondazione FitzcarraldoKEY LECTURESDesign Thinking: a human-centered innovation processPersonas: profiling customersCustomer journey maps: designing meaningful experiencesService Blueprinting: designing effective servicesStrategic Branding: shaping and managing perceptionsFrom creative agencies to consulting firmsDoing business with MillennialsInnovation: why, how, whatGood Design is Good BusinessPersonal BrandingBranding by DesignDesigning Technology

In this new role he is in charge of managing global projects and collaborations with top design studios.In cooperation with the other five international Design Centers and the Corporate Design Center in Seoul, as well as with marketing and communication departments, Samsung Design Milan is instrumental in Samsung’s disruptive growth to become a global brand.

Early member of the design center opened by Samsung Electronics in Italy in 2005, he coordinates and develops research projects on socio-cultural megatrends, market behaviors and expectations, innovation opportunities and aesthetic languages impacting the whole Samsung line-up.By observing and analyzing people’s attitudes, behaviors, needs and desires, Samsung Design Milan generates insights to guide internal and external designers in the creation of products and services delivering better experiences to final users.

Senior Designer and Project Manager for Castelli Design, he works with Clino Castelli on design, metadesign, CMF design, strategic planning and branding projects for Italian and international clients, including BTicino, Hitachi, Mondadori, Lamborghini, Legrand, Somfy, Toli.

He does office and promotion work at the Blood Donors Association in Lecco, his hometown, spending there the 10 mandatory months as community service, alternative to military service.

Contribution to studio projects.

Research and visualization for studio projects.

Demonstrator at seven editions of SMAU and SMAUCADD trade fairs.Demonstrator for prospect clients in business development activity.Trainer for active clients.