What motivated you to join Samsung Electronics?

This is a deeply important question for me because it ties directly to the purpose I aim to bring to our design efforts. The world is on the edge of profound transformation driven by AI and emerging technologies. This moment presents not only extraordinary opportunities but also significant responsibilities. As designers, our mission goes far beyond creating innovative products—we are called to shape technology in ways that genuinely elevate human life.

Being part of a company like Samsung, which plays a central role in defining the future, offers a unique opportunity to contribute to that mission. But this moment of change is also deeply personal for me.

My journey began in consumer electronics back in 1999, when I was exploring early concepts in wearable technology—smart glasses, connected wallets, digital pens, and intelligent clothing. Back then, these ideas were visions and concepts. I later moved across industries, working in different cultural contexts and gaining a broader understanding of branding and experience design. These diverse experiences helped prepare me for this return to consumer electronics—at a moment when those early dreams are finally becoming reality.

You have recently been named one of the “Best dressed in Business” by Fast Company. How has fashion shaped your life beyond clothing – in terms of identity, emotion or self-expression?

Fashion is a powerful vehicle for meaningful communication. As a designer and creative leader, my responsibility is to consistently articulate a vision that is relevant, innovative, visually refined, and often disruptive. Fashion subtly—but critically—amplifies the impact and credibility of that message, helping it resonate with my audience.

Whether admired or questioned, my fashion choices are intentional—they reflect sophistication, boldness, and a distinct point of view. These elements are essential for building trust and credibility in my role as a designer and leader.

Ultimately, fashion goes beyond personal expression; it is a strategic tool that strengthens communication, supports authenticity, and reinforces the originality of my vision. The language we use—both verbal and visual—is fundamental to expressing that vision in a compelling and meaningful way.

At the heart of business, designers often serve as interpreters of human needs. From your position at that intersection, how do you personally maintain a balance between being a designer and a business leader?

My life has been a journey of suspension—of living between worlds, cultures, and identities. Born in northern Italy to southern Italian parents, I grew up feeling like an outsider in both places. That early experience taught me to embrace my differences rather than resist them. This duality has followed me throughout my life, especially in my career, where I’ve often found myself bridging the gap between creative and corporate worlds—seen as a business-minded creative by designers, and as a creative outsider by business leaders.

This in-between space has become a strength. It has shaped a unique perspective that blends creativity with strategic thinking—allowing me to move fluidly between disciplines and mindsets. My Italian roots and American citizenship have only deepened this sense of duality. In the U.S., I’m the Italian with a European sensibility; in Italy, I’m often seen as the American with a global outlook. Now, as I begin a new chapter in Korea, I once again find myself on the outside—carrying with me a mix of Italian warmth, American ambition, and an openness to new cultural experiences.

This suspension—the refusal to be defined by a single identity or role—has been one of the most powerful forces in my life. It’s about understanding, respecting, and integrating different perspectives, cultures, and ways of thinking. In my role at Samsung, this mindset helps me act as a bridge—between design and business, East and West, creativity and strategy—driving innovation that’s both human-centered and globally relevant.

What do you think is the most important role for designers to have?

Design today goes far beyond products or user interfaces. I define design as the art of imagining, shaping, and bringing to life distinctive solutions, meaningful experiences, and authentic stories that truly resonate with people’s needs and aspirations. In this view, form and function follow meaning. Design becomes a force for purposeful innovation—rooted in people, from beginning to end. It’s about connecting the dots across products, experiences, branding, and strategy to drive business growth.

As Chief Design Officer, my role is to embed design thinking across the company, shaping a human-centered, design-led vision for the future of our product portfolio, brand identity, and overall user experience—all while aligning with broader business goals.

As Chief Design Officer, my role is to embed design thinking across the company, shaping a human-centered, design-led vision for the future of our product portfolio, brand identity, and overall user experience—all while aligning with broader business goals. This shift creates new opportunities for our in-house designers to evolve: not only to grow as stronger product and UX designers but also to explore adjacent disciplines such as experience design, strategy and branding.

Looking ahead, what are the key areas you’re planning to focus on at Samsung Electronics?

At Samsung, the purpose of the design team extends far beyond achieving business goals—it’s rooted in a deeper understanding of our societal role. As designers, our mission is to create value for the company while enriching people’s lives and contributing to a better society by harnessing technology in service of humanity. This purpose fuels meaningful innovation and shapes the direction of our work.

To fulfill this mission, we must continuously strengthen our design capabilities, explore new methodologies, and embrace emerging technologies—especially AI—to help shape a future centered on people and culture. That means designing products that are not only relevant and innovative but also emotionally resonant and deeply meaningful to users.

In times of major technological transformation, Samsung’s responsibility is to put humanity first. I believe our design vision is guided by three key lenses:

People— their needs, aspirations, and potential;

Technology— its opportunities and challenges;

Business— its complexities and responsibilities.

Among these, understanding people’s needs—from basic safety and connection to self-actualization and purpose—is the most critical starting point. Business and technology serve as enablers, not ends in themselves. By thoughtfully balancing these three lenses, we can create innovations that not only advance technology but also elevate human life.

Samsung’s role is to lead with purpose—taming technology to help people live better, longer, and more meaningful lives. By aligning our design efforts with this vision, we ensure Samsung remains a pioneer in using technology to serve humanity.