Marketing, communication and art, stepping stones to a tailor-made message
Graduating in a BSBA from Hartford University, I gained a strong sense that I had a calling for communication. While NYU’s Master in Media Ecology, allowed me to tackle most of the theoretical aspects and implications of mass communication, the video, 16mm film and photography class I took from Parsons School offered me a focus on the nature of the message. Thanks to a richer understanding of both media and their messages, I chose to defend a thesis on the meaning of the common traits of TV characters and their impact on individual and social construction. I produced a short movie for illustrative purposes, which got me hired in a documentary production company in NY.
Architecture and design, message bearers
I arrived in booming Barcelona, where I seriously intended to catch up with “my movida”. I spent the first few years in a cartoon production company, D’Ocon Film Productions, as a sales executive and production coordinator for Universal Studios. Driven and entrepreneur at heart, I co-founded a mural painting workshop, which initial mission – color projects – soon derived in more ambitious aims: architectural renovation. This new shift lead me to pursuing interior design studies at BAU school of design, where I got offered a teaching position on my graduation year. After meeting with Pierino dal Pozzo, we co-founded Siette, an interdisciplinary studio gathering architects, product designers, photographers, illustrators and artists. While our public ranged from residential to retail projects, our expertise covered every step from concept to implementation. In a Barcelona reconnecting with consumerism, my position within Siette, addressing new retail environments, was a chance I couldn’t have hoped for: I was lucky enough to witness the growing bonds between retail, design and architecture, as they were demanded by culture.
Creativity: catalyst to a global approach
Back in Paris, I took up the direction of Dragon Rouge’s signage department. Once again a great challenge came my way: the goal I set for me and my team was to define – for this yet to be explored discipline– a methodology that would enable a joint, yet meaningful, expression of graphic, product and environmental design. Moved by the principles of Design for All, I started a reflection on signage as a medium of expression of its environment, thus allowing access and usage of all spaces by all publics. I formed and directed a retail project team for Euro RSCG that worked hand in hand with their visual identity department, so as to create the global identity of a major real estate company. I conduct seminars at Parsons Paris and Strate College Paris and direct business-oriented creativity workshops. Given the current demand of interconnection of the learning sphere and business world I aim to mend fences and bridge the gaps. I believe that design and architecture have to be considered as a whole for they offer a strategic response that allows a brand to meet its economical imperatives while focusing on its publics.