Meet the speakers who will be part of the MadridDesignPRO professional days in this third edition of the Festival

Giorgetto Giugiaro

Giorgetto Giugiaro is the most influential modern automotive designer in the world. He studied art and technical design in Turin. His father and grandfather were painters and Giugiaro quickly developed a passion for art. During his impressive career, Giugiaro has designed cars for almost every major car manufacturer in the world.

He began sketching cars and presented some of his work at a student exhibition in 1955, where it was noticed by Fiat’s Technical Director Dante Giacosa. Impressed by the young man’s creativity, Giacosa recruited Giugiaro and three months later he joined Fiat’s Special Vehicle Design Study Department. Giugiaro worked at Fiat for four years before he joined the famous Gruppo Bertone styling center. Bertone invested numerous resources into the young prodigy, and Giugiaro rewarded his mentor with a remarkable streak of successful designs. Some of Giugiaro’s notable work at Bertone includes the Aston Martin DB4 GT Jet Concept, Ferrari 250 GT Concept, Chevrolet Corvair Testudo Concept, Alfa Romeo Sprint, and the Fiat 850 Spider. Giugiaro would leave Bertone after six years to join another Italian coachbuilder, Ghia, where he styled cars for DeTomaso and Maserati.

In 1967, Giugiaro formed a partnership with Aldo Mantovani and founded a company near Turin, Italy named Italdesign (later Ital Design/Giugiaro). Since its founding, Giugiaro’s company has styled over 200 vehicles for clients all over the world. The company’s portfolio includes the Alfa Romeo Alfasud, Lotus Esprit, Volkswagen Golf and Scirocco, Bugatti EB112, Saab 9000, Subaru SVX, and the DeLorean DMC 12.

In addition to his automotive designs, Giugiaro has also shaped numerous consumer products such as cameras for Nikon and motorcycles for Ducati, and Suzuki.

Ron Arad

Ron Arad was Born in Tel Aviv in 1951, educated at the Jerusalem Academy of Art and later at the Architectural Association in London. He was awarded the Royal Designer for Industry (RDI) in recognition of his ‘sustained excellence in aesthetic and efficient design for industry’ in 2002 and the London Design Medal in 2011.

Arad was professor of Design at the Hochschule in Vienna from 1994 to 1997, and later Professor of Design Products at the Royal College of Art in London up until 2009, when he was made Professor Emeritus. In 2013 he was elected as a Royal Academician by the Royal Academy of Art in London.

His constant experimentation with the possibilities of materials such as steel, aluminium or polyamide and his radical re-conception of the form and structure of furniture has put him at the forefront of contemporary design.


Photograph © Pablo García Ibañez


Lyndon Neri and Rossana Hu are the Founding Partners of Neri&Hu, an inter-disciplinary international architectural design practice based in Shanghai, China. Neri and Hu have been actively involved in teaching and research. They have lectured at universities such as Harvard Graduate School of Design, Yale School of Architecture, Columbia University Graduate School of Architecture and the University of Hong Kong. They have invited as guests of honor at Stockholm Furniture & Light Fair 2019, Interior Design Show Toronto 2019 and imm cologne for its annual installation titled “Das Haus” 2015.

Neri&Hu were the Overall Winner of The Blueprint Award for Design 2019 and The PLAN Award 2018, they were named EDIDA Designers of the Year 2017, Interior Designers of the Year of ICONIC Awards 2017 by German Design Council, Maison&Objet Asia Designers of The Year 2015, Wallpaper* Designers of The Year 2014.

Aside from Architecture and Interiors Neri and Hu work on a number of industrial design products for various brands in Europe and Asia including Agape, Arflex, Artemide, BD Barcelona Design, BOLON, ClassiCon, Concrete LCDA, Driade, Fritz Hansen, JIA and Stellar Works, among many others.

At the same time, they are developing their own product line under the monicker brand ‘neri&hu’, which was honored to receive the Perspective Awards, the Red Dot Award and I.D. magazine’s Annual Design Review Awards. Mr. Neri and Ms. Hu were invited to guest edited the October issue of DI magazine in 2009, which is one of the vanguard architectural publications in China. They edited and co-authored a book called Persistence of Vision in 2007. Recently, their first monograph was published by Park Books titled Neri&Hu Design and Research Office: Works and Projects 2004-2014.

Bruno Monguzzi

Bruno Monguzzi is an extraordinary exhibition and graphic designer; typographer, photographer and teacher.

He was born in Southern Switzerland in 1941 and he studied in Geneva and London. Monographs on his work have been published in Europe, North America, China and Japan. He is a member of the Alliance Graphique Internationale (Agi) since 1979 and the author of Lo Studio Boggeri 1933–1981 (1981), Piet Zwart: The Typographical Work, 1923–1933 (1987) and Leonardo (2011), which is a children book he designed with his children in 1979.

In 2003 he was elected Honorary Royal Designer of Industry by the Royal Society of Arts in London.

Francesca Zampollo

Francesca Zampollo is a Food Design researcher, consultant, keen public speaker, and teacher. Francesca has a PhD in Design Theory applied to Food Design. She is the founder of the Online School of Food Design © and of the International Food Design Society. Francesca has spent the last eight years developing the Food Design Thinking methodology, as a food-specific branch of Design Thinking. She is the founding editor of the International Journal of Food Design. She has organized the first, second, and third International Conference on Food Design. Also she has taught Food Design and Design Theory at London Metropolitan University and Auckland University of Technology.

Deyan Sudjic

Deyan Sudjic is Director of the Design Museum in London. His career has spanned journalism, teaching and writing. Deyan was director of Glasgow UK City of Architecture 1999 and in 2002 he was Director of the Venice Architecture Biennale. He was Editor of Domus Magazine from 2000 to 2004, and was Founding Editor of Blueprint Magazine from 1983 to 1996. Deyan has published many books on design and architecture, including The Edifice Complex (Penguin, 2006), The Language of Things (Penguin, 2008), Norman Foster: A Life in Architecture (Orion, 2010), Shiro Kuramata (Phaidon, 2013), B is for Bauhaus (Penguin 2014) and Ettore Sottsass, the Poetry of Things (Phaidon 2015). His most recent book, The Language of Cities, was published by Penguin in October 2016.

Deyan was made an OBE in 2000.

Willie Williams

Willie Williams creates visual environments for live events and concert tours. He is best known for his ground breaking work with the rock band U2 and is recognised as one of the leading artists in this field. Merging lighting, video imagery and scenic elements into a single visual discipline, Williams’ work been highly regarded as conceptually & technologically groundbreaking.

Live music clients have included Sigur Rós, David Bowie, Lady Gaga, George Michael, R.E.M., Robbie Williams and The Rolling Stones. He designed the video and lighting for the long-running musical We Will Rock You and has also created kinetic lighting-video installations for nightclubs in Las Vegas, Ibiza, the Middle East and Asia.

Performing arts projects include collaborating with Complicite for their production of The Master and Margarita and designing performance environments for Montréal dance company La La La Human Steps. He has collaborated with Laurie Anderson on several occasions.

Public works include installations within Canterbury Cathedral, London’s Southbank and a permanent exhibit at Cleveland’s Rock & Roll Hall of Fame Museum. He has presented gallery shows in London, Dublin & Manchester.

Williams has been honored by his peers many times. His work has been profiled in Time magazine, Creative Review, The New York Times and Wired. He is creative director of Treatment Studio, London

Juli Capella

Juli Capella (Barcelona, ​​1960) is an architect by ETSAB and develops his professional activity in the field of design, architecture and urban planning.

He was the founding director of De Diseño and ARDI magazines and director of the design section of Domus magazine. He is the author of books such as Nuevo Diseño Español, Arquitecturas Diminutas, Cocos, copias y coincidencias, Made in Spain. 101 iconos del diseño español, Así nacen las cosas, De la fregona al Airbus. He has collaborated regularly since 1985 writing on issues of design, architecture and culture in general in national publications such as El País or El Periódico and foreigners such as Interni or Abitare.

He has curated several national and international exhibitions such as A la Castiglioni, Vanity Case by Starck, Oscar Tusquets, Olympic Design, Ingo Maurer, Enzo Mari, Industrial Design in Spain, 300% Spanish Design, Bravos, Las otros Pedreras or Tapas Spanish Design for food.

Its architectural works include the Zig Zag leisure centers in Murcia, Heron City in Barcelona and the Omm and Silken Diagonal hotels, both in Barcelona. In the field of interior design, he has designed Camper stores in Madrid, Vienna and Tokyo, as well as several restaurants for José Andrés in the US: Jaleo, Minibar and China Chilcano, Little Spain Market, Jaleo Disney.

He was founder of the Biennial Primavera del Disseny in 1991. President of the FAD- Fomento de las Artes y el Diseño (2001-2005) and promoter of the Year of Design 2003 in Spain. He has been a member of the CoNCA, Consell de la Cultura i les Arts (Generalitat de Catalunya) (2009-2011). Art director of Figueras Interantional Seating (2012-2016). He was awarded an honorable mention at the Premios Nacionales de Diseño in 2000. He currently directs theCapella Garcia Arquitectura studio.

Luis Burriel

Luis Burriel has a PhD in Architecture by the Polytechnic Universidy of Madrid. As a researcher, he has recieved support grants from the J. Paul Getty Museum Center for Architecture. His main field is focused on the figure of Le Corbusier and his creative universe. He curated the exhibition, Le Corbusier, the passion of cartes at the CIVA Museum in Brussels.

Pepe García | CuldeSac

Pepe García, as a founding member of CuldeSac™ and Retail and Product Creative Director, created ten years ago with his friend and partner Alberto Martínez, a platform in which converges the work of a design study and his own philosophy about the profession: international, interdisciplinary, humanist and familiar.

More than fifteen years of experience, focused on the generation of valuable projects through strategic creativity guarantee his international career in the field of industrial design and commercial design spaces for firms such as Swarovski, Bernhard Design, Moooi and Lorenz, among others. Impressive and appealing international projects have been recognised with the best industry awards, such as ADI Compasso D’Oro and Red Dot Design Award. The growth of the studio during these ten years has made possible the development and evolution of its professional profile at a management level. In order to understand his professional vision, especially enthusiastic and pragmatic, his work abroad with the technologic firm LG Electronics as well as his education at the London Royal College of Art, where he attends a master in Product Design, will be deciding.

Louis Schulz | Assemble

Louis Schulz was born in Auckland, New Zealand in 1988 but moved to London, UK at an early age. His mother is a rock’n’roll singer and his father spends his working hours writing dull financial reports, whilst his spare time he spends writing raunchy novels and poetry. After studying Medieval Islamic History at the School of Oriental and African Studies in London Louis met the other members of what became Assemble. Louis works primarily on Assemble’s building projects and also works as a jobbing builder. In his spare time he likes to read, as well as tinker with large soundsystems and organise community dances and social functions.


ENORME Studio is an architecture and design office based in Madrid and run by Rocío Pina and Carmelo Rodríguez.

ENORME Studio is characterized by its radical approach to architecture, the city and its citizens. They design and build architectural projects based on the use of industrial systems and typological innovations, incorporating participatory dynamics associated with design and construction processes. Its main objective is to promote the use of alternative strategies of approach to the urban phenomenon as well as to motivate the creation of a proactive citizen culture.

Their work has been exhibited at the Venice Architecture Biennale, Biennial of Architecture and Spanish Urbanism, the MOMA in New York, Oslo Architecture Triennale “After Belonging”, Madrid Design Festival or the Salone del Mobile di Milano, among others and its production has it was published in some of the most influential media including Domus, Arquitectura Viva, The New York Times, The Guardian, Arquine or El Pais. They are authors of award-winning projects such as Teruelzilla Centro de Ocio Joven (Mies van der Rohe European Award’s selected and Building of the Year 2012 ICON AWARDS), Home Back Home (N.I.C.E. Award 2015). Solving the World’s Major Challenges), Urban SPA (Landmark of the Year. Next Landmark Awards) or From Olympic Games to Urban Games Sixtynine Seventy International Competition. Salt Lake City).

Manolo Bañó

The Industrial Designer Manolo Bañó has a PhD in Fine Arts and a Master in Product Development.

He currently works as Professor of Design Engineering and Product Development Projects at the Design School of the CEU-Cardenal Herrera University of Valencia (Spain), of which he was founder. He belongs to the BEDA (Buerau of European Design Associations) and is co-founder of the ADCV – Association of Designers of the Valencian Community.

Since 1986 he has combined design teaching with professional activity as a product designer. His designs of toys, footwear, furniture, lighting etc., have been exhibited collectively in the Reina Sofía Museum in Madrid, the IVAM – Valencian Institute of Modern Art, the Museum of Ethnology or the Museum of the Enlightenment of Valencia. Currently, the Barcelona Design Museum exhibits its Sister Moon chair (Punt Mobles) in its permanent collection.

From 2000, he began collaborating with the NGO Oxfam-Intermon in the development of fair trade products for artisans without resources. Subsequently, with the experience acquired and within the CEU-UCH University, he created the cooperation project through the design called FREE DESIGN BANK, a social design and co-development project in which design students collaborate with women without resources from different disadvantaged areas of the world. Students provide assistance in product design and in the creation of artisan workshops with which disadvantaged people can improve their quality of life.

The FREE DESIGN BANK project of the CEU-UCH University is carried out in countries such as Colombia, Ecuador, Mexico, Cuba, Kenya, Tanzania, Senegal, Mali, Sierra Leone, the Philippines, India, Sri-Lanka, and Nepal.

Izaskun Chinchilla

Izaskun Chinchilla Moreno has a PhD in Architecture by the E.T.S.A.M. She has received RIBA recognition as an honorary member. Since 2001 she has run her own firm Izaskun Chinchilla Arquitectos. She is a Senior Teaching Fellow and Senior Research Associate at The Bartlett School (University College of London) where she manages the Teaching Unit 22. She has extensive experience as a professor at multiple universities such as the Ecole Spéciale d’Architecture (Paris), the Head University Genèva or the Escuela Superior de Arquitectura de Madrid among others.

More than 200 national and international architectural journals and publications have referenced her work. She has been awarded on several occasions for her proposals, such us the Europan 7, Emilio Larrodera Award or Several competitions of the municipal company of Housing of Madrid. She has acted as a lecturer and curator in more than 150 forums specialized in universities and national and international institutions around the world and her work has been exhibited in the 8th and 10th Biennale di Venezia in the Fifth Biennial of Architecture or Design of São Paulo.

As an architect, she claims for her profession a strong commitment to innovation. She proposes in her projects multidisciplinary exercises where, through ecology, sociology or science, architecture distances itself from stylistic discourse and reunites with the complexity of life in the contemporary world.

Antonio Serrano Bulnes

Antonio Serrano Bulnes, industrial designer and creative director of design object editor Mad Lab. Design consultant for public and private companies and institutions. He has been teaching for the past 25 years. For Antonio Serrano his works “are an expression of timeless, durable and heritable design in search of solutions that bring naturalness in the choice of materials and the handling of proven solutions. The union of a great craftsmanship with a very high technology results in a product of undisputed quality.”

The thought that “to design thought is to discern and know how to choose those solutions that the objects propose” is part of the philosophy of Antonio Serrano.

Pilar Marcos

Pilar Marcos is a journalist and editor, she has been developing her professional activity for more than two decades in publications specialized in architecture, design, interior design and decoration. She is the Director of the magazine Diseño Interior since 2011, publication in which she started as Chief Editor in 1997, has been responsible for the launch of the magazine of contemporary decoration 20 Casas and director of Encasa. She has participated in presentations and round tables on interior design and design, and has been a juror in numerous design awards and Master’s final projects.

Member of the Expert Committee of the Madrid Design Festival 2020, she has been a professor of Contemporary Design in the Masters of the IED Madrid since 2013.

Gala Fernández

Gala Fernández, Madrid international designer and artist, has developed her career between Spain, Italy, Mexico, France, England and Germany. Currently resides in Milan. Gala collaborates with international companies such as MOROSO and Sisley, although it also self-produces many of its design-art collections. She is as well the artistic director of the AAMURANO blown glass line.

Especially sensitive to experimentation with all kinds of materials in collaboration with handicrafts and industry, Gala Fernández develops her teaching activity in her own Piopio Design Labs school, associating in each of her projects with companies, universities and institutions of diverse nature.

Marisa Santamaría

Marisa Santamaría is a researcher of international trends in design, architecture, lifestyles and contemporary movements. She is specialized in the analysis of the new current trends in all creative areas related to innovation, especially in the global scenarios of young people -new talents-, the evolution of international design and cutting-edge training.

She is Director of RED, Reunión de Empresas Españolas de Diseño, where she develops her new project of strategic and creative impulse, inside and outside Spain. She is a founding member of the Círculo de Orellana of women professional promoters of female talent and since July 2019, she is part of the Board of Trustees of the Madrid Design Foundation, DIMAD.

She regularly writes articles, interviews and reports on design, architecture, lifestyles and trends, for media such as El País, Condé Nast Traveler, AD Spain, Ottagono Magazine -Design and Architecture- or LifeStyle Design and Architecture Magazine.

She worked for 15 years at the IED Madrid, Superior Center of Design and Communication. She developed the Global Trends Research Area, after being Director of Communication, Institutional Relations and Projects and coordinating more than 100 design projects with national and international institutions and companies.

Max Oliva

Max Oliva is the Managing Director of Studio Banana. He is passionate about empowering ordinary people to do extraordinary things in teams. He started his first entrepreneurial adventure more than 20 years ago, connecting youth from across the world with Nobel peace prize laureates, scientists, social entrepreneurs and more than 200 Heads of State in order to find solutions to the global challenges of the XXI Century.

Since then, his passion for exploring and engaging in global projects has taken him from learning journeys to Antarctica, together with young entrepreneurs and scientists in order to experience first hand and fight climate change; use design as a driver to transform talent in organizations; to co-found five social enterprises, amongst them the largest high impact entrepreneurship network in the world, Impact Hub.

He is part of Studio Banana, home of design-driven innovation, where he leads a multidisciplinary team formed by workplace designers, branding specialists, graphic thinkers, and UX experts. Max brings the creative confidence, design thinking and innovative mindset needed to walk off the beaten track.

Pedro Feduchi

Pedro Feduchi is a Doctor of Architecture by Madrid Architecture School (E.T.S.A.M) as professor. Combining his academic activities with professional ones that are developed in his studio, including architecture and design Works.

In 1987 got the Roma History, Archeology and Fine Arts Scholarship for a residence course. Project Associate Professor since 1990, in Madrid Architecture School and Furniture Design in the Advanced Architectonic Projects Master (MPAA) since 2010. In his professional studio are developed architecture works, building rehabilitation, monuments restoration and urban space design.

He has work as exhibition curator and colaborated with important museums and cultural institutions. And also has a wide experience in furniture and interior design.

Pedro Reula

Pedro Reula has a PhD in history and is a researcher and furniture collector of the 20th century.

Oscar Guayabero

Oscar Guayabero was born in Barcelona in 1968. He studied Art and Industrial Design at the Massana School of Barcelona.

Looking for a suitable word he defines himself as a para-designer, such as paranormal phenomena or the para-theatrical arts. Actually, he’s dedicated to explaining stories.

He works in the environment of design, architecture, communication, cultural management and social activism. He writes specialized articles and books, curates exhibitions and also teaches classes, creating platforms for reflection and/or dissemination of design.

In 2015 he curated the exhibition “Design to Live” at the Design Museum. During the 3 months it was exposed it had more than 32,000 visitors, obtaining, at the same time, a great impact on the press and gained the City of Barcelona Prize. The exhibition has continuity with annual conferences on social design.

Currently he combines teaching in the area of design history, image and ecodesign of several schools in Barcelona, with the external advice on communication of the Barcelona City Council and curatorial projects. The last, are a couple of exhibitions on the communication and advertising of the company Roca sanitarios and the future of bathing, commissioned by Roca, world leader in the sector, on the occasion of its centenary.


Light&Studio is a lighting studio that has been offering innovative solutions to lighting projects in the world of design for more than 30 years.

Helena García de la Banda is the Creative Director of Light&Studio. She has 8 years of experience in the development and implementation of lighting projects for retail, hospitality, workspaces and artistic facilities.

Jessica Guzman Salazar works as a lighting designer for Light&Studio, specialized in retail projects, has great experience in brand image development and specialized products.

María Simun

María Simun is a creative designer/director who creates her imaginary halfway between fashion, music, and urban aesthetics, living between visual concepts and textures. His proposals stand out for their freshness, character and color. She tries to abstract herself from the speed of the fashion world by following her own timing and evolving towards her own challenges. This allows her to use her creations to make transcripts of her particular reading of reality, which merges with her experiences and visual references to create ideas with soul.


Pleid is an Art Direction and Animation studio that develops static and moving projects under a purely 3D approach. They create images that seek the connection between graphic design, art, music and contemporary culture, where everything comes together by mixing the concrete with the abstract, achieving a unique and personal aesthetic.

In their trajectory, they have worked for clients such as Nike, Converse, Prada, Ikea, Seat, Perrier and Toyota among others.

Miguel Luengo | Design For Change

Miguel Luengo considers himself as a “Dream Alarm” who loves working with people, whatever is their age. Linked to Design for Change (DFC) since 2011, he is currently president of Design For Change Spain, and principal facilitator of the DFC methodology through training, lectures, visits to educational organizations, conferences and consultancies where, together with the DFC Spain team, he shows how is it possible and necessary to evolve education. It is a great challenge; for this reason, the key question is: how far do you want to go to empower children and youth?

Industrial Engineer from the ETSII Madrid (specializing in Organization) and Master in Financial Management from ESIC. He has trained in coaching at: European Coaching Center, CTI, ORSC and EED. Between 1997 and 2007 he worked at DMR (later, Everis), first as a technology consultant, and then in business consulting in the area of Organization and People. In addition, he has welcomed courses in Appreciative Research courses (YesOuiSi), Process U (through Sol España), Design Thinking, Art of Hosting, Mindfulness, a virtual seminar of Transpersonal Psychology level I (Transpersonal Center of Buenos Aires) and the first module of the diploma of creative body expression (Alfa Institut).

Passion Motorbike Factory

The startup PASSION MOTORBIKE FACTORY will show how to carry out a more sustainable distribution logistics. In urban centers, the delivery vehicles’ design for the last mile is important, in order not to collapse urban centers; thus helping to improve the quality of life of citizens.

José María Gómez Márquez has a degree in industrial organization engineering and has a master’s degree in business management from the San Telmo Institute in Seville. José María has extensive experience in the creation of technology companies, has worked in Roder Spain, AMG services or Climocubierta, among many other enterprises.

Domitilla Dardi

Domitilla Dardi was born in Rome in 1970. After graduating in Art History at La Sapienza, Università degli Studi di Roma, obtained a Doctorate in History of Architecture at the Università Federico II di Napoli. From 2003 to 2007 she taught History of Design and History of Contemporary Art at Facoltà di Architettura de Ascoli Piceno. In 2007 and 2008 she was the curator of the cicle exhibition “Design A_Z” at the MAXXI Museum in Rome.

In recent years she has worked as a company consultant, editor and museum curator at MAXXI, always in the design and architecture section. She currently teaches History of Design and History of Interior Design at the IED Rome, in the Master of Interior Design, as well as in the Interior Design of Yachts. She edited the catalogue of the exhibition in Spazio for the Architecture Section of the MAXXI Museum. She is the author of several publications, such as Campus Vitra, a collezione di Architetture (with F. Argentero, Meltemi, 2007), Lampade and Negozi 2 (Federico Motta, 2007) or Yacht Interior Design (Electa, 2009).

Andrea Anastasio

Andrea Anastasio, after studying philosophy, started a cultural itinerary that led him to collaborate in projects of cataloguing Islamic architecture in India, research on the innovation of traditional artisan techniques, collaborations with architectural studies, editorials and museums. Attracted by the study of the poetics of conceptual art and its potential convergences with industrial design, he designs furniture and objects for Italian companies that are protagonists of the international scene. His research focuses on the manipulation of objects, consumer goods and household materials, to generate contamination of languages and meanings.