Design shapes more than objects. It defines how products are used, perceived, and integrated into everyday life.
My work focuses on the relationship between furniture design, product development, design strategy and creative direction, approaching products as part of a broader ecosystem rather than isolated items.
I see furniture as a structured visual language, where form, proportion, and material create coherent product collections, balancing sculptural expression with industrial logic and brand identity, contributing to both business growth and customer satisfaction.
My professional foundation was shaped in Milan through collaborations with Claudio Bellini Design Group, Roberto Semprini Studio, and Santiago Sevillano Studio, where I developed a strong grounding in both creative direction and industrial production.
Today, I am Design Director at MOHO (Savimex Corporation) in Vietnam, leading design and product development across multiple collections. My role involves defining product direction, coordinating design and merchandising teams, and guiding the evolution of the product catalog, supporting strong year-over-year growth by improving product coherence and strengthening brand positioning.
This website presents a selection of my work and reflects an ongoing interest in form, structure, and design language.
Latest PROJECTS
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Astro Collection – 2026
Role: Design Director / Designer Scope: Collection Design · Product Development Challenge Develop a coherent bedroom collection with a refined contemporary identity, balancing warmth, visual calm, and enough character to distinguish the collection within the broader Moho catalogue. Design Response Astro was developed around balanced proportions and a controlled combination of natural wood, upholstery, and…
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Mochi Sofa – 2026
Role: Design Director / DesignerScope: Product Design · Product Development Challenge Create a compact sofa with an approachable character and strong identity while maintaining the simplicity and versatility required for contemporary residential interiors. Design Response Mochi was developed around continuous rounded forms, with the backrest and armrests flowing into a single soft gesture. An exposed…
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Booth Design HAWA Fair Vietnam – 2026
Role: Design Director / Creative DirectionScope: Spatial Concept · Exhibition Design · Brand Experience · Product Presentation Challenge Create a recognizable exhibition environment for Savimex/Moho that could attract attention within the fair while presenting multiple furniture settings without allowing the architecture to compete with the products. Design Response The booth was organized around a repetitive…
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Showroom Design Q1 – 2026
Role: Design Director / Creative DirectionScope: Showroom Strategy · Spatial Design · Product Merchandising · Multidisciplinary Coordination Challenge Create a more refined showroom experience within a cost-conscious framework while providing a flexible architectural background capable of supporting Moho’s evolving product catalogue. Design Response The concept combines fixed wooden storage and framing elements with lightweight translucent…
