Interview with Paulo
Paulo Italiani is a award winning industrial and automotive designer, idea igniter,and lecturer. He is focused in innovation, and creating new future-oriented concepts for contemporary needs for US…
Designer Interview
2 July 2025
My earliest memories are of a boy who could barely walk but was already gripping a crayon tightly. According to my family, I began making my first recognizable drawings at just two years old—an elephant, to be exact. From that moment on, I became obsessed with translating ideas onto paper. I started with comic book characters, then moved on to cars. But what truly shaped my problem-solving mindset wasn’t just drawing—it was my first LEGO sets. Building things from random blocks (I rarely followed the instructions as a child) exponentially boosted my creativity. Since then, I’ve been more focused on creating solutions I can visualize on paper rather than simply crafting beautiful designs.
My company offers the opportunity to explore uncharted paths in innovation, by applying Design Thinking methodology developed at Stanford University—a proven approach to accelerating the creation of user-centered products.
However, with over 20 years of experience, we’ve evolved this framework by integrating radical perspective-shifting techniques, ensuring our solutions bring a strong competitive edge to the final design.
However, with over 20 years of experience, we’ve evolved this framework by integrating radical perspective-shifting techniques, ensuring our solutions bring a strong competitive edge to the final design.
Keeping a future-oriented mindset is becoming increasingly difficult, as the future seems to arrive faster—and with greater uncertainty.
Design is a teaser of the future — an ability to shape what’s to come into an object that is ahead of its time.
Design is a teaser of the future — an ability to shape what’s to come into an object that is ahead of its time.
I enjoy disrupting the status quo of everyday objects, while enhancing key aspects of their usability.
Whether it’s an electric car with a groundbreaking battery-swapping system, a motorcycle that supports multiple energy modules —from combustion to hydrogen — or even a simple power drill that makes its owner feels like a NASA engineer, thanks to its design and embedded technology.
What excites me most is the challenge of delivering something truly new.
Whether it’s an electric car with a groundbreaking battery-swapping system, a motorcycle that supports multiple energy modules —from combustion to hydrogen — or even a simple power drill that makes its owner feels like a NASA engineer, thanks to its design and embedded technology.
What excites me most is the challenge of delivering something truly new.
My most favorite design is always the latest one. Right now, I'm re-imagining the front and rear of a new hypercar brand, using this chance to take a product that’s over six years in the making and push it ten years into the future.
It was the Interior of an Italian sport scar brand.
I'm impressed with AI tools that can take my sketched and doodles and turn into infinite variations of design and CMF so I can choose the best fit.
Right before bed, I feel that I can solve any problem I may have missed during the day
The silhouette. The human brain instinctively processes outlines before it perceives color, texture, or detail. It's the first visual cue our neural networks use to classify an object.
The silhouette defines the soul and stance of a design; it conveys power, intent, and identity at a glance.
The silhouette defines the soul and stance of a design; it conveys power, intent, and identity at a glance.
Every new project begins with excitement, a surge of adrenaline of stepping into a sci-fi journey. What follows is a mix of struggle and discovery: moments of frustration as challenges arise, followed by the thrill of 'aha' moments when solutions appear.
It’s a deeply fulfilling process—watching raw ideas evolve, take form, and become a refined, tangible object
It's when vision meets user needs.
The message. I first look at the clarity of the design’s intent—both emotional and functional. A single object doesn’t need to solve every problem, but it must solve at least one exceptionally well—even if its purpose is purely decorative.
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