“Eventually everything connects — people, ideas, objects...the quality of the connections is the key to quality per se...

- Charles Eames

My Approach

My focus is always on doing more than products.

I create the bricks that will build the brand experience.
I aim to provide a 360 approach to the project, designing and overlooking from the first concept to the product development, graphics, and packaging.
I work along with my clients, supporting their internal staff in the development, or managing any external resource they may need.

First Stop: Milano

All a designer can ask for

After graduating I started working in Architecture and Design studios in Argentina.

In 2002 I landed in Milan and I discovered the value of the "Italian Design" and I sharpened my skills as a designer and as a thinker.
Was a great time of long working hours and much longer "aperitivi" surrounded by inspiring designers and better friends. I worked along with great professionals like Marc Sadler and Makio Hasuike, designing furniture, lighting, consumer electronics and more, for leading companies in Europe.

product

When I started playing hard!

And fell in love with toys.

In Italy, I discovered my passion for toys, working as the Lead Designer for Chicco, I learned how important is to have fun while designing.

This ability to shape the toy’s experiences needs great doses of empathy and synthesis, combined with the understanding of kid's development and the always dynamic interaction they have with toys.

This learning shaped completely my approach to design, and deepen my understanding of how we interact with products, and the impact that can have on people's life.

Toys

Crafting stories and memories
Playtime with Eimmie

Few things mean more to a girl’s childhood than the memories of playtime with their favorite doll.

A girl’s bond with her doll not only holds a special place in her heart but is filled with fond memories of growing up.

Welcome to the Valley of Imagination

The stage for your story

In the imaginary play, kids are able to freely investigate and learn about the world around them, they use symbolic representations for the objects and actions they are exploring.

When children role-play and explore dialogue it helps them develop social, emotional, and intellectual skills, kids acquire confidence and a sense of self, and it is also a key component to learning.

Better than your dreams!

Designed for Member's Mark and Walmart, these doll houses and kitchens, compete with the major brands, offering more play value and quality for a lower price.

Design in every detail to maximize the price -value equation, without compromising the quality we manage to offer much more than the competition, and today, we dominate the market.

Not only for girls!

Over the years, I've tried hard to stay away of the stereotypes that impose that the doll houses are a "girly" thing.

Most of the doll houses are often decorated in colours strongly orientated towards girls, and boys can feel awkward engaging with such stereotyped toys.

Choosing a neutral or unisex house will encourage children to add their own personal touches and allows for more interactive playtimes.

A dollhouse is a blank canvas that provides infinite opportunities for children to explore their world in miniature. The fun is unlimited, the game never over.

Feeding your kids’ imagination

51 million times

Esselunga was the first-ever Italian supermarket chain to introduce card-based customer loyalty programs in 1995.

It knew how to influence consumer behavior but was looking for new ways to stand out.

Esselunga wanted to create more value for its loyal customers by surprising them with a kid-focused loyalty program that would also expand their customer base. BrandLoyalty and Esselunga created a massive marketing activation plan to bring more consumers to Esselunga’s stores while getting ‘free advertising’ from national media exposure.