Federico is happiest where intuition, business and technology intersect. He believes that the best design is the one that dissolves into behaviours and that questions are often longer-lasting than answers. He is the Founder and Head of Design Innovation Center of Midea, a Fortune 500 Company with one of the most comprehensive ranges in the home appliance industry. Federico was the Managing Director of Continuum, one of the main global design innovation consultancies worldwide where for more than 12 years he played a key role in leading both tactical and strategic innovation programs helping to wrap business scenarios around people's desires and dreams. He had excelled in the creation of innovative and meaningful concepts, products and services solutions for different international clients such as Allsteel, Bic, Royal Unibrew - Ceres, GM, NEC, Fastweb, Haier, Illy, Imetec, BTicino, Unilever, I-Robot, Medela, 3M, Sennheiser and Samsung. Prior to joining Continuum, Federico co-founded uno : uno designers studio, testing a simplified approach to product design and exploring the boundaries between process and persuasion with Italian companies and startup such as Moleskine, Chicco Artsana, Piaggio and OneTray. Previously he was Associate Creative Director at Frog Design, leading the ID team and focusing at the convergence of design and interaction. In 1998 he started his design career path as toy designer for Mattel and Fischer-Price. Federico is an experienced lecturer on product design and design innovation matters, with participations to various educational venues (NABA, IUAV, IED, Politecnico di Milano, and SID. He conducted panels, conferences and design thinking workshop for companies and institutions around the world (Nuqat, Skolkovo Innovation Center, Singapore Republic Polytechnic, MAK Design Summit). He’s currently the Coordinator of the the 1st Level Master in Innovation Strategy & Product in IED Milan and guest lecturer in Bocconi Mafed and Bocconi Emilux, Federico holds a Bachelor of Industrial Design degree from IED Milan.