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REAL DESIGN
The book that reflects how we think and how we work
A critical, real-world take on design—from concept to production, from studios to factories.
what is REAL DESIGN?
REAL DESIGN is not a manual, nor a collection of abstract theories.
It’s a journey through the real practice of industrial design—made of complex decisions, compromises, insights, and failures.
Rooted in 20+ years of experience between Italy and China, this book reflects on how ideas become tangible products. It explores how creativity meets constraints, how innovation faces real-world limits, and how designers must constantly negotiate between aesthetics, cost, and manufacturability.
You won’t find design icons here, but real case studies, hands-on strategies, and behind-the-scenes insights into how design happens in factories, in meetings with engineers and clients, and in the tension between vision and feasibility.
Design, to truly transform the world, must start from reality, pass through it with awareness, and return to it with solutions that are not only beautiful—but possible, relevant, and meaningful.
What you’ll get
✓ First edition – printed with care and signed by the author
✓ 150+ pages of real stories, strategies, and product insights
✓ Shipping starts [09/2025]
(Bonus) Digital preview PDF after pre-order
Testimonials
