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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.

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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.

Two books with yellow, black, gray, and white covers titled "Real Design" lying on a light gray surface.
A smiling industrial designer (Enrico Secci) with a bald head and gray beard wearing a gray turtleneck sweater.

What you’ll get

✓ First edition – printed with care and signed by the author

  1. ✓ 150+ pages of real stories, strategies, and product insights

  2. ✓ Shipping starts [09/2025]

  3. (Bonus) Digital preview PDF after pre-order

  • Open book on a light wood surface, showing a page with a 3D gray abstract shape and Italian text on the left, and a title page for 'Enrico Secci, Real Design 2025' on the right.
  • Open book showing a table of contents in Italian, placed on a light wooden surface.
  • Open book showing text in Italian on designing tools and methods, with a color image of an electric iron on the right page, placed on a light wooden surface.

Testimonials

  • A woman with curly hair, glasses, and hoop earrings smiling in an indoor setting.

    “It’s the kind of book I’d assign to every student before they touch a sketchpad. It’s raw, practical, and intellectually clear.”

    Claire M., Lecturer in Product Design

  • Close-up of a man with glasses, facial hair, wearing a dark sweater, looking thoughtfully to the side, with a plant and neutral background.

    “Finally, a book that talks about real design as we live it—not as a glossy ideal. REAL DESIGN captures the messy, honest beauty of our work.”

    Valerio C., Industrial Designer

  • Smiling woman with short black hair wearing a blue top, standing among green plants.

    “I saw my own process reflected in these pages. It’s a guide, but also a mirror—of how hard and human real innovation is.”

    Lynn W., CEO & Startup Builder

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