Dario Grasselli

I am a passionate Experience Design Director with more than 24 years of experience in the design field, with the last 13 years spent leading international and multidisciplinary design teams.
I began my career driven by the dream of designing motorcycles when I wasn't graduated yet, then I joined the Whirlpool family with roles of increasing responsibility, up to the current position, Design Director of the famous Italian small appliances manufacturer De' Longhi .
This last role, which I have the honor to cover since 2020, has become a wonderful challenge that hides a great responsibility: contributing to represent the culture of Italian design in the world. Our "Italianity" has its roots in the ancient history of the sublime Italian craftsmanship, made up of top-level masters, obsessive attention to details and a creative uniqueness that make Italian-made products distinguishable all over the world .
My contribution to the success of companies is a vision that seeks to elevate the culture of design as an integral part of corporate strategy, making it a fundamental lever, perhaps the most important, in the competitive advantage over the main opponents, and therefore a basic aid in supporting and increasing the company's business. There is no Design without a brand, and there is no brand without a specific consumer to whom this brand is aimed. This is why I firmly believe that the designer's job is to translate the core values ​​that the brand (and the company it belongs to) wants to transmit, into tangible elements that are easily recognizable by the user. This explicit clarity to the consumer reinforces the perception of credibility and coherence of the brand, which translates into loyalty of the consumer, who will choose products of the same brand in the future, precisely because She/He is driven by the desire to repeat the same positive experience, physical and digital.