Product & Communication direction | Designer’s recruitment | R&D Direction | Product Design: 1996-1997
Ascot was my very first working experience. I joined just after graduating, having gained a master’s degree in international marketing, as their Junior Marketing Manager. After a year, I was offered the opportunity to take full charge of a total brand repositioning. Bear in mind that this was more than 20 years ago, when the ceramic industry still viewed the design element with strong suspicion.
As part of an excellent team, with Claudio La Viola as artistic director, Elisabetta Naldi of Ikos as graphic director and Armando Bertacchi of Studio Azzurro as photographer, Stefano Bonini – who was then my partner in Brix – and I gave the brand a radical shake-up, soon empowering the Ascot Studio division to drive the entire company.