He lives in Milan, where he was born in 1940. He graduated in 1965 from the Politecnico, discovered the fascination of design in the Milanese climate of the 1960s and the utopia of a design that felt capable of changing the world with Ideas. The most significant trace of these fantastic years is the Fiocco armchair now in the permanent collection of MOMA. In his now too long militancy he is invited, between Milan and Barcelona, between Florence and Toronto to numerous exhibitions and conferences. A significant moment, among many, was his contribution to the exhibition "is design" at the Pavilion of Contemporary Art in Milan dedicated to the innovative and strategic aspects of the advanced tips of the discipline.
Believing he had something to teach he lived a brief, but stimulating, teaching experience as head of the Department of Industrial Design at the European Institute of Design. Faced with the profound transformations that were sweeping the professional scenario, he participated in the early 1970s in the founding of G 14 Progettazione (a professional structure, born on the benches of the Polytechnic, focused precisely on the development of an organic system of integrated projects characterized by strong innovative content) of which he has directed the Industrial Design Center since 1974.
He thus discovered the new links that were being created in the relationship between Project and Enterprise, Product and Consensus, and Production and Communication, and gradually broadened his disciplinary objectives from "control of the project" to "control of the factors of the process" of which the project is the central moment. His insatiable curiosity leads him, after the founding (1984) of GP&CO, to measure himself with product strategies, corporate image coordination, art direction, communication, and trend analysis, to discover, in a return to his origins, that within these apparently heterogeneous experiences, his real interest is not the professional sophistication of the specializations, but the synergies and stimuli that they can develop towards what, in the final analysis, is always his only challenge (and pleasure): the "Project." In this direction is a renewed interest in interior design issues, which has seen him as the protagonist, around the world, of large and innovative hotel projects