Ospiti

Cristina Balbo is Consulting Director and head of the Milan office of Peter Schmidt Group, with a decade of international experience in branding gained between New York, Amsterdam and Paris and now brought to the Italian market. He has worked in different industries including consumer goods, healthcare, hospitality and technology, collaborating with ambitious organisations that want to challenge conventions and build brands that can compete on a global scale. Through a combination of business strategy, consumer analysis and creative ambition, Cristina uses the brand as a catalyst for growth, helping companies face transformation processes, solve complex challenges and generate a concrete and measurable business impact. Peter Schmidt Group is one of Europe's leading branding and design agencies and is part of Omnicom Group. With offices in Hamburg, Frankfurt, Düsseldorf, Munich, Milan, Lisbon and Tokyo, the agency helps brands face change and seize new growth opportunities. Guided by the motto “Amplified Imagination. With character, craft and curiosity.”, Peter Schmidt Group combines technological expertise and design excellence for clients including Mercedes-Benz, Deutsche Telekom, E.ON, Henkel, Linde and Deutsche Bank.

OWN YOUR AURA!

23.10

Talk by Peter Schmidt Group
17:30 ADI Design Museum The myth factor in brand building — and the destructive power of an obsession with performance. Today brand building is expected to be measurable, optimised by algorithms and AI agents, and therefore as efficient as possible. Yet a brand’s most valuable asset cannot be decoded from data: it is the fascination it exerts on people, and the cultural context in which that fascination takes shape. Since its founding in 1972, Peter Schmidt Group has cultivated the aura of brands — a path that began with Jil Sander, a house whose strength and luminosity remain unchanged. The same philosophy guides the agency’s current work for clients such as Mercedes-Benz, Deutsche Telekom and Weleda: design that can create myth and aura makes brands distinctive, relevant and, ultimately, more valuable than competitors driven only by the pursuit of performance. This event will be held in English.