Federico is a qualified architect and seasoned design professional who has spent over two decades perfecting their craft and delivering exceptional experiences to guests across the globe.
In his role, he heads up a talented team in defining design and product strategies, creating standards and concept guidelines, and overseeing design initiatives to evolve the performance, guest experience, and market development of their brands.
The lead for strategic design of several brands, he has had the privilege of co-piloting the full reboot of many of them such as Raffles, Sofitel, and Pullman, while also conceiving and deploying new lobby and room concepts as well as revitalizing Mövenpick, Swissôtel, and Grand Mercure.
Rebooting a brand is a delicate process that requires teamwork with experts in behavior, biophilia, experience, planning, F&B, MICE, operations, service, design, and branding. The goal is to develop and implement clear, achievable design strategies, guidelines, and standards that ensure consistent brand messages and guest experiences that generate brand love and profitability.
As someone who has learned the nuances of managing design teams and overseeing projects from inception to construction, they are confident that their skills will allow them to excel in any demanding high-performance environment.
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