Marco De Carli

Adjunct Professor at IULM University in Milan, where he teaches Omnichannel Management and Customer Experience & Retail Design Innovation within the Master’s Degree in Marketing, Consumption and Communication and the Master in Retail Brand & Customer Experience Management. His academic work focuses on brand strategy, experience design and consumer behavior in omnichannel contexts. Alongside his academic role, Marco is the founder and president of DINN!, an international design innovation firm based in Milan and New York. With over 20 years of international experience, he has led transformation projects for clients across fashion, banking, healthcare, food, and hospitality, including Adidas, Bank of Georgia, Max Mara Fashion Group, Grom, Aboca, Italian Consulate NYC, Sparkasse, Brico Io, and Costa Cruises. His design vision is built around a human-data centered approach aimed at generating long-term positive impact for customers, employees, and stakeholders. He believes in the transformative power of strategic design as a driver of innovation across products, services, and physical spaces—merging technology, marketing, and the human factor. Marco has lectured and spoken at universities and international institutions such as the Fashion Institute of Technology in New York, Bocconi University, the University of Parma, and Efma in London. He has collaborated with the IULM Innovation Lab and the Retail Brand Communication Observatory, contributing to the development of advanced retail design models. Author and speaker on topics related to innovation, customer experience, and physical brand design, he has contributed to publications, podcasts, and key industry reports. His core competencies include creative strategy, experience design, omnichannel transformation, and innovation in business models.

MAIN AREAS OF SCIENTIFIC INTEREST

Brand experience: how to generate value from the brand to the omnichannel strategy. Service design: embrace and engage the customer during the shopping experience. Customer experience: engage, delight and act the customer journey through all the channels. Retail design: new landscape design for physical channel integrating technology, AI and humans. Staff behaviour: sales and brand rituals for staff during the retail engagement process.

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Author and speaker on topics related to innovation, customer experience, and physical brand design, he has contributed to publications, podcasts, and key industry reports. His core competencies include creative strategy, experience design, omnichannel transformation, and innovation in business models. - "Key strategic drivers for brand innovation" per PodCast come 99 Humans di Nadia Carta e Debrief di Giusppe Mayer - "Service design innovation as a key tool for branding" dal libro Retailoring di E. Sacerdote - "Physical Brand Design approach and the importance of Flagship store". Lecture per Università di Parma.

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