Loredana Di Lucchio, PhD in Design, is Researcher Professor at Sapienza University of Rome. Her research and teaching activities are focused on the relationship between production, communication, and consumption in order to investigate and define the strategic role of Design as a driver for consumption aware behaviors. She is a speaker for international conferences, coordinator of several Italian Research Boards, and essayist for theoretical and design reviews including a member of the editorial board of the magazine ‘DIID – Disegno Industriale Industrial Design’ and of the web-magazine of Italian Design Research Network ‘SDI Review’. She has organized many seminars, workshops, and exhibitions about the relationship between Design and Brand with a particular attention at the semantic, productive, and social implications. At the same time, she has opened a personal focus on Asian Design, considered as emblematic expression of the contemporary culture.