“We are product designers and we work alongside companies as a strategic consultants for industrial design. The method, the research, the lateral and emotional thinking are the tools with which we create added value and provide solutions through the industrial design, always side by side with the client” Marco Paolelli and Sandro Meneghello, in addition to being product designers, are strategic consultants for industrial products. They founded Meneghello Paolelli Associati in Milan in 2007. Since then, the studio has grown and now counts a team of collaborators in addition to the founders, as well as a series of project development and communications partners. Since 2007, Studio Meneghello Paolelli Associati has partnered with Italian and foreign companies to create added value through product design. What distinguishes the MPA approach? Firstly, behind every project is a long and tireless process undertaken together with the companies, from the first brief to the final version of the product. Each company is a world unto itself, whose potential, technological and production abilities, and last but not least, commercial needs are studied in depth. Once this introduction is completed, Meneghello Paolelli Associati uses its particular approach to the project that also favors a certain form of “lateral thinking”, which brings the two creatives to develop each design project in an unconventional way, for example, transforming aesthetic stimulations or project solutions from environments completely external to the world of design in the strict sense.