1990s

Launched Barbie’s first licensing strategy in Europe, when children’s licensing was still a pioneering field. The program covered apparel and accessories and led to the creation of the Barbie Magazine.

2000s

Introduced licensing as a strategic business model for football merchandising. Created a unified framework for top Italian and European clubs, enabling global distribution and supporting projects such as EA Sports’ FIFA video games. Extended the model to MotoGP, Formula 1, and iconic champions including Valentino Rossi and Michael Schumacher.

2010s

Pioneered licensing as a strategic tool to reposition historical, iconic brands as contemporary high-end labels, including Borsalino, Braccialini, Ken Scott, Baldinini, Mario Valentino and Gherardini. Developed programs for performance brands such as Brembo, Ducati, and Momodesign, translating innovation and design into lifestyle products for motorsport enthusiasts.

2020s

Pioneered the application of the licensing business model to art and cultural heritage. Partnered with renowned institutions such as the J. Paul Getty Museum, the New York Public Library, the Veneranda Biblioteca Amborsiana, Arti Grafiche Ricordi Archives. Launched the Leonardo da Vinci Signature Project,  which for the first time allows Leonardo’s drawings to be licensed together with his authentic signature, registered as a trademark to protect the works and safeguard their IP.

2026

Founded the Real Estate Partnership Division, the first unit of its kind to bring together specialists in licensing, real estate and fashion, dedicated to developing branded residential and hospitality projects with iconic brands and cultural heritage names.