Cooperation with large companies and service innovation: a history in the name of design

In 2004, Federico Giuliano, Sales & Marketing Manager from the automotive industry, set up the design Company Mid – My Italian Design – injecting a sound and considerable experience of cooperation with important names of the design world like Zagato. Research and innovation are at the heart of Federico’s projects, who also profitably teamed up with Telecom Italia: the Aladino cordless phone and the first Alice router are just some of the many products Mid devised for Telecom.
In 2007, Eric Bevilacqua joined Federico as a partner and Creative director. After a long experience in the automotive industry with Mercedes, Alfa Romeo and others automotive manufacturers, Eric brought to Mid a high stylistic sense and considerable knowledge of the creative process.

From Mid to Madeindreams
Federico and Eric together took the first steps on a path that would lead to great changes in the agency: the transformation from Mid into Madeindreams. It was not just a change of name, but a change in perspective and design approach.
The different sensitivity of Federico and Eric came together in a winning association, which continues to be the agency’s mainstay. The Sirio videophone by Alice for Telecom Italia, currently kept at the Science and Technology Museum of Milan, is one of the great achievements deriving from this union. While constantly focusing on concept and the newest markets, the two partners together diversified Mid’s portfolio, opening themselves to industries such as the consumption electronic, white and biomedical sectors.
The crucial opportunity for moving from Mid to Madeindreams came in 2010 when the agency welcomed such professional figures as brand and design strategists to work on an ambitious project: the Planex rebranding, a large Japanese holding specialized in the field of information technology and consumption electronics. Mid – My Italian Design – became Madeindreams while aiming at expanding internationally and becoming an innovative hub for design, branding and creativeness.

Madeindreams today
Today, Madeindreams is a design innovation agency with offices in Milan and Tokyo offering full, multidisciplinary and transversal services. The team is made up of 32 talents with diverse backgrounds and skills: strategy, product and brand design, product engineering.

A new challenge for the future
A vital center that has gathered talents and projects ‘distributed’ to prominent design names such as Audi and Ferrari, Madeindreams wants to reach out to the creative community by building an hub, a real physical world of interchange between people, companies, artists and professionals.
"We are dreaming of a better future, we are making it happen”.