Massimo shared why he believes there is now a need for 'emotional sustainability’ as we move towards a more environmentally aware future, and explored how his 'sustainable but beautiful’ theory relates to the ‘Beauty connects people’ theme of the Italian Pavilion at Expo 2020.

Massimo Iosa Ghini, Founder of Iosa Ghini Associati, is a multi-award winning architect and ambassador of Italian design, maintaining a strong presence within the avant-garde ever since founding the Bolidist movement and as a member of the Memphis group with Ettore Sottsass in the 1980’s. In addition to his extensive work in furniture and product design, he has designed numerous architectural spaces, exhibitions, art and commercial installations and retail stores around the world with clients including Ferrari, IBM and Alitalia.