They call me Giuseppe Fioretti. I was born in Italy, lived in Barcelona for over 10 years, and now I’m based in Copenhagen. Currently, I’m part of the creative team @LEGO, where I help shape the future of play through branding, storytelling, and visual experimentation. Previously, I was Head of Brand Design at Desigual, leading the brand’s global visual direction.
I’m an artist in soul and Graphic Designer & Art director in practice. I love bringing brand identities and campaigns to life—for brands that want to break the rules.
I would like to have lunch with the surrealists and the dadaists
Last project
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BRANDING X UREES
The Urees upcycling project: Fusing artistry and sustainability in fashion @urees__
FIRST SNEAKERS CAMPAIGN X DESIGUAL
Sneakers collection campaign for @desigual in collaboration with @olimpic.tv
RE-BRANDING X DESIGUAL
Go back to the origins of Desigual, when the word was invented, what it really meant. Being 100% Desigual means going backwards.
Other Works
My Hobbies
Draw, make art, create with people and shoot with my reflex.
This project is about the importance of the spectator in the art world.
“The art deserves fair importance, and should not be undervalued. Politicians, waiters, dancers, salespeople, secretaries, children… All of them are influenced by art in some way in their life. Recognizing the “conide” is a way to consider our ignorance and take art for what it is, a great dinner with friends where there is no one who knows how to eat better than the other.”
Let’s talk here.