Maurizio Serena

I’m a strategic designer and brand consultant who helps organizations navigate complexity through human-centered experiences that connect emotionally, culturally, and sensorially. My work lives at the intersection of brand strategy, foresight, and service design — where meaning, innovation, and behavior converge. For over two decades, I’ve helped brands—from luxury maisons and fashion retailers to hospitals, and hospitality groups—translate purpose into action across cultures and touchpoints. I do this through a blend of deep research, cultural intelligence, and experience choreography. Through my consultancy, Naked River (Singapore), I lead projects that span from envisioning future scenarios to crafting rituals, spaces, and systems that engage the senses and elevate the everyday. My approach is as strategic as it is intuitive — connecting big ideas with practical, embodied execution. As a design educator, I’ve lectured across Europe, China, the Middle East, and Latin America, leading programs on branding, innovation, and experience design. I co-authored The Sprout, a methodology to manage innovation through human values and emotional triggers — a tool I regularly use to help clients future-proof their offerings. Whether I’m choreographing a multisensory guest journey, reimagining a retail ritual, or mentoring young designers, my goal remains the same: to make strategy feel alive, experiential, and rooted in what makes us human.