Flos, a leading international manufacturer of high-quality designer luminaires and innovative lighting systems, has announced that Barbara Corti has been appointed the brand’s “Chief Creative Officer”. As CCO, she said she will set the creative strategy for product line development across all business units, as well as content development strategies across all of the brand’s online and offline channels. Corti has been acting as global “chief marketing officer” at Flos since 2017, and has been a member of the steering committee (made up of CEO Roberta Silva, design curators and the CMO, which defines brand and product strategies) since 2019. As CCO of the company founded in 1962 in Merano, Barbara Corti will in future lead the “Creative & Design Team”.
The position had not previously existed at Flos. Its establishment, the company says, was a desideratum of Roberta Silva. Corti’s appointment coincides with the end of Flos’ collaboration with Fabio Calvi and Paolo Brambilla in their special role as “Flos Design Curators”. This position was created in 2019 specifically for the Milan-based architectural duo to support Flos and ensure continuity in the development of new collections at a delicate stage as the company evolves into a multinational company. “Product development and launch strategies are two crucial areas for Flos’ success,” explained Roberta Silva. “In 2019, we created the role of design curator and started a very fruitful collaboration with Fabio Calvi and Paolo Brambilla. Now we are ready for the next step. It’s time to move this role, which is fundamental to the success of Flos, inwards by creating a new “Creative & Design Team”.”
After graduating in architecture, Barbara Corti worked for more than ten years as a “creative director” in communication agencies and for seven years at Conde Nast Italia; and she gained experience as a consultant and mentor for various start-ups in the fashion world. Corti has also reportedly played an active role in international human rights projects and has worked on human rights design in developing countries.
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