"Industrial design is like a universal translator. It transforms research into something that improves people's lives."

— Mariano Viti, Founder of Label Creatives and China Representative of the Istituto Europeo di Design (IED)

Chongqing - In an exclusive interview with Bridging News during the 2025 Industrial Design Empowerment for High-Quality Development Action, held on July 14 in Chongqing, Mariano Viti shared his philosophy on the power of design to drive transformation—socially, commercially, and culturally.

The event gathered over 200 representatives from government, industry, academia, and research, underscoring Chongqing's growing role as a design innovation hub in western China. Luo Li, Deputy Director of the Chongqing Municipal Commission of Economy and Information Technology, highlighted industrial design's key role in driving innovation and industrial upgrading, especially as Chongqing solidifies its position as western China's only UNESCO "City of Design."

The 2025 Industrial Design Empowerment for High-quality Development Action was held on July 14 in Chongqing. (Photo/Chongqing Municipal Commission of Economy and Information Technology)

Luo cited standout cases such as Seres AITO M9, which has dominated sales among high-end SUVs above 500,000 yuan (about 70,000 USD) for 16 months, and Jiangxiaobai's Meijian green plum wine, which earned the title of 2024's most influential product in Forbes China's consumer awards. These products, she noted, were not just engineered—they were designed to resonate.

A story-first approach to design

Viti’s design ethos goes far beyond engineering and consumer goods. He believed that design is far more than form and function. "Industrial design is a powerful tool that brings research and innovation results to everyday life. Whether it's engineering, medical technology, or manufacturing, design serves as a kind of universal translator—it takes complex languages and turns them into intuitive, sustainable, and meaningful experiences," he said.

Mariano Viti, founder of Label Creatives and China Representative of the Istituto Europeo di Design (IED), shared a speech. (Photo/Chongqing Municipal Commission of Economy and Information Technology)

At his studio Label Creatives, Viti champions a story-first approach. "We write a story before every project, almost like a film script. This story then guides the visuals, materials, and final execution," he explained. This narrative-based approach not only enhances coherence and authenticity but also provides clients with valuable marketing content that is deeply aligned with their brand identity.

Viti believes his approach is rooted in Italian design's balance between aesthetics and purpose, but it's also adapted to China's fast-moving market. "Italian design often spends too much time theorizing. In China, the energy is more pragmatic. Clients are ready to try, to act, to build. That inspires me," he noted.

How Italy and China co-design the future

As the China Representative of IED, Europe's largest private design education network, Viti plays a strategic role in building design bridges between China and Italy. 

He pointed to transportation and smart appliances as two areas where China and Italy's strengths complement each other perfectly. He cited the example of Changan Automobile, which established a design center in Milan. These partnerships demonstrate the real-world benefits of combining Italian aesthetic philosophy with China's manufacturing strength.

"Chinese car brands are now building lifestyles, not just vehicles," he said. "That opens doors for studios like ours to contribute to branding, accessory design, and storytelling."

IED Turin campus unveiled the industrial design project of the Rapida concept car. (Photo/IED)

Looking beyond individual projects, Viti sees immense potential for China–Italy cooperation in building sustainable urban mobility systems—from infrastructure to user interfaces—all through a design lens.

He’s particularly enthusiastic about fusing intangible cultural heritage with emerging technologies like AI. "That's where the deepest innovation can happen—when tradition meets technology," he added. 

As Chongqing continues its transformation into a global design city—recognized by UNESCO and powered by growing international exchange—voices like Viti’s provide a compelling roadmap. His work shows how design, when done with intention, can build more than just better products. It can build better cities, stronger industries, and a shared future rooted in both culture and innovation.