Florian Seidl is a creative designer from Austria and currently Lavazza’s design manager.
He has set up a compact, but very talented in-house team from scratch and in that function, he is responsible for the corporate design of Lavazza. This ranges from domestic coffee and espresso machines to professional office machines and vending solutions, tableware, accessories and their packaging. The team is handling most of the design related activities in-house, but also collaborates with external studios and agencies. Numerous products designed for Lavazza are already on the market and have won several important design awards. During the last few years Florian Seidl helped to firmly position Lavazza on the map of modern Italian Design, making sure it’s approach and design are communicated properly on a national and international level.

Before joining Lavazza Mr. Seidl was a senior member of the design team that developed the Fiat 500 successfully into a whole range of different models and many other projects that can now be seen on the road. At Kiska, he has also done work for KTM and as freelancer for various other non-automotive brands. Always with a strong feeling for brand identity and the bigger picture beyond the project as a mere product.

Mr. Seidl has two postgraduate university degrees – one in Vehicle Design from London’s Royal College of Art and the other in Industrial Design from the University of Art and Industrial Design in Linz. He was research assistant at the Hong Kong Polytechnic University’s School of Design and in his free time, he is teaching on a postgraduate level at the Scuola Politecnica di Design in Milan.