Born in Pisa, the town where he has chosen to live and work. His professional training is the result of studies – Art and Architecture in Florence. From the beginning he has always shown an interest both the phenomena of the world of conceptual art and the ones of radical design. In the early 80’s he started to be interested in industrial and interior design, a specialization which he defines as fundamental for the following approach to the world of “industrial product”. A fine connoisseur of the history of design and its related signs, he is very skilful to put daily into practice his knowledge. Talking about his own projects Lazzeroni uses the expression “sentimental” design: it’s indeed easy even for an untrained eye to see the tension between past and future in his works. This trend is nowadays defined as “transitive design”. The signs of past are somehow recognizable; they are clearly worked out again and the outcome is a real and balanced tension between past and future. Lazzeroni’s background and his way to understand design have caused his specialization in Art Direction. Today he works especially at the “total concept” which is hidden behind the birth of trademark. In all his working experiences, he is directly responsible of every aspect linked to the birth and development of a firm. A very dynamic career with some precise constants that show Roberto Lazzeroni always involved in two different directions: his studies and his professional interest which have made of him an undisputed protagonist of important exhibitions and his approach to design that is absolutely integrated in the everyday reality of interior spaces.