Visiting Phd

Paulo Eduardo Tonin is an architect, researcher and PhD candidate in Design at UDESC, Brazil and visiting PhD at Politecnico di Milano. His work sits at the intersection of Cognitive Psychology, UX Design, Semiotics, Neuroscience and Anthropology, forming a rare and powerful blend of academic insight and creative direction.

Paulo’s academic path spans some of the most prestigious institutions in the world, including the University of Lisbon, University of the Arts London – Central Saint Martins, Istituto Europeo di Design, Parsons School of Design, and New York University. This international background has shaped a visionary approach to design that is deeply human-centered, strategically innovative and experience driven.

With over a decade of experience as a Creative Director, Paulo has led awardwinning projects (RDI, 2017) and high-impact consultancies in Sensory Branding and Experience Design, partnering with iconic brands such as Harley-Davidson. His research and practice are driven by a desire to reimagine the relationship between people and physical environments—leveraging sensory perception as a catalyst for innovation, emotional engagement, and meaningful brand experiences. Always at the frontier of emerging design paradigms, Paulo is committed to advancing experiential design as a transformative tool for cultural relevance, regenerative thinking, and authentic human connection.