A two decades global expert of physical branding, acting as entrepreneur and strategist within corporate firms and creative teams.
PB+ is the name behind everything on this site — a working principle, not just a mark. It stands for Physical Branding, plus Innovation: the conviction that a brand's physical presence, sharpened with data, technology, and foresight, is the one experience a competitor cannot copy overnight. Every talk, project, and idea below is PB+ applied to a different room.
Space as the last real-world medium — where a brand is felt before it's read, and trust is earned before a word is spoken.
Meaning designed into materials, light, and flow — not bolted on after the fact, but built into the experience itself.
Data, technology, and foresight layered on top — so physical experience keeps compounding instead of standing still.
I am Marco De Carli — Co-Founder, Chairman and CEO of DINN!, an international design innovation firm based in Milan and New York, and Adjunct Professor of Omnichannel Management and Customer Experience & Retail Design Innovation at IULM University Milano.
For over two decades I have led projects at the intersection of brand strategy, spatial design, and retail experience for clients across fashion, banking, healthcare, food, hospitality, and financial services — in Italy, Europe, Asia, and the Americas.
My core conviction: a space becomes a place only when it creates emotional transfer. Every store, showroom, and workplace is a medium. When designed with intention, it builds loyalty, signals values, and delivers results no digital channel can replicate.
Marco De Carli is a global keynote speaker on physical branding and retail innovation, with over two decades of experience across four continents and twelve-plus industries. He is Co-Founder, Chairman and CEO of DINN!, an international design innovation firm based in Milan and New York, and Adjunct Professor of Omnichannel Management and Customer Experience & Retail Design Innovation at IULM University in Milan. He has led brand strategy, spatial design, and retail experience projects for clients in fashion, banking, healthcare, food, hospitality, and financial services — including Adidas, Costa Crociere, Bank of Georgia, Marella, and Sparkasse. His work is built on a proprietary methodology, the Design Insighting Process ©, and a single conviction: a space becomes a place only when it creates emotional transfer. Marco speaks in English and Italian at international conferences, corporate events, and universities including FIT New York and SDA Bocconi.
In a world defined by digital overload, a loneliness epidemic, and a polycrisis of economic and geopolitical challenges, physical brand environments have undergone a fundamental shift. They are no longer support channels — they are the new media for brands: the only medium where a company maintains the highest level of direct control and the greatest resistance to replication.
"A space becomes a place when it creates emotional transfer."
A keynote and workshop series for C-suite leaders, brand directors, and real estate decision-makers. Built on 20+ years of practice, a proprietary design methodology (Design Insighting Process ©), and live case studies from global brands across four continents.
Available worldwide for conferences, corporate events, executive roundtables, and workshops — in English and Italian.
The difference between a space people pass through and a place they remember — and how that gap translates directly into brand equity, loyalty, and revenue. A strategic reframe for leaders who underestimate the compounding power of physical presence.
How physical environments bypass rational processing and embed brand values into emotional memory — faster and more durably than any advertising campaign. The neuroscience and business case for sensory, spatial intelligence.
DINN!'s new retail paradigm — Sapient Design · Aesthetics as Meaning · Brand Live Stage · Human Empathy + Tech Muscle · Multi-use Destination — and how to apply it to any physical brand touchpoint.
Why, in an AI-saturated world, the physical brand experience becomes the one competitive advantage that cannot be replicated overnight. A strategic reframe for digital-first leadership — including data on the IRL→URL performance loop.
Why forward-thinking B2B companies are turning their physical spaces into living media — generating content, conversations, and commercial momentum throughout the year. Live case studies from DINN!'s portfolio including Rehau and Cherubini.
Spark / Sparkasse
Redesigned Sparkasse's retail ecosystem for new generations — a Broadcast–Community–Creative Hub that moves beyond the traditional branch model to engage Gen Z and Gen Alpha.
View project →Virgin Mobile KSA
Repositioned Virgin Mobile KSA as an innovative lifestyle brand through space — digitally-driven, human-centric stores designed to foster emotional resonance and attract Gen Z and Millennials.
View on DINN! →SOLO · Bank of Georgia
Redesigned the SOLO sub-brand's branches — transforming bank branches into contemporary boutique spaces that serve as the ultimate physical expression of a lifestyle banking brand.
View project →Brico Io
Redesigned the physical brand experience for one of Italy's leading DIY retail chains — creating a more human, inspiring, and service-oriented in-store environment.
View project →TMB Bank
Defined an international benchmark for omnichannel branch design — connecting physical and digital touchpoints to create a new model of banking that feels both innovative and human.
View project →Costa Crociere
Redesigned the on-board retail experience following deep customer research — creating a space with a specific identity, seamlessly integrated with the ship environment and brand world.
View project →Adidas
Broke from traditional retail schemes to design an experience store that makes runners feel the Adidas brand — recreating the sensations of city running inside a physical space.
View project →Sparkasse
Designed a boutique-style banking environment that communicates strength and confidence — a new retail format for financial services built around quality of space and human relationship.
View project →Cherubini
Redesigned brand repositioning for the worldwide B2B market — defining "Tocco Italiano" as the new strategic positioning: artisan passion, openness to the future, warmth in listening.
View project →Explore the full portfolio of DINN! — 20+ years of brand experience, retail design, and spatial strategy across 4 continents.
View All Projects →From retail strategy to spatial intelligence — recurring themes that cross industries, geographies, and audience types.
Explore All TopicsKeynotes, visiting lectures, panel appearances, and published perspectives — from Milan Design Week to international retail summits.
Panel discussion on the future of design beyond the object. Marco challenged the room: what remains of design when you remove the chair, the table, and the certainties? At Cosmico Italia, Viale Pasubio 5.
Annual address on the evolution of physical retail as a competitive moat — featuring live DINN! case studies and the IRL→URL performance data framework.
Guest lectures on brand experience design, retail strategy, and the intersection of physical space and marketing communication.
Visiting faculty on spatial branding and the role of physical environments in fashion retail strategy. International context for design-led brand positioning.
Strategic dialogues for executive cohorts on customer experience design, physical retail as brand media, and design-led growth — facilitated with live case study methodology.
Co-authored the flagship DINN! perspective report on the return of physical brand environments as a strategic priority — backed by global consumer data and DINN! project evidence.
Read the report →Available for keynotes, corporate events, executive workshops, and panel discussions — worldwide, in English and Italian.
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