Paula Zuccotti

Who Is Paula Zuccotti?

Paula Zuccotti is a renowned London-based Argentine industrial designer, ethnographer, trends forecaster, and visual artist. She is a leading expert in global consumption and a respected authority on consumer behavior and product interaction. Founder of the creative agency The Overworld, Paula works with top brands like Google, Nike, IKEA, and LVMH to help them envision future user-centric products and services. Her groundbreaking book Every Thing We Touch explores storytelling through objects, offering a unique look into people’s lives by documenting every object they touch in a 24-hour period. Paula’s innovative approach blends design, anthropology, and research, inspiring businesses and audiences alike
.

What is her Background?

Paula Zuccotti’s career spans design, ethnographic research, and creative strategy. She earned a BA in Industrial Design from the University of Buenos Aires and an MA in Strategy and Innovation from Brunel University. Paula worked for 12 years at Seymourpowell, where she led ethnographic research as Head of Research and Director of Futures, shaping award-winning products for global brands. In 2012, she founded her own practice in London, working on large-scale projects for companies such as Google, Starbucks, and McKinsey, specializing in technology, media consumption, mobility, and sustainability. Paula also teaches at Austral University and has collaborated with the Victoria & Albert Museum in London on educational programs.

Her work has been exhibited globally, and she regularly speaks at international conferences on future consumption, art, and entertainment. Paula is also a filmmaker, with her first documentary Future Archeology imagining what future generations will learn from today’s objects.