When I walked into Felice Limosani's office overlooking Piazza Duomo on a brisk November afternoon, I had the impression that this would not be your ordinary interview. Entering the beautiful palazzo on via Roma and the office just above the Luisa Via Roma store, where Limosani is creative director, I felt a wave of anxiety because, quite honestly, I still could not grasp exactly what it is Limosani does for a living. Creative director, trendsetter, concept designer, digital storyteller, brand manager, multimedia artist, innovator-these are among the many buzzwords used to describe Limosani and his work. After an hour-long conversation and demos of his work, I started to get it: he engages the sense, probes emotion, tells stories and communicates ‘concepts' and corporate values through multimedia art installations. He is pioneering new forms of corporate branding to engage the twenty-first-century consumer.