Giuseppe Leonardo Pinto is research fellow in the area of Design and Innovation Management in the Department of Management, Economics and Industrial Engineering of Politecnico di Milano. His research interests are focused on Retail Service innovation and Innovation of Meanings. He has been involved in several projects with multinational companies, focusing on radically rethink their innovation approaches, services and business models. As a consultant for Lombardy Region, he worked to improve the perspective of private-public collaborations and co-developed an Open Innovation platform designed to foster innovation among SME in Lombardy Region.