The Italian Way Product Design Award

#TheItalianWay brings you the third edition of The Italian Way Product Design Award.

This initiative challenges designers to create an original and functional piece of furniture, inspired by Italian traditions and effortless style. The brief is specifically focused on conceptualising a product that could be used in a rooftop hospitality setting and enhances the viewing experience. The competition is running in partnership with renowned architect Andrea Morgante and design pioneers WOOD-SKIN.

If your design is selected you will receive a $5,000 cash prize and it will come to life with a full scale prototype being produced. 

The criteria for the success of each entry is based on several characteristics, not only creative excellence but also innovation and commercial viability. 

Design Brief

  1. The object should promote interaction between the user and the rooftop/ views.
  2. The object should belong uniquely to a rooftop terrace, i.e. its function and appearance to blend seamlessly with all those typical activities that define the rooftop realm.
  3. The object/ design could help to enhance a selected view or visual direction.
  4. The object should be easy to transport and ideally demountable as rooftops have often restricted access (lift or staircase).
  5. The object should take in account outdoor weather conditions (avoid water collection, providing shade, protection from wind?).
  6. The object could investigate a mobile, lightweight furniture concept, so that rooftop customers could take the object with them in their favourite terrace spot.
  7. The object should be free-standing without the need for ground fixings and be a maximum height of 150cm.
  8. Please refer to the WOOD-SKIN tech pack.

Judging criteria

The criteria for success are based not only on an ability to translate the brief and creative excellence, but also on innovation and commercial viability. Applicants should consider the following characteristics in their submissions:

Aesthetics – Is design aesthetically impressive for a hospitality setting.

Rooftop hospitality –  How does the design enhance consumers viewing experience.

Innovation – How does the design make the best use of the game changing technology of Wood-Skin Mesh Sheets

Your Judging panel

Andrea Morgante is a registered ARB and RIBA Architect in the UK and established the multidisciplinary design practice Shiro in 2009. DISCOVER MORE

Paul Bishop is the Owner and Founder of Bishop Design LLC, where he personally works on and oversees each project that comes through the studio.  DISCOVER MORE

Giulio Masotti is a Milan based architect who founded digital fabrication start-up WOOD-SKIN. Giulio holds a patent for the WOOD-SKIN® fabrication process in Italy. 


Participants have to submit the following documents, in digital format:

  • A concept presentation of your design in a PDF file (maximum limit: 10 MB)
  • The presentation must be complete with sketches and images that support your design
  • Specifications as to how you will use Wood-Skin, size and dimensions of the product
  • CGI in 3D is preferred
  • A high-resolution portrait picture of the designer, complete with photo credits
  • Submissions are to be sent to tammy@urbanevents.ae

*Participants will receive an email from the above-mentioned address as proof of receipt. *Required files must be delivered no later than 12:00 noon GST on October 13


  • Applicants may be any nationality, but only be residents of Bahrain, Jordan, Kuwait, Lebanon, Oman, Saudia Arabia, UAE. 
  • One submission per applicant which must be produced solely for the competition.
  • Applicants must be aged 21 or over.
  • Please note only one person will be invited to travel to Dubai for the Awards announcement if the group is based outside of the UAE.
  • There are no costs for submitting entries. Entrance to the awards is free.
  • No anonymity of the entries is mandated.