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Silvia Grimaldi

Course Leader, MA Service Design
London College of Communication
Person Type
Silvia  Grimaldi


Silvia Grimaldi is a designer, researcher, academic, and is Course Leader for the MA Service Design course at London College of Communication.

Previously, Silvia ran the BA (Hons) Spatial Design and the BA (Hons) Graphic Product Innovation also at LCC. Silvia was born and grew up in Rome, then moved to the USA to study BA Furniture Design at Rhode Island School of Design and then to London to study MA Industrial Design at Central Saint Martins.

She works as a designer, researcher and academic and ran her own company, Nimble Critters, with which she developed the ETree, a range of interactive electroluminescent lighting in small production and exhibited worldwide. Her research focuses on product experience, narratives and emotional design. She has taught in the USA and the UK.

Silvia is working towards a practice-based PhD at Central Saint Martins entitled Design for Narrative Experience: Product Interactions, looking at the role of narrative in users’ interpretation of product experience. Her past research work focused on emotional design, in particular investigating the role of surprise in eliciting product emotions. This resulted in the Ta-Da Series.

Silvia has written chapters included in The Routledge Handbook of Sustainable Product Design (2017) Edited by Jonathan Chapman, in Experience Design: Concepts and Case Studies, edited by Peter Benz and published on Bloomsbury Academic and in Design & Emotion Moves (2008), edited by Pieter Desmet, Jeroen Van Erp and MariAnne Karlsson.

She has also presented papers at EAD Design for Next 2017, DPPI 2013, Designing Pleasurable Products and Interfaces in Newcastle UK; NORDES13, Nordic Design Conference in Copenhagen; Design and Emotion conferences in London (2012), Hong Kong (2008) and Sweden (2006) as well as at the DeSForM conference at Northumbria University (2008). All papers can be downloaded from

In addition Silvia has been carrying out research on service design pedagogy as well as social design, including a project about how an interdisciplinary service-based approach to design can be used in hospitals to map the patient experience and, through design interventions, improve the patient’s wellbeing.

Related area

View the MA Service Design course page