Paula Zuccotti

Paula Zuccotti is a London-based Argentine designer, ethnographer, trends forecaster and visual artist. She is a leading expert in global consumption and a respected authority in consumer behaviour and product interaction – past, present and future.

For the past 20 years, she has been travelling the world researching people’s everyday lives and uncovering insights, envisioning user-centric products, brands and services for the likes of Google, Nike, IKEA, LVMH, Starbucks, Hyundai, McKinsey, and LG.

She is the author of "Every Thing We Touch: A 24-Hour Inventory of Our Lives”, the book that introduced us to storytelling with objects, as she portrayed the lives of people around the world presented by a single photograph of every object they touched in a day. Following this work, her first documentary “Future Archeology” creates a time capsule of lives, challenging us to imagine what future generations will learn about our habits, needs and desires when they study and decode our everyday interactions.

As photographer and filmmaker, Paula has also pioneered the “real people, real stories” approach to content. Camera in hand, she has evolved her ethnographic-documentary work into commercial campaigns such as the Nokia Connecting Series and directing the SKODA Octavia ‘Loved, not owned’ digital and print campaign.

Paula worked at strategic design company Seymourpowell for 12 years. As Director of Futures and Head of Research, she created and developed the company’s renowned ethnographic research offer.

Paula gained a BA Hons in Industrial Design from the University of Buenos Aires (UBA, FADU) and an MA in Strategy & Innovation from Brunel University, UK.

She is also a Professor of Cultural Trends and Traditions at Austral University of Argentina. Paula is an international keynote speaker (represented by Propela) and her work has been published and exhibited at galleries worldwide.   

Future Archeology

Every Thing We Touch

A 24-Hour Inventory of Our Lives
The book and the project 
Global Press