Italian lighting brand Flos has promoted Barbara Corti from chief marketing officer to become its first-ever chief creative officer, leading its creative and design team.

Corti, who has held the chief marketing officer (CMO) role since 2017, will now be in charge of the creative strategy for developing Flos' product lines, as well as its online and offline content creation strategies.

She has been on the brand's steering committee, which defines Flos' brand and product strategies, since 2019.

"I am very thankful for this splendid opportunity and extremely motivated, not only to continue to strengthen the recognized brand identity of Flos, but also to more deeply nourish the inclination to dare and the capacity to explore new territory, which is at the heart of our DNA," Corti said.

"My objective is to further strengthen the natural playground that Flos represents for the creativity of our designers, who are for us the most important thing."

Her appointment comes as the brand is finishing its collaboration with Milanese architects Fabio Calvi and Paolo Brambilla of Calvi Brambilla, who had been Flos design curators since 2019 – a role created especially for them.

"Product development and launch strategies are two crucial areas for the success of Flos," said Flos CEO Roberta Silva. "In 2019 we created the role of design curator, starting a very fruitful collaboration with Fabio Calvi and Paolo Brambilla."

"Now we are ready for the next step," she added. "The time has come to internalise this role, which is fundamental for the success of Flos, through the creation of a new 'creative and design team'. Barbara Corti will guide this team, becoming chief creative officer."

Corti has previously worked as a creative director at communication agencies as well as the creative director of Condé Nast Italia. She will take up the role of CCO next month.

Silva was named the CEO of Flos after then-CEO Piero Gandini left the company after 22 years following "different views" with the new owners.

Flos is owned by international group Design Holding, which recently acquired Danish brands Menu, By Lassen and Brdr Petersen.