HABITS
HABITS is a Milan-based industrial design studio that designs physical products and digital interaction layers for global manufacturers and brands, serving enterprise clients across home appliances, lighting, home automation, and consumer electronics from offices in Milan and Bangkok.
- Company typePrivate
- Founded2004
- HeadquartersMilano, Italy
- Headcount1–10
- GTM typeB2B
- OfferingServices
What HABITS does
HABITS srl is an Italian industrial design studio founded in 2004 and headquartered in Milan, with a regional office in Bangkok. The studio provides B2B design services to global manufacturers and brands, encompassing industrial design, UX/UI design, prototyping, brand identity, interior and exhibition design, and creative direction. HABITS specializes in blending physical product design with digital interaction layers, embedding AI and electronics into products to create integrated user experiences. The studio operates a prototyping-centric methodology that develops concepts through iterative physical and digital prototypes, and operates a sub-brand called Digital Habits focused on smart home and IoT products.
The studio serves enterprise clients across diverse industries including lighting (Flos, Martinelli Luce, Luceplan, Castaldi Lighting, Rotaliana), home appliances (Haier, Braun, De Longhi, Bianco di Puro, V-Zug, Casa Bugatti), home automation and security (Comelit, Arenti, Meari), consumer electronics (Huawei, Panasonic, Ninja), fashion and luxury (Armani, Lamborghini, Leica), and other sectors such as elevators (Schindler), sports equipment (Xqiao), EV charging (FORTH), and finance (Banca Generali). Notable engagements include elevator interior design for Schindler, oven UX/UI for Haier, IoT kettles for Casa Bugatti, shop-in-shop retail concepts for Flos, and an interactive installation for Leica at Milan Design Week 2025.
HABITS generates revenue through project-based professional services engagements contracted directly with enterprise clients. Pricing is quote-driven rather than publicly disclosed, reflecting the bespoke nature of industrial design work. The studio maintains its market position through active participation in major international design events (Milan Design Week, Light + Building, Bangkok Design Week) and an extensive portfolio of more than 190 international design awards, including 28 IF Design Awards, 19 Red Dot Awards, 5 Compasso d'Oro awards, and 45 Design Plus awards.
HABITS firmographics
Firmographics- Name
- HABITS
- Legal name
- HABITS srl
- Website
- https://habits.it
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HABITS is a Milan-based industrial design studio that designs physical products and digital interaction layers for global manufacturers and brands, serving enterprise clients across home appliances, lighting, home automation, and consumer electronics from offices in Milan and Bangkok.
- Ownership category
- akta.pro rank
HABITS industry classification
Industry- Product category
- Industrial Design Services
- NAICS
- Industrial Design Services (541420), Industrial Design Services (54142)
- akta.pro primary industry
- Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)
- akta.pro secondary industry
- Brand Experience (BX) & Service Design (BPAFAEAI)
Keywords
Where HABITS is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
HABITS business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Industrial Design Services: HABITS generates revenue through B2B design service engagements with manufacturers and brands. Projects include full product design, UX/UI design, brand identity, interior and fair installations, and creative direction. Revenue is project-based, typically contracted directly with enterprise clients for specific product development or brand design programs.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
HABITS product offering
Product offeringCore offering
HABITS is a B2B industrial design studio that designs the shape of products and the layer of interactions surrounding them. The studio delivers end-to-end design services including industrial design, UX/UI design, interaction design, CMF design, visual prototyping, brand identity, fair and exhibition design, and creative direction for global manufacturers and brands. It embeds AI and electronics into product concepts, blending physical forms with digital interaction layers, and uses prototyping as a core methodology across categories such as home appliances, lighting, home automation, consumer electronics, and luxury goods.
Product overview
HABITS is a design studio that creates industrial design, UX/UI design, and interactive installations for clients across multiple sectors. The portfolio encompasses products and services organized into categories including: Industrial Design (Grammoluce, Linear, Stealth IQ, X8), Lighting (Agave, E01-E10 series, HONEYCOMB, Area), Home Automation (Mini, Plugin, VISTO, maxi), Smart Home/IoT (Jacqueline, Open Mirror, OSOUND, Cromatica, P.A.C.O, XVOID, Color Swing), Consumer Appliances (Milla coffee maker, Uma scale, VASE/Vita blenders), Mobile Applications (Jacqueline App, B Chef, Cromatica App, Meari App), and Design Services (brand identity like Design DNA, event production like X8 Premiere, installations like Witness to a Century). The studio blends physical and digital design, embedding electronics and prototyping into product development.
Differentiator
Problem solved
Functional benefit
Brands
- Digital Habits: Sub-brand focusing on smart home products and IoT devices including Cromatica (lamp and speaker with gestural interface), P.A.C.O (digital loudspeaker in concrete and fir), OSOUND (wall-mounted audio system), Open Mirror (mirror with bluetooth speaker and gestural interface), and other digital home products.
Products and services
- Industrial Design Services Full product design from concept to execution, including form development, CMF design, and prototyping for manufacturers and brands across home appliances, lighting, electronics, and luxury categories.
- UX/UI and Digital Interface Design Design of software and digital interfaces including UI/UX for home automation systems, IoT device interfaces, mobile applications, and domotic supervisors for enterprise clients.
Companies that use HABITS
Customer profileNamed customers34 records
Segments1 record
Ideal customer profiles1 record
HABITS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
HABITS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- HataricoreHatari is Thailand's leading air treatment company. HABITS partnered with Hatari to present an exhibition entitled 'Love is in the air' at Bangkok Design Week 2026. The studio also designed the Windbox for Hatari, indicating an ongoing product design partnership.
- KX (Knowledge Xchange)minorMarco De Carolis, Design Director of HABITS BKK Office, shared at KX Knowledge Xchange valuable insights on using positive design to discover new project opportunities. KX Building in Bangkok hosts the HABITS BKK office.
- POLI.design / Politecnico di MilanominorStudents from POLI.design course Design Thinking and Innovation visited the Habits studio attending a speech by founder Innocenzo Rifino. HABITS has ongoing collaborations with Politecnico di Milano for courses, workshops, and lectures.
- VDAS (Vietnam Design Association)minorHABITS signed a Memorandum of Understanding with VDAS, the Vietnam Design Association, with the aim of spreading industrial design culture in the country.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
HABITS competitors and assessment
Company assessmentDirect peers
- Italdesign: Italian design and engineering services firm covering industrial design, transportation, and product development. Comparable on Italian HQ, premium enterprise clients, and integrated product-services offering.
- Ammunition Group: Product design and brand consultancy behind products for Beats, Oculus, and Allbirds. Comparable on consumer-product industrial design for premium global brands.
- NewDeal Design: San Francisco industrial design studio with work across consumer electronics, home automation, and medical devices. Comparable on connected-product portfolio and enterprise B2B model.
- Pininfarina: Italian design house with industrial design, product design, and experiential design services. Direct peer on Italian design heritage, multi-category capability, and enterprise brand portfolio.
- IDEO: Global design consultancy offering industrial design, UX/UI, and brand strategy for enterprise clients across consumer electronics, appliances, and home automation. Most comparable peer to HABITS in scope and B2B premium-client model.
- Frog Design (frog): Global design and innovation firm specializing in product design, UX, and connected-product design for enterprise clients. Comparable on multi-disciplinary physical-digital design methodology.
- Whipsaw: Industrial design and engineering firm specializing in consumer products, smart home devices, and connected hardware. Closely comparable on IoT/embedded design and product UX/UI integration.
- Lunar Design: US-based product design consultancy with industrial design, UX, and brand strategy for global brands. Comparable on boutique premium positioning and multi-category consumer product work.
- Map Project Office: London-based industrial design and research studio with work across consumer products, lighting, and home appliances. Comparable on boutique scale and design-led enterprise engagements.
Broad incumbents
- Designworks (BMW Group): BMW-owned global design consultancy with automotive, mobility, and consumer product design. Comparable on industrial design services for premium global brands but operates at larger scale with parent-company backing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
HABITS social profiles
Digital presenceHABITS financial estimates
Financial estimateRevenue estimate
Valuation estimate
HABITS leadership team
Management profileNumber of profiles
Profiles3 records
HABITS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HABITS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HABITS
What does HABITS do?
HABITS is a B2B industrial design studio that designs the shape of products and the layer of interactions surrounding them. The studio delivers end-to-end design services including industrial design, UX/UI design, interaction design, CMF design, visual prototyping, brand identity, fair and exhibition design, and creative direction for global manufacturers and brands. It embeds AI and electronics into product concepts, blending physical forms with digital interaction layers, and uses prototyping as a core methodology across categories such as home appliances, lighting, home automation, consumer electronics, and luxury goods.
Is HABITS a public or private company?
HABITS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HABITS founded?
HABITS was founded in 2004. It employs 1 to 10 people.
Where is HABITS based?
HABITS is headquartered in Milano, Italy, in the Europe region.
How does HABITS make money?
One revenue line is on record: industrial Design Services.
Who are HABITS's main competitors?
Direct peers on record are Italdesign, Ammunition Group, NewDeal Design, Pininfarina, IDEO, Frog Design (frog), Whipsaw, Lunar Design and Map Project Office. Designworks (BMW Group) is listed as a broad incumbent.
Does HABITS have an API?
No public API is recorded for HABITS.
What industry is HABITS in?
HABITS's product category is Industrial Design Services. Its primary akta.pro industry code is MPAAAEAG, Environmental & Experiential Brand Design (Retail/Exhibit/Signage), with a secondary code of BPAFAEAI, Brand Experience (BX) & Service Design. Its NAICS code is 541420.