Exclusive Event

Design Evenings LDN: Designing Identity in the Age of AI

As AI accelerates design workflows, Max Fumagalli and Lee Hallett from Beauty Pie explored how designers can embrace new tools without losing their craft and identity, using AI to enhance creativity rather than replace it.

BrainStation London
Event Recap
Feb 12, 2026

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Max Fumagalli

UX Director
Lee Hallett

Lead UX Designer

“Every time I talk about AI, I describe AI as a shortcut for everything… The stakeholders look at AI as a solution, not as a tool.”

- Max Fumagalli, UX Director at Beauty Pie

Max Fumagalli

UX Director

Member of the Depop founding team, with over 30 years of experience in user interface and platform design, design management, and creative direction. A highly experienced, results-oriented Design Leader with demonstrated ability to build, grow, and motivate teams of design professionals. Proven ability to translate user needs and business strategies into engaging experiences. Deep expertise in iOS, watchOS, and web/graphics design. As a designer, I prefer to identify myself as a people observer, as I continuously learn by observing the interactions and device usage of individuals around me. My diverse background encompasses various fields, including printing, book production, industrial design, and design development itself. I possess the ability to manage the graphic design process in accordance with guidelines provided by external entities. Furthermore, I excel in supervising teams in a directing capacity. My passion lies in technology and people, particularly in the intricate relationship between the two.
Lee Hallett

Lead UX Designer

Lee is a Lead UX/UI Product Designer with over a decade of experience shaping customer-centric solutions for brands in luxury fashion, retail, and tech, including Beauty Pie, Saga, Selfridges, AWIN, Willis Towers Watson, PageGroup and more. He excels at translating complex business needs into impactful user experiences, driving innovation in research, feature creation and app design to help businesses scale. A passionate advocate for inclusive and accessible design, Lee serves as the "voice of the customer" to embed high standards within an organisation. His unique background as a front-end engineer bridges the critical gap between design and development, fostering highly collaborative and productive teams that deliver results as one.

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