Architect, designer, and entrepreneur Ludovico Diaz de Santillana was born in Rome. He graduated with a degree in Architecture in Venice and began his profession as architect and university professor. After the death of his father-in-law, Paolo Venini, in 1959, he took over the administrative and artistic direction of Venini & C. and remained in this position until 1985. Though he continued the production strategy already in place to a large degree, he increased external collaborations with both well-known artists and young talents from abroad, especially from the United States. He himself designed important collections of blown vessels and murrine glass, as well as large lighting projects. In 1976, he was joined by his daughter, Laura, in the artistic direction of the company.