Dr. Carmelo Zappulla (b. 1978) is an Italian architect, PhD in Architectural Design from the Universitat Politècnica de Catalunya, and founder of External Reference, an international architecture and design studio based in Barcelona and Dubai. His work explores the intersection of architecture, technology, craftsmanship, and storytelling, creating immersive spatial experiences across urban design, exhibitions, retail, hospitality, and product innovation. Under his leadership, External Reference has delivered internationally recognised projects including installations for the Spanish Pavilion at Expo Dubai 2020, the phygital marketplace WOW in Madrid, and numerous experiential retail and hospitality spaces worldwide. His work has received multiple international recognitions, including the Architecture Master Prize, SBID International Design Award, InArch Prize, and the Ro Plastic Prize at Milan Design Week. Zappulla is also active in academia as Director of the Master in Experiential Interior Design at LCI Barcelona and faculty member at IAAC. His projects have been exhibited at the Venice Architecture Biennale and MAXXI Museum in Rome, and published in leading international media, including Domus, Dezeen, and Blueprint. In 2025, he served as a juror for the World Architecture Festival (WAF) Awards