Lifestyle, senior creative director at Philips Design, Oscar E. Peña has been involved in the design of numerous consumer products, including mobile phones, digital cameras, bank teller machines and the ever-popular "cuby" stainless steel kettle.

Peña's work features two recurring themes: the
investigation of "the essence of serious play" and his focus on the human content of contemporary design. Prime examples in his work at Philips include the Simplicity Event, the Share and Listen to your Body Islands, and the House of the Future for which he was the project leader and creative director. He is currently working in the area of Lighting and also as head of department, Man and Activity, in the well-known Design Academy, Eindhoven, The Netherlands.