Transportation design

Transcription

1 academic year European Master in in collaboration with

2 Press conference in Italdesign Giugiaro - presentation of Bachelor and Master Course thesis projects - Enzo Pacella - Chief Executive Officer Italdesign Giugiaro, Giorgetto Giugiaro - President of Executive Committee Italdesign Giugiaro, Walter De Silva - Head of Group Design Volkswagen AG, Marco Vendrame - VW Exterior Designer, Laura Milani - IAAD Director, Vitalis Enns - Italdesign Giugiaro Exterior designer Istituto d Arte Applicata e Design - IAAD IAAD s design teaching philosophy can be defined as culture of the project, a cultural and intellectual process which core consists in the idea that to create a good professional it is necessary to merge the academic research method typical of university, with a more practical approach, typical of the professional training. This cross-curricular approach has proven to be the best at educating well-rounded design professionals, as witnessed by IAAD s 35 years of experience in the field of design education and by the successful careers of many former IAAD students. IAAD s philosophy refers in terms of style to the iconic Italian design tradition, representing a very important asset for the Italian car design industry and culture. - Master Programme IAAD was established in 1978 with the aim of offering a totally new and original approach to car design education. IAAD s original idea, at that time, was that the best way to become a car designer is to learn from someone who already is a car designer, and possibly a very good one. Thanks to this approach IAAD can boast about being the first Italian higher education institute specialised in the professional training of car designers. Since its foundation, the core of IAAD s teaching philosophy has been kept unaltered: our students learn the latest and finest techniques from passionate professionals and test themselves by carrying out projects with our partner companies. Our Master Programme in Transportation Design takes this method at its highest and represents the perfect breeding ground for tomorrow s new talents. Aims and Methodology of the Master Programme The main objective of our master programme is to create appealing professionals for car-makers and design studios, professionals able to make breakthroughs in the transportation industry and set the stage for the future of motor-transportation. Our graduates are able to translate their visions into actual projects. Over the course of the Master we enable our students to interpret their design dreams so that they can make them real and enjoyable for others, let alone interesting from a commercial point of view. IAAD s aspiration is to work as an innovation hub, a place where designers are trained in a continuous interchange of theoretical and practical didactic phases. Therefore, allowing them to understand and manage all the stages of a car design project. In order to support our goal of creating professionals we try to mimic during our lessons what happens in the professional world. One of the hallmarks of IAAD s methodology is the constant cooperation with the auto industry through the realization of sponsored research projects. Our focus is to integrate the sponsoring organization s objectives together with the students learning needs in order to achieve a win-win situation.

3 Drawings from IAAD Master thesis project VW Golf Examples of digital sketching Therefore, our students have the opportunity to work with some of the industry leaders and the companies have the opportunity to obtain fresh ideas to inspire their designs and to feed their open innovation pipeline. This allows our students to work under the same stressful conditions of a typical professional environment: they learn how to handle strict deadlines, how to face critiques and how to work in teams. Professors are key figures in this process, representing the joining link between IAAD and the design industry. Our professors are all professionals working in the same field as they teach at IAAD, they know what companies and employers are looking for in young designers and they try at their best to transfer it to the students, with passion and dedication. The students by hearing their informed critiques are able to correct their executions and their design ideas in order to achieve better results. Our programme is truly about design, but not only. We want to prepare our students for being active players in the professional contexts they will face once graduated, they must develop a critical sensibility towards the broader issue of the business implications of their ideas and how they relate to a brand image, to the long term goals of a company and to how to target customers. Besides this business awareness of their work our graduates must acquire the capability to present themselves and showcase their works in order to demonstrate their skills. We give a lot of importance to presentations and design contests. We encourage our students to make presentations of their projects as often as possible and we support them in the participation to international design competitions. We emphasise the fact that automobiles should be designed not just for fulfilling the designer s aspirations but to appeal the masses. It is very dangerous to be stuck on your own fixations, a designer can t be satisfied with his own designs without receiving feedbacks and having confrontation with other design professionals and with the general public. Our goal is to graduate people that when leaving IAAD are already wellrounded professionals ready to work proficiently in a company starting from day one. Structure of the Programme The Master in Transportation Design is a 16 months full time programme organized into two modules: - Preliminary Course - Master Course Preliminary Course (60 ECTS) Start: November 2013, duration 6 months (end in April 2014). Language: English. Schedule: Monday to Friday (extra classes may be occasionally scheduled on Saturdays), full time (including lectures, laboratories and individual study), compulsory attendance. Objectives: the aim of the Preliminary Course is to teach the specific fundamentals of transportation design to those applicants who even possessing a solid base in subjects akin to transportation design (such as industrial design, product design, vehicle engineering) need to acquire

4 Drawings from IAAD Master thesis project VW Golf A student presenting his project the specific analytical skills and tools used in car and transportation design. Once these foundations are laid the applicants are ready to proficiently attend the Master Course. The main topics of the Preliminary Course are: History of Car Design: the evolution of car design, its milestones and an analysis of its relationship with the socio-economic changes of the 20st century. Representation Techniques: perspective drawing, sketching and colouring both manual and software based. Alias Autodesk: the main tool for automotive modelling. Design Methodology: an overview of the stages of a design project trough the analysis of various case studies. Vehicle Architecture: teaching the principles of good designing considering ergonomics, economic feasibility and market segmentation. Admittance to the Master course from the Preliminary is not automatic but subordinate to a positive evaluation of the Academy Board. Master Course (60 ECTS) Start: May 2014, duration 10 months (end in February 2015). Language: English. Schedule: Monday to Friday (extra classes may be occasionally scheduled on Saturdays), full time (including lectures, laboratories and individual study), compulsory attendance. Objectives: the aim of the Master Course is to create professionals ready to start their professional path in the car industry. The main topics of the Master Course are: Marketing: trend and market analysis to develop a business aware design capability. Car Design Exteriors: shapes, proportions and surfaces of the vehicle. Car Design Interiors: ergonomics, technologies and materials. Motor Bike and Scooter Design: the fundamentals of bikes and scooters design, from ergonomics to design frameworks. Sustainable Mobility: how to conjugate design with green issues, economical and social sustainability. Advanced Alias Autodesk: advanced use of the software. Portfolio: how to showcase your works and how to communicate your design ideas. Final Master Project: a project undertaken with one of our partner companies; in the past editions our final project partners were Volkswagen Group, Centro Stile Lancia and CRF Fiat. The project is developed in constant collaboration with the partner company, the initial briefing is followed by feedbacks and assessments by the company s designers. Didactics The Master is delivered following the principle learning by designing, therefore laboratories and practical activities are primers. For each module there is a series of lectures on selected topics and case studies.

5 IAAD Master thesis project VW Golf final model in scale Workshops and seminars held by guest professors are frequent, especially in the design modules. Throughout the whole learning path students are constantly advised and supported by professors and course staff. Main learning areas Design History. The aim is to give an overview on the evolution of design over the last century in order to understand its evolution and develop a critical sensibility towards its anthropological, psychological and social implications. This awareness allows the students to understand the different conceptions of human mobility and their consequences on car design. Representation Techniques. The course will deliver a solid training on the main representation techniques used in car designing. Students will have the occasion to tune their manual sketching skills specifically for car body designing in what will be a simulated design studio. Digital sketching. Advanced use of Adobe Photoshop. The objective is to obtain a photographic grade image from the sketch to be used in presentations for a better and more realistic visualisation of the project. Rendering-Alias. Use of Alias Studio Tools to produce 3-d digital models of the project trough 3-d sculpting, surface creation and editing. Vehicle Architecture and Aerodynamics. Basic notions of vehicle architecture and aerodynamics enabling the student to correctly design a vehicle from a technical point of view, respect the technical constraints and recommendations given for the project and assess its feasibility. Car Design-Exteriors. During the course there will be a series of simulated projects in order to train the students on the designing of the exteriors of a vehicle. The development of the shapes, proportions and surfaces of the vehicle will represent the core of these activities. Car Design-Interiors. Using the simulated project approach students will analyse the issues concerning the design of a car interiors. Ergonomics, materials selection and production technologies will be the main concern. Design-Sustainable Mobility. Micro-mobility systems, green issues, alternative fuels, sustainability are just some of the problems that contemporary and future car designers will have to address with their projects. Marketing. To evaluate a design process from the early stages and correctly understand the needs of a company it is fundamental to have a basic knowledge of consumer s behaviour, market segmentation, product and brand positioning and other basic marketing concepts. Portfolio. Being able to create a good portfolio serves as proof of one s skills, it is the most important tool of self-marketing for designers and can make a real difference when looking for employment in the car design industry. Teaching staff The teaching staff of IAAD s department is composed mainly by designers and professionals operating in the same field as they teach. IAAD boasts a group of partner companies involved in projects,

6 Giorgetto Giugiaro - President of Executive Committee with IAAD students special lectures, competitions and internships over IAAD s history. Volkswagen, Italdesign Giugiaro, Pininfarina, Bertone, Fiat Group Abarth, Alfa Romeo, CRF, Lancia, Maserati- Ducati, Renault, Ferrari, Honda, Jac, Yamaha, Lamborghini, Piaggio, Chang an Motors are some of the partner companies of IAAD department. Coordinators Strategic Coordinator of Transportation Design Department Luciano Bove Born in Nocera Inferiore in 1963 he graduates in Transportation Design at the Art Center College of Design Pasadena, CA in He works for Fiat for over 12 years coordinating the project for the Fiat 600. In 2000 he becomes Senior Design Manager at Technocentre Renault in Guyancourt, France becoming the coordinator for Kangoo II in Technical Coordinator of Transportation Design Department Technical Coordinator of Transportation Design Department Marco Vendrame Got his Bachelor in Industrial Design in 1992 and after working some years as designer, in 1999 he moved to California (U.S.) to get a Master in Transportation Design at the Pasadena Art Center College of Design. In he s been working as free lance in England with Studio Design and Realization, close to Oxford. Since 2001 he s been working as designer for Volkswagen Group at the main studio in Wolfsburg (Germany), till January 2012 when he came back to Italy to work in Italdesign Giugiaro (Volkswagen Group Audi- Lamborghini). Some of the biggest names who have participated to IAAD activities over the years Chris Bangle Giorgetto Giugiaro Walter De Silva Alessandro Dambrosio Fabio Filippini Leonardo Fioravanti Steffen Koehl Flavio Manzoni Lorenzo Ramaciotti Roberto Giolito Marco Tencone Michael Robinson Lowie Vermeersch Tuition Fees Preliminary (60 ECTS): 7.000,00 euros - Enrolment fee: 1.125,00 euros (to be paid at enrolment) - Attendance fee: 5.875,00 euros (to be paid within 3 weeks before start) Master (60 ECTS): euros - Enrolment fee 1.125,00 euros (to be paid at enrolment) - Attendance fee ,00 euros (to be paid within 3 weeks before

7 IAAD Master thesis project VW Golf Example of digital sketching start) Participation to both modules: ,00 euros Both modules comply with EABHES standards for European Master of Science in Design. Eligibility and Admittance Preliminary Are considered eligible for the Preliminary applicants holding a Bachelor Degree or equivalent in Transportation Design, Industrial Design, Vehicle Engineering and their equivalents or individuals possessing other profiles who have gained significant professional experience in the field. Admittance is based on the evaluation of portfolio, curriculum, and cover letter carried out by the Academy Board. Master Admittance to the Master is subordinate to the attendance of the Preliminary and to a positive evaluation of the Academy Board. Direct access to the Master without attendance of the Preliminary course is possible at Academy Board discretion and only for professionals or graduates in Transportation Design who have gained significant experience. Application Process Applications should be presented by sending via or mail the following documents: - Curriculum Vitae - Cover Letter - Personal Portfolio During the process applicants may be asked to release a personal interview via Skype. Applications should be sent to orientamento1@ iaad.it or to IAAD - Via Pisa Torino - Italy. Scholarships Applicants to IAAD s Preliminary Master are automatically considered for a scholarship once they have completed their admission requirements. Awards are based on the portfolio review, professional and academic achievements of the applicant. To continue receiving the scholarship in the Master recipients must maintain an average of 27/30 during the Preliminary. Scholarships availability - 1 scholarship covering the 100% of the Attendance Fee (Enrolment Fee and is due anyway) - 2 scholarships covering the 50% of the Attendance Fee - 2 scholarships covering the 20% of the Attendance Fee Career and Placement Service In order to help its students at the beginning of their professional carrier IAAD offers a job placement service. Thanks to a wide network of partner companies and a large database of contacts IAAD is able to connect students with business professionals, design studios and car companies to find their path towards a satisfying employment. For further info please contact our Career Guidance Office orientamento1@iaad.it

8 main partner companies of IAAD dept. Via Pisa Torino - Italy orientamento1@iaad.it