3 4 6 10 12 14 16 18 20 22 24 26 28 30 36 Welcome Calendar Introduction Skin Design, New Aesthetics for Sustainable Façades Coolhunting for Empowering Professional Design Thinking Service Design for The Customer Experience Design for All A Cultural Approach to Design Innovation Creating a Fashion Collection: the Capsule Trend Designing Dress Codes Designing the Shopping Experience Interior Design for Hotels Designing the Exhibition Course and Project Leaders Biographies Useful Information
5 Dear Friend of the Italian Design It s a pleasure for me to introduce the Domus Academy world and in particular its Summer Courses 2013. Domus Academy was established in 1982 as the first Italian post-graduate school for design, fashion, architecture and management. Since then it represents a landmark for Design Education, whose reputation is well established among the international design community. The roots of Domus Academy remain in Italy but its activities branch out internationally, encompassing several educational paths, like the world-wide known Master Programs, the Summer Courses and the Tailor-made training programs. Domus Academy benefits from an open structure which combines its faculty and a wide network of professional designers who are daily involved into the educational activities. This represents a powerful blend which ensures flexibility and constant update and renewal. Domus Academy educational approach brings participants the full richness of Italian design experience combined with the most updated international views and perspectives. During the summer, Domus Academy runs a unique series of intensive, short courses, whose aim to offer to the most talented students and promising international designers the opportunity to experience the Domus Academy learning methodology. I am sure you will see them as unique opportunities for your professional development, not to be missed! Welcome to Domus Academy, Welcome to Milan, the capital of design Alberto Bonisoli Domus Academy DEAN
6 7 Domus Academy Summer Courses 2013 Calendar AREAs Architecture Interior Design Fashion Design Design Business Service Design for the Customer Experience 1-12 July Interior Design for the Hotels Design for All 15-26 July A Cultural Approach to Design Innovation 29 July - 9 August Skin Design, New Aesthetics for Sustainable Façades 26 August - 6 September 1 8 12 15 19 26 29 9 26 6 9 20 july Coolhunting for Empowering Professional Design Thinking Creating a Fashion Collection: the Capsule Trend Designing the Shopping Experience 8-19 July august september Designing Dress Codes Designing the Exhibition 9-20 September
8 9 Domus Academy For many decades, the Italian Design industry had become a dominant international influence, producing the most interesting and sought after designs in the world. Yet, except for apprenticeships and mentoring that happened in the studios of individual designers, in Milan no one was teaching design in a formalized way. There were no institutions specifically dedicated to design offering postgraduate courses. In 1983, Maria Grazia Mazzocchi saw this as a tremendous opportunity to fill the design education void. So, along with Pierre Restany (one of the most important art critics of the 20 th century), Alessandro Mendini, Valerio Castelli, Alessandro Guerriero and Andrea Branzi she founded Domus Academy. The founders envisioned a school where different cultures and experiences would meet and exchange, and where education and research would be closely integrated. They planned a center that would promote an open environment conducive to reflection and criticism, and that would bring together students and companies to pursue real-world projects on the most important aspects of contemporary life. Domus Academy approach is based on learning by designing, integrating classroom study with workshop practice and bringing together multidisciplinary project teams. Winner of the Compasso d Oro, the Academy boasts a list of famous lecturers such as Ettore Sottsass, Philippe Starck, Alessandro Dall Acqua, Massimo Banzi, Neil Barrett and Ron Arad and collaborations with well-known companies like Red Valentino, Fendi, Bayer, Electrolux, Samsung and Audi. Domus Academy has always been a true pioneer of Made in Italy, not simply teaching how to design products but considering design as a complex, challenging activity that contributes to industry, culture, aesthetics and social visions. Domus Academy was selected amongst the world s best design schools by Business Week. Domus Academy joined the Laureate International Universities network in 2009. Laureate International Universities The Laureate International Universities network includes more than 60 accredited campus-based and online universities in more than 29 countries throughout North America, Latin America, Europe, Northern Africa, Asia and the Middle East. Laureate Universities offer undergraduate, master s and doctoral degree programs in fields including architecture, art, business, culinary arts, design, education, engineering, health sciences, hospitality management, information technology, law and medicine and the Laureate International Universities network serves more than 740,000 students worldwide. Domus Academy Summer Courses 2013 Domus Academy Summer Courses are short intensive courses specific on those themes of design fields (Fashion, Architecture, Interior, Service, ) that are extremely topical and challenging for university students and young professionals keen on enhancing knowledge and skills with the objective to open new perspectives for the business implementation. The workshops structure, made of lectures and case histories held by professionals and company s testimonials, completed by practical trainings, enables students to invest their time into an intensive experience, a open mind deepening into those design issues that are essential for the different fields. From designing solutions for hotels to the creation of fashion capsule collections, these courses aspire to boost the creativity of young professionals and to build on the skills of recent graduates, challenging participants to measuring themselves on topical issues, inspiring innovative solutions, pioneering perspectives, always mixing the learning (lectures, case histories visits) with the designing (workshops) paths. Domus Academy Summer Courses 2013 are tailored mainly for recent graduates and young professionals keen on building a sensitive professional soul on solid, strategic design basis. These courses offer a unique opportunity to combine the knowledge of the Project Culture, which has made so great the Made in Italy design way, with the possibility to put into practice the tools, methodologies and strategies of this approach to design.
10 11 Milan, the International Capital of Design Education Milan is the city of architects, designers, fashion stylists, entrepreneurs, fashion designers, graphic designers, creative minds and publishers. Students will find themselves in a thriving metropolis with an international dimension that hosts the main entrepreneurial and manufacturing activities in Italy: from advertising to the publishing industry, from small artisans shops to hi-tech companies. Partnerships Domus Academy collaboration with Central Saint Martins is continuing for the 8 th consecutive year. The focus of the 2013 Edition of the London Milan. The Dual City Summer Session will be Fashion. For more information on The Dual City Summer Session, consult www.london-milan-courses.com Milan is unanimously recognized as the world capital of design and creativity. Every year it hosts the International Furniture Fair (Milano Design Week), that - besides being the most important event in this sector at an international level, is also the occasion for a unique global business, communication and image exchange.
10 11 The Skin of the building is a complex system deriving from the interaction among structure, material and program that combined together give rise to the final performing and aesthetic result we perceive. The course offers participants the opportunity to explore, to study and to understand how to match traditional construction principles, new technologies, climatic parameters, energetic requests and aesthetic codes to design the buildings façades, by exploiting the expressive potentials deriving from the merge of technology, forms and materials. Skin Design New aesthetics for sustainable facades Objective Methodology Course Leader Project Leader Audience The course offers participants the opportunity to design the skin of a building, experimenting solutions for innovative façades accrued from the experience of designed and built architectural works collected in the book: A Matter of Façade, by Barreca & La Varra, published by Skira, Milan. Lectures, Case Histories, Visits, Workshop. Francesca Vargiu Gianandrea Barreca Young professionals, students in their final year of university and graduates in architecture, engineering and product design. Area: Architecture Code: DA08 26 Aug - 6 Sept 2013
12 13 Coolhunting for empowering Professional Design Thinking Designers, managers and companies should not remain detached from reality. A deep observation of what is around us is a starting point for defining future strategies; for this reason, coolhunting becomes an alternative research technique, easy to be integrated with other disciplines. To gain the skills for coolhunting with a design thinking approach means to define a hypothesis that can represent a shared vision for designers, managers and researchers. This vision should provide accurate and complete data from primary research as well as from a webbased research. It is important to provide an indepth analysis of the socio-cultural phenomena connected to a given geographical area. Using a design thinking approach, it is thus necessary to gain the ability to interpret and give a meaning to reality, occasions, behaviors, and objects moving around. Objective The course aims at providing participants with the knowledge and application of innovative coolhunting analysis and observation techniques. Methodology Course Leader Audience Lectures, Visits, Workshop. Future Concept Lab Young professionals (designers, fashion and product managers), students in their final year of university and graduates with a relevant educational background and with an interest for marketing and communication. Area: Business Code: DA02 8-19 July 2013
14 15 Service Design for Consumers/users expectations of what the quality of service management and design should be is getting higher and higher. For the companies in the service industry this means to be able to innovate and differentiate themselves through a proper design culture, where the user and the quality of the experience are at the core of any service design process. The course investigates the most advanced tools and methods of service design, aimed at managing and designing a good interaction between service and users, the visibility and accessibility of the performance, and the quality of the customer experience. the Customer Experience Objective Methodology Course Leader Audience The course explores tools and best practices for the customer experience, defined in the practice and theory of service design. Lectures, Case Histories, Workshop. Elena Pacenti Young professionals, students in their final year of university and graduates in architecture, interior design, product design and management faculties. Area: Design Code: DA01 1-12 July 2013
16 17 Design for All Design for All discipline is a new and challenging way to approach the design of products, environments, services. Animated by a person centered design perspective it aims at imaging and developing new objects, architecture systems, new forms and relations with environments that enable people with less or diverse abilities (kids, pregnant women, disables, patients, elderly) or simply individuals with common attitude towards slowness, to experience a comfortable, easy and safe use. This 360 deepening into the Design for All perspective, offers participants the possibility to learn more about the holistic approach and methodologies of Design for All oriented to the customer/user satisfaction, to social integration as well as the most effective ways to optimize the investments and to valorize, over time, the product, structure, or service designed. Objective Methodology Course Leader Audience The course investigates the key elements of Design for All discipline, the methodologies and the tools. Lectures, Case Histories, Workshop. Avril Accolla Young professionals, students in their final year of university and graduates in architecture, interior design, product design and management. Area: Design Code: DA06 15-26 July 2013
18 19 A Cultural approach The paths that subtend innovation are more and more based on multicultural approaches, where design appears increasingly often as the keystone able to provide interesting and unexpected creative solutions. Through case histories and examples of relevant case studies, the course offers a first phase of multidisciplinary reflection on the creative process, followed by a design phase where, given a problematic scenario, i.e. a reflection on the new models of living (The New Domestic Landscape 1972-2012, 40 years later) - the participants will be requested to propose ideas, concepts and projects related to the theme of the future domestic livings. to design innovation Objective Methodology Course Leader Audience To implement the vision on the creative process, through a multidisciplinary approach to design. Lectures, Case Histories, Workshop. Amelia Valletta Young professionals, students in their final year of university and graduates in architecture, interior design, product design and management. Area: Design Code: DA07 29 July - 9 Aug 2013
20 21 Creating a Fashion Collection: the Capsule The Capsule Collections, those special collections made of a few, carefully hyper selected pieces, are a well-established trend, which the whole fashion system and the glamorous world that revolves around it economically benefits from. It is a trend which involves fashion designers, renown fashion brands and giants of the fast fashion market, luxury brands and niche designers, department stores, as well as celebrities from the music and film industry that fashion brands use as testimonials, thus keeping their image high and amplifying their evocative power at all levels of society. Marketing and communications, new media and web: besides the creativity of fashion designers, the creation and success of a Capsule Collection requires a strategic approach. Objective Methodology The course explores the process of creating a Capsule Collection, together with the development of a project on the subject. Lectures, Case Histories, Visits, Workshop. trend Course Leader Audience Annagemma Lascari Young professionals, students in their final year of university and graduates in fashion design, accessories design, fashion management, fashion styling, fashion marketing and fashion communication. Area: Fashion Code: DA04 8-19 July 2013
22 23 In those periods when style seems dissolving and confusing with the totality of messages from any kind of source, Fashion always expresses an urge to create recognizable and specific signs, that the dress culture has transformed into codes. The Dress Code is a tool for deep knowledge, fashion sublimation, and personal style, it s a whispered code that generates an implicit message. The Dress Code is a language that we all could use, playing with the meanings while being aware of the objective we are aiming at. Designing Dress Codes Objective Methodology Course Leader Audience The course investigates, through a dress code project, dressing topics, rituals, languages and codes, from textile basics to style communication. Lectures, Visits, Workshop. Annagemma Lascari Young professionals who deal with image and style, or with organization of events; students in their final year of university and graduates in fashion design, accessories design, fashion styling, fashion journalism, fashion communication. Area: Fashion Code: DA09 9-20 Sept 2013
24 25 Despite the e-commerce spread and success, most people do and will continue to enjoy going shopping in the physical stores. The course will explore new formats, new technologies that represent design opportunities, formal possibilities of strategic design solutions that can enrich the purchase experience and so the continuity and success of the physical shopping experience, vs the incorporeal buying of the e-commerce world. Designing the Shopping Experience Objective Methodology Course Leader Project Leader Audience The course investigates the key elements of the design of a retail store related to people s needs and desires. Lectures, Visits and Workshop. Antonella Dedini Paolo Giachi Young professionals (architects, interior and product designers), students in their final year of university and graduates in interior design, product design, architecture. Area: Interior Design Code: DA03 8-19 July 2013
26 27 interior design for The course offers a relevant, inspiring abstract of the extensive and complex field of Interior Design within the hospitality industry and the way it is changing and evolving. Through a deep analysis of the contemporary hotel typologies, the latest hotel design trends transforming the future of the accommodation industry, valuable information regarding materials, furniture, and lighting, the course will enable participants to understand the combination of aesthetics, functional and operational aspects of the profession, inherent to design successful hotels. Objective Methodology The course offers a deep exploration of the extensive and complex field of Interior Design within the hospitality industry, developing a project focused on the topic. Lectures Case Histories, Visits, Workshop. hotels Course Leader Project Leader Audience Antonella Dedini Marina Baracs Young professionals (architects, interior and product designers), students in their final year of university and graduates in interior design, product design, architecture. Area: Interior Design Code: DA05 15-26 July 2013
28 29 Designing the Through the participation and the presentation of case histories of designers, protagonists of the cultural scene, specialists and technicians, the course offers a journey through the multidisciplinary creativity of Exhibition Design. It offers new proposals and scenarios, new interpretations, new design trends, innovative strategies and practical design solutions to develop communicative environments that integrate architecture, lighting, graphic design in order to involve users/visitors in a total experience of the exhibition environment. Participants will also take part into an innovative project focused on the topic. Exhibition Objective Methodology Course Leader Audience The course provides a full exploration of contemporary creativity linked to the exhibit design and the development of a project on the topic. Lectures, Case Histories, Visits, Workshop. Antonella Dedini Young professionals (architects, interior and product designers), students in their final year of university and graduates in interior design, product design, architecture. Area: Interior Design Code: DA10 9-20 Sept 2013
30 31 Course and Project leaders Biographies Avril Accolla Marina Baracs Gianandrea Barreca Avril Accolla, Vice President of EEIDD (Design for All Europe) and IIDD (Design for All Italia) is graduated in Industrial Design at Politecnico di Milano with specializations in Design Direction, Marketing, Training Management and Prototipation. In 2002 she opened her own professional studio, avrildesign, particularly focusing on Design for All discipline. She cooperates with Italian and International professional studios and companies for the innovation in the sectors of High Technology, Product, Research & Development. She teaches DfA at Politecnico di Milano, in Turin, at Domus Academy and she leads training workshops in the field of DfA for companies. Marina Baracs graduated from the University of Montreal Canada, in 1988, and began her career working for one of Montreal s largest architectural firms, Le Groupe Arcop. Then, she moved to Italy, in Florence, where she created interiors for custom designed luxury yachts at Design Studio Spadolini. A few years later, she joined Claudio Nardi Architects, designing interiors for high end boutiques worldwide. In 1996 she joined LTW designworks in Singapore and began her specialization in luxury Hotel, Resort and Spa Interiors. In 1999 she set up an LTW designworks branch in Milan Italy, to cover projects in Europe, Africa, Middle East and North America. Gianandrea Barreca began his career as an architect, founding Boeri Studio with Stefano Boeri and Giovanni La Varra, with whom he then founded the Barreca & La Varra Studio in Milan. He is also one of the founding members of gruppo A12 with which he realizes seminars, researches, exhibitions
32 33 Antonella Dedini Paolo Giachi and installations on the contemporary urban condition and, in particular, on the relations between urban context and public art. He collaborates with Domus Academy where he is the director of Master in Urban Vision and Architectural Design and he teaches Architectural Composition in the Department of Construction Engineering and Architecture at the University of Genoa. Antonella Dedini is Director of the Master in Interior and Living Design at Domus Academy since its foundation. She has worked as an editor of the art, design and architecture section of Ottagono magazine and collaborated as design consultant for magazines such as Domus and Abitare. She was a partner of the Dedini - D Agostini architectural firm with projects in Italy, Japan, Kenya, Morocco, Moscow and London. Since 2009 she is partner of Architettura Attuale, an open team of architects, designers and artists. Their installation Growing By Numbers has achieved success with audiences and critics, becoming an exceptional temporary reference point in Milan and being selected for the ADI Design Index 2011. Graduated in Architecture at the University of Florence, Paolo Giachi moved to Hong Kong where he became responsible for new retail projects for the Prada Group including stores for Prada, Miu Miu and Jil Sander. Back to Italy, he started to collaborate on the creation and design of Tod s and Hogan boutiques around the world. In 2002, he opened the Paolo Giachi Studio. Today he is engaged in concept design, multibrand store projects like the Louis Vuitton and Fendi stores in Florence, the Brioni stores in Rome and Florence, the Future Concept Lab Annagemma Lascari Smythson stores in New York and Los Angeles as well as his 10-year collaboration with Jimmy Choo worldwide. Future Concept Lab is a research center specialized in marketing issues and trends in consumption. Its innovative approach is worldwide known, and allowed Future Concept Lab to take part into important research projects in Europe, North and South America and Asia. Thanks to these international collaborations, Future Concept Lab gained wide knowledge of social processes in consumption and trends, from which many innovative products, communication and distribution concepts were developed. Future Concept Lab aims at helping its clients competing with advanced and emergent markets, building a series of key concepts and strategies for future development. Annagemma Lascari is a fashion designer, with an educational background very close to design and architecture. She has collaborated with Ferrè, Dior and Capucci. Expert of trends and style, she writes on tends for Vogue Sposa and she is the founder and creative director of Atelier Lascari, a studio dedicated to tailored couture dresses and luxury bridal dresses, quoted in the prestigious The Whispered Directory of Craftsmanship, the guide by Fendi to celebrate the excellence of Italian craftsmanship. She has been Director of the Domus Academy Fashion Management Master Course, author of Dress your Talent the first TV talent show focused on the fashion industry and the Made in Italy and consultant for innovative projects that mix creativity, brand, and communication strategies.
34 35 Elena Pacenti Amelia Valletta Francesca Vargiu Elena Pacenti is the Director of the Master in Service and Experience Design at Domus Academy. Her career focuses on service design applied to the field of strategies for environmental sustainability, related to new media development and information and communication technologies, as well as to the field of social services. She directed the Domus Academy Research Center and she has been Lecturer at the Faculty of Industrial Design at Politecnico di Milano. She is author of many articles and papers on Service Design topic. Amelia Valletta, architect and journalist, has been working in strategic design since 2001. She has worked for Vibram Design center, Poli.design, Darc Domus Academy, Villa Tosca DMC, Aedo.to. In 2007, she founded Designtools. She is committed in academic programs for different Italian and international Universities. She writes about architecture and design for AU Brasil, D Repubblica, Case D abitare, Corriere Design, Sole24ore and other magazines. Francesca Vargiu, senior assistant of the Master in Urban Vision and Architectural Design at Domus Academy, is graduated in Architecture at Politecnico di Milano where she collaborates as assistant professor. She took part in the international research project Decolonizing Architecture collaborating also for its first exhibition Design by Destruction: Oush Grab Military Base at Bozar, Brussels, that has been also displayed in Venice, Rotterdam and Istanbul Biennales. As architect, she collaborates with KICKOFFICE, the studio she founded in Milan in 2009 that ranges from urban planning and architecture to design and graphic communication.
36 37 USEFUL INFORMATION on summer courses Domus Academy Summer Courses 2013 July - August - September 2013 2 weeks: Monday to Friday 54 hours (total) Price: 1,750 VAT included Audience: young professionals, graduates, post-graduate students. Tuition fees 1,750 tuition fee for a 2-week course (54 hours of lesson over 10 days). 3,150 tuition fee for two 2-week courses. 4,200 tuition fee for three 2-week courses. The fees include: workshop, lectures and visits included in the program. The fees do not include: travel expenses, accommodation, local transportation and meals. We strongly suggest participants to bring their personal equipment. Information on the material/ equipment will be provided prior to the beginning of the course. Applications and Enrolment Terms and Conditions Applications to Domus Academy Summer Courses 2013 can be submitted to Domus Academy Summer Courses Office until one week prior the course s beginning. Total fees are due by the start date of the course and under no circumstances students who have not finalized the payment will be admitted into class. Please note that Domus Academy Summer Courses 2013 have a limited number of places that will be therefore assigned on a first come - first accepted basis. For further information on the application procedure: www.domusacademy.com/summer www.design-summer-courses.com email: summer@domusacademy.it
38 39 Admission Requirements All classes at Domus Academy are held in English. A fluent understanding of the English language is required. Domus Academy can accept bookings from students that are at least 18 years old. Please carefully read the admission requirements in the course descriptions before applying to a course. Domus Academy will not take any responsibility for the students choice of a course level that is not suitable to their background and skills. Students should carefully fill in the Domus Academy Summer Courses 2013 Application Form and submit it via email to Domus Academy summer Courses Office at summer@domusacademy.it To complete the application process, students must send their detailed CV and letter of motivation in order to provide the course and project leaders with as much information as possible about their background and expectations. Cancellations and Refunds Cancellations by the student: If a student wish to cancel his/her place in a course, a request in written form must be sent by email and submitted to Domus Academy Summer Courses Office at summer@domusacademy.it. If the written request is received more than one month prior to the course start date he/she will be entitled to a full refund minus 150 administrative fee. If the written request is received within one month of the course start date he/her will not be entitled to a refund. In case a student is denied his/ her visa, a reimbursement of the full tuition fee (minus 150 administrative fee) will only be possible if the student sends a proof of the visa rejection (official letter/mail sent by the Embassy/ Consulate denying the visa). Proof of visa rejection shall be sent to summer@domusacademy.it Cancellations by Domus Academy: Domus Academy reserves the right to amend or cancel a course or change course location and dates. If Domus Academy cancel a course, it shall attempt to give students at least 2 weeks notice and students will have the option of transferring to another course, if available, or of having a full refund of the tuition fee. Domus Academy will not be liable for any losses (included, but not limited to travel and accommodation costs) arising as a consequence of any modification or cancellation of courses, time-tabling constraints as set out above beyond the cost of the course. Accommodation Domus Academy Housing Office can provide to all the enrolled students the list of School s affiliated Hostels and Hotels with special rates for Domus Academy Summer Courses students. Students will be able to choose between accommodation in shared apartments, Hotels, B&B, residences, University Residences and religious residence (only for girls). All of them are located close to the campus or well connected to it by public transportation. Students can directly contact the hotels for booking. Average Expenses for accommodation: - Accommodation in a single room in a hotel: from 1,000 per student for 2 weeks - Accommodation in a double room in a hotel: from 600 per student for 2 weeks - Accommodation in studio for one person: from 1,100 for 2 weeks - Accommodation in a shared or single room in School/Affiliated agency s apartment (limited places available): from 550 to 750 per student for 2 weeks. After a student s enrolment into the course he/she will be directly contacted by the Housing Office, which will send him/her all the hotels information and contact details, as well as the beds availabilities in School/affiliated Agency s apartments. Housing Office periodically receives from Admission Office the list of students enrolled, so all the students will be contacted. Information and registration center Domus Academy Summer Courses Office Email: summer@domusacademy.it Tel: +39 02 97372243 www.domusacademy.com/summer www.design-summer-courses.com
41 Credits pg. 9: photo courtesy by Andrea Raffin pg. 10: Barreca & La Varra, edificio B5, Comparto RCS, Media Group, Milano 2010, photo by Paolo Rosselli pg. 12: Ride my Bike, Coolhunting Summer Course 2009 pg. 14: Booknected project by Syarief Mondrich, Master in Service & Experience Design 2012 pg. 16: Design for All summer course 2010 pg. 20: Fashion Colloquia exhibition, 2012 - UNTTLD project by Simon Bélanger pg. 22: DesireisLight project by Tatjana Zonca, Master in Fashion Design 2010 in collaboration with Interware pg. 24: Bio-Food Factory project by Rico Sugiarto, Master in Interior & Living Design 2012 in collaboration with Club Med pg. 26: Freedom project by Yuan Jiangnan, Master in Interior & Living Design 2012, in collaboration with Lungarno Hotels Collection pg. 28: Lost in Translation exhibition, Domus Academy, April 2012 pg. 35 Domus Academy building photo by Settesecondi Circa pg. 36: Venus in Furs project by Alina Bianca Ciobotaru, Master in Fashion Design 2012 in collaboration with 7 For All Mankind