With an increasingly competitive environment, the creative professional and creative industries have to keep up with the new frontiers of innovation. This is particularly true in the field of Architecture, a discipline which is intimately linked to the human being, there is a need to understand that building spaces for humans and society are linked to a clear understanding of how humans behave, how people develop habits and how these attitudes vary form country to country. This is the way Architecture should respond depending on cultural issues. The program will be a machine to decode and understand the creative advantages of Brand Italy, and the power of ‘Made in Italy’.
This course will create entrepreneurs who can learn from the Italian example, and use this to see and develop opportunity around the world. This knowledge will become a foundation for global design growth and a dynamic generator of ideas and explorations to promote new ways of thinking and acting in the creative economy. The international course is held in English and teaches students the importance of combining traditional practices and theories with concepts and methodologies required to meet the needs of the modern architectural design industry. This requires outstanding craftsmanship, excellent design & architecture skills, unique thinking experience conveyed throughout all interactions with different ways of living, and the building of a strong meaning through branding. This Masters course is intended to form such a kind of professionals. The present conditions of architectural and building plan, the current phase of internalization of knowledge, the new productive procedures, which more and more expression of globalized HIGH TECH dimension, require more and more to be hybridized with the cultural and handcrafts specificity of each country, integrating in SLOW dimension. Such a need presses to work more and more on the integration of the different scales of design and knowledge. But it is also important to work on the fundamental aspects of the plan in a new perspective capable of facing technical and formal innovation, new ways of ‘mass-reproduction’, flexibility to different contests, utilization of new materials, and experimentation of new productive modes. In detail the Masters course is aimed at: -identifying the demand starting from the actual cases emerging in the interaction among the cultures of the different countries involved in the Masters course itself. -conceiving and planning new industrialized components (building design) starting from the Made in Italy experience, hybridized with the new global technologies (HIGHT) and the local cultures of the different countries (SLOW). - starting principles of brand management, applying them also to that distribution chain of architecture and building which shares the way of the industrialization of the project, those principles that constituted the success abroad of the Made in Italy campaign in the field of Design, Fashion, and Food. Italy has all the assets, from a strong architecture and design heritage, iconic brands, innovative and memorable objects and images, a large and diverse community of creative, and one of the strongest design auras in the world. The biggest opportunity is in leadership, and an Italian-inspired program, in the heart of one of the world’s most creative cities, constitutes the ideal pieces to kick start a top school. List of Modules Each Module can be also bought directly from the website (section CORSI DI AGGIORNAMENTO (CFP)) by online students who aren’t enrolled to the Specializing Master. The program is organized in main modules that include lectures, workshops, internships and final thesis. Lectures provide students with the appropriate tools and experiences for the development of their professional career. Core arguments are: Design Culture, Architectural Design Process, Data driven Tools, Business Strategy and themes related to the development a working style – Research & Design Methods, Developing the System/Product, Branding it and a creating a Business Strategy. Workshops are project assignments that give students a working knowledge of different core subjects. Workshops start with the presentation of the theme defined by the faculty in collaboration with external industrial partners. Students will be supported by lectures on the specific project theme, involving practicing professionals, researchers and representatives of the companies invited to participate. Each workshop culminates in an four month internship with a final thesis presentation.
Design and inspiration
Understand the cultural DNA of Italy, and decode how it works and thinks. We will study how “Brand Italy’ drives innovation, and has created some of the world’s most influential and meaningful architecture and design, working processes, thought leadership, and business. Bigger than just history, this course explores the details of Italian creative culture, how it drives national identity and has become a desirable international product. This module will inspire and build belief in Italian creativity.
Architecture & process
This module unlocks the creative process, using it to identify and drive innovation. Guided by a theme High and Slow Tech. we will explore global production processes and systems. We will be working directly with invited businesses to research new ways of helping them succeed with new products, processes, improved systems and more.
Data driven architecture
Building on the previous modules we will examine how digital trends are pushing architecture forward. We will be connecting to Latin America, an emerging creative and digital community, for workshops to practice research methods, making, and innovation based on a deep understanding of human and cultural behaviors, and become expert in user-centered strategies for creative industries.
- Ethnographic research. The aim is to understand/apply qualitative methods to gain deeper understanding of people and their social behaviors.
- Understanding context. The intent is to develop a comprehension of different cultures by studying on their locational advantages, including industry, economy, manufacturing, infrastructure, as well as local and macro trends.
- Tools for innovation. Through the exploration of different digital tools, students learn how to develop ideas and proposals based in culture and context.
Restoring the productive city
After years of decadence, manufacturing is now experiencing decline. Many cities still possess significant innovation and manufacturing capability and capacity, and with responsible reimagining, they can remain a driving force for the economy. This module will explore this contemporary situation, and how to develop ideas and systems to help guide cities into positive, innovation-intense, collaborative, entrepreneurial, and pro-human futures.
Business + Architecture + Brand
Taking great ideas to a global creative economy. This module will liaison with Canadian brands, manufacturers, and agencies for collaborations, seeking opportunities and exchange, discovering and developing a range of creative business and opportunity. Together we will workshop and explore how to innovate in the global creative market, and decode and understand all advantages in Italian creativity.
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