Food Design

Start date: April 2013 | Duration: 12 months - Full Time | Language: English

Food is no longer a basic needing, but it is above all a sensorial experience in all its aspects and phases, from management of raw material to ways of consumption. The food sector companies realize more and more the necessity of a figure, which becomes the reference to the different subjects involved in the highly complex activity of projecting new products. The companies constant development of competitiveness and of necessary strategy has brought up a situation in which the designer’s ability to exchange information, according to the specific situation, with marketing experts, engineers from the technical area, market advisors, the creative graphic design unit, people in charge of communication design and creation of sites, has become an essential quality.

The course in Food Design therefore provides matching abilities which are connected to the analysis and interpretation of end users’ demands and behavior or even to the conception for possible environments that are likely to get new products’ acceptance, whenever presenting and informing about the projects are made possible, pointing out the specific topics that can determine success.

Aimed at

Professionals, graduates in the fields of Architecture, Industrial Design, Interior Design, Product Design, Company Managers, Designers, Product Managers (food, visual, organizational) within a Company, Managers of Points of Sale (in Store Promotion), people responsible for the Organization of Events linked to Food, Chef, Food Training Schools.

The Master course in Food Design aims at training referents for the innovative design and communication project of the content/shape and packaging/packing of food as well as of the areas where food is sold and consumed and that we appreciate and value the richness of italian culinary heritage.
Professionals who pay attention to the new consumption trends and who are able to explain the eating experience through aesthetic, value and performance principles that mostly characterize the current view. Operators involved in the complex mechanism that regulates the food industry, both at production and at final usage level. Operators seeking a complete vision of the system and able to talk with planners, i.e. interior designers, designers, graphic designer or communication employees.
Didactic Method: The training pathway uses a dynamic and effective methodology that includes theoretical lessons, practical individual or group exercises, laboratory activities, participation in trade fairs, visits to companies working in the food field, to design studios and catering realities, seminaries and the participation of experts working in the field, and a final examination.
Candidate profile: Professionals, graduates in the fields of Architecture, Industrial Design, Interior Design, Product Design, Company Managers, Designers, Product Managers (food, visual, organizational) within a Company, Managers of Points of Sale (in Store Promotion), people responsible for the Organization of Events linked to Food, Chef, Food Training Schools.
Teachings
- History, Current Affairs And Perspectives
  - - Food and culture - Food history - Sociology of the consumptions and of the collective behaviour with reference to food - The food and the art: literature, cinema, visual arts
- The Food Experience: Use And Consumption
  - - Psychology of the consumptions and of the perception - The food experience through the senses - The shapes of the food - The good eating - The industrial product - The catering
- Principles Of Knowledge Of The Food And Food Treatment
  - - Chemical, biochemical and microbiological characteristics - Production and preservation - The food geography - The local food, places and climates - The food industry - Product chains - Product market - Food management - Food rules and regulations
- Communication And Marketing
  - - The media and the areas dedicated to the sector - The Food and Wine journalism - The tasting of the products and the experiences linked to the food - Marketing principles and levers - The consumption ways - Slow Food - Move Food - Fast Food and sustainability - Treatment and disposal of the packaging - Eco-compatibility - Design - Introduction to visual communication (brands, lettering, images)
- Project Area
  - - Food Design: critical analysis with reference to the food shapes - Packaging Design: principles, typologies and materials - Places Design: principles, typologies and materials
Marco Pietrosante - Master’s Degree Coordinators Ilaria Legato Francesco Subioli - Master’s Degree Coordinators Nerina Di Nunzio - Master’s Degree Coordinators Benno Simma Marika Aakesson
Aurelio Latella Moreno Cedroni Cristina Bowerman Paolo Barichella Virginio Briatore Francesco Alpreda
Gabriele Zanatta Paolo Zaccaria Sara Ferraiolo
Marco Pietrosante - Master’s Degree Coordinators
Designer. Training Manager at IED Rome. He deals with industrial product, communication, organization and preparation of cultural events for public and private customers. Since 2003, he has worked in the training field with reference to the project area. He is member of the ADI Food Design delegation.
Ilaria Legato
Director of the school IED Comunicazione in Rome. Sociologist, partner of Food Design Studio, specialized in Communication in the food field. She deals with Food Event Management: Planning, Promotion and Organization of Banqueting Event.
Francesco Subioli - Master’s Degree Coordinators
Designer. Since 1989, he has been a freelance professional in the Industrial and Exhibition Design and in the Visual Communication fields. He is delegated member at Adi Centro. He worked as teacher at the University of Venice and at La Sapienza University in Rome. In 1989, he co-founded Studio Random.
Nerina Di Nunzio - Master’s Degree Coordinators
Expert in digital communication and marketing, she worked in the telecommunication, finance and training fields. She specialized in the subjects concerning food and wine. She was Marketing Manager of Gambero Rosso, a famous food publishing house, and she founded the consulting company Food Confidential. She teaches and organizes courses linked to the postgraduate training. She published a book for Coldiretti concerning the direct sale of organic products in Italy.
Benno Simma
Architect, artist, designer and musician-compositor. He graduated at the IUAV University of Venice - faculty of Architecture. He teaches design in Innsbruck (A), Bolzano, Rome, Madrid (SP), Munich (D) and Trier (D). He lives and works in Bolzano where he creates images, poetries, songs, and objects.
Marika Aakesson
Industrial Designer and coordinator of the Product Design course at IED. She was born in Sweden. She worked for companies such as Kontron Medical Instruments, Foster Wheeler, Sice Emerson Electrics. Her works include graphic, packaging, furniture, lighting, medical and product design. In 2004, she received a prize for ?Eco-Innovation of product award? by COMIECO. In 2008, she won the first prize of the EIDD Design for All Europe competition in the "Guerilla Marketing" category. Her projects were shown on the occasion of various exhibitions - the last one was the Torino World Design Capitol 2008 - and were published in specialized magazines among which Modo, Impackt ed Interni. She is member of the Permanent ADI Design Observatory, the Association for Industrial Design.
Aurelio Latella
Chief Executive of Zoomarine Italia Spa Water Park. He graduated in Business Economy at Guido Carli Free International University for Social Studies; Senior Adviser at CBlade spa, Mechanical or Industrial Engineering, Card Tech Electrical/Electronic Manufacturing; Marketing and Formats Director at Airest, SAVE Group Company; CEO, Board of Directors at Very Italian Food, A Save Group Company Computer Software; Senior Manager, Management Consulting at Accenture Information Technology and Services; Marketing Product Manager at Telecom Italia Mobile
Moreno Cedroni
Chef and patron of the restaurants Madonnina del Pescatore and Clandestino Susci Bar. Researcher and innovator, he opened the first fish delicatessen shop, Anikò, in the centre of Senigallia, and later Officina, an experimental workshop sponsored by CE where cold cuts and fish boxes are produced in a limited edition. In collaboration with Moschino, he has recently opened the city version of Clandestino Susci Bar inside the Maison Moschino in Milan.
Cristina Bowerman
She graduated in Law, and was graphic designer for almost ten years. In 2003, she graduated in cooking. In Austin, Texas, she founded the small company The Two Skinny Ladies, where she works as chef and as teacher. Thanks to the program organized by the famous Paris school Cordon Bleu, she started working in different, non-important restaurants such as Driskill Grill in Austin, TX – 5 Michelin stars, and Il Convivio Troiani in Rome, 1 Michelin star. Since 2006, she has been Chef co-owner of Glass Hostaria, that, despite its pure and essential design, is a warm and welcoming environment designed by the Roman designer Andrea Lupacchini.
Paolo Barichella
He is owner of Food Design Studio and works as consultant for Creative Direction, Art Direction and Design for companies working in the field of Design, Publishing and Wine-and-food.
Virginio Briatore
Scientist of the contemporary languages. He especially deals with Life Design. He is Design Director at Villa Tosca Design Management Centre in Milan, a European research centre of the Japanese international company Matsushita. He writes for Interni Annual International, Graphics - New York, Design Week - London.
Francesco Alpreda
He graduated from Hotel-management School in Naples, his native city. Love of cooking led him in the whole wide world: first to London like chef and sous chef at different restaurants awarded by the Michelin Guide, then at the Imperial Hotel in Tokyo: an exclusive experience to learn new techniques cooking and respect for the integrity of food. Now he is Chef at the Michelin-starred restaurant on the top floor of the Hotel Hassler Imàgo , located in Piazza Trinita dei Monti, Rome.
Gabriele Zanatta
He was born in 1973. Philosophy graduate and freelance journalist. laurea in Filosofia, giornalista freelance, coordinates the content of web site Identità Golose (Greedy Identity), the Restaurant Guide of Identità Golose and collaborates with several magazines. In January of 2004 Identità Golose - International Chef Congress, the first Congress of Italian cuisine and pastries, started with the joint effort of Paolo Marchi, journalist, and Gabriele Zanatta. Beetween 2009 and 2010, the London debut and New York debut, as well as the Identità Golose - Guide to Restaurants of author in Italy, Europe and the World come to the fifth edition in 2012.
Paolo Zaccaria
He was a philosopher, but for many years dealing with wine as a collaborator of the guide Vini d’Italia of Gambero Rosso, the most authoritative voice on the world of Italian wine. He was, at the same time, editor of the guide Berebene and professor of the history of wine and tasting at the Schools of the City of Taste of Gambero Rosso, multimedia company in food and wine with a range of periodicals, books, guides, SKY TV channel and mobile web. Journalist and professional wine taster is a great Italian wine expert
Sara Ferraiolo
After the degree in Business Communication, she works as Accaunt Manager and PR at Gambero Rosso Holding SpA. Many projects involving major companies such as Illy, Mastercard, Heineken-Peroni , Nestlè. She currently works at Slow Food, non-profit organization, in the field of public relations to provide of sponsorhip for activities related to the Slow Food Presidium for the protection of agricultural food production in extinction at the international level.

Courses of Design in Rome

Bachelor degree of arts

BA Product Design Duration: 3 years Language: ITA Start date: 2013-10-21 Credits: 180	ITA	ENG
BA Interior Design Duration: 3 years Language: ITA Start date: 2013-10-21 Credits: 180
Interior Design Duration: 3 years Language: ITA Start date: 2013-10-21 Credits: 180	ITA	ENG
Exhibition Design Duration: 3 years Language: ITA Start date: 2013-10-21 Credits: 180	ITA	ENG
BA Interior Design Duration: 3 years Language: ENG Start date: 2013-10-21 Credits: 180	ITA	ENG

Master

Food Design Duration: 12 months - Full Time Language: ENG Start date: April 2013 Credits:	ITA	ENG
Interior Yacht Design Duration: 12 months - On Weekends Language: ITA Start date: March 2013 Credits:	ITA	ENG
Handicraft and self production design Duration: 1 year - full time Language: ITA Start date: April 2013 Credits:	ITA	ENG
Interior Design Duration: 8 months - Part time Language: ITA Start date: November 2013 Credits:	ITA	ENG

Summer

Language and Design Experience Duration: 4 weeks Language: ITA Start date: July 2013 Credits:	ITA	ENG
Rome Architectural Sketchbook Duration: 4 weeks Language: ENG Start date: July 2013 Credits:	ITA	ENG