Design - Innovation, Strategy and Product - 1st Level Master Degree

Master Courses - Milan

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15th edition - 1st Level Master course in Design trains a new generation of designers and strategists who are ready to approach problem solving by facing consumers and clients needs in a design process. The course offers the opportunity to examine different production systems. Participants are constantly stimulated and encouraged to develop their own design methodologies, in order to produce unique design concepts responding to market demands. Throughout the use of contemporary languages and expressions, future scenarios are reached and transformed into innovative design solutions. The Master course is based on an interdisciplinary team approach, as in the best design agencies and think-tanks. The curricular internship constitutes the achievement of the course as it offers the possibility to alternate a professional experience to the academic study programme. In order to facilitate the choice of professional opportunities, the curricular internship can be carried out in studios/companies - corresponding to the courses objectives - or “on campus” through a professional simulation project.

Degree title - The course is recognised by MIUR (Ministry for Education, University and Research) as an Academic Master Level I credit rated at 60 credits allowing students to progress further in their studies in Italy or abroad.

  • Credits
    60
  • Start date
    January 2019
  • Duration
    1 Year
  • Attendance
    full-time
  • Language
    English

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Target - The Master in Design is open to Italian and international graduates who have completed a degree in one of the following disciplines: Architecture, Engineering, Design, Economics and Humanities subjects.

Methodology and structure - The Master course is structured as an experimental path through which students are able to experience and put into practice the mind-set gained during the course by facing real-life projects and business situations, applying principles of both teamwork and learning by doing. The course main philosophy is client-driven. Strong links with main firms, both Italian and international, enable external knowledge and skills in terms of design, case-studies and business strategies. At the end of this Master course, participants have increased their personal overview and are then able to face projects not only from production and technical point of view, but from a more important strategic and systemic perspective. Students acquire the ability to imagine scenarios and complex ecosystems of brands, products and services. They also learn to use ethnographic research tools to understand values, attitudes and people desires.

The preliminary phases of the Master course covers themes related to design thinking and relevant methodologies: methods and User Centered Design tools. Traditional lectures, workshops and laboratory sessions are structured in parallel in order to allow participants to be aligned to same cultural and design tools. Students then deal with the different phases of the design process, consisting of experimental and interactive work-flows, supported by Project Leader Advisors.

Conferences and seminars give students the opportunity to come face to face with industry professionals and agencies, important figures in the fields of design, entrepreneurship, technology and economics. Results of the Final Project are presented at the end of the course to a commission consisting of industry professionals and experts.

In the past editions, projects have been developed in collaboration with: Midea, Ferrarelle, Piaggio, Ceres, Rizoma, Tecnargilla, Vitasnella, Scoprega, Verallia, Prodir, TVS, Vibram, among the others.

Career opportunities - The Master trains professionals with strong skills in design and innovation, suitable for working as Designers in studios, agencies, design companies, institutions and auto-production, or able to develop their own business.

  • Programme

    • Design Methods

      Aim of the module is to cover the vast array of design methodologies that are used throughout the Master course. It will explore the culture of team work as a successful design asset and will then move on to provide greater insight into the methodology of Design Thinking. The module will also explore the methodology of Double Diamond as a converging and divergent design thinking process.

    • Design Elements

      The aim of this course is to acquaint students with the physicality of design (expression, proportions, composition, details), through the correct use of skills to judge aspects such as ergonomics, usability and affordability of the product. Students will analyze the relationship between function, form and product architecture, enhancing the relationship between design language and design style and demonstrating the importance of both conveying a personal style and following the design style of a business agency.

    • History and Culture

      This intensive course is designed to align students coming from diverse design backgrounds with current design trends. It starts by covering the Italian design industry, then covers the converging influences of different design cultures, from Italian to Scandinavian, showing how they have converged to create a special cultural mix.
      In terms of new design scenarios, the course will highlight the existence of analogue and digital ecosystems and the importance of both brand service and brand experience.

    • Communication Lab

      Effective communication design is a fundamental skill needed by professional designers, be it in the sharing of information within a work team, or in terms of communicating designs to clients. This module aims to equip students with the necessary skills to manage and disseminate information of differing natures and effectively synthesize information. The course will cover the strategy of design storytelling by using different narration tools such as verbal and digital storytelling and the use of graphic tools.

    • Emergent Technologies

       This module offers a level of cultural enrichment by providing technology scenarios, where those who are at the forefront of research technology serve as examples to help deepen students’ knowledge of design topics. Students will deal with the issue of identifying the correct production processes for a particular product, in order for designing as efficient as possible. This module will also cover a new cultural approach to design through the application of Design Life Cycle principles.

    • Design Management

      This module aims to cover brand and product strategies, offering valuable assistance by helping design teams define the strategic considerations which help determine the correct competitive product positioning in relation to customer needs. Particular focus is given to the brand experience, considered a valuable tool in creating a global definition for a product.

    • Design 1

      The first project will look at the product in terms of the relationships that exist between brand, distribution and design and the Maker and DIY movements. Students will cover the business strategies, competitive analysis, strategy distribution and online communication. In order to conceptualize the product, a combination of primary and secondary research will be used, to understand the socio-cultural context and the user need.

    • Design 2

      The second project will cover the theme of brand distribution through the study of the technological, production and socio-cultural context with the aim of identifying the correct product and design portfolio. Students will gain a deeper understanding of online–offline relationships; in order to identify distribution and communication strategies, a combination of primary and secondary research and an ethnographic approach will be used. Students will also learn to identify the relationships between brand guidelines and design guidelines.

    • Design 3

      The third project focuses on the relationship between brand reputation, communication distribution, product and portfolio. This is achieved through the understanding of entrepreneurship and business strategy, technological, production and socio-cultural contexts. Students will improve their research skills using a combination of qualitative and quantitative research techniques.

    • Final Project

      The final test reflects the client-driven spirit of the Master degree. Students will take on a project brief supplied by the agency board, or an industrial challenge developed internally by a team of students. In the latter case, through the development of the brief, students need to demonstrate the acquisition of analytical and strategic design thought, the ability to work autonomously within a team and to have the necessary skills to communicate designs in both a concrete and effective manner.

    • Case Histories

      Meetings with professionals from various design, artistic and industrial sectors will expand students’ skills and perspectives, and provide a forum for students to discuss their own designs and consider new stimuli from an innovative perspective, in collaboration with industry stakeholders.

    • Onsite Visits

      During the Master studies, guided visits will take place. These will include visits to key sites of Italian design, such as international exhibitions, agencies, production sites, museums and showrooms.

    • Curricular Internship

      A curricular internship is included in the course, as it is essential for an overview of a company dynamics.

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Federico Chicco Ferretti - Scientific Coordinator

Federico Chicco Ferretti - Scientific Coordinator
In over 15 years of experience in companies such as Continuum, Frog, uno:uno and Mattel, he excelled in the creation of innovative concepts, products and services solutions for different international clients such as Allsteel, BIC, GM, Motorola, NEC, Orange, 3M, Pirelli, Philips, Sennheiser and Samsung. For Frog design he was Associate Creative Director, leading the ID team and focusing on the convergence of design and interaction.

Dagmara Siemieniec - Course Coordinator

Dagmara Siemieniec - Course Coordinator
She graduated at Academy of Fine Arts in Krakow and got a Master in Industrial Design at Polytechnic of Milan. Before co-founding uno:uno designers studio she worked at Continuum, a design and innovation consultancy, and at Design Group Italia. She was involved in several programs such as kids goods, stationery, consumer goods, electronics, office furniture. She works with: Moleskine, Artsana, Samsung, 3M, Allsteel.

Michele Giacopuzzi - Academic Tutor

Michele Giacopuzzi - Academic Tutor
Product and Interior Designer. He worked at the ITO Design Studio by Setsu & Shinobu Ito in Milan dealing with the realization of products and installations in team with the staff. In 2015 he lived in Ethiopia where he collaborated with architects and interior designers as well as with academic institutions as a teacher of design. He currently works at IED Milano as Academic Tutor for Design Master – Strategy, Innovation and Products supporting the professors and the coordinator in helping students in the realization of projects with companies.

Antigone Acconci

Antigone Acconci
Graduated in Architecture at Florence University, she got a Master at IED Milano, where she’s currently working as final project coordinator and teacher. She works as architect and interior designer for several Italian and international brands. In 2011 she was nominated with Riccardo Bastiani as Young Design Talent by Elle Decor Italy. Linkedin

Gian Paolo Armana

Gian Paolo Armana
Political Science Degree and Master in Entrepreneurial Organization, he spent the first part of his career covering a wide range of executive management positions in international companies such as La Rinascente Group, IBM and Nestlè. After a professional experience in new York, he has the focused his activity in supporting the strategic and operational development of small and middle Italian enterprises in the global market, especially food, cosmetics and retail sectors.

Roberto Beretta

Roberto Beretta
Currently Technical Director for Design Group Italia. Over his twenty-year career he collaborated with different companies and design firms, between them Flextronics, Luceplan, Continuum, Mormedi, Whirlpool. He developed products on different markets like lighting, home appliances, medical devices, electronic consume and many others. Owner of different patents and winner of a ISDA silver award for medical devices with Nuubo.

Simone Bonanni

Simone Bonanni
Graduated at IED Milano in 2011 with the project Atmo, awarded with a Honourable Mention at the 23rd ADI Compasso D'oro Award (Targa Giovani). In the same year he began his professional career working at Valerio Sommella design studio in Milan. In 2012 he worked at BPM Studio in Milan as Product Designer, the he joined the Marcel Wanders team in Amsterdam. Here he worked for clients such as Olivari, Bisazza, Magis, Moooi, Poliform, Alessi and many others. Back from The Netherlands, he settled down in Milan and opened his design studio.

Serena Bonomi

Serena Bonomi
Graduated in Product Design at IED in 2012, then she took her master in Design at IED the following year. During and after the master, she collected experiences across different industries, companies and design studios, ranging from trend forecasting to industrial design and strategic consultancy. While working for 3M European Design Lab, she won the second edition of the BMW CreativeLab, which led her to work as a design consultant for BMW Designworks, Napapijri and VF Corporation.

Pietro Chiera

Pietro Chiera
Raised in Milan, Pietro has been living and studying in Sweden and Spain before coming back and graduating in Product Design at IED Milan. Before joining Continuum in 2011, he has been working for the Japanese design studio Setsu & Shinobu Ito in Milan, collaborating with renowned companies in the field of furniture, accessories and exhibit design.

Riccardo Gatti

Riccardo Gatti
3D modeling for design and architecture expert, he graduated in Industrial design at the Polytechnic of Milan, then collaborated with well-known design studios in Milan. Since 2004 he has been working as a freelance designer.

Valentina Giuffré

Valentina Giuffré
Business & Lifestyle Coach, communications consultant, Neuro Linguistic Programming Expert, she works with individuals and companies to define what success means to them and how to get it.

Chris Miller

Chris Miller
Since 2012 he has been working as Product Design Director at Design Group Italia. Among his main projects: industrial products for ABB, consumer product for Scotch-Brite, corporate branding for Capacent, furniture design for Neoset, retail design for Blue Lagoon and stand design for Italia del Gusto. He has over 10 years of experience as a designer; among his awards: 1999 Intel Design Award with the multi-adaptor Multi Plan; 2009 Shop of the Year, Iceland, with Blue Lagoon Flagship Store; 2010 and 2014 Red Dot Design Award.

Matteo Moscatelli

Matteo Moscatelli
He graduated in Architecture and obtained a PhD in Architecture and Urban Planning, Housing and Preservation of Landscape. He participates in several architectural and urban design competitions, receiving awards, and take part to design workshops in France, China, Colombia and Egypt. He writes for Area magazine, editing contemporary architecture itineraries. Amongst his publications: The search for the essential (Venice, 2006) and Sense and form of contemporary architecture. The techniques of composing (Milan, 2009).

Marco Rozzoni

Marco Rozzoni
Graduated in Industrial Design, he began his career at Design Continuum Italia starting working, among the others, with Johnson Controls, NEC, Unisantis and Allsteel. He opened his own multidisciplinary studio, working for several brands, such as Dassault Systèmes, Siemens, Unicredit Group, Banca Leonardo, Saunier Duval, Dun & Bradstreet, Pattern Limited, Cityper SMA, NSK, Wincor Nixdorf, Naviop Marine Automation, Colibrì System and Microingranaggi, Arnoldo Mondadori Editore, A2A, Q8, Enel. He became Partner of a second studio, dealing with digital & IT consulting.

Diletta Toniolo

Diletta Toniolo
Degree in Political Sciences at Universita’ degli Studi di Milano, specialized in English language at Columbia University of New York, she has always developed her passion for design, that she’s teaching through history courses and research labs on contemporary trends. With an intense journalistic activity, she collaborates with Box International Trade, Domus, Bravacasa, Arketipo, il Mattino, Corriere della Sera, Sky Alice, 24 Ore Television, Radio 24 and managed exhibitions and events.

Fabio Verdelli

Fabio Verdelli
From 2007 to 2010 he worked at IED Research Centre, then he founded Fabio Verdelli | Design Studio. In the meanwhile, among his main projects, he worked with Adidas, AgustaWestland, Netherlands embassy, Bosch, Briko, Chicco, CocaCola, Columbia Tristar, DeLonghi, Elan, Fiat, Fila, Guaber, Haworth, Hoover, HP, Hyundai, Jacuzzi, Johnson&Johnson, Ibm, Ideal Standard, Ikea, Inda, Inglesina, Kia, Lineapelle, Luxottica, MBM, MGM, Motorola, Mulino Bianco, Nike, Olivetti, Paglieri, Persol, Rayban, Relevi, Roche, Samsung, Unic and Vape.

Attila Veress

Attila Veress
Born in Transylvania, he grew up in the UAE and graduated in Industrial Design in Milan. His thesis was included in the ADI Index Targa Giovani. Winner of the BMW Creative Lab in 2013, he has also collaborated with companies such as Nestlè, 3M, BMW,TVS, Caimi Brevetti, Eataly and Fratelli Guzzini. Thanks to these experiences he worked for a variety of industries, with the aim of creating value synergies between brands and product experience.

Gabriel Weirich

Gabriel Weirich
Gabriel Weirich graduated in fashion at the Polytechnic of Hamburg in 1991.He took his master in design at the Domus Academy in Milan 1992. From 1993 to 1997 he worked with Correggiari, Zegna e Galante as a style and research consultant in the home collection section. In 1998 he founded his own studio for industrial design and trend reasearch. Since then he is working for several companies like: WMF, Leonardo, Ritzenhoff, San Patrignano Design, Felissimo, Bassetti, Schönhuber and Image.

Projects