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SENSORIAL DESIGN:
PRODUCTION AND MARKETING OF LIFESTYLES

Design a Contemporary Solution for a New Aesthetic and Human Identity

COURSE DESCRIPTION

The course is aimed at students with an initial understanding and experience in Design Disciplines and project Approach with the intention to stimulate further in their knowledge and skill. The course is an introduction to the methodologies and functioning of the industry lifestyle, starting from the processes of design and marketing of products and related services. The fragrance industry - which manufactures products that are uniquely sensorial and almost intangible (in the conventional sense) - is utilized as an investigational vehicle.
The course is organized around three main thematic areas:
  • A sensorial and experimental approach with the aim to generate awareness about products that are not immediately tangible
  • A historical and theoretical overview of the issues related to the concept of "lifestyle"
  • A presentation and analysis of the productive, industrial and commercial aspects related to the promotion and diffusion of marketable lifestyles
The course will be conducted under the supervision of a leader professor and her assistant, renowned experts in the role of senses in design, and will consist of a series of specific lectures by prominent visiting professors and members of the industry.

REFERENCES SCENARIOS

  • Smell/Touch/Sight: A Sensorial Approach to Design.
  • A History of Marketable Lifestyles: Design and Anthropology/Fashion and Aesthetics.
  • Italy: 100% Taste (Case studies)
  • Lifestyle Marketing: Cosmetics and Luxury Products/Mass and New Market.
  • Beauty Communications: The Italian “Way of Life".

COURSE OBJECTIVES

The students will be divided in groups to help them to confront and capitalize each individual skill to each other. Groups will act as small studio teams in a constant open discussion using research, analysis, development and communication techniques. The final result will be presented with a model and a short story in digital format.

ADMISSION REQUIREMENTS

Students will have to be motivated and curious, ready to work both as individuals and in groups. Active participation in the seminars and studios will be highly profitable for the students. Drawing (by hand or digitally) and model-making skills are required. In general the level of education should be equivalent or higher than the second year of college studies (BA) in design.
Students that already participated to the introduction level (30 June – 11 July) will be accepted in this course. In this case be ready and flexible to manage an upper level, sharing with designer the experience and the process of design work. If this level isn’t part of your own, you can also participate as an auditors. All classes are conducted in English, so you will be required to have a fluent understanding of the language.

OUTCOMES

As a result of this course students will be able to:
  • Develop a kind of design sensibility to identify the immaterial aspects of any product or brand
  • Demonstrate understanding the methodology and tools of the analysis approach related to important brands and products, using the materials collected by personal note and active participation in class during lectures and case studies
  • Perform a personal oral presentation and discussion as a designer and team member, with the support of a model and/or a short story in digital format
  • Easy report the importance of design traces, by the collection and the elaboration of work and experience
  • Manage at least a digital camera including the download process, prepare a video presentation

OUTPUT

During the first phase students will be free to express their own research by the means of any technique, hand drawing, digital graphics, movie, etc.. Digital media will take a relevant part during the course, that will end with a common format for everyone to create a shared platform for an exhibition and for the layout of a booklet.
So be ready to manage at list and by your own: a digital camera including the download process, a power-point slide show/presentation. Delivery details and format will be available in the beginning of the course.

DAILY CARD (Day by day personal report)

Every day, any single student should prepare at least one personal highlight of the course daily activities. Delivery material must be brought to the tutor day by day. Digital formats will be available at the beginning of the course.
This is a mandatory part of your official activity in Naba Education; the aim of this ‘Daily Card’ is to give you the chance to collect traces of your experience during this course in Italy as a training to easily report the importance of your work. For Naba Education is an important contribution and opportunity to collect and archive the student’s activities.
Back to your country, your University, your parents, your personal community and professors, you can easily tell them the story of your Italian Design Touch.

So be ready to manage by your own at least: a digital camera including download process, a power-point slide show or video presentation.
Delivery details and formats will be available at the beginning of the course.