Antonello Fusetti

The SPD Master’s degree in Food Design is one of a kind, which kind of professional figures are shaped? We created a master’s degree that is unique on a global scale, thanks to its structure and content, as well as the prestige of the teaching staff and companies involved. The aim is to train the ‘designers of the food sector’. These professionals will combine their knowledge of marketing and communications with design skills in one field that makes Italy the worldwide benchmark. The master’s course emerged from on one hand, the need to train new professionals of the food supply chain and other related industries, and to reskill the existing ones on the other. This is because in the current competitive system, new consumer needs and new technologies require the development of occupations that are increasingly able to provide innovative contributions, even in the food sector. In a world where food is increasingly removed from its nutritional function in favor of aesthetic, symbolic and communicative values, we often talk about food design and are witnessing a proliferation of exhibitions, competitions and conferences on the topic. And yet, no systematic research or training courses have been created to effectively develop the food-design binomial and to bring about positive effects on the food industry. In this context, the master’s in food design aims to educate a new generation of professionals, designers, and managers who will be able to combine marketing and communications skills with design sensibility and methodology. Students will be given the skills, and methodological and operational tools to coordinate the design: - of processes and modes of production, distribution and consumption of food products; - of distribution venues and consumption of food; - of food from an aesthetic, communicative and representative point of view; - of equipment and utensils for the preparation and enjoyment of food; and - of communication activities for promoting food products. “The Master’s in Food Design and Innovation will bring new methodologies to the world of food management and marketing helping it to reinvent itself in a more contemporary way, thanks to its interaction with design culture. It will provide the design world with new opportunities to experiment and work in the food sector – an area that still offers many aspects for designers to explore. This kind of initiative could only have developed in Milan, the design capital.

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