IED – ISTITUTO EUROPEO DI DESIGN Florence Campus Florence is a main Italian city from an artistic and cultural point of view, and is also considered the capital of traditional Italian craftmanships in the fields of fashion and accessories. It is located in Tuscany, where innovation and research are competitive and have an articulated industrial history. IED Florence offers a view into this unique and multilingual world, defining the professions of the future while analysing at the roots the deep traditions of this city. IED Florence was opened in October 2008 and is located inside the House of Creativity, the recently restores campus is in the Renaissance cloister of Santa Maria Maggiore, in an unparalleled location in the center of the city and just a few meters from Brunelleschi's Dome. IED Florence is a venue of intercultural exchange and experience dedicated to innovation and contemporary works. IED activities and courses derive their richness from the knowledge and appreciation of the resources of the territory, both in and around Florence such as the districts of Prato and Santa Croce sull'Arno. These districts have retained the traditional handicraft workmanship and combined it with technological innovation in order to preserve the Italian know-how on how to "Saper far bene le cose" - Make things well. These unique products, that range from leather to dry textile goods, are found in some of the most prestigious shops world-wide, such as Ferragamo and Gucci. IED Florence offers a wide variety of courses (from One Day to One year) in both English and Italian language, and offers the opportunity of discovering the educational offers of other IED campuses in Italy and World-wide.
ISTITUTO EUROPEO DI DESIGN IED is now the only international design training network. It offers three-year postsecondary school courses, advanced courses and Masters. Milan, Rome, Turin, Venice, Madrid, Barcelona and São Paulo house the four Schools of Design: IED Fashion Lab, IED Design, IED Visual Arts and IED Communications. Although all the schools and all the campuses apply the same training method and have the same underlying objectives, each one has its own strong, autonomous personality, deriving from roots that delve deep into its host city’s hinterland, production fabric and culture. Students from all over the world Altogether, some 9000 students from more than 90 different countries enrol in courses at IED every year. The school where they study is an international one, where the quality of the lecturers and the strong bonds with the business community that have always been at the focus of the IED training method enable creativity to blend with design culture. Training and research In addition to the four Schools, the network also comprises the Francesco Morelli Foundation and IED Research Centre, which has been providing consultancy to the business community since 1978.
IED Partner The system of partnership between IED and firms of national and international stature is a vital feature throughout the entire didactic process: students have to come to terms with concrete design projects, whose aims and contents are defined together with the firms. In the course of this relationship, their projects acquire tangibility and visibility: workshops, competitions, internships, seminars and thesis projects become the qualifying milestones of a training curriculum that is always in direct touch with the real problems faced by firms and experimentation with the most advanced design techniques and methods. The result is a training ground for learning theory and practice and tackling the working world with expertise, maturity and operating independence.
THE PROGRAMS
IED Florence One Year Course 2010
Fashion Marketing and Communication
A Cutting-edge Career in Fashion Management The study of Fashion involves the study of design aspects of Fashion (Fashion Design) as well as an in-depth knowledge of new technologies and manual techniques adopted to create and promote innovative designs. The competitive and booming Fashion Industry increasingly requires professions that link aspects of Management and Communication. The course also emphasizes on the use of New Media thanks to the partnership with high-end luxury Florentine site and store Luisa Via Roma (www.luisaviaroma.com). The IED in Florence also has several contacts with Fashion-related companies in and around the Florentine area in order to create a connection with the local industry. istituto Europeo di Design in Florence IED has a very long and outstanding tradition in the training of profiles for: Fashion Marketing (how to distribute and sell fashion), Fashion Communication (how to promote fashion and organize fashion events), Fashion Stylist (how to create a stylized image). The study of Fashion Management in Italy (top country in the world for fashion) will provide to international students a competitive and truly effective edge when looking for a job. Florence is the perfect location for International Fashion Studies, both as an Art City at the heart of Italy and Tuscany, as well as the birth place of Italian Fashion. As a culture capital, art hub and center of several of the most prestigious International schools, Florence is an ideal mix of Italian culture and International perspective. IED Fashion Management Complete Study Path The IED in Florence offers a One Year program (from february to december) in Fashion Marketing and Communication that gives direct access to the second semester of the second year of the three year courses in: - Fashion Communication in English in Rome - Fashion Communication in Italian in Rome or Milan - Fashion Marketing in English in Milan After attending the One Year course you will receive a final certificate with grades, with which you can either continue your education or pursue a profession in the Fashion industry.
In todays fashion system, Marketing and communications are the two deciding factors as to whether a company will be successful or not. IEDs course in Fashion Marketing and Communications trains professionals to be competent and convincing in a multitude of disciplines including integrated promotion strategies, dynamic external relations with multiple players working in the sector, advertising campaign monitoring and metrics, media relations, event organization and fashion runways. The program specializes in the development of roles in the Fashion System including:
Press Office Manager: manages the communications of a product, a fashion designer or a brand. This person interacts with various audiences comprising: journalists, buyers, distributors shareholders and the general public. Public Relations Manager: Tasked with launching and promoting a fashion label, brand, product or designer and its co-ordinated image. Print Media Journalist: fashion editor or Critic capable of intellectually commenting on fashion runways and trends while describing fashion phenomena. Audio-Visual Journalist (Television, Web): Composites features together, presenting and commentating on fashion runways, current affairs and runways fashion events. Fashion Critic: Provides analytical and expository commentary on fashion from the point of view of an educated opinion leader. Fashion Exhibition, Museum and archive curator: organises exhibitions and events that valorize clothing, design and accessories.
Course Description MARKETING This course aims to prepare students in the area of marketing communications, furnishing the fundamental concepts for analysing and creating projects focused on brand promotion. Consumer Analyst: Situations of a theoretical nature alternate with practical real world sessions to train the professional profile of visual merchandiser, Specializing in the areas of, evaluating the commercial and social aspects of brand image management to the point of sale. We specialize in conceiving visual sales strategies and nurturing innovative creative / expressive processes related to excitement and emotion. Young Fashion Designer Broker: This course specializes in the discovery of upandcoming fashion talents who can be expected to develop and interpret the latest new trends. Cool Hunter: Researches and unearths the latest new trends and tendencies. Visual Merchandiser: Responsible for the brand image; at this position concentrates on communication at the point of sale. VISUAL LANGUAGE Historical and critical analysis of the most important modern and contemporary artistic movements, in relation to the development of society and of culture. METHOD From inspiration to final product; this course features a study of conception to the final result and the communication of the benefits achieved. INTERPRETING THE FASHION SYSTEM This course takes the form of a series of meetings preceding and following fashion week (men’s fashion, women’s fashion – spring/summer and fall/winter). We analyse and commentate on the most interesting and important collections, highlighting their fundamental traits, structure and trends, always in respect to fashion communications.
THE METHOD AND TECHNOLOGY OF MATERIALS From inspiration to product; this course highlights the study of the creativity that lead the moment of conception up to the actual design, including the fundamental types of fibres and yarns, analyzing their structure, specific dyes, basic processing techniques and types of application leading to the beneficial application communicated in the fashion field. The means of communications visual impact and psychological|emotional effects and communication of the results achieved from Colour. COMPUTER 1 (Visual Tools) Image manipulation by way of the application of Adobe Photoshop and Adobe Illustrator. SEMIOTICS The study of “sign” or “meaning”; the essential element of every form of communication, including fashion designer’s creative communications. Fashion is interpreted as a story regulated by a code ,making it different from every other phenomena of communication. FASHION MARKETING 1 From product design to product launch, this course highlights the varied stages of marketing planning, participation and realization while focusing on communication tactics. COMMUNICATIONS AND ADVERTISING Advertising techniques from Corporate communications to Guerilla communicating, we will investigate and impose a variety of techniques and communication strategies, focusing on specific situations, sponsorship and case histories. THE SOCIOLOGY OF COMMUNICATIONS Elements of social analysis of social phenomena and of behaviour related to consumption are accentuated questions related to lifestyles. FASHION PHOTOGRAPHY This course takes the form of an exploratory journey of the leading proponents of fashion photography, as to evaluate their impact on the imagery projected in fashion to make a technical analysis of style and composition. STYLING This course provides the basic semantic, theoretical and technical language of the photographic setting and fashion styling. COMMUNICATION AND FASHION This course expands further on the topics dealt with in the first half of the course, in particular the specific topics of pertinence to the fashion sector in terms of image and public relations. Students come to grips with communicating a fashion label. The course includes analysing the importance of the relationships between fashion and communications and possible future scenarios. FASHION MARKETING 2 Analysis and strategy of guerrilla marketing, temporary stores and fashion happenings. BRANDING The brand is analysed as a process from an ethical and to an aesthetic point of view:
The communications chain. The tools of brand aesthetics management. WEB COMMUNICATION THEORY (off line/on line) This course examinesexaxmines current and future scenarios of synergies between the fashion world and the Internet. Research is tailored to sourcing and finding information on the web. TRENDS Analysis and applications of the latest trends and definition of the professional profile of the cool hunter. VISUAL MERCHANDISING Image Managing at the point of sale; Optimising product exposition. GUIDED TOURS We visit the most important multi-brand shop in Florence – Luisa Via Roma. From there we build a analysis model as we visit other stores. STYLING & SHOOTING (Styling Lab) Students will plan then execute a field shoot of fashion apparel worn by models and still life. FASHION WRITING & CONTENTS (publishing) This course provides strategic background information about the aims, techniques and objectives of fashion journalism, information transmission and the various fields in which journalists operate. Students study sources, task allocation the difference between regular features and the main body of a magazine. Includes an analysis of the leading publications in Italy and abroad: their identities and their strong points. VIDEO LANGUAGE Theory This course examines video techniques: supports, duplications, systems etc. Presentation Lab COMPUTER 2 We learn a series of presentation techniques and editing programs. PROJECT MANAGEMENT & PRESENTATION SKILLS Methods and strategies for communicating a project: recognising the creative process (from conception to completion), choosing and organising the information, recognising the dialogue partner, studying the most effective communications model. EVENTS ORGANISATION This course provides the theoretical and technical foundations for organising events in the fashion sector; including how to draw up an organisation plan. Various types of event will be tackled, such as a new product launch, a fashion show, a static presentation and the inauguration of a new point of sale. PR Analysing how a product is placed in such a way as to keep in step with the commercial strategy chosen. Fashion is a complex system involving creativity, knowledge, production, marketing, export and social and economic involvement. The fashion sector as a new field of communication that ranges from advertising message to major event. How to use the media and the designers’ press offices.
ART DIRECTION Analysis of the typical professional profile of advertising communications all while studying the visual, graphic and typographic part of a product’s communications. We will Identify profiles of advertising art director, which are also crucial in other sectors: cinema, theatre, design, animation and visual arts in general. WEB COMMUNICATIONS Lab COMPUTER 3 Designing and preparing a dissertation of EDITING – one-month workshop. preparing the FINAL WORK. STYLING & SHOOTING A photo shooting practical lab with a professional photographer and a model. FINAL WORK AND PRESENTATION FINAL WORK Final work will be designed in order to be a useful tool in the professional world
Portofolio Here some of the images creating during the Styling and Shooting course
For Further information
Istituto Europeo di Design Vicolo Santa Maria Maggiore, 1 50123 Firenze (Fi) Tel./Phone +39 055 2676311 Fax +39 055 2645685 a.colombo@ied.it http://florence.ied.it www.ied.it twitter.com/IedFlorence
Visual Merchandising
IED Florence
IED Florence
Visual Merchandising Language: English
Course objective The aim of the course is to provide an introduction to this profession to individuals who need an overview of visual merchandising in a fashion retail context. This course will teach the fundamental principles, inspiration and techniques of visual merchandising, such as increasing in-store customer traffic and guiding customers to browse through merchandise placement and store layout. The key focus will be on lifestyle interiors and window-dressing. Students will acquire an understanding of design concepts, design skills, presentation, company branding and practical techniques, while learning practical skills, using methods and products for table-top presentations, display compositions and how to communicate with consumers. The final project will be an installation design for a shop in central Florence. Visual Merchandisers create window and interior displays in shops and department stores. Their aim is to maximise sales: they are responsible for the ‘look’ of the store. Displays are changed regularly and themes can be dictated by a number of factors, including the seasons of the year. Syllabus Visual Language & Creativity Technique Conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes, sketching designs, developing floor-plans, sourcing materials. Maximising store space and layout, using available space to the best advantage, dressing mannequins and making use of creative lighting for window displays. Preparing for promotional events and dismantling displays at the end of promotional periods; display & presentation techniques, store layout.
Fashion Marketing, Communication and Semiotics Giving feedback to the head office and the other teams (such as buyers), visiting other stores in the area, working with in-store sales staff and helping to develop their understanding of presentation. Implementing the designs and plans created by the visual merchandising manager and the creative director: this may involve manual work including lifting, carrying and climbing ladders. Visual Merchandising Lab Maximising store space and layout, using available space to the best advantage, dressing mannequins and making use of creative lighting for window displays. Preparing for promotional events and dismantling displays at the end of promotional periods; display & presentation techniques, store layout. Setting up a ‘model’ store according to the company’s latest design directives; photographing the store’s windows, each wall and every display, in order to create a visual merchandising pack to send out to other stores (to ensure that all stores are consistent with the company brand and image). Branding Brand communication, the role of visual merchandising, organisational structure. Merchandising techniques, conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes. Final Work By the end of the course, students will have created some display windows for the most important shops in central Florence and least one sketchbook with some pictures of the final work, which will be a valuable addition to their portfolios.
admission requirements: no specific qualifications necessary Duration: 3 weeks Dates: 5th - 23rd July 2010
IED reserves the right to change any information contained herein.
Leather Design
IED Florence
IED Florence
Leather Design (in collaboration with Scuola del Cuoio) Language: English
Course objective This course aims to teach traditional leathercraft techniques to enable you to think creatively and customise your work. You may work on a variety of simple projects which could include simple bags, purses, laptop cases, iPod cases, make-up/coin purses, pencil cases, belts and belt purses, tablemats and coasters. This course is suitable for beginners and those with a little experience of making or designing shoes and accessories. It will help you to develop an overall understanding of the properties and versatility of leather and gain hands-on experience in making patterns and preparing small leathergoods and belts. By the end of the course, you will have made at least one finished piece for a capsule collection, plus a sketchbook of ideas which will be a valuable addition to your portfolio. Syllabus 1st week IED Florence Campus Technology – Using colour Colour as a means of communicating and achieving visual impact and psychological effect. How fashion communicates through colour. Designers’ tools, an appraisal of colour management methods. Technology of Materials Introduction to leather accessories: natural, man-made, synthetic fibres and yarns. Textile patterns for accessories
Pag 1/2
and shoes. Characteristics of different types of leather. Tanning techniques. Research and experimentation for creating a unique, creative manufactured product. Analysing materials. Characteristics of metal trifles. Fashion Illustration Free-hand drawing, elements of visual perception and proportions. The study of shapes, volumes, lights and shadows. Basic geometrical constructions, descriptive geometry, orthogonal projections, axonometry and perspectives. Elements of technical drawing. Illustration and colouring techniques for accessories and shoes adapted to their relative materials. Introduction to Computer Design Creating mood-boards with Adobe Photoshop. Introduction to using 3D software. Introduction to Shoe & Bag design Characteristics and working techniques. Studiying the individual elements and all details of shoes and bags. Pattern-making and creating bags: building models, verifying structures and manufacturing prototypes. Guided Tours to various craft studios and leather shops in Florence
IED Florence
Leather Design (continues from previous page)
2nd – 4th week Workshops in partnerships with the Scuola del Cuoio (School of Leather) Students work with master craftsmen in the brick-vaulted workshops in the historical Novices’ Courtyard, using hand-made tools some of which date back fifty years. The unique location, the quality of its products and its commitment to tradition has made the Scuola del Cuoio famous all over the world. The Scuola del Cuoio is now Italy’s largest genuine workshop where customers can watch crafstmen creating handmade leather goods inspired by the centuries-old Florentine tradition. As an introduction to the Scuola del Cuoio, students receive a short lecture about the history of the company and the materials and techniques used in creating leather products, before entering the workshop, where they will be given a smock to wear and then be taught by master craftsmen how to cut, create and finish genuine handmade leather goods in classes lasting three weeks. Activities will include: - Caring for and using tools Learning about the various types of leather, their qualities, uses and suitability for various samples made throughout the course; - Pattern-cutting techniques and preparing components - Preparing leather and processes for accessories
The Scuola del Cuoio was created after World War II by the Franciscan friars of the Monastery of Santa Croce working together with the Gori and Casini families, Florentine leather craftsmen since 1930. Placed strategically near the banks of the river Arno, Santa Croce has a long history dating back to the 13th century as the district where industries that required great quantities of water were concentrated. The tanners of via delle Conce and via dei Conciatori, just a few steps from the garden entrance of the monastery and the Scuola del Cuoio, were an important part of the Santa Croce neighborhood, together with the dyers of Corso dei Tintori and the soap-makers of via dei Saponai. Tanned hides were used for centuries to make the city’s leather goods and by the monastery itself to cover its great manuscripts. The postwar Scuola del Cuoio brought these traditions back to the monastery.
- Basic pattern-cutting techniques producing patterns, standards and sectional patterns, preparing to stitch the upper together.
Pag 2/2 admission requirements: no specific qualifications necessary Duration: 4 weeks Dates: 29th June – 23rd July 2010
IED reserves the right to change any information contained herein.
Fashion Events & PR
IED Florence
IED Florence
Fashion Events & PR Language: English
Course objective This course is designed for those who would like an overview of all the processes involved in staging a fashion catwalk show and the PR skills requested/needed to coordinate and produce a communication strategy. The aim of this course is to enable the students to develop a wider understanding of all aspects of promotion in the fashion industry, the concept of fashion as a vehicle of cultural communication, the professional organisation of fashion promotion and the language and techniques used in this field. A Fashion Event Manager is involved in planning and curating such events as fashion shows, launching new products or brands, store openings, corporate events etc. Managing PR also involves establishing connections with consumer and fashion, accessories, style, apparel and market editors at top trade magazines, newspapers and websites worldwide. Syllabus Communication and Fashion Key media markets, cutting-edge strategies and techniques for branding and promoting the product, the person or the cause - all underpinned by extensive research and Information and Communication Technology skills. The world of communication relies on texting, podcasting and vodcasting. Planning fashion shows or alternative events, in order to provide students with a real understanding of all the tools (from the choice of location to shooting, from
Pag 1/2
selection to music and fitting) and steps necessary to compose an organisation process. Fashion, lifestyle, arts, music and culture provide the creative curricula content with industry-sponsored project work offering real-life problem-solving scenarios as well as work placement opportunities. Communication and PR To co-ordinate an integrated communication policy, from concept to execution, implies defining the goals, seeking the most suitable media depending on the target groups and selecting, managing and co-ordinating the people who contribute to designing and promoting the corporate image: photographers, stylists and art directors. The PR expert is the professional who conceives, co-ordinates and produces every aspect of the communication strategy and enables the fashion brand to get in touch with its public and to convey meaning. Fashion Events This course provides the theoretical foundations for organising events in the fashion sector, including how to draw up the organisation plan. Various types of events will be tackled, such as a new product launch, a fashion show, a static presentation and the inauguration of a new point of sale.
IED Florence
Fashion Events & PR (continues from the previous page)
Internet & fashion This course examines current and future scenarios of synergies between the fashion world and the internet. Research tailored to sourcing and finding information on the web. An analysis of fashion forecasting & trends offers an introduction to understanding emerging trends in culture and society. Insight into how fashion trends evolve and how they influence a wide range of fashion product areas. Fashion Journalism This course provides background information about the aims of journalism, about techniques of information transmission and about the various fields in which journalists operate. It includes an analysis of leading publications in Italy and abroad: their identities and their strong points.
Communications & Advertising Corporate communications, the various different techniques and strategies of communications, with a special focus on the specifics of the fashion sector. Analysing the typical professional profile of advertising communications. Studying the visual, graphic and typographic part of a product’s communications. Strategic Planning Understanding the market and, in particular, consumers’ behaviour within a market, in order to focus creative work on a target and create effective communication strategies. Final Work The course will end with an event or a launch of a communication strategy for an emerging brand.
Branding Brand communication, the role of visual merchandising, organisational structure. Merchandising techniques, conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes.
Pag /2 admission requirements: no specific qualifications necessary Duration: 3 weeks Dates: 5th July – 23th July 2010
IED reserves the right to change any information contained herein.
Graphic Design
IED Florence
IED Florence
Graphic Design Language: English
Course objective The course aims to provide a concise, comprehensive experience of Visual Communication in Italy and will develop along three parallel paths. The first is a journey into the past and present of graphic design in Italy, to understand its most significant aspects and analyse its relation to the international scenario, studying the players in its most prolific period, until the seventies, followed by the next generations and culminating in an overview of contemporary design with the IT revolution and recent cross-fertilisation with comparable languages, such as web, video and multimedia design. The journey includes studio visits, meetings with graphic designers and case histories. The second part aims to provide and develop on knowledge of the designer’s tools, teaching how to use professional software for drawing, image management, layout and developing interactive presentations and animation. Participants will also be guided as they rediscover manual skills essential to the designer’s profession: relationships with objects, materials and full-scale dimensions. The third and final part will be a design workshop featuring input from various graphic designers to a strategic and up-to-date theme for developing a country like Italy: communication for promoting and improving a region, its distinctiveness, its values, its roots and traditions, its vocation and its prospects for development. Florence, with its history, art, charm and atmosphere offers the perfect scenario.
Syllabus Colour Key issues of colour use. Analysing colour management tools as an aid to design. Colour systems, the physics of colour, complementary colours, perception and cultural uses of colour. Introduction to typography and page layout A foundation in graphic design: history, design, reviewing and making correct use of typefaces, composing text and images. Basic design methodology. Elements of general semiotics Defining the aim and range of semiotics, the unified approach to signification. Elements of 2D and 3D visual semiotics. History of Graphics and Design From the birth of design with the Great Exhibition in London in 1851 to the present day. A survey of design and graphic products and their place in history, technology and form.
admission requirements: no specific qualifications necessary. However, an interest in and perception for visual communication may be helpful. Duration: 3 weeks Dates: 12th July - 30th July 2010
IED reserves the right to change any information contained herein.