COMPANIES
IED FOR COMPANIES.
Istituto Europeo di Design
IED FIREZE- 2014
Firenze
IED GROUP History The Istituto Europeo di Design (IED) has been operating in the fields of education and research focusing on the disciplines of design, fashion, visual arts and management of creative industries since 1966 with the founding of the first IED campus in Milan. Over the next four decades, the IED school “network” has grown to include in Rome (1973), Turin (1989), Madrid (1994), Barcelona (2002), São Paulo (2005), Venice (2007), Firenze (2008), Cagliari (2009), Como (2012) and Rio de Janeiro (2013).
Mission and Vision Since 1966 IED has developed an innovative didactic methodology focusing on the synergies between technology, experimentation, creativity, strategy, communication, market forces and new professional opportunities.
HONG KONG
strated by IED’s commitment to professional partnerships. Every year, IED schools work with over 200 companies on projects and courses which enrich the educational and professional experience. The IED international faculty is made up of over 1.800 professionals from diverse fields and backgrounds that bring experience and innovation into the classroom.
IED – an “international” network International students account for 30% of the total student demographic. These students come from over 100 nations and attest to the IED’s international reputation as well as offer an invaluable resource through their diverse cultures, creativity and contributions to the student body.
The connection between knowing and know-how is fundamental for the professional growth and the development of cultural, creative and critical capacities that are at the heart of an IED education. Thanks to this effective didactic approach, the history of the IED is filled with alumni who have become innovators, professionals and leaders in the fields of design. This success has contributed to official recognition and accreditation by the Ministries of Education and Research for many of the degree programs in the country in which they are held. The educational strategy of IED is based on partnerships with local and International companies and professionals. The recognition of the connection between academic preparation and professional experience is demon2 > IED Firenze
IEDfographic Did you know ?
IED
120.000 graduates
1900 400
400 Awards
The best cultural mix that takes design to another artistic dimension
1000 applied projects due to our expertise, 1000 worldwide projects exist and interact with the actual market
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collaborators
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100 Nationalities
worldwide appreciation for our teams, quality and services offered to students and agencies.
professors
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10.000 Studends/year students each year across all continents interact and improve their skills among our professional teams.
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partnerships
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IED Firenze best projects
TARGETTI
RETAILININNOVATION & SOCIAL MEDIA MARKETING
Students and professors from our fashion and visual communication departments came together to create a rebranding of the outdated line Luxuria. Not only did they create a new brand and brand strategy, but also created an iPad/iPhone app, advertising campaign and product catalog. Targetti’s Always On brand was a fresh new beginning for an outstanding product line.
FENDI
GUESS
The IED Florence Fashion department is a Marketing and Communication power house. Students and professors from the fashion team created an in-store event for Fendi in Florence and Rome during Pitti Uomo and Alta Moda Alta Roma. IED professor Troy Nachtigall used electronic textiles to create a series of robot lamps with the Fendi artisan leather team. These new creations were featured at a series of events called “Fatto a mano for the Future”. During the events students publicized them through social media to create a world wide happening from a local event.
The capsule collection is a great way to drive new traffic into brick and mortar stores. Fashion and New Media Graphic Design students created a capsule collection of T-shirts/jeans and the marketing material used for a two week only collection in Guess stores around the world. They then promoted the capsule collection via social media to drive new clients into Guess stores.
EXPERIENCETOOLS
FASHIONTRENDS/RESEARCHAPP
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IED Firenze best projects
Food in BMW GROUP Movement PROJECT
FRESCOBALDI
WEBSTRATEGIES & CREATIVEMARKETING
BMW GROUP
INNOVATIVEMARKETING STRATEGIES
BRANDINGSTRATEGIES
In a project for the Cassa di Risparmio di Firenze, students of the IED developed an advertising and social media campaign for the product SuperFlash. Our marketing students lead teams from our Visual Communication, Fashion and Design departments to create an innovative and effective new media communications package, tailor made for the under 27 financial service market. From innovative social media outreach to solid graphic design our students came together to create an interactive campaign for Tuscany’s largest bank.
The BMW Creative Lab aims at supporting young design students who are about to join the workforce by enabling them to gather industry know how – a vital ingredient today when starting a career. Set up as a contest to create a friendly competition between the students and push for even better ideas the participants are asked to look at design from an overarching perspective that reaches beyond automotive design while still focusing on the theme of mobility.
Product Design is more complete when you work in a team. Recently graduated students from the Florence IED Creative Crew came together to create a new corkscrew for the Frescobaldi wine label. This corkscrew was used as a marketing piece gievn to restaurants and wine stores around the world. Hospitality Management, Product Design, Fashion and Visual Communication students all came together to create a marketing strategy complete with fresh new wine tools for people passionate about good wine all over the world.
BANCA INTESA
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IED FIRENZE IED CAMPUS Florence is the focal point of the Italian renaissance and home to an incredible cultural, artistic and architectural patrimony. The IED campus is located in Florence’s wonderful city center being only a moment away from the monumental landmark: Duomo di Firenze. This location allows our students to experience the amazing fast-paced city life of Florence as well as a professional, dynamic and interdisciplinary atmosphere that surrounds our students. Tuscany is usually known for its gorgeous landscapes rather than its companies but it is in fact one of the most active areas in Italy for Design, Fashion and Communication. There are several industrial areas such as the Leather district of Santa Croce, the Textile district in Prato, the Carrara Marble mines, the Crystal companies of Val d’Elsa, the Nautical industry of Versilia and the Cotto of Impruneta. Companies such as Gucci, Ferragamo, Roberto Cavalli, Emilio Pucci, Prada and many others choose to produce their lines in Tuscany and make it the heart of “Made in Italy” products.
PARTNERSHIPS
• Media Alice Television, ControRadio, The Florentine, Ottagono Magazine, Picame Magazine, Radio Papesse, Rolling Stone, Switch Project, TJF Magazine, Wired Italia. • Design ARTEX, BMW, Diarpell, ExibArt, Gum Design, H-art, KMZero, Design Studio, KidStudio, Prato Futuro, Targetti Lighting, Giulio Tanini. • Fashion Emilio Pucci, Fendi, Luisa Via Roma, Guess Europe, Museo Capucci, Santo Stefano Prato, Warnaco Italy, The Mall Outlet, Roy Roger Jeans, Nomination, Nuna Lie, Meissen Italia, Harmontblaine, Uno Maglia, Stone Island, Conbipel, Braccialini • Institutions Confcommercio, Scuola del Cuoio di Firenze, Massachusetts Institute of Technology, Consorzio Chianti Classico, City Council of Firenze, Fondazione Studio Marangoni, Regione Toscana, Palazzo Strozzi Association, Teatro della Pergola, Fondazione Piaggio • Events Danza in Fiera, Festa della Creativita’, Maggio Musicale Fiorentino, Middle East Now Film.
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IEDfographic
WHO SAID WE CAN’T HAVE IT ALL?
Do you want to PREDICT UPCOMING STYLES ? IED OFFERS
Do you want to REINFORCE YOUR BRAND?
FASHION TRENDS / RESEARCH APPLICATION
Do you want to LEARN MORE ABOUT THE CREATIVE INDUSTRY?
IED OFFERS BRANDING STRATEGIES
IED OFFERS
Do you want to IMPROVE THE COMMUNICATION OF YOUR AGENCY?
EXPERIENCE TOOLS
IED
20%
IED OFFERS INTERNAL COMMUNICATION
Do you want to ENRICH YOUR CUSTOMER EXPERIENCE?
FIRENZE
Do you want to BE ABLE TO SOLVE STAFF PROBLEMS?
15%
IED OFFERS CREATIVE THINKING (DREAMLAND METHOD)
IED OFFERS SHOPPING / RETAIL EXPERIENCE
Do you want to HAVE MORE IMPACT ON THE WEB? IED OFFERS
WEB STRATEGIES AND SOCIAL MEDIA MARKETING
350 WORLDWIDE STUDENTS
200 CREATIVE PROFESSIONALS
Do you want to IMPROVE YOUR POSITION AND TARGET AUDIENCE? IED OFFERS
INNOVATIVE MARKETING STRATEGIES
2400 mq IN CENTER FLORENCE
47 YEARS OF EXPERIENCE
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IED Network
“bag in town” DESIGN COMPETITION FOR EASTPAK
GLORIA CAR DESIGN FOR Alfa Romeo Style Centre
EASTPAK and IED launched in 2012 a design competition that aimed to encourage young creative minds to design the ideal “bag for 24 hours”. Over 400 projects have been submitted to the vote of the on-line community. The 6 selected designers participated in a unique experience at the IED creative factory in madrid and venice where they received expert guidance from EASTPAK product and marketing managers and from IED design specialists with the goal of manufacturing a prototype of each design and transforming their respective projects into reality.
At the 83rd Geneva Motor Show, the European Design Institute (IED) of Turin is presenting the world première of ‘Gloria’, the concept by the Master in Transportation Design in collaboration with theAlfa Romeo Style Centre. The European Design Institute of Turin, thanks to the support of and vicinity to the Fiat-Chrysler EMEA Design Center, has had the opportunity of ‘training’ its young car designers on the subject of: “conceiving an Alfa Romeo saloon to communicate to the American and Asian markets”. The concept is the result of a process that simulated a real work situation: from the brief of the Alfa Romeo Style Centre and the style research up to the twenty design proposals.
VOGUE AMERICA Last September five Italian students selected by Condé Nast received scholarships to attend academic courses in the fields of fashion, film, art and journalism at top Italian Schools and Universities.The project is the result of an initiative launched in July by Condé Nast America aimed at setting up a scholarship program to support the future generation of Italian artists. Diego Salerno received the Women’s Fashion prize from Anna Wintour, artistic director for Condé Nast and editorin-chief of Vogue USA. Diego began attending the Fashion Design course at IED Milan in October. He has stepped into the spotlight and continues to stay there. Diego impressed the jury by being “poised, confident and smart” both during his interview and at the awards ceremony, and Anna Wintour herself mentioned him in her editorial for Vogue America – November issue.
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IED Network
PERU, A NEW QUALITY OF LIFE IMPROVED BY NEW TECHNOLOGIES Social project created by IED Madrid students improved the quality of life of citizens living in Peru’. This project involved the creation of a whole new marketing strategy and applying design methodologies that help Peruvian local products through new technologies and communication outreach to an international market. From new technologies, designs, strategies and communication, this project was realized through IED students that had the opportunity to teach citizens of a small community of Peru’ the art of dealing and communicating on a higher level and to wider audiences. Particularly in cities where craftmanship is more predominant than industrialized work.
ZARA AND NEW WAYS of COMMUNICATION
Egypt Second Design + Industry Workshop 2010
IED students created a virtual shopping concept store for the brand ZARA where they applied their knowledge and skills on different fashion supports. The goal of the project was to offer new ways of communication for clients to stay tuned and satisfied with their relations with the brand. From virtual online shopping to virtual communication, consumers were happy with the result: a brand that showed its identity on a social level and not only on a commercial one.
The program “Egypt 2nd Design + Industry Workshop” resulted from the collaboration between IED Research Centre in Milan and Rhimal Design in Cairo and was sponsored by EFEC (Egyptian Furni- ture Export Council). It was aimed at creating new design strategies for the development of the Egyptian industrial districts. The end goal was prompting local development processes of interior design companies by offering constant input in the design management area. The project resulted in a program that was completed by ex cathedra lessons, Workshops and technical meetings held at local Egyptian companies. The results of the program have been shown at the FURNEX in Cairo in June 2010.
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Informative Areas BRANDINGSTRATEGIES “PRODUCTS ARE MADE IN THE FACTORY, BRANDS ARE CREATED IN THE MIND” this is the famous saying of the father of the brand development Walter Landor. Making brand strategy means creating a way of differentiation from competitors, to find a story to tell full of value for the customer and, nevertheless, communicate an emotion and not just a product. A correct brand strategy allows to create a more suitable brand environment in order to increase the value of the product, this activity is absolutely crucial in a process of international development. Because the focal points of a brand are so many, it is very important that the execution of the band strategy is done excellently. Its important to always keep in mind that you must find the same DNA in all the aspects of a brand: from the product to the packaging, from advertisement to the logo. Last thought: “You can always copy product, you can’t ever copy a brand!”
different functional areas • Develop a unique team spirit and common sense of belonging • Create effective inter - functional teams
WEB STRATEGIES AND NEW MEDIA
SHOPPINGEXPERIENCE
In recent years the Social Business approach introduced dynamics which deeply affect the way small and large enterprises present themselves and do business. An appropriate web strategy not only enables companies to be visible on the global market, but also to knowingly manage and increase the business and reputation of their own brands. In this context it is important to professionally master New Media and to be aware of their effectiveness.
Nowadays point of sales’ success is strictly related to the atmosphere, a store is not only a retail space, but also a theatre of communication where consumers wish to live emotions and experiences and not only buy products or services. Points of sales are crucial to build a strong relationship between the brand and the customers. The atmosphere is a crucial factor because it influences the purchase choices. The training programs deal with the main tools needed to reach the right mood in point of sales. The topics include retail as a theatre of experiences, feelings and connections, tools of communication, scenarios in marketing retail, consumers’ behaviours, innovative Visual Merchandising and tools of Viral and Experiential Marketing.
These training areas include: brand awareness and brand reputation management on the web; Open Source Intelligence for benchmarking, Social Networks analysis - their specific languages and uses, the impacts on the organization, communication vs interaction – conversations management on the Net, strategic web planning and execution mode, strategic integration of newsletter, web site, social media, e-commerce, web data metrics and business case studies.
INTERNALCOMMUNICATION In many organizations, communication between production, R&D, Marketing and sales is not effective and needs to be increased through the development of various abilities and skills. These skills include communication skills, negotiation skills, team decision - making skills and in general abilities to work together with people from different backgrounds. The main objectives of training programs are: • Implement key skills related to effectively perform activities that involve different functional areas within the organization • Increase communication skills between people belonging to
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Informative Areas INNOVATIVE MARKETING STRATEGIES A good knowledge of the latest unconventional marketing strategies has become essential for companies. In a fragmented international contest, in which each scenario is everyday more competitive, the growing market niches don’t give enough profitability and there’s the risk that they can escape the control of the traditional marketing devices. Today what the companies most have to consider is the evolution in the role that marketing plays in the business: lateral and creative marketing, viral marketing and the buzz, the 2.0 web as a platform of communication for the company, experience and emotional marketing from the brand image to the brand reputation, guerrilla and ambient marketing, from the media planning to media hunting, from broadcasting to narrowcasting.
CREATIVE THINKING. THE DREAMLAND METHOD
This method, elaborated by Bill Mazza, who is a professor that teaches Creative Thinking at IED, considers the use of 10 prisms where each one represents an element (colours, materials, emotions...). The conductor of the creative process brings up a problem that has to be solved and each dice is rolled to show the element that is then written on a board. The set of elements, colours, emotions and sensations are then elaborated all together to solve the problem.
EXPERIENCE TOUR To the companies that ask for ad-hoc formative operations we offer “Experience Tours” that integrate frontal classroom lessons with guided visits to stores, cultural sites, areas of aggregation, workshops and centers of production. The information collected in these visits are then elaborated in classroom, discussed with the professors and become a completing part of the formative workshops.
It’s common to think that creativity is a gift, connected to talent and personal intuition, which only some have. This is why nobody asks employees of a company what they think about a product, or a service, even when they could improve it. The Dreamland method brings in companies the philosophy that everyone can have good ideas. Anyone, if guided and stimulated in the right way, can bring up interesting ideas in terms of initiative and creativity that can be spent in different ways: making innovations in products, improving a process, finding solutions for an organization problem. Nowadays companies should develop this enormous potential and make the creative process become part of the organization. 11 > IED Firenze
FASHION TRENDS RESEARCH & APPLICATION If there is one absolute constant pertaining to fashion, it is the fact that it is always changing – sometimes rapidly, sometimes slowly but it is never static nor dormant. To work in fashion or design is to be consciously and intuitionally aware of the ongoing changes. How can we know what the future will be? How can we make our way in the mysterious untamed flow of trend information? The keys for success in fashion business are the constant study of style development, capacity of observation and analysis of evolving realities, and accurate forecasting. Trend research provides the long-term vision for management strategies in the context of social and cultural changes, as well as shortterm diversity of creative stimulation for design and communication. Intelligent trend application is a crucial part of the branding process, which is constantly challenged with balancing the need for freshness and innovation with the constant definition of consistent brand identity. These are the main objectives of our training programs: • Training of fashion professionals for trend watching and trendsetting skills • Development of observation and critical skills for fashion changes and trends • Getting the most updated and accurate information on trends • Learning the sources and methodologies of trend research • Application of trend awareness to business strategies.
INFORMATIVE
Informative Areas
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Successful Alumni
FEDERIGO GABELLIERI Federigo has always felt the necessity of decoding his view on the world to the others, after years of study and observation, found his way into images and design. Since several years he collaborates with graphic studios, private projects in the fild of fashion and corporate. He worked as Digital Art Director for M&CSAATCHI Milan, and cuurently he is working as a Visual Designer in Conde Nast Italy, on the project Digital Magazine. http://it.linkedin.com/pub/federigo-ghigo-gabellieri/20/624/13a
MAXIM PIRSKY WWW.MAXPIRSKY.COM
SABA TEDLA
His love for graphic design started in Bulgaria, where as a graffiti writer he found himself filling school books in doodles. He then sought to develop his skills in the field by working anywhere he could and earning a Bachelor’s degree. His love for print processes meant he mastered all elements of publishing design and his love for taking computers apart meant he then mastered all elements of digital design. His focus on perfection is what drives him to learn new things every day, and create beautiful, functional design pieces. At 23 years of age, he is now a Master of Graphic Design looking to further his fascination with Design.
Saba Tedla studied Fashion Marketing and Communication at IED Firenze. Prior to her studies in Italy, she moved from her hometown Stockholm to Sydney, Australia where she studied Event Management and interned at Sydney Fashion Festival. Towards the end of her studies at IED, she was offered a position as a Project Manager at world renowned high end fashion retailer LUISAVIAROMA.COM which later layed the ground for her final project at IED before graduating. She worked for at LUISAVIAROMA.COM for the next two years and after she repositioned back to Stockholm to work at H&M headquarter where she currently works at the buying office.
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Successful Alumni
ANNA BONCIANI
LISA OLSSON
NATALIE LATOUF
Anna graduated in Industrial Design at the University of Florence majoring in Visual Design. She came to IED Florence in 2009 enrolling in the Fashion Marketing and Communication program. Her daily work is a intersection of several areas; thanks to her experiences and education she Moreover she is still able to cultivate her passion for sports by training herself and others (she was in the national rowing team), which helps her keep up her predisposition for teamwork, team building and communicative skills.
Lisa is originally from Sweden but currently lives between Milan and Helsingborg, working as project manager and responsible for digital PR in a fashion communication and production agency in the same time as she is writing her thesis in strategic communication at Lund University. Lisa studied Fashion Communication & Marketing at IED Florence in 2010 and has thereafter worked as PR assistant and event coordinator. As a fashion writer she worked for publications such as HERO magazine and The Blogazine (where she today works as marketing manager). http://www.linkedin.com/in/lisaolssonhjerpe https://twitter.com/L_OlssonHjerpe
Natalie Latouf (born 1986) is a Syrian graphic design student at Istituto Europeo di Design (IED) Firenze, due to graduate with a Masters Degree in December 2012. Natalie received a Bachelor of Commerce Degree with a major in Marketing from McGill University in 2007 (Montreal, Canada). She started her career in banking, and then spent the last four years in Abu Dhabi and Dubai (United Arab Emirates) working in the field of marketing in events management. recently launched a studio with her brother called NINE02, in Canada. They are co-partners in the company and offer integrated marketing and web design services in their city (www. nine02.com).
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IED
CONTACTS
INFO Istituto Europeo di Design IED Firenze - 2014 Via M. Bufalini 6/r 50122 Firenze (Fi) - Italy infoflorence@ied.edu Ph: +39 055 29821 Fax: +39 055 2645685