CULTURE IS AN INVESTMENT
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Our focus is on the cultural aspects of new projects, from Design to Architecture, from Communication to Urban Planning, in order to define and instruct indispensable professions for the development of Italan society. Made in Italy is not simply a description of objects and products, it has roots in history, in artisans workshops from the Renaissance to today, passed down through a specific awarness of the anthropology and culture of the Italian territory. These are the considerations at the base of the new IED project: a Master in Arts Management that utilizes Italy as a resource through three unique cities: Rome, Florence and Venice. IED operates in all three, focusing on handicraft and know-how, elements that cannot be copied nor globalized but that are recognizable worldwide as a cultural and expressive heritage. In order to capitalize on these elements, Italy needs new professional profiles: people that come from a humanities or science background who can see beyond our particular characteristics and translate them into cultural universals. A small community is not only an expression of local identity; it has the potential to become a global experience without betraying its roots and history. This culture of the territory, added to partnerships with institutions such as the MAXXI Museum of Rome, the Fondazione Palazzo Strozzi of Florence and the Guggenheim Museum of Venice, is the principal guide along our chosen study path. Beyond mere economics, we will explore the economy of knowledge, as if inspiring new Leonardos, moving effortlessly through science, the visual arts, tradition and culture in search of Leonardo da Vinci’s complete and balanced Vitruvian man. Vinci is not a last name, it is the name of the little town where Leonardo was born in 1452. It is from the Italian territory that we will begin our studies, looking at the future through the past.
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Aldo Colonetti IED Academic Director
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ARTS MANAGEMENT Master Professional Location: Venice (from September 2011 to February 2012) Florence (from March 2012 to July 2012) Rome (from September 2012 to February 2013) Starting date: 25th September 2011 Duration: 18 months, full time Attendance: compulsory, from Monday to Friday Language: English Target: This study path is open to graduates in humanities (Arts, Fine Arts, Literature, Architecture and Engineering) from all over the world who wish to develop their artistic knowledge through a study-tour that touches three major Italian cities of art. Participants will complete their educational pathway studying subjects related to the management of the arts and culture.
Cost: the Master course fee is to 18.000 € (enrolment: 3.500 € + tuition fee: 14.500 €). In order to help participants pay the fee, financing that enables payment in 6 or 12 instalments without interest is at only students disposal. (This service is for Italian students only). INSTITUTIONAL PARTNERS MAXXI Fondazione Palazzo Strozzi Peggy Guggenheim Collection
Selection: admission is assessed by means of a curriculum vitae with a motivation letter, and a work portfolio. A sound knowledge of the English language is required. Diploma: at the end of the Master, students who successfully attended at least 75% of classes and who were active participants in projects developed during the course will receive the Diploma of the Istituto Europeo di Design with a grade expressed in hundredths and a final assessment. Fixed maximum number: on average, 20 students will attend the IED Master course. Because of the high number of requests, applications should be received at least one month prior to the beginning of the course. iPad: the fee for the Master course includes an Apple iPad equipped with the software required for the program. At the end of the course students will be allowed to keep their Ipad.
GENERAL INFORMATION Send application materials to: IED Rome Masters Office Via Casilina 57 - 00182 Rome Ph. +39 06 70703033 – fax +39 06 70703031 infoarts@ied.it www.ied.edu www.ied.edu/rome/communication-school
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IED IS FAR MORE THAN A SCHOOL: IT IS THE MELTING POT WHERE NEW GENERATIONS OF PROFESSIONALS MEET THE CHALLENGE OF THE NEW REALITY
IED Istituto Europeo di Design The place where thoughts become new shapes. IED, Istituto Europeo di Design, owes its establishment in 1966 to the intuition of its President Francesco Morelli. Day by day, it has become a 100% Made in Italy international network of excellence, operating with study programs and research in the disciplines of Design, Fashion, the Visual Arts and Communication. IED is far more than a school: thanks to its unwavering commitment to innovation, it is the melting pot where new generations of professionals meet the challenge of the new reality. AN ADVANTAGE AND A CHALLENGE The advantages of choosing IED are: • Creating and designing together with colleagues from different countries and cultures; • Interfacing with skilled professionals in different fields; • Encounters with leading experts of art, cinema, research, and cultural institutions during the rich program of lectures; • Active partecipation in workshops held by internationally renowned professionals. The challenge that every IED student faces – and wins – is to benefit from the confluence of these stimuli and cultures, in order to pursue his/her personal path towards that of an independent professional. THE VALUE OF AN INTERNATIONAL NETWORK All IED locations are connected and exchange content and contributions. Students and lecturers move from one city to another to broaden their world views. The goal is a strong interaction and cross-fertilisation. IED is a truly unique network of encounters, experiences, people and cultures. Students develop a deep sense of belonging. Their drive to innovate and share resources, ideas and contacts forges a tight-knit community. IED belongs to Cumulus, the International Association of Universities and Colleges of Art, Design and Media, and has stable relations with many universities and international academic associations, including Erasmus, Socrates, ELIA, IAA, FIYTA, IIE, EAIE and MEC in Brazil.
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IED MASTERS An experience that matters Above all, IED Masters offer the opportunity to explore conceptual and design frontiers that stretch beyond the locations and the classrooms that host the courses. IED Masters launch professionals that have the skills to: - deal with complexity in the contemporary world; - confidently tackle the new requirements of production; - open windows onto potential new worlds; - interact competently in the professional environment. If training is the goal, design is the mean of transformation. Designers are not only called upon to meet demand in productive, cultural or social terms. In order to meet the new requirements of the market, they must also be able to formulate new questions. An IED designer acquires the skills it takes to define innovative hypotheses, work on the raw nerves and the uncertainty of the world to come and above all, provide new visions of the world we live in. IED MASTERS STRUCTURE IED Masters are flexible in structure and content, capable of providing effective answers to students who aim to excel in the areas of creativity and management. They are based on the driving principles of Italian design: an open, curious and enterprising mindset and the urge to transform scenarios through technical competence and creativity. The 1st level Masters Courses are the right tool for students to transform their professional careers. They target people who have studied in other fields and have therefore a triple function: - to enhance each individual talent; - to redirect training objectives towards the creation of eclectic, innovative professional profiles with specific skills; - to offer a customized training curriculum. The 1st level Master Courses facilitate those who have already started training in these areas to build on their experience, in order to attain eligibility for 2nd Level Master Courses. The 2nd level Master Courses are divided into Research and Professional. The Research Masters are open and multidisciplinary courses. What students learn in IED Research Masters is the logic of problem-setting, and the ability to recognize the issues that beset an ever transforming world, in which every solution has a primary obligation to be sustainable. Students from faculties with similar or equivalent contents are eligible for the Research Masters. The Professional Masters are vertical, in-depth, specific curricula that target students who aspire to achieve excellence in innovative professions. What students learn in the IED Professional Masters is the ability to generate valid responses to new problems, applying the logic of problem-solving. The courses are modular and flexible, so that all participants have the opportunity to define the professional identity that suits them best. Students from related faculties are eligible for the Professional Masters.
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OBJECTIVES AND CONTENTS ITALY_BETWEEN PAST AND FUTURE Italian Art describes the visual arts in Italy from ancient times to the present. In Ancient Rome, Italy was a major producer of art and architecture. Legions of Italian artists in the Romanesque and Gothic periods led to the flowering of all the arts in one of the great achievements of mankind: the Italian Renaissance. Later styles in Italy included Mannerism, Baroque, Rococo, and the 19th century group of the Macchiaioli. Futurism was an Italian avant-garde in the 20th century. Florence is cultural capital of Italy for its museums of painted and sculptural art. Why does Art need Managers? The artistic and cultural market nowadays is developing new commercial and communication needs. IED aims with its new Arts Management course to prepare a new professional profile capable, in the near future, of designing new systems based on the artistic and cultural necessities of artists, foundations, heritages and every activity related to the future growth of our society. As a design school network IED offers a new academic opportunity to all those aspiring professional that seek to enjoy an extraordinary experience in some of the most famous Italian historical cities and to share their dreams and hopes with renowned professionals. Why in three different cities? Rome, Florence and Venice are three different cities each with a superb artistic and historical heritage; this heritage attracts cultural events and tourists: a contemporary Grand Tour to learn the added value of art and culture.
PROFESSIONAL FIGURE The Arts Project Manager is a new profile in the art world, one which can identify original content and organize detailed programming, as well as planning and fundraising for the necessary resources. He/she has a full understanding of the strategic positioning of cultural products. The Course provides the graduate with the ability to be in charge of financing and to manage cultural organizations, defining the product and services of the organization in the context of a specific Arts market. The student will learn to coordinate organizational activities and to be in charge of the communication process with both public and private organizations. Basic Fundraising will be taught during the course. This includes notions such as raising funds/finding sponsorships for the organization/promotion of arts events, identifying financing opportunities, determining the resources necessary for financing a project, analizing financial requirements organizing fundraisings. Managing advertising contracts and commercial agreements is a subject that will be dealt with as part of the fundraising class, as is the process of selecting an appropriate media communication defining membership policies/coordinating partnerships.
EDUCATIONAL METHOD The Master in Arts management is subdivided into three operational modules that have an individual study path related to the city they take place in. Each module will end with an exam and a final project. The courses are partly carried through the entirety of the Masters and partly specific to the different locations. During the last phase of the course the final event will be analyzed and organized and a project articulated so that each student or student group will be confronted with the realities of the artistic and cultural fields. VENICE_CULTURAL MANAGEMENT September 2011 | February 2012 FLORENCE_EVENT PLANNING March 2012 | July 2012 ROME_ART DIRECTION September 2012 | February 2013
TARGET This study path is open to graduates in artistic fields coming from all over the world who wish to develop their artistic knowledge through a study-tour that touches the main Italian art cities. Participants will complete their educational pathway studying subjects related to the management of the artistic and cultural world.
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PROGRAM VENICE_CULTURAL MANAGEMENT SEPTEMBER 2011 | FEBRUARY 2012 The first academic module is a creative and applied workshop of new ideas and artistic and cultural developments. The first months of work will involve a design synthesis and will lead to a final phase that requires the study and presentation of a project. The project will be based on the abilities of each participant and aims at developing a design theme that allows the creation of cultural and artistic management plans applied to emerging or established artists, to museums or institutions that require a more structured, creative and innovative management of their contents and structures.
FLORENCE_EVENT PLANNING MARCH 2012 | JULY 2012 The course aims at the creation of a professional profile that is specialized in the designing, planning and organizing of complex and articulated events in the socio-cultural fields. The module focuses on the specific skills of managing the different phases of organizing an event: from the analysis of a plan, to contacting partners and sponsors, to communication management, and to the creation of content for the event itself. The resulting professional will have gained expertise in the fields of event promotion and management for a wide range of different cultural or promotional situations. The group of students, along with professors and the course coordinator, will plan and create one or more cultural events.
ROME_ART DIRECTION SEPTEMBER 2012 | FEBRUARY 2013 The purpose of this program is to develop a new approach to artistic heritage management through the historical and cultural vocations of the city of Rome. This metropolis of offers a consolidated experience in the institutional area, as well as a rich urban melting pot of international and interdisciplinary cultures. The Master’s Rome semester combines the high culture that the city interprets at international levels, and the vivacious activities and scenes that constitute its “urban culture”. With the support of new technologies the newest urban themes will betackled, in an effort to explore and develop the possible cultural convergences and promote interest and participation. Because of its history, Rome has the need to manage and enhance its immense cultural heritage, and for this it requires managerial and organizational profiles capable of dealing with its complexities.
MODULE PROGRAMME
MODULE PROGRAMME
MODULE PROGRAMME
Transversal Subjects • Marketing 1 • Fundraising & Project Management 1 • Arts Management 1 (administration, project building) • History and Culture (modern and contemporary art) Cultural Management • Economy & Culture • Communication 1 • Market Analysis • Copywriting • Final Event WORKSHOP Workshops will be a part of the study program of each semester. The main aim of the workshops is that of testing the knowledge acquired in class before the final project.
Transversal Subjects • Marketing 2 • Fundraising & Project Management • Arts Management 2 (managing a venue, festival management, museum/ gallery management) • History and Culture (guided tours)
Transversal Subjects • Fundraising & Project Management 3 • Arts Management 3 (final project) • History and Culture (contemporary art)
Event Planning • Cultural Project • Artistic Direction • Technical Management & Set Design • Communication & Press (focus on new media & web communication) • Media Planning 1 • Final Event
Artistic Direction • RGR: Rome Ground Research • Media Planning 2 • Publishing for the Arts • Final Project
FINAL PROJECT The thesis of the Masters requires that each participant develops a defined project that can be publicly presented in one of the Partner Institutions of the course. Each project will be assessed in its entirety by a commission of professionals in the projects’ research field. Master Courses 2010/2011 | 7
FACULTY ACADEMIC DIRECTOR
Aldo Colonetti (Bergamo, 1945) Philosopher, he has studied alongside Gillo Dorfles and Enzo Paci, historian and arts, design and architecture theorist. Since 1998 Colonetti has been Academic Director of IED; from 1991 he has directed “Ottagono”. He has been part of the Scientific Committee of the Triennial in Milan in 2002-2006. His current activities include curating exhibits and cultural initiatives as well as many specialist writings both in Italy and worldwide. His most recent exhibit was “Greenlife, building sustainable cities”, at the Triennial in Milan, 2010. Colonetti collaborates with the newspaper “Corriere della Sera” for articles on Design and Architecture. In 2001 he received the honor of “Member of British Empire” from Queen Elisabeth II for cultural merits. Since 2004 member of the Advisory Board of the 3M Foundation. Since 2009 member of the Design Counsel under the Italian Ministries of Cultural Heritage and Activities and Foreign Affairs.
Barbara Martusciello (Rome) Barbara Martusciello is an art historian and art critic, curator, writer and events producer who specialises in emerging artists and the underground. She has taught in prestigious institutions, managed and directed web-magazine and mazines and also worked for television. Her work experience includes contemporary art gallery curator, organising exhibitions and editing catalogues. Her most recent publication is ‘Osservatorio sul Sistema dell’Arte in Italia e situazione a Roma’.
COURSE COORDINATORS
TEACHING STAFF
Andrea Bonadio (Venice) Andrea Bonadio is a free-lance performing arts promoter based in Venice, Italy. He holds a degree in Performing Arts Techniques (Ca’ Foscari - Venice University) and obtained his master in Art & Culture Management at the Museum of Contemporary Art in Rovereto (Trento). Since 2006 he has been part of the Dance-Music-Theatre’s staff in La Biennale di Venezia, where he currently works as assistant to Ismael Ivo (Dance section’s artistic director). Caterina Carpinella (Florence) Caterina Carpinella is a project manager in the field of contemporary and performing arts. She manages her own production company (Cult Cube) which produces shows and exhibitions in Tuscany and throught Italy. Her main focus is on the marketing and communications aspect of cultural events. She is currently developing a collaboration with the Arts Council of the City of Florence. She is trained as an actress and has worked both for cinema and theatre.
The teaching staff is composed of professionals capable of instilling applied competences as well as theoretical knowledge. Case studies and project-based tasks will allow students to learn from and work on actual projects.
SPECIAL GUEST PROFESSOR The inaugural lecture will be given by Vincenzo Cerami, known worldwide as a playwright and Oscar winner ( Life is Beautiful by Roberto Benigni). Vincenzo Cerami (Rome, 1940) is an artist who expresses himself through various contemporary forms of communication. He is a prolific author whose talents range from novels to cinema, from comic books to musical lyrics. Cerami first met Pasolini when the poet/writer/filmmaker was his junior-high schoolteacher, and through him was introduced to literature and poetry in particular. After high school, he worked on the sets of several of Pasolini’s films and was Assistant Director in “Hawks and Sparrows”. His first novel, “ Un borghese piccolo piccolo”, was published in 1976 with an introduction by Italo Calvino and was subsequently made into a highly successful film by Mario Monicelli, starring Alberto Sordi. His second novel, “Amorosa presenza”, was published in 1978. In 1981, he published “Addio Lenin”, a narrative poem, and the novel “Tutti cattivi”. He subsequently wrote the novels “Ragazzo di vetro” (1983) and “La lepre” (1988). The first collection of his short stories, “L’ipocrita”, was published in 1991.
Alexia Boro (Guggenheim) Aldo Colonetti (Director of ‘Ottagono’, art critic) Carlo Ceccarelli (Palazzo Strozzi) Francesca Chiocci (Fondazione Sistema Toscana) Andrea Romeo (Festival of Festivals) Daniele Lauria (Festival della Creatività) Riccardo Ventrella (Teatro della Pergola di Firenze) Carlo Arborio ( Maggio Musicale Fiorentino) Anna Lo Bianco (Galleria Nazionale d’Arte Antica di Palazzo Barberini) Marcello Smarrelli (Fondazione Pastificio Cerere, Roma)
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INSTITUTIONAL PARTNERS The main partners of this course have been selected among the most important international institutions based in Italy and are key players in the Masters programs.
MAXXI ROME MAXXI, the National Museum of XXI Century Arts, was designed by the world famous architect Zaha Hadid. The collection and the exhibitions, reflecting the latest developments in art, but with a broad-based approach, ensure that the institution effectively legitimizes and acts as an international showcase for Italian arts of the present. In the museum’s cultural programming, Italian art receives particular attention and is interpreted in an international context. www.fondazionemaxxi.it
FONDAZIONE PALAZZO STROZZI FLORENCE The Strozzi Foundation is not only an experiment in governance, it is an experiment in sustainable innovation. Since its founding in July 2006, the key challenge of the Fondazione Palazzo Strozzi has been to bring an international approach to making culture in Florence, to provide a platform for experimentation, to provide a place for debate and discussion, to create new synergies with other cultural players, and to be a catalyst for cultural change, “think global, act local”. www.palazzostrozzi.org
PEGGY GUGGENHEIM COLLECTION VENICE The Peggy Guggenheim Collection is among the most important museums in Italy for European and American art of the first half of the 20th century. It is located in Peggy Guggenheim’s former home, Palazzo Venier dei Leoni, on the Grand Canal in Venice. The museum was inaugurated in 1980 and presents Peggy Guggenheim’s personal collection of 20th century art, masterpieces from the Gianni Mattioli Collection, the Nasher Sculpture Garden, as well as tempo rary exhibitions. The Peggy Guggenheim Collection is owned and operated by the Solomon R. Guggenheim Foundation, which also operates the Solomon R. Guggenheim Museum, New York, the Guggenheim Museum Bilbao, and the Deutsche Guggenheim, Berlin. www.guggenheim-venice.it
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STUDING BETWEEN VENICE, FLORENCE, ROME VENICE BETWEEN LAND AND WATER A place where the complexity of urban life is defused by the rhythms set by nature and by the relationship – the only one of its kind in the world–between the breath of the sea and the bustling busyness of dry land. Venice, the international city of commerce and history, tourism and the arts city of major exhibitions and intense emotions, of the Biennale and the Golden Lion, of Carnival along every canal and in every square, but also of silent islands and forests waiting to be discovered. Venice and its hinterland guard their history jealously, keeping not only their art, their theatre, their music and their nature alive, but also their solid manufacturing and industrial traditions. Suffice to cite the leather footwear district along the Riviera del Brenta and the world-famous artistic glass blowers of Murano, both crafts with venerable manufacturing traditions and a strong international vocation. IED IN VENICE - IED Venice, on Certosa Island since 2007, opens its new location in the city centre, in the Palace of the Querini Stampalia Foundation. As the school is based on creativity and experimentation of new languages, for its new seat IED chose a place where the different expressions and viewpoints of the contemporary art compare by vocation. FLORENCE A NEW RENAISSANCE Florence is the major Italian city from an artistic and cultural point of view, and is also considered the capital of traditional Italian craftsmanship in the fields of fashion and accessories. It is located in Tuscany, where innovation and research are competitive and have an articulated industrial history. These districts have retained traditional handicraft workmanship, combining it with technological innovation in order to preserve Italian know how: “Saper far bene le cose”, make things well. These unique products that range including leather and textiles, are found in some of the most prestigious shops worldwide, such as Ferragamo and Gucci. IED IN FLORENCE - IED Florence offers a wide variety of courses (from One Day to One year) in both English and Italian language, and offers the opportunity to discover the educational offer of other IED campuses in Italy and worldwide. IED Florence was established in October 2008, in the framework of the House of Creativity. The structure is unique and represents the ideal meeting-point for intercultural exchanges and experiences, with a strong focus on innovation and contemporary arts. Its activities and courses develop through and thrive
on the region’s resources, by creating strong ties with local manufacturers, especially in the fashion industry. ROME THE ETERNAL CITY International and magnificent with its streets and its monuments, its piazzas and its fountains, Rome, home to Cinecittà, high society, social relations and cultural events, is a strategic cultural focus of indisputable prestige in the areas of the visual arts and of artistic and cultural production: cinema, music, theatre, fashion, the performing arts, video production, publishing, and advertising. Rome, the tourist destination, supported by a thriving community of small and medium-sized enter prises provides services for leisure and entertainment, as well as craft workshops and manufacturing concerns: food design, wellness design.
The people who make these hybrid production scenarios function have new requirements and need unconventional professional staff with interdisciplinary expertise. IED IN ROME - Rome is in search of unconventional professionals profiles related to creativity, fashion, filmmaking, and arts. The capital city has been interacting fruitfully with IED and welcoming our young talents since 1973, the year when the Istituto Europeo di Design opened its first school in Rome. Nowadays IED Rome has 4 schools (Fashion, Design, Visual Arts and Communication) and collaborates with major creatives and companies in town.
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PRACTICAL INFORMATION This Master is open to graduates in artistic fields from all over the world who wish to develop their skills in the field of the arts, cultural management and innovation through a path of studies involving three Italian cities.
dents and computers equipped with design software and Internet access. The students of the course can also use the library and all others structures of the school.
ADMISSION REQUIREMENTS Candidates must hold an undergraduate degree in the field of Arts, Fine Arts, Literature, Architecture or Engineering. Equivalent professional experience will be assessed (min. 2 years). Candidates must also be proficient in conversational English and able to write at intermediate level. This must be demonstrated by providing one of the following certificates or the equivalent: • TOEFL Paper with a score of 450 • IELTS Academic with a score of 5.0 Admission is subject to a motivational interview conducted either directly or by telephone by the Masters course coordinator and/or by the person responsible at the location where the Masters course is held.
ACCOMMODATION Accommodation in Venice, Florence and Rome can be provided through an estate agency if required one month before the beginning of each module.
Certificate: at the end of the Masters course, students who successfully attended at least 75% of the lessons and who were active participants in projects developed during the Masters course will obtain the Certificate of Attendance of the Istituto Europeo di Design with a grade expressed in one hundreds and a final assessment. Fixed maximum number: on average, 20 students attend the IED Masters course. Because of the high number of requests, we recommend you send your application within at least one month prior to the beginning of the course. The deadline for application is 31st August 2011. Structure and services: the course takes place in dedicated classrooms with workstations for stu-
iPad The fee for the Masters course includes an Apple iPad equipped with the software required for the program. At the end of the course students will be allowed to keep their iPads.
Send the complete application to: IED - Istituto Europeo di Design IED Rome Masters Office www.ied.it Via Casilina 57 - 00182 Rome Ph. +39 06 70703033 – fax +39 06 70703031 e-mail. infoarts@ied.it
FEES The Masters fees are as follows: Enrolment fee: € 3.500 (three thousand five hundred) Tuition fee: € 14.500 (fourteen thousand five hundred) Total: € 18.000 (eighteen thousand). For information on payment methods and financing please contact the SIO office of IED ROME: Ph. +39 06 70703033 – fax +39 06 70703031 e-mail. infoarts@ied.it ITALIAN LANGUAGE COURSE IED offers a 20 hours course for free at the beginning of the Masters Course.
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