IED Florence_Summer Course 2013

IED Florence SUMMER Design School 2013

_Fashion Media _Advanced Graphic Design _Graphic Design and Portfolio _Visual Merchandising _Fashion Events & PR _Italian Leather Design

www.ied.edu venerdĂŹ 22 febbraio 2013

IED FLORENCE IED Florence new location IED Florence is part of the Istituto Europeo di Design educational network, Italy’s oldest and largest accredited design school with locations in Milan (1966), Rome (1973), Torino (1989), Venice (2007), Florence (2008) and Cagliari (2009), as well as schools in Spain in Madrid (1994) and Barcelona (2002) as well as San Paolo, Brazil (2005). In 2011 over 9.000 students were enrolled in IED courses world-wide.

IED employs innovative teaching methods, focusing on the synergy between creativity, technology and experimentation. No course is conceived as a mere means of transmitting abstract information: practical sessions always accompany the theoretical aspects; the production stage of the project allows the creative idea to take shape.

IED Florence Moved to a new location in October 2012 in Via Bufalini just steps away from the Duomo di Firenze.

The new facility is part of a larger collaboration with the Ente Cassa di Risparmio di Firenze. The Ente is the foundation of the Savings Bank of Florence which promotes and finances projects of historic conservation and preservation in Florence. Future collaboration between IED Florence and the Ente Cassa di Risparmio include: The Rinascimento Digitale: development of new technology and media.

The new space is part of an architectural requalification project of the 20th century building within the context of the medieval city. The 1957 structure, designed by Giovanni Michelucci (noted architect of the Santa Maria Novella railway station in 1934 and the Chiesa dell’Autostrada del Sole, both in Florence) will be transformed into an educational and cultural meeting space where the IED Florence will be situated.

The project has two phases. The first phase was completed in October 2012 with the opening of the main space. In 2013 the final phase will be complete and encompass 14 classrooms, 4 computer labs, auditorium, fashion archive, administrative offices and public exhibition space. IED Florence will have the capacity to offer public events in collaboration with local and international partners.

Starting from its founding in 1966 the IED has placed new technology and quality craftsmanship that reflect continuity of the traditions of the classical artisan at the center of its academic curriculum and project development. This synthesis has created a one of a kind experience and opportunity unique to IED programs. IED Florence is thus able to call upon the infinite cultural, artistic and technical resources matured over centuries that define and distinguish the remarkable region of Tuscany.

Firenze 7

IED Firenze - www.ied.edu - Facebook - Skype: Ied Florence | Fax: +39 055 2645685 Via Maurizio Bufalini 6/R 50122 FI | Mail: infoflorence@ied.edu | Tel: +39 055 29 821 IED Florence Summer Courses 2013

IED SUMMER DESIGN SCHOOL Florence IED Florence “Summer Design School” offers students the possibility to challenge themselves in intensive creative design programs that combine traditional classroom lecture and interaction, site visits and contact with local industry professionals as a fundamental component of student final works and portfolio building.

The program is structured for students of Fashion Design, Graphic Design and Communications as well as professionals seeking to enhance their experience in a new field or explore a career move. The IED approach allows participants of diverse levels to reap the benefits of the program due to the experiential methodology, individual skill building and project creation. The IED philosophy incorporates innovative teaching methods that focus on synergy between creativity, technology and experimentation.

IED Florence attracts a truly international student body while still maintaining its identity as the “Italian” design school in terms of approach and student base. This unique combination enhances cultural exchange, interaction and networking opportunities for local and international students alike.

Who are our summer students?

based on 2012 enrolments

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IED Florence Summer Courses 2013

IED FLORENCE SUMMER STUDENT INFORMATION University Credits University transfer credit, students seeking university credit for summer courses should contact the international education office at their home institution and find out the transfer credit procedure. IED provides all relevant course materials including syllabus, professor profiles, institutional accreditation and official student transcript in order to facilitate the transfer of credit and recognition of the course / program.

Transcript Students in need of an official transcript documenting an analysis of contact hours and evaluation. Students who need a transcript or any special documentation for their home institution should request it at the start of the program.

Eligibility Requirements Scholarships IED Florence offers several scholarships every summer to talented and motivated students. Please enquire for details about the scholarships and how to apply.

Visa Applicants should check with the Italian consulate in their country of residence to see if they need a visa for a one month stay in Italy. IED Florence will issue (upon payment of course fees) the necessary documentation to apply for a visa. If you need a visa, make sure you apply early.

Health Insurance Non EU nationals should obtain private international travel / student health and accident insurance prior to their departure for Italy. IED Florence can furnish a list of reputable insurers upon request. Students who are EU nationals can use reciprocal EU agreements. EU nationals should check with their local health authority for details.

Student Accommodation in Florence: IED Florence can assist students with accommodation for the duration of their studies the school works with local licensed agencies specialized in international student accommodation.

Shared Apartment: Students choosing the housing service will live with other program participants in shared apartments in the city center of Florence. Housing is generally within a 15 to 20 minute walk to the school. Monthly cost: Double room: â‚Ź 600,00, Single room: â‚Ź 800,00.

* please note that there is a limited availability of singles, it is best to reserve early. Students who wish to choose other housing alternative are free to do so and IED Florence can recommend reputable agencies and alternative accommodation resources.Services such as airport transfer, cleaner and internet solutions can be contracted through the housing agent.

ANY QUESTIONS? Please feel free to contact us for any questions you have about our summer courses and registration procedure. We look forward to hearing from you! Grazie! Mail to: infoflorence@ied.edu

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IED Florence Summer Courses 2013

Firenze IED Summer Design School

FASHION MEDIA Florence June 2013

IED SUMMER DESIGN SCHOOL Fashion Media Location: Florence Duration: 10th - 28th of June 2013, full time Attendance: Compulsory, from Monday to Friday.

Language: English Academic Requirements: Students must be at least 18 years of age at the time of application and have a sufficient level of English to attend lectures and successfully complete all projects in order to pass the course.

Title conferred by the course: at the end of the program, students who successfully attended at least 80% of the lessons and who were active participants in projects developed during the program will obtain the Certificate of attendance of the Istituto Europeo di Design (IED) in Fashion Media.

Fixed maximum number: a maximum of 20 participants may attend the IED Summer Design School Programs. IED has a rolling application policy, because of the high number of requests we recommend that applications are sent at least within two weeks from the beginning of the course.

Access to further studies: Specialization, Professional or IED Florence Fashion Programs.

Structure and Method: The program is structured over three weeks beginning in June. Classes meet Monday through Friday with both morning and afternoon sessions. In addition students will be working outside of class time on their projects. Homeworks include individual and group activities. The IED didactic approach is an experiential and dynamic one, combining theoretical lessons with practical projects.

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Fees: the Summer program fee is 2,500 € (enrolment: 500€ – tuition fee: 2,000 €).

Candidates who enroll within the 31th of March 2013 are entitled to a 15% reduction of the tuition fee.

Fees include: all class works, lessons and use of laboratories. Not included: accommodation and meals, airfare, airport transfer and meals, individual equipment required.

Course Syllabus: IED Florence can provide a detailed course syllabus upon request.

Special Programs: IED Florence can provide any of the summer courses in other languages for groups of 15 or more at an additional charge of € 300 per student.

Dates: Saturday, June 08th, 2013 Arrival and check-in to accommodation (if required).

Monday, June 10th, 2013: Orientation and first day of the program.

Classes held Monday to Friday (morning and/or afternoon session).

Friday, June 28th, 2013 Last day of the course, program closure.

Saturday, June 29th, 2013 Departure and check-out of accommodation.

How to enroll: After choosing the program go on the dedicated page of our website (www.ied.edu) and apply for the course. The ernolment procedure can be completed entirely online. Should you need any further assistance please contact the IED campus where the program will be held via email or phone.

IED Florence Summer Courses 2013

Fashion Media Language: English | Level: Introductory | Date: june 10th - 28th, 2013

Description: Fashion Media focuses on the professional methods of photographing different types of events for the fashion industry. The course deals with styling methods and successful and innovative new media usage in photography and photographic post-production. Participants will photograph their own ensembles and use their pictures to promote their styles and abilities, applying the knowledge acquired or enhanced during the course. Students will learn how to interface with the industry and merge fashion styling, video and photographic techniques.

Topics covered: Principles of Photography, Photographic techniques for fashion, Elements of Styling as well the use of new media including Video, print, television, magazines, and the ever-growing number of outlets via the Internet such as websites, blogs and podcasts, social networks and apps.

Fashion Styling: The basic elements of Fashion styling from inspiration to practice; the study of different looks and moods as well as possibilities with hair, make-up, accessories and volume effects.

Fashion Photography and Shootings: How to interpret an idea or a style in a series of photographs. Taking inspiration from the masters of fashion photography and enhancing different looks and moods through tricks and effects pertinent to the fashion world.

Video Language: Post-production and movie-mounting for truly effective video and image communication.

Program Overview: This program focuses on the basic skills and methodologies employed in styling, photographing and promoting successful fashion shootings. Students will divide their time between traditional classroom lecture with their instructors as well as studio hours where they will take pictures as well as site visits to Italian fashion retailers and museums. Students are expected to work outside of class in small groups and individually for both regular assignments as well as the final project. They will learn how to photograph fashion in different situations (editorials, catalogues, catwalks, etc) and stage a class exhibit as their final project. This course affords students the possibility to take advantage of Florence as a historical city of design and fashion that has reinvented itself over the centuries and that in an age of globalization has a relevant role in the world of haute couture/fashion.

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IED Florence Summer Courses 2013

Fashion Media Learning Outcomes: Implementation of problem solving skills, working within a budget, team work, group conceptualization through role playing exercises and workplace simulations. Expose students to professional photography and styling techniques through lessons, practical projects, site visits to media events and guest lectures. Develop a mastery of fashion styling techniques and photography techniques.

Design and execution of fashion shootings and postproduction with a final class exhibit of the looks portrayed through the student’s work. Experience working as part of a multinational student team effort in order to plan and execute the final project.

Level and Prerequisites: This is an introductory course, no special skills or knowledge is required.

Instruction Method: This course combines the use of traditional classroom lecture, site visits, class discussion and guest lecturers. Active participation in discussions with guest lecturers and site visit / field trip attendance is fundamental.

Class Schedule and Contact Hours: This course meets Monday through Friday for both a morning and afternoon session (Friday, June 28th 2013 Student Exhibition and Program Closure). Some visits and project work may occur outside of regular class time. This course meets for a total of 75 contact hours.

Site Visits and Fieldtrips: Site visits play an important part in this course. All visits will be announced in detail at the start of the course. Please note that some visits may occur outside of regularly scheduled class time and potentially on Friday for full-day fieldtrips.

Course Materials and Supplies: All necessary materials for the course are provided. Students may also wish to purchase additional supplies. Please note that all personal printing is at the student’s expense. Students are strongly encouraged to bring their own computers (notebook, laptop, Ipad etc) and camera (digital, flip, other video devices) in order to complete assignments and work independently.

SYLLABUS: A sample course syllabus is avaialable upon request.

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IED Florence Summer Courses 2013

Firenze IED Summer design School

ADVANCED GRAPHIC DESIGN Florence June - July 2013 www.ied.it www.ied.edu

IED SUMMER DESIGN SCHOOL Advanced Graphic Design Location: Florence Duration: Four Weeks, full time Starting Date: 25th of June 2013 Attendance: Compulsory, from Monday to Thursday.

Language: English Academic Requirements: students must be at least 18 years of age at the time of application and have a sufficient level of English in order to attend lectures and successfully complete all projects in order to pass the course, participants should also have a basic foundation in the four main components of the courses and should be motivated to work independently and under deadlines.

Title conferred by the course: at the end of the Program, participants who successfully attended at least 80% of the lessons and who were active participants in projects developed during the program will get Certificate of Specialization of the Istituto Europeo di Design (IED) in Advanced Graphic Design .

Fixed maximum number: a maximum of 20 participants may attend the IED Summer Design School Programs. IED has a rolling application policy, because of the high number of requests we recommend that applications are sent at least within two weeks from the beginning of the course.

Contact Hours This course is 78 “academic hours” (IED academic hours = 60 minutes.)

In addition to scheduled class time students will need to work independently for a significant amount of time in order to complete their final project.

Fees: the Summer program fee is 2,500 € (enrolment: 500€ – tuition fee: 2,000 €).

Candidates who enroll within the 31th of March 2013 are entitled to a 15% reduction of the tuition fee.

Fees include: all class works, lessons and use of laboratories. Not included: accommodation and meals, airfare, airport transfer and meals, particular equipping requested.

Course Syllabus: IED Florence can provide a detailed course syllabus upon request.

Special Programs: IED Florence can provide any of the summer courses in other languages for groups of 15 or more at an additional charge of € 300 per student.

Dates: Saturday, June 22nd, 2013 Arrival and check-in to accommodation (if required).

Tuesday, June 25th, 2013: Orientation and first day of the program.

Classes held Monday to Thursday (morning and/or afternoon session).

Friday, July 19th, 2013 Last day of the course, program closure.

Saturday, July 20th, 2013 Departure and check-out of accommodation.

How to enroll: After choosing the program go on the dedicated page of our website (www.ied.edu) and apply for the course. The ernolment procedure can be completed entirely online. Should you need any further assistance please contact the IED campus where the program will be held via email or phone.

Access to further studies: specialization, professional or IED Florence Visual Communication Programs.

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IED Florence Summer Courses 2013

ADvANCED GRApHIC DESIGN LANGUAGE: ENGLISH | LEVEL: ADVANCED | DATE: JUNE 25TH – JULY 19TH, 2013

STRUCTURE AND METHOD: the program is structured over one Month beginning in June and ending in July. Classes meet Monday through Thursday with both morning and afternoon sessions. In addition students will be working outside of class time on their projects. Homeworks include individual and group works. The IED didactic approach is an experiential and dinamic one, combining theoretical lessons with practical projects, class discussion and guest lecturers. Active participation in discussions with guest lecturers and during site visits /field trips.

SITE VISITS AND FIELDTRIPS: site visits play an important part in this course. All visits will be announced in detail at the start of the course. Please note that some visits may occur outside of regularly scheduled class time and potentially on Friday for full day fieldtrips Most of the required and suggested site visits are to be done independently or in small groups.

DESCRIPTION: advanced Graphic Design takes a multi-disciplinary approach to incorporating theoretical and practical skills necessary for a solid foundation with the objective of the creation of a final project.

TOPICS COVERED: ƌɄ

TYPOGRAPHY (24 CONTACT HOURS)

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CORPORATE IDENTITY & IMAGE (24 CONTACT HOURS)

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DIGITAL PUBLISHING (21 CONTACT HOURS)

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ELEMENTS OF DIGITAL PHOTOGRAPHY (9 HOURS)

PROGRAM OVERVIEW: participants will have the opportunity to use the cultural and architectural patrimony of Florence of the past and present as their inspiration to utilize and transform their experience and ideas into a unique work. The final project is the development and completion of an E-book which brings together the various elements of the course. The E-book will be a guide to Florence. Students are encouraged to be creative in the type of guide they want to create (in terms of content, subject matter, target group and messaging) and should not be bound by traditional models and norms.

The course will be taught by several faculty members who will bring their academic and professional expertise into the classroom. The IED educational and professional training experience is based upon real world practice and contact with industry professionals (both creative and commercial) and companies.

TEXT BOOKS AND RESOURCES: all students will receive required reading in pdf or printed formats directly from the instructor.

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IED Florence Summer Courses 2013

LEVEL AND PREREQUISITES: this is an Advanced course, participanta should have a basic foundation in the four main components of the courses and should be motivated to work independently and under deadlines.

CLASS SCHEDULE AND CONTACT HOURS: this course meets Monday through Thursday for both a morning and afternoon session (Friday, July 20, 2012 Student Exhibition and Program Closure). Some visits and project work may occur outside of regular class time. This course meets for a total of 75 contact hours.

UNIVERSITY AND TRANSFER CREDIT: students seeking university credit for summer courses should contact the international education office at their home institution and find out the transfer credit procedure.

IED provides all relevant course materials including syllabus, professor profiles, institutional accreditation and official student transcript in order to facilitate the transfer of credit and recognition of the course / program.

GRADINGANDEVALUATIONMETHODS:theItalianGradingSystemrangesfrom18/30to30/30.Thehighest mark is 30/30 with distinction (Lode). Exams grades under 18/30 are considered as “unsatisfactory / failed”.

LOCAL GRADE TRANSLATION: the final grade determination is made in accordance with the Italian Ministry of Education’s evaluation guidelines and format. The instructor uses a standardized list of criteria that cover diverse aspects of the educational trajectory of the student in the course. A sample copy of the evaluation form is available upon request.

30 (e lode) with distinction - exceptional, 9-30 excellent, 28-27 very good, 26-24 good COURSE MATERIALS AND SUPPLIES: all necessary materials for the course are provided. Students may also wish to purchase additional supplies. Please note that all personal printing is at the student’s expense. Students are strongly encouraged to bring their own computers (notebook, laptop, Ipad etc) and camera (digital, flip, other video devices) in order to complete assignments and work independently.

COURSE TEXTS: students will be issued a course pack and/or PDF copy of course readings from the following texts as well as other relevant articles and readings added by the instructor.

STUDENT ACCOMMODATION IN FLORENCE: IED Florence can assist students with accommodation for the duration of their studies the school works with local licensed agencies specialized in international student accommodation.

SHARED APARTMENT: students choosing the housing service will live with other program participants in shared apartments in the city center of Florence. Housing is generally within a 15 to 20 minute walk to the school. Monthly cost: Double room: € 600,00, Single room: € 800,00. * please note that there is a limited availability of singles, it is best to reserve early. Students who wish to choose

other housing alternative are free to do so and IED Florence can recommend reputable agencies and alternative accommodation resources.Services such as airport transfer, cleaner and internet solutions can be contracted through the housing agent.

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IED Florence Summer Courses 2013

pROGRAM LESSON PLAN As stated in the schedule section, the course will run over a period of four weeks – below the main lessons which will make up the classroom portion of the course. In addition to these “lessons” there will also be class time dedicated to the final project. Student progress will be monitored each week, offering the possibility of input and advice from faculty and a forum to voice concerns and questions about their progress.

TYPOGRAPHY Letter: anatomy, size, scaling, classification, families and super families, caps and small caps, mixing typefaces, numerals and punctuation. Easy design: how to draw a text only poster.

A single glyph: design of a single letter. Using “n” as base for further glyph design. Curves vs. straight lines.

The full typeface: drawing all the glyphs.

Text: kerning, tracking, line spacing, alignment, vertical text, marking the paragraphs, enlarged caps, hierarchy. Medium design: how to design brochures and flyers. Rethinking capitals, small caps and variations. How text changes in headers, subtitles, book text and captions.

Grid: golden section, single and multi column layout. Readability matters: why certain typefaces are more common in books. Hard design: magazines, corporate and newspapers – how big amounts of text work.

Modifying characters: logo design via letter-morphing. Crimes against typefaces. Filling the characters table. The missing glyphs, ligatures, alternates, accents.

Assembling the glyphs: how characters interact. Optical vs. metrical kerning. Open type. Building a family.

How to make a job out of type design. Sharing or selling a typeface.

DIGITAL PUBLISHING The EBook – understand the different ePub formats and what is possible using diverse devices. Create an ePub for Kindle and iOS; Students can share results on blog and behance. iBook Author Basics – understand the basics of iBook Author . iBook Author Advanced – understand how to use the Widgets in iBook Author. Publish the new work to the iBooks store, students can share results on blog and behance.

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IED Florence Summer Courses 2013

pROGRAM CORPORATE IDENTITY AND IMAGE Introduction to “Corporate Design”: elements of the corporate identity and the designer’s role in developing it. Brand and Logo – famous historical Florentine “logos” and “brands”.

Three-step methodology to research and develop a concept for the visual identity of business.

Logo development, Product packaging, Marketing and advertising collateral, Web branding.

ELEMENTS OF DIGITAL PHOTOGRAPHY Basic photographic concepts. Overview of the camera and it’s parts. Introduction to exposure, use of aperture, shutter speed and camera sensitivity in order to achieve correct exposure.Depth of Field and Interpretation of motion through the photographic medium.

Shooting outside.

Visit to the MNAF: photographic museum in Florence. Discussions on the evolution of photography and on the composition of the photographic image.

Use of lenses and their characteristics. Focal Length, Angle of View. Circle of Coverage. Different lenses for different photographic systems and formats. The perspective effect and the alteration of the reproduction of the three dimensions caused by the use of different lenses.

Elements of Lighting. Points of lighting, types of light, color of light. Elements on Color Temperature theory and the White Balance function on cameras.

Textbooks and Resources: All students will receive required reading in pdf or printed formats directly from the instructor.

Bibliography Adobe Photoshop CS5 Classroom in a Book: the Official Training Workbook from Adobe Systems. Berkeley, CA: Peachpit, 2010. Heller, Steven, and Louise Fili. Italian Art Deco: Graphic Design between the Wars. San Francisco:Chronicle, 1993.

Klucis, Gustav, Herbert Bayer, Marianne Brandt, and Hannah Hoch. Avant Garde Graphics: 1918/34. Hayward Gallery, 2005.

Meggs, Philip B. A History of Graphic Design. New York: John Wiley & Sons, 1998.

Samara, Timothy. Design Elements: A Graphic Style Manual. Beverly, MA: Rockport, 2007.

Thinking with Type, Second, Revised, Expanded Edition: A Critical Guide for Designers, Writers, Editors, & Students Ellen Lupton.

Wood, Brian. Adobe Illustrator CS5 Classroom in a Book: the Official Training Workbook from Adobe Systems. San Jose, CA: Adobe, 2010.

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IED Florence Summer Courses 2013

Firenze IED Summer Design School

GRAPHIC DESIGN AND PORTFOLIO Florence June - July 2013

IED SUMMER DESIGN SCHOOL Graphic Design and Portfolio Location: Florence Duration: Four Weeks, full time Starting Date: 25th of June 2013 Attendance: Compulsory, from Monday to Thursday.

Language: English Academic Requirements: Students must be at least 18 years of age at the time of application and have a sufficient level of English in order to attend lectures and successfully complete all projects in order to pass the course.

Title conferred by the course: at the end of the Program, participants who successfully attended at least 80% of the lessons and who were active participants in projects developed during the program will get Certificate of attendance of the Istituto Europeo di Design (IED) in Graphic Design and Portfolio Summer Courses.

Fixed maximum number: a maximum of 20 participants may attend the IED Summer Design School Programs. IED has a rolling application policy, because of the high number of requests we recommend that applications are sent at least within two weeks from the beginning of the course.

Access to further studies: Specialization, Professional or IED Florence Visual Communication Programs.

Structure and Method: The program is structured over one Month year beginning in June and ending in July. Classes meet Monday through Thursday with both morning and afternoon sessions. In addition students will be working outside of class time on their projects.

Homeworks include individual and group activities.

The IED didactic approach is an experiential and dinamic one, combining theoretical lessons with practical projects.

2

Fees: the Summer program fee is 2,500 € (enrolment: 500€ – tuition fee: 2,000 €).

Candidates who enroll within the 31th of March 2013 are entitled to a 15% reduction of the tuition fee.

Fees include: all class works, lessons and use of laboratories. Not included: accommodation and meals, airfare, airport transfer and meals, individual equipment required.

Course Syllabus: IED Florence can provide a detailed course syllabus upon request.

Special Programs: IED Florence can provide any of the summer courses in other languages for groups of 15 or more at an additional charge of € 300 per student.

Dates: Saturday, June 22nd, 2013 Arrival and check-in to accommodation (if required).

Tuesday, June 25th, 2013: Orientation and first day of the program.

Classes held Monday to Thursday (morning and/or afternoon session).

Friday, July 19th, 2013 Last day of the course, program closure.

Saturday, July 20th, 2013 Departure and check-out of accommodation.

How to enroll: After choosing the program go on the dedicated page of our website (www.ied.edu) and apply for the course. The ernolment procedure can be completed entirely online. Should you need any further assistance please contact the IED campus where the program will be held via email or phone.

IED Florence Summer Courses 2013

GRAPHIC DESIGN AND PORTFOLIO Language: English | Level: Introductory | Date: June 25th – July 19th, 2013

Description: the course introduces the development of Italian graphic design utilizing lectures, case studies and site visits to design studios, exhibitions and workshops with industry professionals. Topics include basics of design, image management, layout and animation using Adobe Illustrator and Photoshop, which prepare students for a final project that conceptualizes a future “ imaginary” Florence.

Topics covered: semiotics, Historical background of Graphics and Design, introduction to Typography and page Layout, Color analysis and Management, fundamentals of Adobe Photoshop and Illustrator including the use of layers, colors, text tools, pencil and brushes, picture placement and exporting to diverse media, introduction to developing and maintaining a professional portfolio.

Program Overview: the graphic design program explores visual communication in three modules. The initial segment focuses on the development of Italian graphic design in relation to the international scene.

Emphasis is placed on major artists and movements from the 1970’s till today as well as the technological transformation of design. Lecture will be complimented by relevant case studies and class visits to working graphic artist’s studios or exhibitions. Continuing the technological theme, students will begin to use the “designer’s toolkit” including basics of design, image management, layout and animation using Adobe Illustrator and Photoshop and traditional manual skills will be covered focusing on the relationship with objects, materials and full-scale dimensions. The third segment takes the form of a design workshop in which professional graphic designers will contribute to the theme of being up to date with the latest international trends using Italy as an example of how communication can be used to promote a regional identity and represent its history, traditions and values, and prospects for the future. Imaginary Florence is the theme of the final project in which students use their creative genius and new found skills in order to create projects presenting a future “imaginary” Florence using the various design tools at their disposal. The student’s final portfolio will include the final, printed examples of that work as well as electronic variations and trials leading up to the finished final project.

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IED Florence Summer Courses 2013

GRAPHIC DESIGN AND PORTFOLIO Learning Outcomes: acquisition of technical proficiency in the use of the tools and materials in graphic design.Development of new skills using Adobe Photoshop and Illustrator. Collaborating as part of a multinational student team to complete the final project. Adaptation of the creative process in order to carry out specific project goals.

Level and Prerequisites: this is an introductory course, no special skills or knowledge is required.

Instruction Method: this course combines the use of traditional classroom lecture, site visits, class discussion and guest lecturers. Active participation in discussions with guest lecturers and site visit / field trip attendance is fundamental.

Class Schedule and Contact Hours: this course meets Monday through Thursday for both a morning and afternoon session (Friday, July 20, 2012 Student Exhibition and Program Closure). Some visits and project work may occur outside of regular class time. This course meets for a total of 75 contact hours.

University and Transfer Credit: students seeking university credit for summer courses should contact the international education office at their home institution and find out the transfer credit procedure.

IED provides all relevant course materials including syllabus, professor profiles, institutional accreditation and official student transcript in order to facilitate the transfer of credit and recognition of the course / program.

Site Visits and Fieldtrips: site visits play an important part in this course. All visits will be announced in detail at the start of the course. Please note that some visits may occur outside of regularly scheduled class time and potentially on Friday for full-day fieldtrips.

Course Texts: students will be issued a course pack and/or PDF copy of course readings from the following texts as well as other relevant articles and readings added by the instructor.

Course Materials and Supplies: all necessary materials for the course are provided. Students may also wish to purchase additional supplies. Please note that all personal printing is at the student’s expense. Students are strongly encouraged to bring their own computers (notebook, laptop, Ipad etc) and camera (digital, flip, other video devices) in order to complete assignments and work independently.

Course Graphic Design and Portfolio (Summer) 2010 - Student Manuela Montenegro IED Florence 5

IED Florence Summer Courses 2013

GRAPHIC DESIGN AND PORTFOLIO LESSON PLAN (TBC)

(This is an advance copy sample syllabus. Please note that dates and order of the lesson plan may change based on confirmation and availability of studio space, guest speakers, site visits etc.)

Week One Day 1: Introduction to the course, instructor and students. Historical overview of graphics and design.

Day 2: Lecture: Color Day 3: Lecture: Elements of general semiotics and graphic perception.

Day 4: Lecture: Typography.

Week Two Day 5: Lecture: Layout. Introduction to portfolio development.

Day 6: Introduction to Adobe Photoshop and Illustrator – week dedicated to working in lab.

Day 7: Lecture / Lab: Adobe Photoshop and Illustrator.

Day 8: Lecture / Lab: Adobe Photoshop and Illustrator.

Week Three Day 9: Lecture / Lab: Adobe Photoshop and Illustrator.

Day 10: Lecture / Lab: Adobe Photoshop and Illustrator.

Day 11: Lecture and Exercises: Visual Communication.

Day 12: Lecture and Exercises: The Creative Process.

Week Four Day 13: Lecture and Simulation: Presentation Techniques.

Day 14: Lab time: work on final project “Imaginary Florence”.

Day 15: Lab Time: work on final project “Imaginary Florence”.

Day 16: Course wrap up, review and discussion.

Day 17: Individual and Group Final Presentations. Program closure.

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IED Florence Summer Courses 2013

GRAPHIC DESIGN AND PORTFOLIO - Final Work “Imaginary Florence” Imagining Florence the way we never did, thanks to the means of graphics and virtual reality.

A space and a visual project for free creativeness, released from the rules of weight and matter.

A creativeness that becomes game, irony, surprise, desire; a fantasy that creates another “possible” Florence.

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IED Florence Summer Courses 2013

HEIKO MATTERN Education: Degree in Visual Communication and Design - HfG Schwäbisch Gmünd and Fotogravureichner Diploma (Germany).

Experience: Heiko started his career in a multimedia agency (scopo, intermediale Gestaltung, Basel, CH) as a Junior Art-Director. In 2001 Heiko moved to Italy. He started working immediately for LEADER, Pubblicità e Marketing (Florence) and later on for RD Communication and Design (Florence) as a Art-Director.

Simultanously also created his own small Design-agency and he began working 100% on his own in 2004.

Courses taught: Photoshop and Illustrator - Adobe Basics on the Machintosh plattform.

Website: http://www.disign.com/

ALESSANDRO CAPELLARO Education: Laurea in Architecture Università degli Studi (Florence, Italy).

Experience: Alessandro Capellaro is primarily an architect: charter member of the Studio q-bich & b-arch, but he also has a deep passion for teaching Creative Processes in Visual Communication, before at the University of Architecture and now in IED Florence. Quote: “I love objects and their history, how they may fill and change a space”. His objects keep their personality and harmoniously give shape to another reality in which they tie old threads with new ones and tell new stories.

Courses taught: Visual Communications and Presentation Techniques.

Website: http://www.b-arch.it//

Tommaso Colombo Education: Laurea and MA in Communication Design - Politecnico di Milano (Italy). In 2008 he received a Master degree in communication design from Facoltà del Design, Polytechnic of Milan. He also studied typography and graphic design in Switzerland and Germany, where he worked as graphic designer.

Experience: His ares of interest and expertise cover different aspects of visual communications such as graphic, movie, and interactive design. He works as designer for both Italian and international clients, Collaborator of Benetton in the project Fabrica.

Courses taught: History of Graphics, History of Design, Introduction to Typography and Page Layout and Color.

Website: http://www.uranusweg.com

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IED Florence Summer Courses 2013

Firenze IED Summer Design School

VISUAL MERCHANDISING Florence July 2013

IED SUMMER DESIGN SCHOOL Visual Merchandising Location: Florence Duration: Four Weeks, full time Starting Date: July 1st, 2013 Attendance: Compulsory, from Monday to Thursday.

Language: English Academic Requirements: Students must be at least 18 years of age at the time of application and have an acceptable level of English in order to attend lectures and successfully complete all projects required in order to pass the course.

Title conferred by the program: at the end of the program, participants who successfully attended at least 80% of the lessons and who were active participants in projects developed during the program will get the Certificate of attendance of the Istituto Europeo di Design in Visual Merchandising.

Fixed maximum number: a maximum of 20 participants may attend the IED Summer Design School Programs. IED has a rolling application policy, because of the high number of requests we recommend that applications are sent at least within two weeks from the beginning of the course.

Access to further studies: Specialization, Professional and IED Florence Fashion Programs.

Fees: the Summer program fee is 2,500 € (enrolment: 500€ – tuition fee: 2,000 €).

Candidates who enroll within the 31th of March 2013 are entitled to a 15% reduction of the tuition fee.

Fees include: all class works, lessons and use of laboratories. Not included: accommodation and meals, airfare, airport transfer and meals, individual equipment required.

Course Syllabus: IED Florence can provide a detailed course syllabus upon request.

Special Programs: IED Florence can provide any of the summer courses in other languages for groups of 15 or more at an additional charge of € 300 per student.

Dates: Saturday, June 29th, 2013 Arrival and check-in to accommodation (if required).

Monday, July 1st, 2013: Orientation and first day of the program.

Classes held Monday to Thursday (morning and/or afternoon session).

Thusday, July 25th, 2013 Last day of the course, program closure.

Saturday, July 27th, 2013 Departure and check-out of accommodation.

Structure and Method: The IED didactic approach is an experiential and dinamic one, combining theoretical lessons with practical projects. The program is structured over one month beginning in July. Classes meet Monday through Thursday with both morning and afternoon sessions. In addition students will be working outside of class time on their projects. Homeworks include individual and group works.

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IED Florence Summer Courses 2013

Visual merchandising Language: English | Level: Introductory | Date: July 2nd - 25th, 2013 Description: Visual Merchandising For the Fashion industry. Analyses the skills and methods involved with store displays, paying particular attention to interiors, store windows and displays. The course includes site visits and location scouting to determine the characteristics of potential spaces and display areas. Participants will learn to determine the brand philosophy and the company’s needs in term of identity and communications. Students will then have the opportunity to apply in pratice the notions acquired in their final project.

Topics covered: Fashion communication, Branding for fashion brands, the importance of color and how it works, conceptual thinking, windows and displays on a budget, lighting systems, plan and design a window/display, client presentations.

Program Overview: This program develops the necessary skills to create retail store window and interior display. Fundamental principles and techniques of visual merchandising; including store planning, display conceptualization and implementation, company branding and customer communication are introduced allowing students to practically apply these new skills in their final project that will be the actual design and execution of a window design in a retail space in Florence (“Point of Sale Display”). Site visits play an important role as students will begin scouting locations and learn how to evaluate and present potential spaces and displays. The final project is composed of three parts: illustration of the proposed display, a written description of the goals and merchandise used in the display including a final personal reflection on the challenges faced and new skills acquired and finally the completion and documentation of the project.

Learning Outcomes: Introduction to visual merchandising principles and practical real world retail applications. Understanding of brand identity, brand philosophy and in store cohesiveness using windows and displays in multiple points of sales. Implement problem solving skills, working within a budget, team work, group conceptualization with specific roles and professional work “simulations”. Conceptualization and creation of a window display or merchandising event in a downtown retail space in Florence.

Level and Prerequisites: This is an introductory course, no special skills or knowledge is required.

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IED Florence Summer Courses 2013

Visual merchandising Instruction Method: This program combines the use of traditional classroom lectures, site visits, class discussion and guest lecturers. Active participation in discussions with guest lecturers and site visit / field trip attendance is fundamental.

Class Schedule and Contact Hours: This program meets Monday through Thursday for both a morning and afternoon session (Thursday, July 25th, 2013 Student Exhibition and Program Closure). Some visits and project work may occur outside of regular class time. This course meets for a total of 75 contact hours.

University and Transfer Credit: Students seeking university credit for summer courses should contact the international education office at their home institution and find out the transfer credit procedure. IED provides all relevant course materials including syllabus, professor profiles, institutional accreditation and official student transcript in order to facilitate the transfer of credit and recognition of the course / program.

Site Visits and Fieldtrips: Site visits play an important part in this program. All visits will be announced in detail at the start of the program. Please note that some visits may occur outside of regularly scheduled class time and potentially on Friday for full-day fieldtrips.

Course Materials and Supplies: All necessary materials for the course are provided. Students may also wish to purchase additional supplies. Please note that all personal printing is at the student’s expense. Students are strongly encouraged to bring their own computers (notebook, laptop, Ipad etc) and camera (digital, flip, other video devices) in order to complete assignments and work independently.

5

IED Florence Summer Courses 2013

Visual merchandising LESSON PLAN (TBC) (This is an advance copy sample syllabus. Please note that dates and order of the lesson plan may change based on confirmation and availability of studio space, guest speakers, site visits etc.)

Week One Day 1: Orientation and introduction to course and instructor / City center visit Day 2: Visual Merchandising Lab / Visual Language and Creativity Technique Day 3: Visual Merchandising Lab / Visual Language and Creativity Technique Day 4: Visual Merchandising Lab / Visual Language and Creativity Technique Week Two Day 5: Visual Merchandising Lab / Retail store visit Day 6: Visual Language and Creativity Technique / Visual Merchandising Lab Day 7: Communication and Fashion / Retail store visit Day 8: Visual Language and Creativity Technique / Visual Merchandising Lab Week Three Day 9: Communication and Fashion / Visual Merchandising Lab Day 10: Branding / Outlet Italia: afternoon visit to Prada outlet in Montevarchi Day 11: Branding Day 12: Communication and Fashion Week Four Day 13: Branding / Visual Merchandising Lab Day 14: Communication and Fashion Day 15: Communication and Fashion Day 16: Visual Language and Creativity Technique / Course wrap-up, review and discussion.

Day 17: Individual and Group Final Presentations. Program closure.

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IED Florence Summer Courses 2013

Visual Merchandising - Final Work “GoLd bless You” (2010) The 2010 class project events were a party at Terrazza Bardini to promote the Gold brand and website and a window display inside the Gold store. The fashion events and PR class also organized a party inside a vintage clothing store, Jules and Jim, with photographers and a styling corner equipped with everything, from make up to hair to clothes.

In collaboration with: Gold - htp://www.goldworld.it/project/gold-firenze/#

“Get Colorised” (2011) The final event project of 2011 was a multi-media promotion event for the brand Colorised, consisting of three different flash-mob events around three main Florentine piazzas and of a staged window inside the open Loggia of the Porcellino market. The event culminated with everyone meeting at the loggia and interacting with the brand via social media and live streaming.

In collaboration with: Colorised - http://www.colorised-shirt.com/it

“Raw Philosophy” (2012) In the evening of July 26 2012 at the Playground store of Florence has been presented the Vittorio Valerio fall winter 2012 collection and a preview of the spring summer 2013. The Playground store is accostumed to this kind of events (the presentations during Pitti Uomo are a regular date of the fashion week) and over the years it has become a landmark of the Florentine shopping panorama, thanks to the huge range of emerging brands, selected for those bohemian-chic customers who prefer a trendy but unique piece.

In collaboration with: Vittorio Valerio and Playground http://www.vittoriovalerio.it/ http://www.playgroundshop.com/it/

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IED Florence Summer Courses 2013

Claudia Gelosa Education: Laurea in Architecture - Università degli Studi (Florence, Italy) and the Ecole d’Architetcture de Paris La Villette (Paris, France) Experience: Claudia is specialized in Marketing and Communication, having developed her skills as the advertisement and communication director for several national and international brands in the fashion, sportswear and accessories field. Since 2003 she is actively involved in the Archea Associates Architecture Association where she became Press release and Event coordinator until 2005. Currently Claudia follows several Press release projects for Design studios, Fashion and Architecture brands.

Courses taught: professor of Communication and Fashion.

Website: http://www.republique.it/ Troy Nachtigall Education: Troy was born in Belle Fourche, South Dakota,U.S.A.in 1977. He moved to New YorkCity in 1999 to study Fashion Design and work in Digital Media Technology. He invents new ways to dress and present fashion for lines such Calvin Klein, Jean Paul Gaultier Jeans, Hugo Boss, Hermes and Emilio Cavallini. Beyond this, Troy has taken his creativetalents into fields such as interaction design with projects including Music Videos for Beyonce, Wardrobe for The Discovery Channel, Publicity for Suntory, Press Office for Stussy and training for Apple. This has also led to teaching courses at the University.

Experience: IUAV of Venice, University Sapienza of Roma and the Institute of European Design.

Courses taugh: Web Communication and Social Media Labs, Adobe and Adobe-Advance Programs, MAC & softweare alfabetization.

Website: http://troykyo.com, http://troykyo.net , http://stichandsolder.com Flores Zanchi Education: Laurea in Architecture - Università degli Studi (Florence, Italy) and the Ecole d’Architetcture de Paris La Villette (Paris, France) Experience: From 2002 to 2008 she works at Archea Associates where she coordinates and develops exhibits and events. At the same time she coordinates the editorial aspects of the www.floornature.com architectural portal. From 2004 to 2008 she is part of the editorial staff of Area magazine. Her articles are published on several national and international magazines such as Area, Materia, d’Architettura, Progettare, Casa&design China, Recuperare l’Edilizia, City Project.

Courses taught: Public Relations and Advertising for Fashion.

Website: http://www.republique.it/

Camilla di biagio Education: Fashion Degree at IED Istituto Europeo di Design.

Experience: Camilla began her career by organizing runway shows and following fashion events and theatrical productions as a costumer at the age of 17. Camilla specializes in Event organization and shooting production, particularly of fashion exhibitions and runway shows both in Italy and abroad. Some of her past collaborations include: Studio Galgano, Redstudio, Alta Roma, Stefania d’Alessando Make-up, Sergio Valente, Philip Morris Italia, You, Mandarina Duck and Bulgari.

Courses taught: Professor of Fashion Events, Visual Language and Creativity Technique, Events Organization, Styling.

Website: http://www.myspace.com/360gradiproduzioni, http://www.360gradiproduzioni.com/ 8

IED Florence Summer Courses 2013

Firenze IED Summer Design School

ITALIAN LEATHER DESIGN In collaboration with Scuola del Cuoio Florence July 2013

IED SUMMER DESIGN SCHOOL Italian Leather Design Location: Florence Duration: Four Weeks, full time Starting Date: 1st of July 2013 Attendance: Compulsory, from Monday to Thursday.

Language: English Academic Requirements: Students must be at least 18 years of age at the time of application and have an acceptable level of English in order to attend lectures and successfully complete all projects required in order to pass the course.

Title conferred by the program: at the end of the program, participants who successfully attended at least 80% of the lessons and who were active participants in projects developed during the program will get the Certificate of attendance of the Istituto Europeo di Design in Italian Leather Design.

Fixed maximum number: a maximum of 20 participants may attend the IED Summer Design School Programs. IED has a rolling application policy, because of the high number of requests we recommend that applications are sent at least within two weeks from the beginning of the course.

Access to further studies: Specialization, Professional and IED Florence Fashion Programs.

Structure and Method: The IED didactic approach is an experiential and dinamic one, combining theoretical lessons with practical projects. The program is structured over one month beginning in July. Classes meet Monday through Thursday with both morning and afternoon sessions in IED and in Scuola del Cuoio. In addition students will be working outside of class time on their projects. Homeworks include individual and group works.

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Fees: the Summer program fee is 2,500 € (enrolment: 500€ – tuition fee: 2,000 €).

Candidates who enroll within the 31th of March 2013 are entitled to a 15% reduction of the tuition fee.

Fees include: all class works, lessons and use of laboratories. Not included: accommodation and meals, airfare, airport transfer and meals, individual equipment required.

Course Syllabus: IED Florence can provide a detailed course syllabus upon request.

Special Programs: IED Florence can provide any of the summer courses in other languages for groups of 15 or more at an additional charge of € 300 per student.

Dates: Saturday, June 29th, 2013 Arrival and check-in to accommodation (if required).

Monday, July 1st, 2013: Orientation and first day of the program.

Classes held Monday to Thursday (morning and/or afternoon session).

Thusday, July 25th, 2013 Last day of the course, program closure.

Saturday, July 27th, 2013 Departure and check-out of accommodation.

COURSE PARTNERS

IED Florence Summer Courses 2013

ITALIAN LEATHER DESIGN Language: English | Level: Introductory | Date: July 2nd - 25th, 2013 Description: Covers fundamental elements of leather design and color while developing an understanding of the various processes involved in the production of handcrafted leather goods. Under the guidance of a master craftsman, students learn about the development of the art and application of traditional techniques. Students will complete at least one complete piece as their final project.

Topics covered: Leather creation, tanning techniques, different types and functions of leather, leather accessories, textile patterns for accessories, free-hand drawing, illustration and drawing techniques for leather accessories, use of Adobe Illustrator and Photoshop in the design process, historical overview of leather traditions in Florence, preparation and production of patterns, pattern cutting and leather stitching techniques.

Program Overview: This unique program combines contemporary design technique and technology with practical application of traditional crafting methods in a professional leather workshop. Students spend the first week of the program at IED Florence covering the fundamental elements of leather design and color while developing an understanding of the various processes involved in the production of handcrafted leather goods. The principles of fashion illustration and use of computer design will be introduced with a focus on leather products and bags. There are class visits to local tanneries, manufacturers and the “ Accademia 100% Italiano “ in order to observe, working and finishing techniques, marketing and distribution channels, offering a window on the realities of the Florentine leather district. The final three weeks will be spent at the Scuola del Cuoio where under the guidance of a master craftsman “maestro” students will learn about the historical development of the craft and contemporary application of traditional techniques. Participants will gain an understanding and appreciation for the various types of materials, tools and techniques used in the manual part of the creative process before beginning to cut, create and finish their own creation.

Each student will complete the program with at least one finished piece as their final project as well as a sketchbook of designs and ideas for their professional portfolio.

This course is offered in collaboration with the Scuola del Cuoio in Florence.

Location: IED Firenze and the Scuola del Cuoio.

Learning Outcomes: Conceptualization and production of basic leather accessories.

Lexicon of leather types and finishes according to their uses. Use of Adobe Illustrator and Photoshop to enhance the design process. Familiarization with the historical development of the Florentine leather trade from its origins to the age of globalization.

Level and Prerequisites: This is an introductory course, no special skills or knowledge is required.

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IED Florence Summer Courses 2013

ITALIAN LEATHER DESIGN Instruction Method: This course combines the use of traditional classroom lecture, site visits, class discussion and guest lecturers. Active participation in discussions with guest lecturers and site visit / field trip attendance is fundamental.

Class Schedule and Contact Hours: This program meets Monday through Thursday for both a morning and afternoon session (Thursday, July 25th, 2013 Student Exhibition and Program Closure). Some visits and project work may occur outside of regular class time. This course meets for a total of 75 contact hours.

University and Transfer Credit: Students seeking university credit for summer courses should contact the international education office at their home institution and find out the transfer credit procedure. IED provides all relevant course materials including syllabus, professor profiles, institutional accreditation and official student transcript in order to facilitate the transfer of credit and recognition of the course / program.

Site Visits and Fieldtrips: Site visits play an important part in this program. All visits will be announced in detail at the start of the program. Please note that some visits may occur outside of regularly scheduled class time and potentially on Friday for full-day fieldtrips.

Course Materials and Supplies: All necessary materials for the course are provided. Students may also wish to purchase additional supplies. Please note that all personal printing is at the student’s expense. Students are strongly encouraged to bring their own computers (notebook, laptop, Ipad etc) and camera (digital, flip, other video devices) in order to complete assignments and work independently.

5

IED Florence Summer Courses 2013

ITALIAN LEATHER DESIGN LESSON PLAN (TBC)

(This is an advance copy sample syllabus. Please note that dates and order of the lesson plan may change based on confirmation and availability of studio space, guest speakers, site visits etc.)

Day 1: Orientation and introduction to the course. Historical and commercial overview of the development of the leather trade in Florence. Visit to the leather district of Florence.

Day 2: Seminar of Consorzio 100% Pelle Conciata al Vegetale.

Day 3: Photoshop and digital uses for leather and patterns.

Day 4: Seminar on types and uses of leather; basic patterns.

Week 2 (Days 5 – 9) July 9 - 12, 2012 Introduction to the Scuola del Cuoio, the workshop, tools and machinery and techniques. Begin working on small scale pieces. Day - long workshop.

Week 3 (Days 10 - 14) July 16 - 19, 2012 Complete projects in workshop under guidance of master craftsman.

Week 4 (Days 15 - 19) July 23 - 26, 2012 Completion of final project in workshop under guidance of master craftsman. Last two days students will work in collaboration with other program participant for event preparation. Final project will be part of the student organized event as part of the IED Fashion/PR/Visual Merchandising summer programs.

Day 20: Individual and Group Final Presentations. Program closure.

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IED Florence Summer Courses 2013

ITALIAN LEATHER DESIGN

Photos: Troy Nachtigall

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IED Florence Summer Courses 2013

Partners Scuola del cuoio The Scuola del Cuoio was created after World War II through the collaborative efforts of the Franciscan friars of the Monastery of Santa Croce and the Gori and Casini families, Florentine leather artisans since the 1930’s. Their mission was to give orphans of the war a means to learn a practical trade with which to earn a living.

Santa Croce, with its strategic position along the banks of the Arno river, since the 13th century had been historically the district where the 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 Scuola del Cuoio, were an important part of the Santa Croce neighborhood with the dyers of Corso dei Tintori and even the soap makers of via dei Saponai. The tanned hides were used for centuries for the leather manufacturing of the city and at the Monastery itself to cover the great manuscripts. Post-war Scuola del Cuoio brought those traditions back to the Monastery.

The unique location, the quality of its products and the commitment to tradition has made Scuola del Cuoio famous. Scuola del Cuoio today remains the largest genuine laboratory in the city where clients can witness the artisans create the leather goods in the midst of centuries-old history.

With the passing of Silvano Casini and Marcello Gori in 2003, two of the founding fathers of the Scuola del Cuoio, today, the vision of the school lives on through Marcello Gori’s family. Marcello Gori’s three daughters, Laura, Francesca, and Barbara, and grandson Tommaso (Laura’s son) manage Scuola del Cuoio.

The Gori family continues to be committed to the great tradition of quality products and personal customer service which has allowed Scuola del Cuoio to establish a refined clientele worldwide. In recent news, the Santa Croce Advisory Council, appointed Laura Gori member, allowing Scuola del Cuoio to assist with the plans to restore and promote cultural programs at the monumental complex. Francesca Gori has created a line of hand-stitched one-of-a-kind handbags.

The friars of the Monastery of Santa Croce and the Gori family share a common vision for Scuola del Cuoio.

Their wish is to revive the minor arts, drawing from the experience of the master craftsmen, and to uphold the great traditions of Florentine quality craftsmanship. Scuola del Cuoio and the resident friars are also proud to provide a unique learning experience for visitors and students from all over the world.

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IED Florence Summer Courses 2013

Firenze IED Summer design School

FASHION EVENTS AND PUBLIC RELATIONS Florence July 2013

IED SUMMER DESIGN SCHOOL Fashion Events and Public Relations Location: Florence Duration: Four Weeks, full time Starting Date: July 1st, 2013 Attendance: Compulsory, from Monday to Thursday.

Language: English Academic Requirements: Students must be at least 18 years of age at the time of application and have a sufficient level of English in order to attend lectures and successfully complete all projects in order to pass the course.

Title conferred by the course: at the end of the Program, participants who successfully attended at least 80% of the lessons and who were active participants in projects developed during the program will get the Certificate of attendance of the Istituto Europeo di Design (IED) in Fashion Events and Public Relations.

Fixed maximum number: a maximum of 20 participants may attend the IED Summer Design School Programs. IED has a rolling application policy, because of the high number of requests we recommend that applications are sent at least within two weeks from the beginning of the course.

Access to further studies: Specialization, Professional or IED Florence Fashion Programs.

Fees: the Summer program fee is 2,500 € (enrolment: 500€ – tuition fee: 2,000 €).

Candidates who enroll within the 31th of March 2013 are entitled to a 15% reduction of the tuition fee.

Fees include: all class works, lessons and use of laboratories. Not included: accommodation and meals, airfare, airport transfer and meals, particular equipping requested.

Course Syllabus: IED Florence can provide a detailed course syllabus upon request.

Special Programs: IED Florence can provide any of the summer courses in other languages for groups of 15 or more at an additional charge of € 300 per student.

Dates: Saturday, June 29th, 2013 Arrival and check-in to accommodation (if required).

Monday, July 1st, 2013: Orientation and first day of the program.

Classes held Monday to Thursday (morning and/or afternoon session).

Thusday, July 25th, 2013 Last day of the course, program closure.

Saturday, July 27th, 2013 Departure and check-out of accommodation.

Structure and Method: The program is structured over one Month year beginning in July. Classes meet Monday through Thursday with both morning and afternoon sessions. In addition students will be working outside of class time on their projects. Homeworks include individual and group activities. The IED didactic approach is an experiential and dinamic one, combining theoretical lessons with practical projects.

2

IED Florence Summer Courses 2013

fashion events and public relations Language: English | Level: Introductory | Date: July 2nd - 25th, 2013

Description: Fashion Events and Public Relations. Focusing on the professional methods of event production for the fashion industry, the course deals with successful and innovative public relation techniques and new media usage in all different types of fashion events. Participants will work with a company to promote their services and/or products utilizing many promotional tools and applying in practice the knowledge acquired during the course. Students will learn how to interface with the industry, merge the use of public relation strategies, fashion communication and event planning.

Topics covered: Principles of Public Relations, Fashion Communication and Writing, Event Planning and Management, branding use of public relations via press kits, corporate sponsorship as well the use of Technology and Media including print, television, magazines, and the ever-growing number of outlets via the Internet such as websites, blogs and podcasts, social networks and apps.

Program Overview: This program focuses on the basic skills and methodologies employed in developing and producing successful events specifically for the fashion industry. Students will divide their time between traditional classroom lecture with their instructors as well as site visits to Italian fashion retailers and museums. Students are expected to work outside of class in small groups and individually for both regular assignments as well as the final project. They will learn how to merge the use of public relation strategies, fashion communication and event planning in order to stage a class event as their final project.

This course affords students the possibility to take advantage of Florence as a historical city of design and fashion that has reinvented itself over the centuries and that in an age of globalization has a relevant role in the world of haute couture/fashion. Every year the final project takes a different form, in 2010 students conceptualized, organized and produced a fashion event at Terrazza Bardini for the promotion of the Gold Brand store in Florence, a promotional event for the Jules and Jim vintage store including with fashion photographers, make-up artists and hair stylists which also featured products created by IED Florence Leather Design program students.

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IED Florence Summer Courses 2013

fashion events and public relations Learning Outcomes: Implementation of problem solving skills, working within a budget, team work, group conceptualization with through role playing exercises and workplace simulations. Expose students to public relations professionals and through site visits to media events and guest lectures. Develop a mastery of fashion communication techniques and production of press releases and invites. Design and execution of a fashion inspired public relations event in Florence. Application of fashion event management principles as part of the pre and post production stages as part of the class final project. Experience working as part of a multinational student team effort in order to plan and execute the final project event.

Level and Prerequisites: This is an introductory course, no special skills or knowledge is required.

Instruction Method: This course combines the use of traditional classroom lecture, site visits, class discussion and guest lecturers. Active participation in discussions with guest lecturers and site visit / field trip attendance is fundamental.

Class Schedule and Contact Hours: This course meets Monday through Thursday for both a morning and afternoon session (Friday, July 27, 2012 Student Exhibition and Program Closure). Some visits and project work may occur outside of regular class time. This course meets for a total of 75 contact hours.

University and Transfer Credit: Students seeking university credit for summer courses should contact the international education office at their home institution and find out the transfer credit procedure.

IED provides all relevant course materials including syllabus, professor profiles, institutional accreditation and official student transcript in order to facilitate the transfer of credit and recognition of the course / program.

Site Visits and Fieldtrips: Site visits play an important part in this course. All visits will be announced in detail at the start of the course. Please note that some visits may occur outside of regularly scheduled class time and potentially on Friday for full-day fieldtrips.

Course Texts: Students will be issued a course pack and/or PDF copy of course readings from the following texts as well as other relevant articles and readings added by the instructor.

Course Materials and Supplies: All necessary materials for the course are provided. Students may also wish to purchase additional supplies. Please note that all personal printing is at the student’s expense.

Students are strongly encouraged to bring their own computers (notebook, laptop, Ipad etc) and camera (digital, flip, other video devices) in order to complete assignments and work independently.

SYLLABUS: A sample course syllabus is avaialable upon request.

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IED Florence Summer Courses 2013

fashion events and public relations LESSON PLAN (TBC)

(This is an advance copy sample syllabus. Please note that dates and order of the lesson plan may change based on confirmation and availability of studio space, guest speakers, site visits etc.)

Week One Day 1: Orientation - Group subdivision / Branding - introduction to a brand.

Day 2: Branding - basic concepts of the brand / Communication and Fashion - introduction and tools.

Day 3: Company visit and briefing / Branding - the brand and its messages.

Day 4: Branding - Brand presentation prep / Branding - Presentations to the client.

Week Two Day 5: Fashion Writing - types of fashion writing / Fashion writing - tools for fashion writing.

Day 6: Fashion writing - identifying and duplicating / Fashion writing - writing the communication packet.

Day 7: Communication and Fashion - the role of the communicator / PR, advertising and new media communication.

Day 8: Communication and Fashion - timing in communication / Afternoon: PR, advertising and new media communication.

Week Three Day 9: Communication and Fashion - strategies and presentations / PR, advertising and new media communication.

Day 10: Fashion Events / Fashion Events.

Day 11: PR, advertising and new media communication / PR, advertising and new media communication.

Day 12: Group work and Field trip / Group work and Field trip.

Week Four Day 13: Location scouting trip / Fashion Events.

Day 14: Communication and Fashion - call backs; pre- during and post event / Fashion Events.

Day 15: Fashion Events / Fashion Events.

Day 16: Course wrap-up, review and discussion.

Day 17: Individual and Group Final Presentations. Program closure.

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IED Florence Summer Courses 2013

fashion events and public relations - Final Work “God bless You” (2010) The 2010 classes projects events were a party at Terrazza Bardini to promote the Gold brand and website and a window display inside the Gold store. The fashion events and PR class also organized a party inside a vintage clothing store, Jules and Jim, with photographers and a styling corner equipped with everything, from make up to hair to clothes In collaboration with: Gold - htp://www.goldworld.it/project/gold-firenze/#

“Get Colorized” (2011) The final event project of 2011 was a multi-media promotion event for the brand Colorised, consisting of three different flash-mob events around three main Florentine piazzas and of a staged window inside the open loggia of the Porcellino market. The event culminated with everyone meeting at the loggia and interacting with the brand via social media and live streaming.

In collaboration with: Colorized - http://www.colorised-shirt.com/it

“Raw Philosophy” (2012) In the evening of July 26 2012 at the Playground store of Florence has been presented the Vittorio Valerio fall winter 2012 collection and a preview of the spring summer 2013. The Playground store is accostumed to this kind of events (the presentations during Pitti Uomo are a regular date of the fashion week) and over the years it has become a landmark of the Florentine shopping panorama, thanks to the huge range of emerging brands, selected for those bohemian-chic customers who prefer a trendy, but unique piece.

In collaboration with: Vittorio Valerio and Playground http://www.vittoriovalerio.it/ http://www.playgroundshop.com/it/

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IED Florence Summer Courses 2013

Claudia Gelosa Education: Laurea in Architecture - Università degli Studi (Florence, Italy) and the Ecole d’Architetcture de Paris La Villette (Paris, France) Experience: Claudia is specialized in Marketing and Communication, having developed her skills as the advertisement and communication director for several national and international brands in the fashion, sportswear and accessories field. Since 2003 she is actively involved in the Archea Associates Architecture Association where she became Press release and Event coordinator until 2005. Currently Claudia follows several Press release projects for Design studios, Fashion and Architecture brands.

Courses taught: professor of Communication and Fashion.

Website: http://www.republique.it/ Troy Nachtigall Education: Troy was born in Belle Fourche, South Dakota,U.S.A.in 1977. He moved to New YorkCity in 1999 to study Fashion Design and work in Digital Media Technology. He invents new ways to dress and present fashion for lines such Calvin Klein, Jean Paul Gaultier Jeans, Hugo Boss, Hermes and Emilio Cavallini. Beyond this, Troy has taken his creativetalents into fields such as interaction design with projects including Music Videos for Beyonce, Wardrobe for The Discovery Channel, Publicity for Suntory, Press Office for Stussy and training for Apple. This has also led to teaching courses at the University.

Experience: IUAV of Venice, University Sapienza of Roma and the Institute of European Design.

Courses taugh: Web Communication and Social Media Labs, Adobe and Adobe-Advance Programs, MAC & softweare alfabetization.

Website: http://troykyo.com Flores Zanchi Education: Laurea in Architecture - Università degli Studi (Florence, Italy) and the Ecole d’Architetcture de Paris La Villette (Paris, France) Experience: From 2002 to 2008 she works at Archea Associates where she coordinates and develops exhibits and events. At the same time she coordinates the editorial aspects of the www.floornature.com architectural portal. From 2004 to 2008 she is part of the editorial staff of Area magazine. Her articles are published on several national and international magazines such as Area, Materia, d’Architettura, Progettare, Casa&design China, Recuperare l’Edilizia, City Project.

Courses taught: Public Relations and Advertising for Fashion.

Website: http://www.republique.it/

Camilla di biagio Education: Fashion Degree at IED Istituto Europeo di Design.

Experience: Camilla began her career by organizing runway shows and following fashion events and theatrical productions as a costumer at the age of 17. Camilla specializes in Event organization and shooting production, particularly of fashion exhibitions and runway shows both in Italy and abroad. Some of her past collaborations include: Studio Galgano, Redstudio, Alta Roma, Stefania d’Alessando Make-up, Sergio Valente, Philip Morris Italia, You, Mandarina Duck and Bulgari.

Courses taught: Professor of Fashion Events, Visual Language and Creativity Technique, Events Organization, Styling.

Website: http://www.myspace.com/360gradiproduzioni 8

IED Florence Summer Courses 2013