ART, DESIGN & NEW TECHNOLOGY PoLiteCNiCo aCCaDeMia Di BeLLe arti Di MiLaNo Di Brera

ART & DESIGN NEW MEDIA Art & Design, New Media for the sharing economy

First Level Master Course Director: Prof. Roberto Semprini Scientific frame. Art, Design and new technologies for the sharing markets

In the new sharing economy the issue is no longer the possession of the goods, but their shared use. Figures like that of “changemakers”, the criteria of “open source” or “open content”, whose best example is Wikipedia and “crowdfunding”, determine concretly projects that are no longer mere utopian alchemy of study, but realities that are beginning to contribute significantly to the GDP in an increasing number of countries around the world. From the “sharing Economy” derives the concept of “Sharing Design” as a means for sharing the creativity of individuals, made possible by a sophisticated technology that allows low-cost creative redefinition of the design criteria for creating new paradigms of realization. The main protagonists of the idea of sharing design are self-producers, both students and established professionals and artisans, united by the chance to make use of public spaces for work, to exhibit and offer their works. A response of economic development to the constant economic crisis, at a very low cost. The objective of this Master is to promote the culture of design and support new ideas, with a particular focus on innovation typology and the overrunning of the various creative disciplines. Art & Design in Brera wants to develop a different and more original relationship with the market and with the users of the product, encouraging experimentation with new types of use of materials, new technologies applied to self-production as that on a large scale. It will investigate the border areas, in which the design tends to merge with the artistic investigation. The common denominator between art and design is the technique, understood both as a methodological process, both as a production process and finally as a reflection of its effects in today’s society. Technology becomes an undifferentiated area in which acts the project that draws from it renewed expressive capabilities. The use of cross-language it is an obvious feature. The design product changes from object to subject of seduction. Able to capture our attention not only on an aesthetic level but through an interactive relationship that involves the sensory aspect of the product. The Academy is a vantage point on these concepts, and it is within it that originated this concept. It’s enough to mention all the work of David Boriani, artist of T Group, designer and founder of Design course in Italian Academies. To not underestimate the potentialities that a Master Course of this kind may develop along with design firms, as always, but especially today in the presence of a saturated market, looking for new product ideas.

2 Educational Objectives

In the post-industrial and information, the talented designer emerges when equipped with a complex and aware professionalism, able to master individually skills that are very dynamic and increasingly multidisciplinary. With this in mind, the Master provides a path of experience, research and design, which combines the theoretical heritage of a prestigious educational path and stimulating one, with the fundamental contribution of laboratories in synergy with each other as: a) advanced modeling Labs, able to provide a comprehensive overview of the new materials, the use of 3D printers for prototyping, ect .. ect .. of Design Courses at the Politecnico di Milano. b) laboratories as traditional sculpture, decoration, plastic and scenography where you can create models to study or learn valuable manufacturing techniques from sculpture to gilding, the notch or learn the art of mosaic, ect ect at our Academy of Fine Arts of Brera. c) laboratories on multimedia tools, capable of building an interactive relationship between the design object and its user, also developing the project sound in an installation (see the work of Studio Azzurro). In the Academy we still Atelier. They are the only structures that still keep alive the cultural heritage associated with all that do, such as the high level of craft shops that populate our country. In a workshop dynamics are clear, defined. The student has the opportunity to acquire the methods and techniques by working closely with the master. In our workshop methodologies are varied, techniques are numerous, Masters are many. In our studio you become “Designer as Author” You learn to read and encode the time, space, the world around us. In our workshop you will learn to design today for tomorrow’s redesign. It will be a close collaboration with companies and professionals able to follow the student in his training.

3 The master is for:

The course is aimed at graduates in architecture and design, as well as to young designers, engineers and professionals.

Career opportunities

The Master trains professionals capable of planning in different fields, from product design to interior design, from the fair exhibition at the museum exhibition. Participants develop skills that will allow them to then be introduced into design companies, design firms in product design, and interior fittings, in architecture, in showrooms design copyright (see Dilmos, Entrance Free, Gallery Colombari, Post design gallery Nilufar, ect ...), such as the development of its own brand tied to self production. Professional opportunities will arise from the deepening of three specific macro-areas that will enliven the Master courses:

1.1 Culture of the project and its disciplinary contamination 1.2 Study of the materials 1.3 Project methodology

Culture of the project and its disciplinary contamination

A culture of broad project that involves different discipline, which operates a study of language in its various manifestations symbolic, poetic, aesthetic, color, perceptual, multimedia and compositional. In this context, the study of the crossover between art and design as well as the story of the life and works of the Masters (Sottsass, Mendini, Fish, ect .. ect), also involves the humanities, such as anthropology, art history, music and experimental theater.

4 Study of materials

The study of traditional materials such as new materials through the various technologies of the modeling, the 5-axis machines for processing marble, sculpture traditional rapid prototyping machines for the experiments with the resin, the technique of gilding, mosaic, carving, .design methodology.

There are several aspects involved in the design in this context. Assigned a design theme, we proceed with a search that starts from the history of the product, the analysis of the relative production to competitors and arrive to the development of original design philosophy, which includes the identification of the mood of the production of the first sketches, the Autocad 3d modeling, study model or even 1:1 scale prototype. The design must take into account the different production technologies, the selfproduction, the prototype for large-scale production.

Who can participate

The Master is aimed at graduates of the Old Order and / or Bachelor’s Degree and Specialist who are interested to enter and operate within the commercial sector of design, of art, entertainment, entertainment industry, creative industry, of installation, performative. The Master Course can be attended by a maximum of 40 people, who will be selected through a written test and an oral interview, after sending a CV and motivational letter.

5 Visiting Professors

Arch/Designer Stefano Giovannoni, Architecture Faculty - Florence – Italy Arch./Designer Lorenzo Damiani – Industrial Designe Master -Politecnico Milan Italy Arch/Designer Baldessarri & Baldessarri - Politecnico & I.E.D. Milan – Italy Arch./Art & Design Fortunato d’Amico - Politecnico di Milano - Italy Artist/Designer Sandro Santantonio - Brera Academy - Milano - Italy Alberto Pellini Owner “Art & Design Gallery- Spazio Pontaccio” – Milano - Italy Sergio Riva Owner of “Art & design- Dilmos” - Milano – Italy Dott. Germana Mamone - Art Avisory - Beijinh - Cina

Faculty

Prof. Roberto Semprini, Professor Product Design – Brera Academy - Milano Prof. Franco Marrocco, Director – Brera Academy - Milano Prof. Roberto Favaro, Dean of “Design & Applied Arts – Brera Academy - Milano Prof. Filippo de Filippi professor : Interior Design – Brera Academy -Milano Prof. Giuseppe Bonini Professor : Aesthetics – Brera Academy - Milano Prof. Giacinto di Pietrantonio, Professor Arts History- Brera Academy - Milano Prof. Ezio Cuoghi, Professor : Direction & New Technologies – Brera Academy -Milano Prof. Riccardo Notte, Professor : Cultural Anthropology . Brera Academy - Milano Prof. Ampelio Bucci, Professor Design Management – Brera Academy - Milano Prof. Kim Pilhoon, Professor tecniche animazione digitale e video editing, Brera Academy - Milano Internship possible by:

Galleria art&design SPAZIO PONTACCIO - Milano - Italy Galleria art&design DILMOS - Milano - Italy Glamour Design Store - Milano - Italy Studio Arch/design Baldessarri & Baldessarri - Milano e Trento - Italy Studio Arch/design Sandro Santantonio - Milano - Italy Studio Arch/design Lorenzo Damiani - Milano - Italy Colors factory- OIKOS - Rimini - Italy Showroom MOROSO - Milano - Italy 6 Content and teaching organization

To obtain credits (Italian CFU) students must attend at least 5 teaching units and a final internship. At the end of each teaching unit, the students will develop their own insights whome incomes will be shared in a final seminar. The Master have a 1 year duration, for a total of 1,500 hours divided as follows:

• Front teaching | 500 hours 4 teaching units made of 100 hours (1 base unit and 3 specific units) | 400 hours 1 Active teaching unit (Empowerment and soft skills) | 100 hours

• Internship | 300 hours

• Individual Study| 700 hours

7 The Masters: general curriculum

BASICS 1 COMMON TEACHING UNIT 100 HOURS teaching

PRODUCTION 3 TEACHING UNITS | 300 HOURS TEACHING UNIT ISSUE 1 ACultural Area / Strategy TEACHING UNIT ISSUE 2 Project Area / Product TEACHING UNIT ISSUE 3 Technological Area

2 COMMON FINAL UNITS TEACHING UNIT 4 | EMPOWERMENT AND SOFT SKILLS |100 HOURS ACTIVE UNIT 5 | INTERNSHIP | 300 HOURS

8 TRAINING PROGRAM The course is divided into learning modules plus the internship. The first modules are dedicated to develop the fundamental skills in the design of the author. From the history of the materials in the context of the artistic application of Painting and Sculpture to the application in the world of Design. History of interpretation of design of the artistic currents, see the Pop Design Ready Made Conceptual design. History of the invention of new types of use. History of the contamination of Art and Design and the exchange of roles. Artists working in the field of Design and Designers who work in the art. context. History of the companies that develop the design of the author, see “The Design Factories “of Alberto Alessi, the History of Art & Design in urban settings. The following training modules are designed to develop advanced skills in the context of the practice of project: project work dedicated to the creation of design objects, from selfproduction to the author’s design, sculptural, performative, spectacular. The remaining module is dedicated to seminars and lectures. Opportunities to meet with testimonials and privileged professionals: companies, designers, artists, architects, designers. The internship provides an intense experience of professionalizing in studies of designers and architects, companies, theaters, architecture and design. Internship at Atelier, foundations, theaters, dance companies and performance, design studios and architecture (300 hours)

Cultural Area/Tools and Strategies Design History Contempory Art History Design Methodology Technical Drawing and Design Modeling Graphic Design Cultural Marketing Foundations Design Management Cultural Anthropology

Technological Area/Tools Sound Design and Architecture Sustainable Design Tipologia dei Materiali Urban Design Design 1 Product Design 1 Product Design 2 Digital Modeling Techiniques - Computer 3d Rendering 3d

9 Partners University of Bologna - Rimini campus -Italy University of Florence - Faculty of Architecture- Italy University of Tsingua - Beijing - China Archimedes Consulting Company for Design - Beijing - China Daedalus Design Design Companies - Ningbo - China Dilmos Gallery of Design - Milan - Italy Michela Cattai Gallery of Design - Milan - Italy

Project Area Workshop 1 “The sense of the Matter” by OIKOS (www.oikos-group.it) Workshop 2 “Ground floor project” by LAB23 (www.lab23.it)

LOCATION AND PERIOD The master takes place mainly at Brera Academy The master has a term of one year. The courses are scheduled to begin in the first quarter 2015, and requires a commitment of three days per week (8 hours per day).

10 Contacts CONSORZIO ARD&NT INSTITUTE Politecnico di Milano – Dipartimento di Design Accademia di Brera – Scuola di Nuove Tecnologie per l’arte

Via Brera 28 20121 Milano - ITALY tel 02.86955237

Via Durando 38/A 20158 Milano - ITALY tel. 02.2399.5939

www.ardent-institute.it [email protected] www.facebook.com/ardent.institute skype:ardent-institute

Sede legale: via Brera 28, 20121 Milano C.F. e P.IVA: 07113460963 C.C.I.A.A. Milano n. 1936907

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