About IAAD

CAR DESIGNERS STUDY IN TORINO: IAAD DEPARTMENT OF TRANSPORTATION DESIGN

IAAD department of “Car Body Architecture” first in Italy opened in Turin in 1978. Since 2008 the Department of “Transportation design“ is entitled in memory of Andrea Pininfarina. Since 2016, Giorgetto Giugiaro is its President and Maestro.

The specialization in Transportation design deals with the study of the main means of transport with a focus on mobility systems and environmental sustainability. Designing a vehicle does not just mean giving birth to a show car. The aim of the course is to train aware designers, transmitting them the importance of knowing the referring market and the society that embodies it: designing today must take into account technological, social, marketing needs, budget constraints and environmental sustainability. Designing is about allowing people to continue moving from one place to another efficiently, even having fun, but limiting as much as possible the environmental and economic impacts.

Transportation design syllabus provides a foundation disciplines such as history and criticism of design, to move gradually to more specific subjects such as theory of perception, Gestalt psychology, basic design, science and technology of materials, techniques of representation, design of the product system, car design, motorcycle and scooter design… And then, of course, free-hand drawing software and aid in the design, such as Photoshop, Alias and Rhino.

TORINO AND CAR DESIGN

Turin is the undisputed world capital of automotive design and one of the centres of excellence in the international automotive industry: the great Italian production of Fiat, Lancia, Alfa Romeo and Ferrari, the design of Giugiaro and Pininfarina, Bertone, the automotive innovation of Centro Ricerche Fiat, the robotic technologies of DEA, Comau and Rambaudi, the innovation of Oxygen (electric alternative mobility), not to mention an enormous satellite activities that serves not only Fiat, but almost all of the major car manufacturers in Europe and the world. To confirm this today also Chinese design companies choose Turin as European seat.

Thanks to this important supply chain, IAAD Transportation design department is flanked by a pool of important partner companies both public and private, which contribute to the activation of research projects, special lectures, workshops and seminars, company visits, educational activities and internships.

IAAD has also many partnerships with international companies like Renault, Yamaha, Ducati, Volkswagen, Piaggio, Honda, Mercedes… offering its students several opportunities to work alongside leading international experts.

IAAD’s “Interior Design” Department was founded in Turin in 1978 and, on the occasion of its fortieth anniversary, expands its thematic horizons in order to confront the new challenges of the contemporary world.

SPACE! MAKE! SENSE!

The identity of the three-year course in “Interior Design” continues to focus on the spatial and material quality of spaces and furnishing systems, along the lines of the Italian design tradition, promoting the comparison with process and language innovations introduced both by new project managing tools and production, and by the pervasive connectivity that makes furniture and living spaces more and more sensitive and interactive.

Considering both well-being and user’s needs as central elements of the technical-creative process of the designer, in the border space between the world of theory and that of the project there are three thematic lines, representing the multiple facets of contemporary design. 

SPACE

The central issue about research in the interior design world: the achievement of a high spatial quality through a clear interpretation of the project plan and user needs, distribution inventions, functional flexibility and a conscious use of materials.

MAKE

The transformation processes of matter as a fundamental part of the project development path, considering both the traditional methods and the new tools related to mass customization and its formal and aesthetic implications, capable of generating new languages. The production chain of objects and systems redesigned in the virtuous view of circular economy, so that the innate mankind propensity to renew spaces doesn’t interfere irreparably with the environment.

SENSE

The environmental comfort of the user as an essential point for the correct design of the interior spaces, which is implemented through the control of natural elements (light, air, water); the adaptation of architectural and plant devices; the conscious spatial declension of the organic sources of the plant world. The critical use of new tools derived from the digital revolution – from the new systems of connection between objects (Internet of Things), to the interaction interfaces with users – considered as a function of its spatial implications.

Quality of the project, authorship, multidisciplinarity, attitude to research and knowledge sharing are the aspects that characterize a modern course of Interior Design, capable of training professionals equipped with the right tools to confront the challenges of the market and the contemporary world.

The study plans deal with humanistic subjects such as art history, architecture and design, sociology and semiotics of design, moving then to more specific topics such as design of spaces and furnishing systems; home design; exhibit design; design of sustainable processes; ergonomics; Science and technology of materials – supported by the modeling laboratory; digital representation techniques – including technical drawing, parametric modeling, rendering and video making.

Thanks to the active support of numerous partners – from companies to professionals, through presentations, company visits, workshops, seminars, internships, projects and theses – the IAAD Interior Design Department is able to offer its students opportunities to try challenge themselves alongside the most renowned national and international companies operating in the field of design.

THE COURSE IN PRODUCT DESIGN WILL BE YOUR SPRINGBOARD TO A CAREER AS A PRODUCT DESIGNER FULL OF SUCCESS

IAAD “Industrial design” department opened in 2005 as a natural evolution of the thirty-year expertise on product and visual communication. The industrial design is concerned with the complex relationship between man and matter, declined in shapes and innovative features, useful and functional: from high-tech to fashion, from accessories to appliance, from objects of luxury to everyday use. The industrial designer is a professional therefore able to implement innovative projects taking into account the needs of the end user and the prerogatives of systems production.

GRADUAL ASSIMILATION OF ALL THE SKILLS NECESSARY TO OPERATE IN THE FIELD OF INDUSTRIAL DESIGN

IAAD teaching method is based on Art College in Pasadena system, perhaps the most famous design school in the world, and provides for the gradual assimilation of four different skills: drawing, software use, modelling and final presentation of the product.

You begin by picking up a pencil and learn to manage the stretch and the prospect to place the object on the page, placing lights and shadows to perform the three-dimensionality. Of course, you must also learn to manage it all with specific software, in our case especially Photoshop, Illustrator and Rhino. Then you move on to the verbal description of the product and to modelling.

Program starts with the design of very simple things, to move progressively towards more complex and articulated projects: tools, clothing, appliances, and boats… During the last year you work in close collaboration with companies, which sponsor the projects and play the dual role of commissions and mentors.

INDUSTRIAL DESIGN, A SECTOR THAT PROVIDES COUNTLESS OPPORTUNITIES

The field of industrial design is so wide that offers different opportunities to those who prove to be good professionals. Some people are more proficient with the computer, some other with drawing, some with presentation and communication, some with team management. Locating your specific talent and understanding what you should focus on and what not, is a milestone in personal learning process. All this is facilitated by the active support of the partner companies of IAAD “Industrial design” department – special lectures, company visits, workshops, seminars, internships, projects and thesis – that provide students with opportunities to work with important designers from national and international companies.

VISUAL COMMUNICATION, ADVERTISING, COPYWRITING, NEW MEDIA… THIS AND MUCH MORE IN IAAD DEPARTMENT OF COMMUNICATION AND GRAPHIC DESIGN

IAAD “Communication and graphic design” department opened in Turin in 1978 and over the years expanded its expertise closer to the world of web, multimedia and new media in general. The training of advertising and communication professionals, able of producing and transmitting images and messages specialist is the primary objective of the course.

NON ONLY GRAPHIC DESIGN

Focused training will enable students to be realized in the vast field of communication and advertising, with a due distinction: on the one hand there is advertising in the strict sense, the one of the great campaigns, television commercials, etc., and the other side there is all that concerns the so-called ‘communication’, which ranges from corporate to the semantic web, from packaging to news reports, from documentaries screenplay to by mobile applications. Of course the boundaries are far from clear and focused. For this reason, the course trains both advertising and communication professionals.

This type of training should take into account many aspects, primarily curiosity and culture. The first lessons are devoted to the history of advertising, photography and video-making, but a good advertiser should always be interested in what is new and surprising in the modern world. Technical knowledge is also required: Photoshop, Illustrator, InDesign, After Effects, Premiere and Dreamweaver, Maya for 3D modelling, Avid or Final Cut for video post-production, Joomla or Word Press for cms.

PAST AND FUTURE MEET IN THE  NELLE TECNICHE DI COMUNICAZIONE TRASMESSE

Among the technicalities, it is essential also typography, or the knowledge of the font and the foundations of their design. In the digital domain, finally, SEO (Search Engine Optimization) and SMO (Social Media Optimization) are now essential technical knowledge. Of course, these concepts are part of the syllabus.

At IAAD we think “you end up with a creative”. Talent and good predisposition originally help, but the truth is that creative imagination is nothing but associative capacity: the creative creates associations between words, sounds, images and graphemes, braver and wilder than usually produced by someone who is not creative. The associative capacity can be developed, it is like a muscle that you train at gym: IAAD is a gym for development of associative muscle and the tools are called benchmarking, mind mapping, brainstorming, card sorting…

Creative after IAAD however, are not supermen. They are good fishermen, fishing enthusiasts to the constant search for the mythical “fish with scales of gold,” capable and patients, aware that only with a careful study of the prey they’ll be able to capture it. However it ends, and usually it ends well, this fisherman deserves respect, the esteem and respect that you have a genuine creative.

At the end of the course, IAAD creative can find a professional position as an art director or copywriter, but also as an illustrator, visualizer, packaging designer, photographer, web designer, app designer, screenwriter, event managers, production designer, video maker, type designer, logo designer, accounts, marketing consultant, public relations manager, animation designer… All these thanks to the active support of IAAD partner companies through the creation of special classes, company visits, workshops, seminars, internships, thesis projects and offer students opportunities to work aside of the most important national and international agencies.

DIGITAL COMMUNICATION, MULTIMEDIA, ENTERTAINMENT, BIG DATA, INTERNET OF THINGS. A WORLD THAT CREATIVE PEOPLE TODAY NEED TO KNOW TO BECOME PROFESSIONALS UPDATED IN THE NEAR FUTURE.

The easiest way to define ‘digital communication’ is to say that it includes all the initiatives of communication, advertising and marketing conveyed through digital tools of nature: web platforms, mobile application, multimedia, games and interactive applications, digital signage, virtual and augmented reality, semantic ontologies, etc.. It is a vast area, which also tends to continually expand its borders from the point of view of technological innovation and from the methods of use for information purposes, business and entertainment.

The main objective of the Course in Digital Communication is to train professionals who, without giving up the usual prerogatives of the ‘creative’ (imagination, lateral thinking, literary and iconographic, aesthetic taste and artistic sensibility), are able to dialogue with the public through digital media and to exploit the opportunities offered by developments in almost continuous cycle of computer science.

The course is divided into 3 main areas, one of which focuses on skill eminently ‘creative’ (capacity building membership, copywriting and content management, art direction and design in general), another on the cultural background and information necessary to those who work in this field (history of new media, digital business models, fundamentals of computer science and ergonomics), and another on technical skills such (application software, programming environment and the mobile web, search engine optimization, management social media and techniques of project development). Special attention is finally devoted to semantic technologies, the big data and internet of things. Each of these aspects is dealt with from the point of view of theoretical and conceptual, is – and this is a definite factor in qualifying compared to other university experience – from the standpoint of practical-application through projects in partnership with industry leaders.

THE NEW PROFESSIONS OF FASHION DESIGN

The fashion system is, especially today, one of the most characteristic of the international economy, and is also the area in which are integrated in varying shape the art and technique, creativity and specialization. Fashion and design continue to stand representing the Italian identity in the world, and their continuing evolution, as well as the relentless pursuit that is at the origin of their avant-garde nature, requires professionals always new, able to understand and interpret the changes of learn the techniques and process them in aesthetic and cultural models and innovative alternative. Thanks to partnerships with prestigious AD Education, the leader among private universities in France related to the teaching of Fashion Design, IAAD has over twenty years of experience in the industry, creating the first European pole of Design.

OBJECTIVES OF THE COURSE OF TEXTILE AND FASHION DESIGN

The three-year course in Fabric Design and fashion responds to demand from the international market of professionals who can represent the Italian fashion design in the world, exporting culture, style and sensibility. The course aims, firstly, to train professionals in terms of complete knowledge of the perceptual and cognitive phenomena in the fashion industry, able to understand how trends are formed and what factors are involved in the perception and evolution of taste, able to interpret signs and languages ​​of fashion and design and are ready to interact with the areas of design and creative direction and communication style. At the same time, the objective is to provide technical expertise on methods of design and performance (both in traditional foundations, both with respect to new technologies) in order to contribute to a proper understanding of the relationship between images and graphic representations and their potential communication. The course puts students in comparison with different cultures and values​​, giving them the tools to understand and interpret the peculiarities of Italian design.

The three-year course in “Social Innovation Design” is aimed at creating a new generation of creative leaders able to understand and manage the increasing social challenges of our era.  In recent years, investments in new models aimed at accelerating innovation and private and institutional funding in the social field and third sector have created the need for a growing number of professionals able to operate successfully in these contexts.

Students will acquire useful skills in order to activate and manage innovation and change processes based on the intersection of design, social innovation, and management. Through the study of the evolution of social sciences, they’ll develop critical thinking necessary to identify, analyze and tackle current social challenges, pinpointing the actors to be involved in the change process.

Within this approach, design act as the necessary tool in order to devise strategies aimed at generating and coordinating innovation within public entities, companies, third sector and individuals for the shared solution of social, economic and environmental challenges. The course is also characterized by lessons aimed at building the foundations of culture and analysis of social and economic processes and of the functioning models of companies and organizations.

The acquisition of contemporary tools for economic analysis and business management is essential for the effective implementation and management of innovative processes. The course combines theoretical and conceptual lessons with application disciplines developed through exercises and innovative projects carried out in collaboration with national and international partners.

Having experienced forty years of training in the field of design, IAAD., in its headquarter located in Bologna, has the pleasure to launch a new course format aimed at the world of professionals.

In a constantly changing society and in a working context that has suddenly changed, especially in the last few years, training, particularly in its continuous and systemic-designing meaning, has placed itself as the essential tool to face the challenges of the contemporary world.

In order to respond to this growing need, IAAD. has decided to structure 3 professional courses lasting six months in an evening formula, designed for senior and junior professionals, students and recent graduates who want to increase their skills and acquire new ones in order to be the players of the future.

Through a design thinking approach, participants, in a perspective of continuous dialogue, will be able to interact with a faculty made up of expert professionals from the world of design.

The courses, which will address issues related to the world of Interior design, Web design and Virtual Fashion design, will last six months with two weekly meetings of three and a half hours each.The formula of the courses, held only in Italian, will be the blended one.

The IAAD. Transportation design department offers two Master Programs:

– Transportation Design – Automotive & Interaction Design

– Transportation Design – Motorcycles & Personal Mobility

Both Masters are structured in a Preliminary Module – which both courses have in common – of about 6 months in which specific Transportation Design skills and tools are taught and a Master Module of about 10 months oriented to the different areas of design.

The objective of the Master Module is to give a complete insight of the Transportation design profession and give a complete preparation for the students to successfully enter the design world.

The educational program will give a full and extensive overview and experience of all the latest technical achievements, design trends and environmental aspects, in order to help students fully understand and apply these skills in their professional approach. Studying with professional designers and participating in projects with partner companies will stimulate the students’ creativity and give them a real life insight and experience of the design process which prepares them for their professional career.

Graduates of the Transportation Design Master course will be able to creatively contribute to the design society, find solutions to transportation and mobility challenges and experiment with multiple approaches and techniques to achieve the optimal solutions. Their skills, gained through their educational program, will enable them to visualize and represent anything they imagine through ideation, proposals and presentation. Their refined sensitivity of form language, the knowledge of materials and manufacturing processes, past and contemporary design trends will allow them to broaden their vision  and foresee future design thinking.

Graduates will collaborate and discuss design solutions, defend and promote their fresh approaches. The Master course of Transportation Design will prepare students to be creative members of the design society, giving them the capability to adapt to the ever changing technical evolution of the car industry.

The traditional design visions need to be revised in order to integrate new social trends and technical approaches such as sustainability, car sharing, alternative propulsion systems and autonomous driving.

The IAAD. Transportation design department offers two Master Programs:

– Transportation Design – Automotive & Interaction Design

– Transportation Design – Motorcycles & Personal Mobility

Both Masters are structured in a Preliminary Module – which both courses have in common – of about 6 months in which specific Transportation Design skills and tools are taught and a Master Module of about 10 months oriented to the different areas of design.

The Master aims to respond to the ever growing demand of the sector to include young designers in its teams, capable of understanding and interpreting the continuous changes affecting the “two-wheeler” industry, first of all the generational change from “petrol heads” to “digital natives” who appear to have rediscovered interest on the subject, according to new and different life-style, new social awareness, together with the always alive need of freedom that characterize this activity.

Design wise a new approach is needed especially in reference to phenomena such as the electrification of vehicles, urban “bike sharing” and the growing diffusion of “light vehicles” such as e-bikes but also “slow vehicles” such as electrical kick scooter and personal devices, increasingly used in synergy with the car or as an alternative to public transport.

IAAD. department of “Car Body Architecture” first in Italy opened in Turin in 1978. Since 2008 it is entitled in memory of Andrea Pininfarina.

The specialization in Transportation design deals with the study of the main means of transport with a focus on mobility systems and environmental sustainability.

The IAAD. Transportation design department offers two Master Programs:

– Transportation Design – Automotive & Interaction Design

– Transportation Design – Motorcycles & Personal Mobility

Both Masters are structured in a Preliminary Module – which both courses have in common – of about 6 months in which specific Transportation Design skills and tools are taught and a Master Module of about 10 months oriented to the different areas of design.

Preliminary Module is aimed at the transmission of analytical skills, technical and design specifications of the Transportation Design and is common to both the Master programmes.

Digital communication comprises all aspects of communication, advertising, and marketing that are conveyed electronically. It is an area that is growing and increasing relevant and that expands its bounds both technologically but also as a means of communication, commerce, and entertainment.

It is characterized by specific and diversified skills including; marketing to content management, programming sites and mobile apps to UX/UI design, social media management to semantic web, video making to search engine optimization (SEO), digital PR as well as e-commerce platform management and much more.

Today, successful digital marketing campaigns are the product of multiple platforms and increasingly interconnected skill sets that create demand for new professionals able to manage diverse complex projects.

Marketing and advertising agencies, corporations, and the public sector have little problem finding single-tasked professionals, however the real demand is for professionals able to execute increasingly complex projects that require utilizing multiple platforms and processes.

These are digital managers who are competent in the processes involved and are able to oversee the collective teamwork of specialized professionals. The preparation and training of a Digital Marketing Specialist (DMS) is the focus of the Master in Digital Marketing & Communication Marketing Management.

The Master program is divided into four main areas of competency:

– Specialized Expertise

– Mastery of the Work Process

– Project Management

– Creativity