interior design for commercial spaces objetivos del … · 2009. 9. 25. · the design process to...

BARCELONATorrent de l’Olla 208 08012 Barcelonatel. +34 93 2385889 fax +34 93 [email protected] Skype: master.iedbarcelonahttp://barcelona.ied.es www.iedbarcelona.es

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This Master Course is co-titled by IED and IL3-UB, the LifeLong Learning Institute of the University of Barcelona. Students, that already have a degree from an official university and whose final project will be judged positively by the commission will be awarded the official Master diploma issued jointly by the Istituto Europeo di Design and IL3, University of Barcelona.

...And then there was shopping!“ Not only is shopping melting into everything, but everything is melting into shopping. Through successive waves of expansion - each more extensive and pervasive than the previous - shopping has methodically en-croached on a widening spectrum of territories so that it is now, arguably, the defining activity of public life. Why has it become such a basic aspect of our existence? Because it is synonymous with perhaps the most significant development to give form to modern life: the unfettered growth and acceptance of the market economy as the dominant global standard. Shopping is the medium by which the market has solidified its grip on our spaces, buildings, cities, activities and lives. It is the material outcome of the degree to which

the market economy has shaped our surroundings, and ultimately ourselves…

Sze Tsung Leong ( Harvard School of Design Guide to Shopping / Project on the city 2 )

Confronted with the accelerating evolution of consumer markets, the ‘entrepreneur’ is obliged to differentiate his offering from that of the competition. We are bombarded with image, identity, ambiance and life-style, which often have little to do with the everyday products they represent. The ‘consumer society’ has arrived!Aggressive market competitiveness, accompanied by rapid social change and the communications boom have unleashed a rampant consumerism, opening new op-portunities to the designer, while simultaneously presenting new challenges. How do we design for the individual in a world which becomes more impersonal and uniform by the day? How do we resolve the conflicts of interest between global capitalism and a nascent regionalism? How do we promote the ‘creative genius’ of the designer in a world dictated by commercial strategy? These are some of the many questions we will attempt to answer in relation to spatial design on the Master Course of Interior Design at IED.Following an integrated programme of practical and theoretical sessions, the partici-pants will be assisted from the initial stages of strategy and conceptualization, through the design process to final presentation. Particular emphasis will be placed on the interdisciplinary aspects of the project, opening new ground to the designer, while re-inforcing and amplifying previously acquired knowledge. The course is of an intensive nature and of six months duration ( 500 class hours ) from January to July 2009.

INTERIOR DESIGN FOR COMMERCIAL SPACES

OBJETIVOS DEL MASTER


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DIRECTED TOWARDS

Students are welcomed from different backgrounds: industrial or product designers, graduates in architecture or engineering. The master is also conceived for profession-als that can demonstrate more than two years of professional development in the field design.

COURSE PROGRAMME

The Master in Design of Commercial Spaces is organized in three distinct areas…- Projects studio- Technology & Cultural- ManagementWhile further supported by a series of intensive week-end workshops.

PROJECTS AREAThe projects studio is strategically placed at the centre of the course ( occupying more than 40% of class time ) creating a radial structure, with secondary elements - technology and culture - acting in support of this central activity, with a considerable degree of integration.The interdisciplinary nature of the course is expressed through the professional orientation of the design tutors architect, graphic designer and industrial designer. Allowing the student to develop his/her own personal affinities and a resultant under-standing of the profession. Considerable emphasis will be placed on design process and conceptual development, particularly, through the use of working models, to instil a coherent and consequent approach to design.

TECHNOLOGY & CULTURAL AREATechnology assignments are provided as support to the central studio activity, to update and expand the student’s knowledge and capacities. Subjects include eco-de-sign, information technology, and in-depth knowledge of the processes and tech-nologies involved in present-day construction. Cultural assignments include study of historical precedent and evolution of commercial development through to current practice and trends, providing the student with a contextual over-view. These activi-ties are supported by a series of conferences by recognized practitioners and studio and site visits.


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MANAGEMENT AREAThe content of the management assignments is designed to provide the student with a strategic overview of the interior design industry in order to maximize one’s effec-tiveness in the short term and ensure longer term realization of one’s potential. While the Technology, Cultural and Projects elements of the course provide the student with the knowledge and tools to undertake a design project, the management area provides the tools to lead others in this endeavour.

WORKSHOPSThe intensive workshops have a number of objectives. Firstly, they provide the op-portunity to work in a team, which is essential to any office environment. Secondly, they provide an element of divergence within the course content. Projects and other assignments are inter-related and integrated, while the workshops touch on themes outside the scope of the course, but which are, nonetheless, connected to the design of commercial spaces. Thirdly, the workshops are intended to fulfill a social function they allow the students and tutors to get to know each other in a more relaxed work-ing environment outside the class-room.

COURSE CONTENT

PROJECTS AREAThe studio sessions will focus on developing an understanding of the culture of the market economy, through a unique major project, covering a broad spectrum of com-mercial activity. The project in question is the redesign of a commercial ‘mall’ in cen-tral Barcelona. The mall is located in one of the most expensive retail sites in Spain, ensuring that the surroundings are constantly thronged with eager shoppers, but nevertheless, it remains ubiquitously empty of shoppers. The project requires strate-gic reassessment and ‘re-positioning’, in the initial phases, before proceeding to the design of a series of spaces within the mall that relate to differing market segments:

VISUAL MERCHANDISINGDesign a promotional exhibition / window display for a cultural organization.

FASHIONDesign a fashion outlet, applying the design at differing scales. To include graphic ap-plications and furnishing systems.


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FOOD Design a restaurant, orientated towards the franchise market.

Each project concentrates on a particular market segment, taking into account its needs and requirements. Brief development will be undertaken by the student and each project will be developed in relation to the prevailing context. The initial generic nature of each proposal obliges the student to undertake wide-ranging investigation, leading to refinement and adaptation of the project in a process of personal expression.

TUTORSNiall o’Flynn is a multidisciplinary designer, concentrating his work on industrial de-sign and exhibition design. He teaches at graduate and post-graduate level in several universities. He has exhibited his work internationally and received numerous prizes. Since 2005, he is secretary of FAD ( Foment de les Arts y Disseny ).

Marc Guitart is a graphic designer and industrial designer, specializing in Strategic Brand Management. He has received numerous international awards, including the European design award Imagineering by Dupont in 2001.

Josep Ferrando is an award-winning architect. He teaches and lectures in several universities in Barcelona, Switzerland and the United States.

TECHNOLOGY & CULTURAL AREA

ECO-DESIGNA holistic approach to eco-design will be outlined, aimed at producing low-energy sustainable construction with a minimal environmental footprint.

- Site-responsive, bio-climatic design- Passive and active solar. Thermal mass and lightweight structures.- Sustainable materials. Life-cycle. Recycled materials.- Eco-installations.- The wider eco-context.TUTORPetz Scholtus is a product designer and ecological materials expert, having studied at Goldsmiths Design School in London.


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INFORMATION TECHNOLOGYGraphic programmes: Photoshop, Freehand, IllustratorTUTORMarc Guitart is a graphic designer and industrial designer, specializing in Strategic Brand Management. He has received numerous international awards, including the European design award Imagineering by Dupont in 2001.

CAD: AUTOCAD, 3D STUDIO MAX.It is assumed that students already have basic computer skills and knowledge of generic CAD programmes.TUTORHenry Lentz is an industrial designer, having studied in Graz, Austria and IED Barce-lona.

CONSTRUCTION THEORY- Constructional problem solving.- Standard solutions / non-standard solutions.- Mass production / custom production.- Static interiors / space in motion.- Construction parameters.TUTORMette Bak Andersen is an interior designer focusing on the naval sector.

CONSTRUCTION PRACTICE- ‘on-site’……. Project materialization.- Construction & Installations- Materials…..- Building regulations- Illumination…..Theory & Practice- Project construction detail developmentTUTOR Massimo, External Reference is an interior designer focusing on the comercial sector

ANALYSIS & CRITIQUEContemporary Design, Architecture and esthetics. A review of architecture and design in the latter half of the 20th century, concentrating on the contemporary condition.- History of Consumer Culture- Evolution , Scope Crisis.- Image, Brand, Strategy.


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- Tecnological advance, Scale, Statistics.- Glocal….. Global / Local.- Predicting the consumer, programming the consumer.- America, Europe, Asia.- Market vs. MallTUTOR Ana Vidal is an architect and exhibition designer, having studied in Barcelona and London. She has worked in Britain and the U.S.

PUBLIC SPEAKINGWorkshop-like classes to create awareness of requirements of public speaking, in-cluding video-feedback.TUTOR Edoardo Fano

MANAGEMENT AREA

PROJECT MANAGEMENT- Project examples- Project planning- Calendars- Budgets- Control procedures.- Human resources and team management- Time management- Negotiation and financial managementTUTOR Igor Peraza is an architect with wide experience in Japan and Europe DESIGN MANAGEMENT- Design in industry, education services & leisure- Role of design manager- Design & Innovation- Design strategy- Corporate communication- Professional practiceTUTOR Marc Guitart.


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TEAM MANAGEMENT- Structure of the office.- Work organization.- Interaction with external professionalsTUTOR Alessandro Scarnato is an award winning architect, with projects Europe-wide.

SOFTWARE MANAGEMENT- Software organization within the office.- Software integration.- Work-sharing.TUTOR Alessandro Scarnato.

CREATIVE COACHINGPersonal ‘coaching’ sessions dedicated to helping the student to widen his vision of his professional reality, allowing him to observe that reality from a variety of view-points, widening his capacity to respond, developing new strategies and new forms of communication and behaviour.TUTOR Natalia Mellado is an industrial designer and professional coach.

WORKSHOPS

SERVICE SPACE: SYNERGYServices and spaces are intimately linked yet too often they are not considered in conjunction with one another during design development, which leads to lost opportuni-ties. We will investigate this relationship and use some service design methodologies and tools to link the two together to expose new potential for creating more compelling experiences. We will gain rapid awareness of services through direct observation and analysis of some local offerings and their characteristics and then use visualization techniques to represent them. Through an exploration of opportunities based on our first hand observations we will develop and present new opportunity spaces. WORKSHOP LEADERCale Thomson Ryder is a service designer working in London having studied at Rhode Island and Delft University.


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REAL PLAY: THE RULES FOR ENGAGEMENTWhat does it take to generate good, meaningful play? How do you get people to participate? Why would they want to? In this workshop, we will survey environmental factors of the retail environment and use the information gathered to create strate-gies for play. Children become active players and authors in the retail environment. Groups will visit a site to observe the narrative of the retail space, audiences and brand messages of the built environment. Each group will create a map of the retail context, identify potential opportunities for engagement and create strategies for play. Strategies will consider: invitation, incentive, sense of impact, contact, open-ness, rules, authorship, timing and use of interactive technologies. Designs will take the form of a design element, furniture, signage and will be prototyped on-site.Workshop leader:- Kelsey Snook is a multi-disciplinary designer, having studied at Rhode Island and Central St. Martin’s, London. She is currently Education Officer at The Royal Festival Hall, London.WORKSHOP LEADERKelsey Snook is a multi-disciplinary designer, having studied at Rhode Island and Central St. Martin’s, London. She is currently Education Officer at The Royal Festival Hall, London.

FROM DIGITAL TO ANALOGUEThe workshop will confront the concepts of interface between the virtual and the physical in its broadest understanding, in the context of current developments - In-terface is no longer just a computer screen... The virtual is becoming physical and investigate future developments and applications.TUTOR Dennis Dollins is a writer, teacher and publisher.

* Workshop content and dates to be confirmed. La Dirección del Istituto Europeo di Design se reserva el derecho de modificar el plan de estudios

en función de las exigencias que puedan surgir en relación a los objetivos didácticos.

interior design for commercial spaces objetivos del … · 2009. 9. 25. · the design process to...

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