The IDEA Exhibition Design – The Architecture of Exhibition, first-level Specializing Master, aims to turn out highly qualified professionals in exhibition design. Exhibition design is the planning that involves places, spaces, and architecture to set up conceptual apparatus, physical facilities, exhibits, and installations whose purpose is communication in the broadest sense. Shows, booths, stores, trade fairs, museums, shopping centers, trading areas, meeting places, sales outlets, performance-art spaces, and public squares and streets all call on exhibition design in a crescendo of meaningful experience and with an ongoing refinement of skills. Such skills and experience revolve around the specific relationship between architecture as ‘interior design’ and ‘exposition architecture,’ i.e. the set of dedicated exhibition techniques that take shape and become operative in these interior spaces.
The Italian Association of Exhibition Designers, IDEA, founded in 2007 by highly qualified professionals in the field, has as its mission to certify the quality of exhibition design and to highlight the growing role of the exposition discipline in the contexts of culture, marketing, and communication. IDEA found the ideal partner for its Specializing Master in the Politecnico di Milano, whose tradition of excellence helped launch the program with enthusiasm and a passion for the culture of exhibit design, in keeping with the association’s mission.
The objective of this Specializing Master is to train a new kind of professional designer whose specialist skills lie in the various application domains of exhibition design (shows, trade fairs, museums, sales outlets, events and stage setting). These professionals need cultivated dynamism that will enable them to respond with expertise to the varied scales of exhibition design and to the multifaceted briefs they are commissioned with. Above all, they have to have a high awareness of their professional identity.
This program includes an approximately 350-hour guided internship segment that aims to place the student as a trainee in an exhibition-design context. Internships are available at major institutions that have a consolidated working relationship with this Specializing Master, such as:
MAGA di Gallarate, MART di Rovereto, Triennale di Milano, Sloowfood, Studio Angelo Jelmini, Studio Baldessari&Baldessari, Studio Carmadesign, Studio Cerri & Associati, Studio Crea International, Studio Dedalo, Karim Azzabi Architects, Studio Migliore+Servetto, Studio Origoni Steiner, Designnetwork, Studio Storage, Way spa, Benfenati spa, RetailDesign.
The Master is established with the purpose to highly form qualified professional profiles in the sector of the exhibition design. The exhibition design is an ambit of the project which has boundaries that are not definable in clean way; it uses languages and multiple tools that
concern the “architecture of the insides” and the interior design: the constructive detail, the materials, the technologies, the graphics and the multimedia; it is a discipline with a lot of derivations and with numerous applications, to which the economic world and the cultural
institutions assign and more and more will assign a fundamental role.
In extreme synthesis, the exhibition design is that project that, involving places, spaces and architectures, predisposes conceptual and physical apparatuses (exhibits and installations) aimed to communication in its widest meanings. In this epoch of informative redundance and global and undiversified virtuality, it is in fact assuming importance the physical dimension of the expositive communication (an articulated and complex tool to communicate contents of any kind) that
to the art of exhibition design it is submitted for being concretely revealed.
Temporary exhibitions, museums, fairs, stands, retail shops and places of the commerce, places of the meeting, spaces of performative arts, streets and urban public plazas: all these spaces use some kind of exhibition design in a meaningful crescendo of experiences and with a continuous refinement of competences that rotate around the specific relationship between the architecture, seen as “inner space”, and the “architecture of display”, i.e. the whole devices that in these inside spaces take form and operate.
First module: Frontal teaching
Theory and history of exhibition design
Theory and history of museography
New Types of Permanent and Temporary Exhibitions
Contemporary Art Languages
History of applied graphics
Design of public spaces
Materials and technologies
Second module: Exercises with lessons of complementary subjects, divided into 3 distinct workshops
Workshop – exhibition design, museums and cultural events –
Graphics applied to the project
Managing and organising exhibitions and events
Workshop – Trade fair and exhibition stand construction –
Trade fair marketing
Type of trade fairs
Workshop – retail space design – workshops –
Typology of retail spaces
Total internship hours: 360 h
Students who successfully complete the program and pass the final exam will be awarded a first-level Specializing Master in Exhibition Design, IDEA.
The expected job descriptions include:
High qualified freelancer, exhibition designer in companies, retail chains and shops, exhibition designer incompanies in the fair field, cultural exhibitions and events, communication agencies, exhibition designer with responsabilities interms of the cultural sector in culturalinstitutions, museums, foundations, public andprivate corporations, public administrations; experts in production and installation of exhibit systems.
This program is aimed at those who hold a degree in architecture, industrial design, engineering, art history, cultural heritage, applied art or communication (humanities).
Foreign students may present equivalent degrees earned abroad.
To take part to the selection process, the application form must be completed online within the following deadlines:
for Italian / foreign citizens with a qualification obtained in Italy within October 20, 2022
for Extra U.E. citizens within September 20, 2022
The Specializing Master costs € 11.500 (€ 11.000 Master fee + € 500 Politecnico di Milano enrollment fee).
During the presentation day of the Specializing Master IDEA in Exhibition Design you will have the opportunity to have your selection interview. For take part also in the recruiting session, is necessary click on the button apply to submit your selection documents.
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