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become a designer.

Choose a tool and design your brochure following a line or tear along the perforated line.
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SCUOLA POLITECNICA DI DESIGN
Scuola Politecnica di Design came into existence
at the very same time as Italian design. It was
founded in 1954 in Milan, as the first Italian
school of design. Its advanced research
and educational work encompass product, interior
and communication design.
From its very beginning the school has developed
a peculiar approach equally focused on form,
function and emotion, integrating different
disciplines: ergonomics, psychology, perception
studies.
The school’s ties with the worlds of art, culture and
research have brought together names
of the first rank.
Bruno Munari, Pino Tovaglia, Gaetano Kanizsa,
Gio Ponti, Rodolfo Bonetto, Max Huber, Walter
Ballmer, Isao Hosoe, Perry King, Attilio Marcolli,
Heinz Waibl have all taught at SPD.
This brilliant past has rewarded the school with
some major recognitions: the exhibition
at the Venice Biennale in 1986, at the Carrousel
du Louvre and at the Centre Pompidou in Paris,
the Gold Medal at the X Triennale di Milano;
the ADI (Italian Association for Industrial Design)
Compasso d'Oro in 1994 and the SMAU
Industrial Design Award on two different
occasions.
Today SPD is an international laboratory
for swapping experiences, for getting in touch
with companies and professionals, for developing
projects always keeping the balance between
experimental reserch and a solid orientation
towards the market needs.
Scuola Politecnica di Design SPD
50 YEARS OF PROJECT EDUCATION organizations such as ADI (Italy’s Industrial
Design Association), universities, and design
mission studios. The services it offers to firms include
There are many things still to be invented, project development integrated with academic
or simply combined in a new way. activities, professional consultancy work centred on
Design shapes ideas and builds possible solutions applied research, made-to-measure training, and
for our future, from the commonest products internship and recruiting services.
to the most complex systems.
This is why creativity is a daily task at SPD. Since educational offering
1954 the school has welcomed This offering of advanced education is made
an extraordinary community of students up of five annual Masters, from product design
from various countries and backgrounds. Everyone to visual and digital communication:
has an unequalled opportunity: they work side Industrial Design; Interior Design; Transportation
by side with the very best professionals, engage Design; Visual Design; Web and Multimedia
in dialogue with dynamic, thorough companies, Design. The students who have to build
and swap experiences with young talents from on their design basics can go onto the Master’s
all over the world. after having passed a foundation year.
All of this takes place in a human-scale The Basic Course, in its two directions – Visual
environment, in a city with an incredibly
close-to-hand and accessible culture made up
of design, communication, trade and industry, and .... 2005, Piero Lissoni in SPD
fashion and art. .... 1980, modello di studio/student working on a model
.... 1970, studenti ai tecnigrafi/students in a drawing
method classroom
At SPD every student is followed individually .... 2006, Denis Santachiara in SPD
by a faculty made up of designers, university
tutors, researchers, and professionals like Piero
Lissoni, Denis Santachiara, Aldo Cibic.
The teaching method is arranged into design
workshops, theoretical lectures, seminars and visits
to producers and showrooms. The project work.
carried out with leading companies such as Audi,
Microsoft, Heineken, IKEA, Artemide, Poltrona
Frau Group, is a crucial experience at SPD.
These projects are laid out according to
an interdisciplinary approach which is a proving
ground for the student’s abilities, from concept
to production. The results of this work
are translated into very high quality, concretely
and professionally oriented education.
The school has very close relations with sector
SPDBro28x21 dwnld 28-05-2007 10:58 Pagina 9
and Product Design offers a balanced mix
of theoretical teaching and practical training
into design.
Alongside the annual courses the school offers
specialist routes and continuing education: summer
workshops; theme courses; training on professional
tools; seminars dedicated to trends and leading
figures in the design world.
MASTER’S IN INDUSTRIAL DESIGN
aims
Creating design solutions for the present
and the future, products that shape our daily lives.
Industrial design is behind the most common
consumer items as well as the tools and industrial
systems which are involved in their production.
Studying industrial design means tackling design
in all its complexity: from concept to engineering,
from prototyping to communication.
Every day the students are engaged in creating
design that pays attention to form and function,
strategy and symbol. They follow an open,
interdisciplinary approach that increases the value
of individual creativity.
features
The Masters provides overall competence
in Industrial Design. It is oriented towards
the solution of problems related to the individual
and social application of the product, its form,
production variables and technological process.
The association with major industrial set-ups has
the purpose of rounding off the education through
workshops that develop creative design abilities.
The constant comparison to market
and production demands, along with cultural
and methodological preparation, build up solid
professional groundings.
The students can use laboratories for drawing,
modelling and computer design equipped
with the most advanced 2D and 3D software.
entry
Upon selection the Master’s admits graduates
in Industrial Design, Architecture, Engineering
or equivalent, and students from schools of design
or applied arts; candidates who have gained
significant professional experience in the sector.
MASTER’S IN INTERIOR DESIGN
aims
Organizing new spaces for living, travelling,
working and spending free time that have been
thought out to improve the relationship between
people and their environment. Interior design
is a clearly expressed system which responds
to demands for comfort and efficiency, identity
and aggregation. At SPD space expresses a function
and meaning. Spatial organization; interior
layout; technologies and materials; furnishing
and decoration: it is through complex choices
related to these factors that the designer constructs
atmospheres, sensory sets that involve people
on an emotional level.
This contemporary evolution in the design
of interiors, now integrated with the
communication system, deeply changes skills
and profiles required at professional level.
features
The programme develops sound interior design
abilities with an architectural orientation.
The aim is to create a sensibility towards
the ergonomic efficiency of an environment
alongside its communicative value. Both cultural
disciplines and the technical teaching meet
in the complex design workshops developed
with the involvement of top-level professionals
and firms. The subject of the work is not only
residential spaces but also hotels, offices, temporary
architecture, commercial and entertainment areas.
Every project goes through the development
of different stages: concept design, layout, the study
of volumes and surfaces, lighting and colour design,
furnishing. It is an absorbing experience that helps
the student to consolidate design techniques,
softwares, and professional presentation tools.
entry
Upon selection the Master’s admits graduates
in Architecture, Interior and Industrial Design
or their equivalents; students from Furniture,
Design and applied arts schools; candidates who
have gained significant professional experience
in the sector.
MASTER’S IN TRANSPORTATION DESIGN
aims
Forced into saturated spaces, the traditional models
of mobility are evolving. The future begins
with the consideration of vehicles social
and environmental impact so as to be able
to formulate responses to emerging needs.
At SPD, designers are being called on to envision
possible scenarios for the automotive world.
Alongside effective stylistic solutions, the innovative
content can help build a stronger relationship
with the users and improve both physical
and emotional comfort.
The Master’s programme embraces the entire design
process of a vehicle by exploring methodologies,
economic and production restrictions,
environmental variables, marketing tools, safety
and ergonomic issues. Students are involved in
design workshops that range
from concept to the model and require flexibility
and managerial skills as well as constant attention
Scuola Politecnica di Design SPD
SPDBro28x21 dwnld 28-05-2007 10:58 Pagina 10
to the human factor. Transportation designers thus
acquire a constant spur to innovation in form
and function, allied with an orientation toward
research on architectures, volumes and surfaces,
sensibility for image and brand tradition.
The educational direction at SPD has been
perfected over years of work in association
with major auto organizations like the the Audi
Volkswagen Group, Alfa Romeo Style Centre,
the FIAT Advanced Design Centre.
features
The Master’s deals with complex design themes
for the mobility system by analizing
the technological and production restraints,
contemporary lifestyles, social and ecological issues,
market scenarios. Students are involved in design
workshops that go from concept to prototyping.
The training pathway tackles the automotive
design process adopting the work methodology
of professional styling centers.
The projects carried out by the students start
from defining the identity of the vehicle: concepts,
personality, innovative architectures to capture
the attention of the consumer in the vast range
of production. The work includes the development
of new stylistic solutions for interiors and exteriors,
as well as product design and component design
for different means of transport.
entry
Upon selection, the Master’s admits graduates
in Transportation Design, Industrial Design,
Engineering or their equivalents, and students
from Transportation Design schools; candidates
who have gained significant professional experience
in the field.
Scuola Politecnica di Design SPD
MASTER’S IN VISUAL DESIGN
aims
Doing a layout means having an idea.
The Master’s is a creative workshop to define
visual identities, inform, persuade,
win somebody’s attention.
From corporate graphics to information design,
from publishing to advertising communication,
the programme develops in an ongoing
relationship between a variety of disciplines
and integrates the most suitable tools
and technologies with design method, visual
culture and a sensibility towards arts
and all the different languages of representation.
It is a know-how that reinterprets the great
graphic tradition of Bruno Munari, Max Huber,
Pino Tovaglia - in SPD historical legacy -
by combining it with today’s professional
requirements and with an openness to all
the expressive forms that reflect
the interdisciplinary nature of communication.
features
The SPD Master’s shapes complete professionals
through a balanced offering of design workshops,
theory, methodology. The training programme
takes in different subjects: colour; typography,
design history, contemporary languages. The
workshops carried out over the year combine
research activities with professional projects that
simulate the work practice at a design firm.
These complete experiences are carried out from
briefing to production. It is training work
for efficiently managing time, design processes
and the relationship with the client up to the final
presentation of a communication project.
entry
Upon selection, the Master’s admits graduates in
Visual Communication, Design or their
equivalents; students from Fine Arts Academies
with graphic orientation, Visual Design schools;
candidates who have gained significant professional
experience in the sector.
MASTER’S IN WEB AND MULTIMEDIA DESIGN
aims
The Master’s offers an experimental pathway
at the edge between design, communication
and technology. The educational direction puts
the user experience at the centre: the aim is to
create websites, digital applications and web-based
services that are immediate and usable.
Students receive guidance in developing specialist
skills alongside wider design abilities: a strategic
vision, solid foundations for a visual culture,
design competence in creating digital identities,
communication impact.
Project management is also a key resource for
the web designer. The students, working in groups,
are engaged in professional projects with top level
partner firms and web agencies.
It is effective training that enables them to join
the profession with high qualifications and to fit
in with the different figures involved
in web design.
features
The Master’s programme studies online
communication standards and presents
the applications, methods and tools for creating
websites and multimedia. The interdisciplinary
project work conducted over the course of the year
consolidates the students’ knowledge and skills.
The design is tackled by the different professional
stages: definition of the concept and “look
and feel”, architecture and navigation model,
interface design and related tools, multimedia
management, prototyping.
SPDBro28x21 dwnld 28-05-2007 10:58 Pagina 11
entry
Upon selection, the Master’s admits graduates
in Visual Communication, Digital Design,
Architecture, IT Sciences or their equivalents;
students from Fine Arts schools with
graphic/digital design orientation; candidates
who have gained significant professional
experience in the sector.
BASIC COURSE IN PRODUCT DESIGN
BASIC COURSE IN VISUAL DESIGN
aims
The Basic Course, which is a foundation to
the Master’s year, is oriented towards a designer’s
basic education. It is offered in two strands –
Product Design and Visual Design – and it
is intended for candidates with a degree obtained
in not relevant subjects.
This annual programme builds up a broad
cultural and methodological background
in the sector of interest. The academic approach
integrates theoretical lessons, technical teaching and
introductory workshops to design.
The skills developed are directly in line
with the programme tackled over the year
of the Master’s. The Basic Course in Product
Design is a foundation to the Master’s in
Industrial Design and Interior Design. The Basic
Course in Visual Design is a preparation for the
Masters in Visual Design and Web Design; both
these programmes are its ideal continuation
and specialization.
product design
The Basic Course in Product Design conveys
the basic skills for product and interior design.
The programme presents a balanced offering
of theoretical and technical teaching and basic
design workshops.
The cultural subjects make up the benchmark
picture within which the students develop
their technical abilities: design tools
and methodologies, representation techniques
such as geometric drawing and illustration up to
the introduction of materials, processes
and production technologies.
Particular attention is paid to learning software
for computer design and the creation
of professional presentations. Within the design
workshops the students put all the skills they have
developed to the test: a gradual start up to
the design of a product or a space. These abilities
are perfected during the Master’s year.
visual design
The Basic Course in Visual Design builds up
the critical and operational principles for dealing
with communication design. The study plan
is a foundation to the Master’s courses in Visual
and Web Design. The programme includes
theoretical teaching, educational subjects, practical
training.
The first of them supplies an historical, artistic and
cultural background. The visual processes
are examined from a scientific and psychological
point of view. All these disciplines are intended
to create an effective design methodology.
The educational subjects, on the other hand,
provide operational skills: colour design, lettering
and typography, basic understanding
of representational techniques – illustration,
geometric drawing, photography – and software
for visual design.
The academic programme offers workshops
of increasing complexity for a gradual approach
to design in various areas, from basic corporate
identity to poster and brochure design up
to interactive communication.
Theoretical-practical teaching is put aside
for the in-depth analysis of basic aspects of design,
such as page set-up, colour and typography
for character construction and redesign.
These different experiences all together provide
the necessary skills for the further study of visual
communication design, in a continuous learning
process that starts from the Basic Course and leads
to the specialist Master's course.
PROJECTS AND PEOPLE
the laboratory
At SPD there is a very close relationship
with the professional world: its pivot is working
in association with business. Workshops are a key
academic tool, and the students are engaged
in different projects for the entire lenght
of the Masters. Each year top-level companies
are partners in this research work. Among recent
collaborations: Microsoft, Audi Volkswagen
Group, Artemide, Dainese, Poltrona Frau Group,
Ermenegildo Zegna, Natuzzi, Serralunga, Nava
Design, Ceramica Flaminia, FIAT Advanced
Design Center, Filmaster, Inda, Quiksilver, Ikea,
la Triennale di Milano, Legambiente, Piquadro,
McCann Erickson, Heineken, the National
Museum of Science and Technology
and the Biblioteca Braidense of Milan.
It is an academic model that provides the student
with a global vision of the project, from briefing
to concept, and to market.
This approach develops qualified resources capable
of making an effective contribution to a company
or studio’s work. Indeed, the school offers
recruiting and internship services for businesses.
In particular, the educational apprenticeship
is an opportunity that SPD promotes in order
to bring the students closer to work, in a gradual,
skilled way.
Scuola Politecnica di Design SPD
SPDBro28x21 dwnld 28-05-2007 10:58 Pagina 12

Studying at SPD means plunging yourself into
a living, dynamic, international environment
where foreign students make up 60% of the total.
The didactical pathway, its contents and teaching
methodology are all personalized.
The school structure and the restricted number
of students facilitate communication
with the tutors, who are selected from among
the best professionals in each sector.
Every day Piero Lissoni, Denis Santachiara,
Stefano Giovannoni, Aldo Cibic, Sergio
Menichelli e Cristiano Bottino, Diego Grandi,
Luciano Perondi, Narciso Silvestrini
and many others, teach, design, and discuss
in our classrooms.
The work produced at SPD gets presented
to companies, professionals, and the press
at in-house events or at the main specialized
exhibitions. These are unmissable chances to put
creativity, passion, and professionalism on show.
Thanks to this interweaving of culture, method
and experience the school has brought forward
many talents over the years. Aldo Cibic, Ferruccio
Laviani, Martì Guixé, Christoph Radl, Mario
Mazzer, Cino Zucchi, Elio Carmi, Maurizio Di
Robiliant, Flavia Alves De Souza, Jacob Pringiers,
Lorenzo Damiani: they’ve all studied at SPD.
  
The Masters and Basic Courses at SPD have
limited entries. All the programmes begin
in October and finish at the end of the following
June. Classes attendance is compulsory.
It is a full-time commitment and includes
preparation of projects, individual and group
study, as well as the lessons.
At the end of the Basic Course, the school
issues an attendance certificate with grades.
After following the Masters, the student receives
the SPD Master’s diploma.
Scuola Politecnica di Design SPD
100% DESIGN interview, which is not binding, can be easily
arranged upon request.
 ’  The school staff provides foreign students
SPD is located in Milan, in via Ventura area, with help in obtaining visas, residence permits,
within a Twenties industrial complex that has been and health coverage in Italy.
recently converted into a lively city of art It also offers assistance in finding
and design as a result of a major architectural an accommodation in hotels, apartments
operation. Around the school there’s a dense or residences.. The Masters in Industrial, Interior
network of art and design galleries, the central and Transportation Design are in English.
offices of historic magazines like Abitare, a radio The Basic Courses and the Masters in Visual and Web Design
station, a specialist bookshop, several architects’ and are in Italian: an intermediate level of Italian language
designers’ studios and communications agencies. is required to attend these courses. The Academic Office
The Lambrate area is quickly and easily connected is available for information on language schools
in Italy or abroad. Short Italian courses are started up
with the centre by subway: piazza Duomo and its
at the beginning of the academic
monuments, the museums,
year in order to check individual preparation.
and main railway stations can be reached
in 5 – 10 minutes. The lively university district
of Piola is just one stop away.
.... 2006, Stefano Giovannoni in SPD
The whole city provides unique opportunities. .... 1980, Pino Tovaglia lavora con gli studenti/
Milan is the world capital of fashion and design,
works with the students
of shopping and ‘aperitivo’; it is a city
.... 2004. Fabrizio Giugiaro alla presentazione di fine anno/
of the present, culturally vibrant and business-wise. at the end of the year show
Every year – during the the furniture fair .... 2005, Ferruccio Laviani, ex studente, in SPD/
and the fashion week – it is transformed into SPD alumnus
an enormous showroom where exhibition,
presentations and events take place nonstop.

Scuola Politecnica di Design has fully-equipped
classrooms and laboratories for modelling,
photography and design. The PC and MAC labs
have individual workstations with
the most advanced softwares, peripherals,
and internet access. The students have access
to a library and periodicals room.
Internal communications and the academic
material are available on the school’s intranet.

The Academic Office is available for information
on entry and enrolment procedures. An orientation
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PHOTOGALLERY
SPDBro14x21 dwnld 28-05-2007 10:15 Pagina 2

The Cafeteria at SPD

SPDBro14x21 dwnld 28-05-2007 12:11 Pagina 3

Starlight, portable led light / Students: Sealine Yam

(France), Romain Vollet (France) / Tutor: Paolo Orlandini
In collaboration with Artemide

SPD, interiors
SPDBro14x21 dwnld 28-05-2007 11:42 Pagina 4

E-move, wearable computer / Students: Sealine Yam

(France), Romain Vollet (France) / Tutor: Sergio Salvi
In collaboration with Microsoft
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 5

Toys, identity system / Student: Antonio Senia (Italy)

Tutors: Sergio Menichelli, Cristiano Bottino
In collaboration with Archivio Castiglioni
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 6

Toys, identity system / Student: Antonio Senia (Italy)

Tutors: Sergio Menichelli, Cristiano Bottino
In collaboration with Archivio Castiglioni
SPDBro14x21 dwnld 28-05-2007 12:11 Pagina 7

The Faema area where SPD is located

Max4, compact city car / Student: Boguslaw Paruch

(Poland) / Tutor: Marco Bonetto
In collaboration with Audi
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 8

Greenlounge, plastic chair / Student: Guillaume

Cazaudehore (France) / Tutor: Luisa Bocchietto
In collaboration with Serralunga

Landscape, wallpaper / Student: Vanessa Chin (Italy)

Tutors: Marco Romanelli, Luca Fiammenghi
In collaboration with Vertical Vision, Abitare
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 9

Infinity, interior design for a residential building

Collective work / Rendering by: Philip Frank Gordon (Croatia)
Tutor: Stefano Giovannoni
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 10

Jigsaw, tablet PC / Students: Luca Bresciani (Italy), Yuriko

Kato (Japan) / Tutor: Sergio Salvi
In collaboration with Microsoft
SPDBro14x21 dwnld 28-05-2007 12:11 Pagina 11

Jigsaw, tablet PC. Model / Students: Luca Bresciani (Italy),

Yuriko Kato (Japan) / Tutor: Sergio Salvi
In collaboration with Microsoft

Mushroom, wi-fi hot spot / Student: Cristian Riccardi (Italy)

Tutor: Piero Lissoni / In collaboration with Microsoft
Smau Industrial Design award
SPDBro14x21 dwnld 28-05-2007 11:42 Pagina 12

Quiksilver in Milan, poster / Student: Blanca Cruz (Sweden)

Tutors: Sergio Menichelli, Cristiano Bottino
In collaboration with Quiksilver
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 14

Curval Radiator / Students: Marcello Maniscalchi (Italy),

Jessica Chon (El Salvador) / Tutor: Roberto Lucci
In collaboration with Irsap. Production 2005

TenGen, men's store, lounge bar and restaurant

Student: Aggi Bruch (Germany) / Tutor: Patricia Viel
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 15

Ikube exhibition, invitation / Student: Giulio Carra (Italy)

Tutors: Paolo Cesaretti, Cristiana Vannini
In collaboration with Ikea

Avant 2015, new concepts for the Audi Avant range

Model making
SPDBro14x21 dwnld 28-05-2007 11:42 Pagina 16

Take off, bathroom collection for airports and public

areas / Students: Evangelos Karapetsas (Greece),
Jumpei Ushiyama (Japan) / Tutor: Huub Ubbens
In collaboration with Ceramica Flaminia

New Alfa 147, study for the interior / Student: Pierre

Emmanuel Som (France) / Tutor: Marco Bonetto
In collaboration with Alfa Romeo
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 17

Onstage project, self promotional postcard

Student: Laura Grumann (Switzerland)
Tutor: Paolo Iabichino / In collaboration with Promocard
SPDBro14x21 dwnld 28-05-2007 11:42 Pagina 18

The legacy of the perfect soldier. Website

Student: Laura Baffari (Italy)

Infinity, interior design for a residential building

Collective work / Rendering by: Philip Gordon Frank (France)
Tutor: Stefano Giovannoni
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 19

Black and white poetry, poster

Student: Wilhjalmùr Benediktsson (Iceland)
Tutor: Luca Fiammenghi
SPDBro14x21 dwnld 28-05-2007 11:42 Pagina 20

Waves, wooden chair / Student: Giorgia Paolini (Italy)

Tutor: Riccardo Blumer
In collaboration with Gebrüder Thonet Vienna
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 21

Erbario, identity system / Students: Lionice Cola (Italy),

Beril Bozdere (Turkey) / Tutors: Sergio Menichelli, Cristiano
Bottino / In collaboration with Archivio Castiglioni
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 22

Students at work in a classroom

Office spaces, bathroom / Students: Covadonga Carreño

(Spain), Elena Caregnato (Italy), Carmine Fulgione (Italy)
Tutors: Massimo Roi, Maurizio Melchiori
In collaboration with Progetto CMR
SPDBro14x21 dwnld 28-05-2007 10:16 Pagina 23

Salefino exhibition on new italian design, at SPD

April 2005

Next2Milano, residential building. Scale model

Collective work / Tutor: Marco Piva
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CASE HISTORIES
SPDBro21x21 Dwnld 28-05-2007 10:31 Pagina 2

AUDI

Dare forma all'evoluzione del concetto Avant

nei prossimi dieci anni: è il brief che Walter
de' Silva, a capo del design del gruppo Audi
Volkswagen, ha affidato al Master
in Transportation Design, edizione 2006.
Undici i concept sviluppati sotto la guida
di Marco Bonetto, responsabile del Master,
con il supporto di uno staff del Centro Stile
Audi di Ingolstadt. Tre sono le proposte
che hanno attirato l'attenzione di de' Silva:
la coupé grintosa, dalla grafica ricercata,
1
di Oleksiy Tsapliy; la landaulet di Dzmitry
Samal, con zona scoperta per il pilota
e abitacolo esclusivo per gli ospiti; infine Kamil
Labanowicz con una Avant coupé compatta
e sportiva, a suo agio in ambito urbano
ma perfetta per il weekend fuoricittà.

Giving shape to the evolution of the concept Audi

Avant in the next ten years: this is the brief
that Walter de’ Silva, Design Director of Audi
Volkswagen Group, assigned to SPD Master‘s
students in Transportation Design, 2006 edition.
Eleven different proposals were developed under
the guidance of Marco Bonetto, Head of SPD
Master’s, with the support of Audi Design Center
staff in Ingolstadt. Three models in particular
2
attracted the attention of Mr. de’ Silva:
the unyielding coupé, with sophisticated graphics,
designed by Oleksiy Tsapliy; the landaulet
of Dzmitry Samal, divided into a zone exclusively
for the driver and a cabin reserved to VIP
travellers; the compact sporty Avant coupé
by Kamil Labanowicz, perfectly adapted to the city
but equally at ease during a weekend away.

3
SPDBro21x21 Dwnld 28-05-2007 10:31 Pagina 3

4 5 6

1. Dzmitry Samal (Belarus)

2. Dzmitry Samal (Belarus)
3. Kamil Labanowicz (Poland)
4. Kamil Labanowicz (Poland)
5. Gary Telaak from Audi Design Center (Ingolstadt),
reviewing a student's work
6. Walter de' Silva, Head of Design VW Group Design
comments on the model by Oleksiy Tsapliy (Ukraine)
7-8. Kamil Labanowicz (Poland)

7 8
SPDBro21x21 Dwnld 28-05-2007 10:31 Pagina 4

DAINESE

Yes è la famiglia di caschi e accessori Dainese

per il pubblico più giovane e metropolitano
che si sposta in scooter. Elio Carmi ha
coordinato il lavoro all'interno del Master
in Visual Design con l'obiettivo di costruire
un'immagine di forte impatto per il marchio:
i progetti citano miti e passioni delle tribù
urbane o richiamano la strada attraverso
il contatto visivo con una materia sporca
e ruvida come asfalto. Gli studenti hanno
progettato il sistema d'identità Yes e i principali
strumenti di comunicazione – cataloghi,
brochure, packaging – ma anche i supporti
per il punto vendita e una collezione di T-shirt
e caschi, suddivisi nei tradizionali segmenti
racing, cross, city e tourism.

With Yes, the family of helmets and accessories

1
for two wheels drivers, Dainese is taking
on the challenge to win over a younger
and metropolitan consumer target that moves
with scooters. Elio Carmi has coordinated the Yes
project inside the Master’s in Visual Design.
The aim was to give a strong visual impact
to the Yes brand: projects are dressed according
to the tastes and desires of the new urban tribes;
students also took the ideas from the road itself
by recalling a rough, dirty material like asphalt.
The students designed Yes identity system
and the main communication tools – catalogues,
brochures, packaging – but also supports
for the sales point and a collection of T-shirts
and helmets divided into the traditional racing,
cross, city and tourism segments.

2
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1-3. Valentina Gomez (Venezuela), Jennifer Fris (Venezuela),

Heraclio Atencio Peretti (Venezuela),
Juan G. Vivas Barretto (Venezuela)
4. Simone Parravicini (Italy), Milos Obradovic (Serbia)
5. Valentina Gomez (Venezuela), Jennifer Fris (Venezuela),
Heraclio Atencio Peretti (Venezuela),
3 Juan G. Vivas Barretto (Venezuela) 4

5
SPDBro21x21 Dwnld 28-05-2007 10:37 Pagina 6

THONET

Thonet Tomorrow è una palestra per giovani

designer chiamati a misurarsi con un'icona
intramontabile: la sedia Thonet. Gli studenti
del Master in Industrial Design, guidati
da Riccardo Blumer, hanno interpretato la sedia
Thonet mantenendo al centro del progetto
il legno curvato, patrimonio storico di Gebrüder
Thonet Vienna. Tre le proposte selezionate
dall'azienda del Gruppo Poltrona Frau
con il supporto di Giulio Cappellini: la sedia
lounge con forme fluide; il semplice nastro
in legno curvato che si incrocia e genera
con un solo elemento la seduta; un paesaggio
di sgabelli e piani di appoggio dai leggeri volumi
geometrici. I tre prototipi sono in fase di test.
L'obiettivo per l'azienda è l'inserimento
dei prodotti a catalogo accanto a firme
importanti, da Otto Wagner a Ross Lovegrove.
1 2
Thonet Tomorrow is a proving ground for young
designers to measure their talents against a timeless
icon of world design: the Thonet chair. Students
from SPD Master’s in Industrial Design,
coordinated by Riccardo Blumer, interpreted
the Thonet chair focusing on bent wood technique
which is an historical heritage of Gebrüder Thonet
Vienna. Three are the proposals choosen
by the company – which is now part of Poltrona
Frau Group – with the collaboration of Giulio
Cappellini: the lounge chair with fluid shapes ;
a simple crossing band that creates the seats with
just one element; a landmark of stools and bearing
surfaces with geometrical and light volumes.
The three prototypes are currently under testing.
The company goal is to see these products
in their catalogue that includes top names from
Otto Wagner to Ross Lovegrove.

3
SPDBro21x21 Dwnld 28-05-2007 10:31 Pagina 7

4 5

1, 3. Laura Affinito (Italy), Nicola Zappelli (Italy)

2. Alessandro Pasotti (Italy), Francesca Imperiali (Italy)
4. Giulio Cappellini and Riccardo Blumer
reviewing the student's work
5. Estefanía Fernandez (Spain),
Alfredo Sandoval (Venezuela)
6. Giorgia Paolini (Italy)

6
SPDBro28x21 dwnld 28-05-2007 11:10 Pagina 13

Master’s in:
INDUSTRIAL DESIGN
Milano / Italy
INTERIOR DESIGN
TRANSPORTATION DESIGN
VISUAL DESIGN
WEB AND MULTIMEDIA DESIGN

Basic course’s in:

PRODUCT DESIGN
VISUAL DESIGN

In collaboration with Politecnico di Milano:

MASTER MID
MASTER IN RETAIL DESIGN AND STORE PLANNING
MASTER IN LIGHT PRODUCT DESIGN

1994, COMPASSO D’ORO AWARD Scuola Politecnica di Design SPD

ADI, INDUSTRIAL DESIGN ASSOCIATION Via Ventura 15
20134 Milano, Italia
T +39 02 21597590
F +39 02 21597613
Info@scuoladesign.com
SPDBro28x21 dwnld 28-05-2007 11:10 Pagina 14

graphic design: jekyll & hyde - jeh.it