Luxury Brands Design and Management 


With applications to lifestyle, food & restaurant business, luxury brand design

This program is ideal for entrepreneurs, stylists, visual experts and brand strategists that want to gain an in-depth understanding of the critical success factors of the Made in Italy and learn how to design and manage luxury brands in a wide range of fields, from fashion to food, interior design and restaurant business. 

You will: 

        •    Learn how to design a luxury brand and communicate it to the targeted audience 

        •       Work on a design project which integrates students from different disciplines

        •       Experience thinking, discussing and designing in different scales on requirements related to functionality, esthetics, and context of luxury products and services

        •       Experience group work

        •       Produce working drawings and detail drawings of structures, spaces and product

3 OUT OF THE FOLLOWING MODULES ARE AVAILABLE EACH SESSION

OPTION 1 from June 26 to July 21

Learn to think, design and manage a new Fashion/Luxury Brand with the major representatives of the Made in Italy such as Ilaria Venturini Fendi

 1.    ART, FASHION & DESIGN 

 2.    ENTREPRENEURSHIP & SMALL BUSINESS MANAGEMENT

 3.    DESIGN MANAGEMENT

 4 .   DESIGN THINKING 

 

OPTION 2 from 3 to 28 July

Learn to think, design and manage a new Fashion/Luxury Brand; understand the relationship with the culture and the territory that makes the Made in Italy so unique and the process from the idea to the product; learn how to promote your brand and tell your story.

   1. VISUAL STORYTELLING 

   2. VIRAL MARKETING  

   3. ENTREPRENEURSHIP & SMALL BUSINESS MANAGEMENT

   4. ART, FASHION & DESIGN

   5. ITALIAN LUXURY BRANDS

   6. CITY AND CULTURE

   7.  INTERNATIONAL BUSINESS

   8.  DESIGN THINKING

   9.  DESIGN MANAGEMENT

   10. CINEMA & FASHION

 

OPTION 3 from July 24 to August 4

Understand the relationship with the culture and the territory that makes the Made in Italy so unique,  learn how to promote your brand and tell your story.

 

  1.  VISUAL STORYTELLING

  2.  VIRAL MARKETING  

  3.  CITY AND CULTURE

  4.  CINEMA & FASHION

 

With this program you will learn how to brand your luxury product/services, by applying all the latest trends that nail what customers want now: 

 

LESS IS MORE. New luxury design needs to convey values of rigor, stability and eternity

IDENTITY. Consumers want luxury brands to have a point of view, and feel they offer tailor made products, superior performance and unavailable experiences

FOCUS ON THE EXPERIENCE. People want max coupled with functionality and perceive that design is not just to make them buy, but to actually enhance their overall experience

WHAT’S OLD IS NEW AGAIN. Many luxury brands are recuperating their classic designs, shapes and materials that provide the feeling they have an old history, an heritage and a distinctive personality

DESIGN FROM WITHIN. People are growingly aware that by buying what you offer, they are endorsing and participating of the success of your brand, so want to know everything about sources, materials, values, mission and vision of the founders, management practices, focus on the environment, etc 

 

There was a time that luxury was synonym of privilege, discreet, secret, rare and unique. Nowadays it is very difficult to define what is luxury and what is not: the business of luxury has corrupted the luxury story, many companies have made their brand extensions available to the mass at a cheaper price and luxury has become all about the label, not the substance.

On the other side, some people are turning away from the crass end of luxury and returning to appreciate outstanding quality and craftsmanship. 

This kind of customer is sophisticated, is an explorer, looks for experiences, for a connection with producers and their values, for that kind of rareness that doesn’t come with a label.

 

If you want to start a business in the lifestyle industry and make the difference, this is the added value that you can learn from the Made in Italy brand, particularly from the experience of one of its most important Ambassadors active in Rome: Anna Fendi (read more about her >>>), the Italian fashion designer and entrepreneur who made with her sisters the Fendi brand famous across the globe, and after the LVMH acquisition has started a new business venture in the lifestyle, food and hospitality industry. 

Living in Rome has been a privilege, but somebody might actually consider it a disadvantage: how you can think of something new in a city that has already everything? Well, beauty can only generate other beauty.
— ANNA FENDI

Fees

OPTION 1 & 3 from June 26 to July 21/July 24 to August 4

2500 €: accommodation included + 300 € deposit that will be refunded at the moment of check out

*If you don't need accommodation you will pay 500 euro less.

OPTION 2 from 3 to 28 July

2750 €: accommodation included + 300 € deposit that will be refunded at the moment of check out

*If you don't need accommodation you will pay 500 euro less.

Internship Fee 

300 €

 

Application Fee

300 €

 

Certificate of Attendance

At the end of each program enrolled students, who have attended at least 80% of the classes and successfully complete all required exams and projects, will receive a Certificate of attendance. An examination board composed of academicians and entrepreneurs will assess the final project presentation and award the student’s final certificate of attendance.

 

Entry Requirements

Deadline: Applicants, especially non european, are strongly suggested to complete the enrollment process at least 35 days before the beginning of the selected course. 

 

Admission Procedure

Following documents are required: 

        1    Enrollment form (available online within the applicant’s personal area)  

        2      Passport or ID for EU students

        3      Motivation letter

        4      CV

        5      A copy of the applicant’s degree diploma

        6      University transcript

        7      Portfolio

 

Candidate Selection

 

The selection is based on the assessment of CV, motivation letter and portfolio. Great attention is paid to the ability to work independently, manage a project conceptualization and actively participate in a highly innovative training experience. Enrollments are limited.

 

Once admitted, candidates will receive an admission and invitation letter. Every year BAU International Academy of Rome encourage students to apply for the partial grants available through BAU Foundation, when it is applicable, and promotes a number of total grants. For further information please visit the website and download the scholarship application form.


The Italian experience