Minimasters /Specializations/Summer programs OVERVIEW
Rome is the leading cultural political and religious centre of the western civilization; the keeper of the legacy of the Roman Empire; the city where Renaissance artists, architects and engineers came to borrow and learn from the ruins, the buildings, the monuments and the books of the past, stones, shapes, colours and techniques for their "inventions". BAU has landed in no other city than Rome in recognition of the power of the Eternal City to inspire Italian and international design, architecture and fashionwith its excellence in craftsmanship and huge patrimony of art and culture.
In Rome, its hinterland and south Italy you can still experience the atmosphere of the "Italian bottega" where throughout the centuries, techniques and trade secrets of traditional craftsmanship in clothing, jewelry, costumes, decorative art, ritual objects and musical instruments have passed on to future generations from father to son. In times dominated by massification and economic crisis, products and brands with a story and an heritage, make the difference, because they can offer a set of tangible, physical and interactive experiences that create consumers' engagement. Learning from the Italian brands the superior value of their cultural heritage is the aim of our programs. (read more >>>)
LESSONS FROM THE "ITALIAN BOTTEGA"
Enzo Ferrari used to gather pilots and managers in endless meetings around his table to analyze and understand mistakes, defects or failures in car manufacture or race performance. Also, there was a special room showcasing all the cars and engines with imperfections in design, performance or construction, as iconic reminders of the principle “learning by practice".
BAU International Academy of Rome has created a new format characterised by an intensive and hands-on experimental approach, ideal for entrepreneurs, consultants, architects, stylists and designers that want to help their customers to find, define and brand their identity by drawing inspiration from the Made in Italy brand.
JOHN CHRIS JONES QUOTE
"Artists and scientists operate in the physical world as it exists in the present; mathematicians operate on abstract relationships; designers treat as real what exists in an imagined future and show how the foreseen thing can be made."
In all the programs taught at BAU International Academy of Rome we foster deep learning through teaching strategies and approaches focused on design thinking. We believe that many of the most critical challenges we are due to face in the modern world derive from ill-defined and tricky problems, which make both the problem and the solution unknown, especially when the interests of many people from different cultures are involved.
Using design thinking, we want to focus on the solutions available outside the box of conventional problem solving and look for new scenarios and perspectives.
At BAU International Academy of Rome we want to train the designer of the new century and achieve this objective not only in fields traditionally associated with design(art, architecture, engineering, interior design, graphic design), but also others not normally considered to be design-related (science, technology, business). Many important innovations have been made in these sectors, just by designing different combinations of process steps or products’ shape and function such as the just in time manufacturing process introduced between 1960 and 1970 at Toyota in Japan. Another example is the first personal computer created by one of the most creative Italian companies of last century, Olivetti, as a sophisticated portable version of the existing calculator, able to fit the standard working space available on the desk of an employee.
Designers have their own distinct way of understanding the world, based on solution-based problem solving.
The 21st century designer is a personal coach, a brand strategist, a visual expert, a researcher, a bridge across cultures. A creative mind able to design spaces, products and processes reflecting the client’s soul, the brand values, the users’ needs, the market requirements and the company’s goals.
At BAU International Academy of Rome we want to train people able to design spaces, products and brands with an identity, taking inspiration from the rich cultural heritage of Rome.