Ducati and IAAD (Italian University for Design) present the first edition of ”Ducati Design Experience“. On 15-26 July 2019 this full immersion training will carry participants into the world of brand’s icons, under the guidance of Ducati professionals and of IAAD lecturers. Twelve days entirely centred on Ducati and its unmistakeable style, with conferences, workshops and experiences to be personally and thoroughly savoured. Participants will be involved in a journey into the brand studied to gradually reveal the Company’s basic values and invite them to join the design process. The study path comprises three modules: explore, discover and create. Each module will include educational moments at IAAD’s head office in Bologna and workshops held in the corporate offices. Participants will also have the exclusive opportunity of entering the Centro Stile to study the complete design development process of a bike.
Participants will be divided into teams and assigned projects to be developed on various topics. In fact, the course will not only discuss bikes, but the entire world that surrounds a brand such as Ducati, conceiving ideas for new products, business models and opportunities. The final results will be presented to a Design Committee made up of Ducati and IAAD experts. The summer class addresses students and young professionals who want to further explore their training path in a context of excellence and international relations, such as Ducati. All courses will be taught in English.