Branded in Architecture

Learn to recognise the architectural brand of buildings and the evolutionary process represented in the projects of Andrea Palladio. The course introduces students to Brand Design Strategy and the use of the Personal Construct Psychology (PCP) model within the architectural design studio. Through field trips to a number of Palladio's architectural sites in the region of Veneto, students will explore and understand the architectural design process of branding, in both theory and practice.

Course leader

Dr. Ahmed Agiel, UNITED ARAB EMIRATES UNIVERSITY (UAEU).

Target group

This course is for curious, ambitious minds that love architecture and art. Our participants come from all backgrounds and experiences. Architects, designers, artists, and students are welcome to join.

Course aim

1. Recognise the architectural brand of buildings and the evolution process as represented in the projects of Andrea Palladio.

2. Develop visual scenarios of architectural meanings and design concepts, to meet the local societal construct systems.

3. Design an architectural brand based on locally selected visual scenario as an ideal future image for the City of Venice.

4. Effectively communicate the analysis and concept of brand design, verbally, visually, graphically and technically.

5. Coordinate work in a group and individually to overcome differences of opinions, using the Repertory Grid Technique (RGT).

Fee info

EUR 1650: THE FEE INCLUDES:

Classes and tuition in a Venetian Palace
Course materials, study files, maps, notebooks, pens etc.
Tickets to museums and exhibitions that are part of the schedule
Visits to architectural sites in Venice and Veneto
Peer-to-peer learning, presentations, sharing, critiques
Working and networking with international participants
Visits to European Cultural Centre exhibitions
Welcome and graduation events
Personalised graduation certificate

NB. Not included: flights, accommodation and food

Scholarships

Partial merit-based scholarships are available. For more information please contact us at study@europeanculturalacademy.com