白皮书:FOOD DESIGN EXPERIENCE 食品设计体验

此文章来自奥马冰箱白皮书第13篇。

The Master in Food Design and Innovation of Milan’s Scuola Politecnica di Design isquite unique in promoting growth and innovation in the Food & Beverage industry through a systemic approach having Design as its strategic driver.

米兰工业设计学院开设了独特的《食品设计与创新》硕士专业。该专业以设计为导向,通过系统的方法促进食品和饮料行业的发展与创新。


Italy is considered as an international point of reference in many fields, including design, and food. Given today’s general hype around the aesthetics of food, its symbolism and its communicative power, the two have been fused together in a single concept, that of food design.

意大利在许多领域都堪称全球典范,其中就包括设计与食品领域。当前食品美学深受市场热捧,食品设计应运而生,将食品的象征意义与传播能力相融合。

So it is no accident that Milan, the capital of design, was chosen as the seat of a new and distinctive international educational project aiming at stimulating innovation in the food industry under a holistic approach and according to design’s typical methodology.

因此,选择在设计之都米兰开设这项全新且独特的国际专业也属情理之中。该专业旨在运用整体方法和设计的典型思路来推动食品行业的创新。

We are talking about the Master in Food Design and Innovation promoted by SPD, Scuola Politecnica di Design, in collaboration with lULM University. The latter has long been aspiring to creating a new generation of managers and designers capable of combining marketing and communication skills with design’s sensitivity and project methodology in a field for which Italy is recognised for its absolute excellence: food.

这里特指的是由米兰工业设计学院与米兰语言与传播自由大学联合开设的《食品设计与创新》硕士专业。一直以来,米兰语言与传播自由大学都希望培养出新时代的管理者和设计师,帮助他们将营销传播技巧、设计敏锐性以及项目方法论相结合,应用于食品行业——这一意大利的标杆领域。

"No design school has ever done anything like this: bringing together the entire food value-chain under a single strategic driver, design, to stimulate innovation in the agri-food industry” underlines Antonello Fusetti, founder of the Master and director of the Scuola Politecnica di Design. “Our school is unique”.

“从来没有设计学院尝试以设计为战略,提升整个食品价值链,从而实现农业食品行业的创新。”该硕士专业的创始人兼设计学院院长Antonello Fusetti强调说,“在这点上,我们学校独树一帜。”

The faculty is composed of managers, marketing and communication professionals, designers, researchers, chefs, entrepreneurs and food-and-wine journalists.

师资队伍涵盖行业高管、营销与传播专家、设计师、科研人员、厨师、企业家、食品与葡萄酒记者。

The Master was born in 2015. Again, not a coincidence: at the time, Milan was the international capital of food on the occasion of Expo2015, and it's not a coincidence either to find, among those who inspired the project, the founder of food design himself, SPD alumni Martì Guixè as a prestigious member of the Master’s faculty (stay tuned for his interview next week).

该硕士专业开设于2015年。这个时间也有来头:正值2015年世博会期间,米兰成为了全球美食之都。师资队伍中还有一位重磅教员——食品设计的创始人、米兰工业设计学院的校友Martì Guixè,他也是这个项目的发起人之一(Martì Guixè的访谈请期待下周的推送)。


Another element making this course unique is the long established collaboration of the SPD with PepsiCo, the first multinational in the industry to elevate design as the central element of its development strategy.

该硕士项目的另一个亮点在于,米兰工业设计学院与百事公司(PepsiCo)之间的长期合作,百事公司(PepsiCo)是业内首个将设计作为战略核心的跨国企业。

This collaboration translates into the opportunity for students of doing research work under the supervision of PepsiCo’s design centre, headed by Mauro Porcini.

得益于校企合作,该专业的学生可以在百事公司(PepsiCo)设计中心的指导下从事研发工作,Mauro Porcini为该中心负责人。

The school also has a Food Design department that acts, across the various disciplines, as a training centre on food research and design in the agri-food industry.

学校还设有食品设计系,为各学科提供农业食品行业的研究和设计培训。

The curriculum is made up of 11 modules, all taught in English, that provide students with the know how and the skills to design new foods, develop new concepts for bars and restaurants, invent new distribution formats, create new tools and fruition rituals, experiment with packaging and communication, and conceive strategies for food design tourism as a way to enhance local communities’ competitiveness.

该课程由11个模块组成,采用全英文授课。通过学习专业知识和技巧,学生将有能力:设计新食品、为酒吧和餐馆引入新理念、打造新分销模式、创造新工具和应用典例、开展包装和传播试验、构思食品设计旅游战略以提高本地竞争力。

“The whole world is interested in our Master” says SPD director Fusetti, “our students come from 20 different countries, and we are interested in exporting our model abroad. We had started talks with Shanghai’s East China Normal University, but the project was interrupted by the outbreak of the pandemic. We have great potential and we want to collaborate with companies worldwide. I’m also referring to home appliances and consumer electronics producers and retailers. In these fields, design thinking would help introduce a completely new and disruptive approach to the product and its in-store declination, which is the way forward to bring value and growth.”

米兰工业设计学院院长Fusetti表示:“我们的硕士课程在全球范围内引起了广泛关注,吸引了来自20个国家的学生。我们期待将这种模式推广到其他国家,我们已经与上海华东师范大学接洽,但该项目因新冠疫情而暂时中断了。我们潜力巨大,期待与来自世界各地的企业合作,即家用电器和消费电子产品行业的生产商和零售商。将设计思维注入这些领域,有助于颠覆产品固有模式、改变实体店的现状,从而创造价值并实现增长。”

www.masterfoodesign.com

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