2022 edition MARKETING AND COMMUNICATION FOR ARCHITECTURE Strategies and storytelling for a successful project - YACademy
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
2022 edition
MARKETING AND COMMUNICATION FOR ARCHITECTURE
Strategies and storytelling for a successful project
YAC REFUSES WAR
“Architecture is only a pretext: what matters
is life and the humankind”
Oscar Niemeyer
There can be no division between the ethical and the professional
dimensions: YACademy has always been attentive to the needs of
its students, welcoming their personal experiences and support-
ing them in particular critical contexts. In light of the tragic events
which have affected Ukraine, it is necessary to show closeness,
in a constructive and efficient way, to all the people who suffer
because of war. For this reason, for the entire duration of the aca-
demic year 2022/2023, YACademy courses will be free of charge
for designers of Ukranian citizenship - wherever they are - as long
as they have completed their application process correctly and
have been included in the ranking.
In the cover: Hyperloop Desert Campus, project by: Mohammed Saifiz Puthiyaveettil, Ayush Kamalia, Dhruv Dhingra, Divya Kumar Solanki, Shubham Jain
Summary
04 YACademy
05 About
06 Where
07 Main partners
08 Reasons why
09 Lectures
10 Placement
11 Visits
12 Workshops
13 Construction
15 The course
16 How to participate
17 Overview
18 Structure
20 Calendar
21 Program
22 Lessons
26 Lectures
29 Workshop
31 Construction
32 Placement
33 Overview
34 Alumni
36 Partner firms
37 Rules
Kiribati Floating Houses, project by: Sijie Ji, Chengling Hua
YACADEMY
4
Hyperloop Desert Campus, project by: Jisang Yoo, Hyungyoon Kim, Taehun Oh
YACADEMY | ABOUT
The greatest innovation in
postgraduate education
YAC is an association which promotes architectural competitions
aimed at fostering culture and design research. Over the years, YAC
has broadened its experience of work and collaboration with the
main architectural firms of contemporary architecture, dealing with
diverse and numerous topics of architectural design. Nowadays,
YAC’s expertise can serve young designers better, providing them
with the creation of high-level educational programs aimed at rein-
forcing the skills of the students and offering them a valuable con-
nection to the labour market. Thanks to the close relationship with
internationally renowned professional and academic actors, YAC is
the perfect frame within which complete or specialize one’s skills,
and create a significative link with the most internationally-renow-
ned architectural firms.
5
YACADEMY | WHERE
Via Borgonuovo, 5
Bologna, Italy
In the heart of Bologna’s historical city center, close to the Two
Towers and next to Piazza Santo Stefano, YACademy is located in
a prestigious medieval building which has been renovated to wel-
come an educational center of excellence which can also count on
a library of more than 3.000 books donated by Sapienza University.
YACademy is the perfect place where to continue or enrich your ed-
ucation, in a prestigious context immersed in the commercial and
historical centre of an always-on the-go and lively city located at a
short distance from Rome, Florence, Venice and Milan. From Bolo-
gna Central Station, it takes just a brief bus ride or a short pleasant
walk under the marvellous porticos to get to YACademy’s head-
quarters: here, among history, innovation and internationality, the
young designers will be able to meet some of the most celebrated
personalities of contemporary architecture and build up a network
of excellence while laying the foundations of their future careers.
6
YACADEMY | MAIN PARTNERS
FITT is a leading company in the manufactu- Manni Group, historical company founded Terreal Italia is a company specialized in the Urban Up is the real estate project of Unipol Founded in Moglia (Mantova) in 1946,
re of complete thermoplastic fluid transfer in Verona in 1945, operates in the sector of production of terracotta building envelope Group aimed at enhancing some of the most Cesare Roversi arredamenti firm is spe-
systems. They are designed for both in- steel processing, insulating metal panels, systems, which has been able to transfer important architectures in Italy which are cialized in home, hotel and office interior
dustrial and construction purposes, infra- renewable energy e of energy efficiency. It to an industrial level an ability historically owned by the Group through works of mo- design and furniture. It covers 5000 sq
structural and civil engineering applications offers systems innovative products, solutions born on an artisanal level. The firm is part dernization and renovation that combine an m of an area of 11.300 sq m it owns. A
but also domestic applications including and skills for the world of dry construction, of the multinational Terreal, world leader in innovative drive with the respect for tradition. strong point in Cesare Roversi firm is its
gardening and hobbies. promoting new scenarios to overcome ener- the brick sector with premises all over the
production flexibility: actually, on the one
gy waste and polluting emissions of the exi- world. From January 2018 we acquired the The Urban Up project, which started from the
hand it can carry out various projects,
For 50 years, it has been manufacturing and sting building stock. Through new buildings Pica brand, an important historical company city of Milan with the redevelopment of some
selling pipes and conduits featuring the most or retrofit interventions, it helps Real Estate in the clay building sector, together with the key-buildings of the city, history-wise and po-
creating custom-made furniture. On the
advanced technological and design solutions and Design Studies to achieve a high value of already well-known brand SanMarco. sition-wise, continues in various Italian cities other hand, the firm can supply of serial
to provide costumers and end users with the project thanks to the principles of sustai- with interventions that both promote their products on a grand scale, ensuring high
reliability, safety and performance. nability and knowledge of building. Over 75 Terreal Italia’s operations are based on the own trophy assets but also regenerate urban quality design, care, transport and as-
years of activity, made of commitment and key principles of tradition, innovation, resear- suburbs, by declining the value of sustainabili- semblage.
fitt.com of a look towards the future: with great de- ch, quality, safety and sustainability. Terreal ty in the real estate field through the adoption
dication it has dealt with the changes of the Italia’s terracotta products - from mediter- of design solutions inspired by environmental
market, wisely adapting to new realities in the ranean roof tiles to flat roof tiles, soft mud safeguard. roversi.it
internationalization phase of business and bricks to wire cut bricks, terracotta flooring
embracing the Circular Economy philosophy. to architectural elements, slabs to ventilated urbanupunipol.com
facades - are characterised by extremely
mannigroup.com high performance standards and rigorous
quality control, and are available in a wide
range of shapes, colors and finishes.
terreal.it
7
Reasons why Hyperloop Desert Campus, project by: Juan Felipe Correa, Alejandro Posada, Daniel Bedoya, Gladys Zuluaga, Camilo Alzate, Mateo Osorio
Reasons why | LECTURES
01. Learn from the great masters
YACademy offers training courses in which young people can learn
from the experience and testimony of some of the most illustrious
names of design. An extensive offer of special lectures, together
with numerous moments for informal discussion, will give the stu-
dents the opportunity to both enrich themselves with design refe-
rences and suggestions, and to get to know and chat personally
with the great masters of contemporary architecture.
1. Eduardo Souto de Moura
2. Kazuyo Sejima - SANAA
3.Toyo Ito - Toyo Ito & Associates
4. Pippo Ciorra, Carlo Ratti
5. Michele De Lucchi
6. Kengo Kuma - KKAA
9
Reasons why | PLACEMENT Oslo
*internships/collaborations map as of 2021 Rintala Eggertsson
Architects
Jensen & Skodvin
Tokyo
Kengo Kuma and Associates
SANAA
Toronto Dublin Emmanuelle Moureaux
Architecture + Design
Partisans Mccullough
Mulvin
Amsterdam
Architects London UNStudio Rotterdam
all Design OMA
02. Work with great firms Paris
Jean Nouvel Design
Basel Innsbruck
At the end of the program, participants are guaranteed a proposal of Herzog & De Meuron Snøhetta
collaboration or internship to carrying out specific communication HHF Architects
projects within one of the professional firms of YAC’s network, either Milano Turin
important companies or established architectural firms. This stage Edoardo Tresoldi
of the program is a fundamental distinctive feature of the service Stefano Boeri Architetti Carlo Ratti Associati Genua
David Chipperfield Architects Milan
offered by YACademy, aimed at guaranteeing students an effective
Studio Urquiola Bologna Atelier Alfonso Femia
career orientation service. AMDL CIRCLE MCA
SBGA Blengini Ghirardelli
Rome
Barcelona Alvisi Kirimoto
EMBT Miralles
Tagliabue Madrid Ateliers Jean Nouvel
Nieto Sobejano
Arquitectos
Lisbon
Aires Mateus
Carrilho da Graça
Arquitectos Syracuse
Bogotà
Vincenzo Latina Architetti
El Equipo Mazzanti
Pune
Anupama Kundoo
Santiago de Chile Beijing
Duque Motta & AA Vector Architects
10Reasons why | VISITS
03. Enjoy a full and exciting experience
Design feeds on perceptions: suggestions and references that only
direct experience can offer. For this reason, YACademy courses are
also composed of a series of visits and trips aimed at enriching the
cultural baggage of the students so they can improve their design
approach. Surveys, building-site visits and company visits complete
the offer of a program that is based on experience by leading stu-
dents to get in touch with some of the most excellent firms on the
Italian and international scenario.
Site visits in Bologna, Arte Sella, Bolognola and Antinori winery.
11Reasons why | WORKSHOP
04. Design for prestigious clients
After the lectures, students will develop a real project under the su-
pervision of a renowned architectural firm. Through the workshop,
the students will therefore not only have the opportunity to learn the
processes and methodologies used by their tutor, but also to enrich
their curriculum with new design experience for some of the most
prestigious clients in the world.
1. Design for SilkFaw, Fuorisalone 2021 installation
2. Plan and cross section of Bruzzano Urban Market
3, 4. Students working at YACADEMY
5. Design of Bredy’s Bivouac
6. Design of Arte Sella installation
12Reasons why | CONSTRUCTION
05. Build your project
Over the past years, numerous projects of YACademy’s students
have been realized. For this reason, starting from 2022, systemat-
ically, the students will have the possibility to take part in a further
educational step: the production of what they have designed during
the workshop phase. Construction is an important step of architec-
ture, therefore, YACademy offers to its students the opportunity to
take part in the production process of their ideas. The students will
gain practical and on site experiences and, in addition, the owner-
ship of projects built for excellent clients, destinated to the media
attention and able to define a game-changer in their professional
career.
1. Bredy’s Bivouac
2,3. BUM - Bruzzano Urban Market
4,5. The Journey, Arte Sella
6. SilkFaw at Fuorisalone 2021
13Reasons why | CONSTRUCTION
14The course Hill of the Arts, project by: Peter Hougaard
The course | ATTENDANCE MODE
In order to guarantee an experience that can match with each student’s
necessity, from 2022 YACademy courses can be attended according to 3
Advanced
is the modality of attendance which adds to the standard course an ad-
different modes that can be chosen by the student. Each of these modes ditional phase oriented to the engineering and construction of what has
will allow the students to experience YACademy’s program in different been developed during the workshop. Attending the course in “advanced”
ways according to the level of detail desired by each individual student. mode allows students to:
The possible attendance modes are: • access to all the benefit of the standard course;
• assistance by partner companies and designers for the workshop proj-
Online ect engineering;
it is the perfect mode for the students who have troubles travelling from • the realization, partial or total, of the workshop project (according to its
their countries. The online attendance mode has been refined in the face complexity)
of the pandemic emergency and today it allows the students to attend • the realization of a case history video and a press coverage of the proj-
and to benefit from YACademy courses as a whole, which means: ect.
• following the class in live streaming or in deferred streaming, through
YACademy’s e-learning platform;
• interacting with the class group and professors from remote in live
streaming, or through the mediation of YACademy Staff in deferred
Lessons and Site visits and
streaming; Workshop Construction Placement
• taking part in the workshop of the course from remote; lectures course workshops
• accessing the simultaneous interpretation service (from Italian into
English) from remote;
• to access to the Placement Service without any limitation (except for
✅ ✅ ✅*
the necessary requirements mentioned in the course rules).
Online
Standard
it is the classic attendance mode of the course, attended in presence,
for 3 days a week at YACademy’s headquarters in Bologna. The physical
attendance will allow to:
• access to all the benefits of the online course; Standard ✅ ✅ ✅ ✅
• interact with professors and lectures directly, also through social
events after the class;
• to use YACademy’s premises to work on their workshop projects hav-
ing the opportunity to meet the other students and professors;
✅ ✅ ✅ ✅ ✅
• to participate in visits and inspections linked to the educational pro-
gram; Advanced
• to participate in workshops and exercises, in the event these are part
of the course program, in order to complete the educational experi-
ence.
*the collaboration offer will be guaranteed to students who pass the final exam
16The course | OVERVIEW
Brief Scolarships
5, full-coverage of the enrollment fee Objectives
Communication is the central element of the project. Art, design, The “Marketing and Communication for Architeture” course aims
and architecture are the result of a cultural and creative process Course period at training different typologies of students and to develop specific
that, in order to achieve success, must be communicated. It is not November 2022 - March 2023 skills according to the interests of each candidate.
a coincidence that the most important artists, designers, and archi- • The course will be the way for designers (e.g., architects, design-
tects have been outstanding communicators and, as such, forerun- Attendance to lessons ers, artists or engineers), to gain useful skills that can guarantee
ners of a new narration approach to themselves and their projects. 3 days per week (physically or virtually) an efficient communication of their project, defining a deep edu-
cational and useful moment for the affirmation of one’s studio and
Good communication is as important as the project itself, both in for the dissemination of one’s work, according to the principle that
affirming the reputation of a studio and in an exhibition or in mag- Maximum number of students there is not a good project without a good communication of it.
azine content settings: there is no project without communication. 25 in presence + 10 online • For designers who approach their profession from a cultural and
For these similar reasons, the course “Marketing and Communica- curatorial point of view (such as designers or creative who would
tion for Architecture” was created, to train professionals (designers Language like to work in the exhibitions, curatorship, publishing), the course
or communicators) to build a narrative itinerary able to enhance Italian will provide a series of tools useful to develop their profession,
quality and innovation content in the most different creative dis- deepening the experiences and the professional dynamics of the
Elements of innovation
ciplines. In fact, communication is the central element for the de- world of communication and scientific dissemination.
signer or the curator/editor, firstly to promote their own activity, • Lastly, for communication professionals, the course will be an
secondly for a dissemination purpose. In the same way, art, design, opportunity to further explore the rules and the peculiarities of the
and architecture are just some of the most exciting professional • It is the first course that codifies and collects a transversal expe- world of art, design and architecture, which represent one of the
horizons for communication experts. rience of communication in the field of art, design and architec- most refined and demanding horizons of communication. In addi-
ture; tion, the course will guarantee successful skills that can be spent
Through an extensive study of tools and methodologies and thanks • The first course turns to both architects and experts/ communi- in any other professional field.
to the narration of different creative disciplines, participants will cation passionate;
gain useful notions for the setting of successful communication of
different projects (their own’s or third parties’ projects), following a
• Thanks to the two characteristic of elegance and of the high
level of cultural placement, of art, design and architecture, the Admission
training course made up of 82 hours of lessons, 32 hours of work- course will guarantee to the participant skills and an approach to
shop and numerous lectures by well-renowned professionals. At communication applicable to every context; The admission to the course is based on the evaluation of:
the end of the course, YACademy Placement office will guarantee • The course offers prestigious career opportunity after just two • curriculum vitae, also in European format
each student a proposal for an internship/collaboration for specific months of lessons; • motivational letter (max. 200 words)
communication projects within partner studios. • The course envisages and aligns different educational tools (les- In order to ensure the best quality of teaching and the most ef-
sons, workshops, internships, company visits); fective absorption of the students in the labor market, the course
• The course integrates modern skills and technologies such as will have a limited number of students (max. 35); it will be deliv-
augmented and virtual reality, including influential sector organi- ered in Italian and addressed to students and graduates who have
zations; obtained a master’s degree in Communication Sciences or other
• The workshop deals with a design case agreed with Arte Sella equivalent titles. The commission, in line with the preliminary as-
and offers a great opportunity to face with a real topic of interna- sessment, together with the outcome of a possible interview, may
tional importance; admit students with different qualifications.
• it is the first course that guarantees the students the opportunity
to develup a project during all its stages, from the concept to the
actual construction.
17The course | STRUCTURE
Lessons
82 hours
COMMUNICATION TOOLS 3 | 8 HOURS
Models and prototyping
Costanza Calvetti | ONEOFF
DOMUS
Walter Mariotti | Domus
THE PLAN
BRANDING | 8 HOURS WRITING ABOUT ARCHITECTURE | 6 HOURS Carlotta Zucchini, Nicola Leonardi | The Plan
Build and cultivate the image of a creative studio Experiences and good practices of architectural journalism
Michela Gilli | Zest 11 Andrea Zamboni | Zamboni Associati Architettura ARCHDAILY: THE MOST VISITED ARCHITECTURE WEBSITE
David Basulto | Archdaily
DIGITAL COMMUNICATION | 8 HOURS THE EDITORIAL PROJECT 1 | 4 HOURS
Communicate in a virtual environment
Manuel Ehrenfeld | Non-linear
Printing, papers and materials
Gianluca Gamberini | L’Artiere Workshop
32 hours
ADVANCED STORYTELLING | 4 HOURS THE EDITORIAL PROJECT 2 | 8 HOURS
New frontiers of virtual representation Phases, rules and methodologies in the setting of a book DE MOURA, KUMA, DE LUCCHI: A COMMUNICATION PROJECT
Andrea Gion | Drawlight Flavia Fossa Margutti | Biennale di Venezia ON THE ARCHITECTURAL EXHIBITIONS IN ARTE SELLA
Felice Limosani | Felice Limosani Multidisciplinary Studio
SOCIAL MEDIA STRATEGIES | 8 HOURS
Rules of conduct in new digital platform Lectures
Anna Rachele Capolingua | Sintagma Agency
THE VERTICAL FOREST, BETWEEN ARCHITECTURE AND
PRESS OFFICE & RELATIONS | 8 HOURS COMMUNICATION
Presence on the press and the relashionship with editorial Maria Lucrezia De Marco | Stefano Boeri Architetti
publications
Martina Gamboni | Strategic Footprints SIMPLE NARRATIONS FOR POWERFUL PROJECTS
Giulio Rigoni | BIG Bjarke Ingels Group
DESIGN INFLUENCING | 4 HOURS
YACademy’s media partners UNDER: FROM ARCHITECTURE TO THE LOGO
Martin Gran | Snøhetta
COMMUNICATION TOOLS 1 | 8 HOURS
Photography COMMUNICATING MVRDV ARCHITECTURE
Marco Cappelletti Jan Knikker | MVRDV
COMMUNICATION TOOLS 2 | 8 HOURS THE PHOTOGRAPHY IN ARCHITECTURE
The illustration Iwan Baan
Carlo Stanga
THE ARCHITECTURAL EXHIBITION
Pippo Ciorra | Fondazione MAXXI
includes workshop
18The course | STRUCTURE
Placement
At the end of the course, YACademy’s Placement office will guaran-
tee every student an internship or collaboration proposal to carry
out specfic communication projects in one of the partner firms rele-
vant to the course topic, among which:
David Chipperfield Architects Milano - BIG
Bjarke Ingels Group - Snøhetta
Construction and press
coverage
For students attending the course in “advanced” mode, the end of
the workshop will be followed by a phase of interaction with YACa-
demy’s partner companies oriented to the engineering, construction
and the subsequent press coverage of the projects previously desi-
gned during the workshop.
19The course | CALENDAR
Applications opening Lessons start*
9th May 2022 28th November 2022
Applications deadline Lessons end
30th September 2022 17th February 2023
Publication of the provisional ranking Workshop start**
10th October 2022 16th January 2023
Enrollment fee payment deadline Workshop end
14th October 2022 17th February 2023
Publication of the official ranking Construction and press coverage start***
21st October 2022 20th Febraury 2023
Construction and press coverage end
20th March 2023
* 3 days a week;
** 1 day a week (with the workshop tutor); further work time with other stu-
dents, at YACademy’s premises or elsewhere, is up to the students’ discretion;
*** 1 day a week (with producers, companies and/or the workshop tutor);
further work time with other students, at YACademy’s premises or elsewhe-
re, is up to the students’ discretion. The inauguration and press coverage of
the product may be postponed after this date based on the complexity of the
project that will be prototyped. However, the project’s detailing and engineering
process will be completed by the set date.
20Program Rwanda Chapel, project by: Yihang Zhang
Program | LESSONS
8 hours 8 hours 4 hours
Branding Digital Advanced storytelling
communication
Build and cultivate the image of a Communicate in a virtual environment New frontiers of virtual representation
creative studio
Michela Gilli Whether it focuses on the founder’s signa- Manuel Ehrenfeld For a long time, the Web has been one of Andrea Gion Together with the more traditional tools,
ZEST 11 ture or on a group of professionals, a design NON-LINEAR the first and most important channel of DRAWLIGHT new-generation technologies and narrative
studio or an artist atelier it is necessarily creative and cultural dissemination. Building modalities of the project are gradually emer-
Michela Gilli is a sports Manuel Ehrenfeld is a He graduates in Cultural
marketing consultant, bran- considerate as a brand. To be a brand me- Geneva-based designer & and cultivating a good communication pro- ging. More and more often architecture is
Heritage Conservation at
ding strategist and business ans defining a clear values system, langua- developer. He currently is cess and a high-quality web image are the the University Ca’ Foscari in narrated through the augmented reality or
consultant for the start-ups. ge, objectives and, especially, a recognisable adjunct professor on Com- essential conditions for the success of any Venice and in Architecture virtual reality, offering to the viewer immer-
Over the last two decades, puter Graphics at Brera Fine at IUAV. In 2013, he starts
she has created strategies image that positions the brand in relation to Arts Academy and lecturer creative reality: in fact, web is the showcase sive experiences, very involving and unique.
teaching at IUAV, winning
and advised some of the the competitors and to the reference market on Communication design of one’s work, the primary source of accre- a research scholarship The course will explore the new frontiers of
most iconic sports brands, (pop or niche, exclusive or informal). The at IULM University in Mi- ditation and popularity, a relational tool with with his dissertation on 3D architecture virtual representation, in parti-
including Nike, NBA, Euro- lan. In 2010 he Founded Mapping for Heritage and
League and famous inter- definition of brand’s characteristics features, Non-linear, a design studio an enormous potential. But the Web has its cular fruition and narrative devices, analy-
he later specializes in im-
national athletes in different the setting of an efficient and successful specialised in visual com- own rules, algorithms, ambivalences, and mersive strategies for better sing limits and opportunities. In this course,
sports. Michela Gilli hasre- communication processes. The course will munication and web deve- complexities. Understanding all these ele- usability and enhancement students will gain notions of the latest pos-
alized marketing and bran- lopment, crafting alternative of heritage. He is Head of
ding strategies for luxury analyse different notions useful to under- websites, generative identi- ments will be the main goal of this module, sibilities in the creativity representation field
Production at Drawlight
companies such as Aston stand the brand concept, both for its con- ties and interactive installa- dealing with the web communication speci- and has been teaching and the rules for a high-tech storytelling,
Martin, Lamborghini, and struction and its affirmation. tions combining emerging fic dynamics and ensuring to the students since 2016 in many Italian which will maintain the position and the ele-
Silk-FAW. She also designs technologies and visual universities (IUAV, UNIPD,
and implements business arts. In 2016 he started practical skills aimed to carry out and reco- gancy of the design story.
UNIFE). He was a member
plans for start-ups across Post-screen, a platform for gnise digital communication processes. of the scientific committee
various industries, including contemporary art and rese- and a professor for IUAV’s
sustainability, digital, and arch that aims to promote MI-HERITAGE master cour-
health. workshops, performances se. Recently, he co-founded
and exhibitions from a Hybrid Reality, an innovative
post-digital perspective. Start-Up which specializes
Since 2017 he is holding a in the use of Virtual Reality
series of “take-me-to-the- for training and educational
internet” workshops which purposes.
introduces BA, MA and PhD
students to the principles
of visual design and coding
fundamentals.
22Program | LESSONS
8 hours 8 hours 4 hours
Social Media Press Office & Design influencing
Strategies Relations
Rules of conduct in new digital platform Presence on the press and the The social aspect of art, design and
relashionship with editorial publications architecure
Anna Rachele Social media are the new contemporary pla- Martina Gamboni In the galaxy of communication, one of the YACADEMY’S In the last years, in the field of web infor-
Capolingua tforms, the new newspapers, a new medium STRATEGIC main tools for any prestigious reality is one’s MEDIA PARTNERS mation, we have increasingly moved from
SINTAGMA of entertainment and socialization. They are FOOTPRINTS own press office. The relationship with the the logic of the blog (of the site of contents
AGENCY more than a way of enjoyment, they are also publishing houses and the journalism world aggregation), to the more rapid one of so-
Over the past two deca-
a relational and informative environment des, Martina Gamboni has is an important vehicle for the affirmation cial networks. More and more, architecture,
Anna Rachele Capolingua able to modify political and cultural orienta- helped build some of today’s of any professional and creative reality. The art and design are disciplines to be com-
is a copywriter, professor, most recognizable design
entrepreneur and founder tion of the community. A successful creative press contributes to developing the rela- municated through images, to be browsed,
brands. Her dedication,
of Cavalieri Digitali and Sin- reality can not be separate from a correct professionalism and enthu- tionships, the credibility, and the recognition without any burdens or technicism. In this
tagma. She graduates in planning of social communication, that is siasm have enabled her to of a studio. Even more in such a digitalized way, numerous profiles have flourished,
journalism and she also has establish a vast professio-
a mater degree in business oriented to the interaction and expansion world, printed paper is a distinctive element disseminating beautiful art, design, and ar-
nal and personal network
communication, she chose to of its own fanbase, building and affirming around the world. Combi- of a structural and authoritative presence, chitecture images, and those that for years
be a copywriter in 2017. She its own image, its perception, and its own ning her passion for culture that gives an important contribute to the have been the most solid blog of the sector,
worked as a freelance for a with a vivid entrepreneurial
few years and now she ma- positioning. The course aims to provide to perception, to the recognition of the brand, have vigorously adapted to this similar for-
mind, she has become an
nages digital communication students with the main tools and methodo- established consultant including also the architectural or creative mat. The course will give voice to the foun-
strategies for different SME in logies helpful for an efficient social commu- specializing in the creative field. Participants will have the opportunity ders and curators of some of these profiles,
Italy with his agency Sintag- industries with an important
ma, in Sicily. She deals with nication, focusing both on general topics to explore the dynamics and the work of one deepening intuitions, works and methodolo-
experience in developing
education through the event and on specific tools of use of social media marketing and communica- of the most prestigious press office in Italy, gies, with the aim of providing an insight of
Cavalieri Digitali, for which platforms tion projects for companies, understanding challenges and methodolo- the new profession in the sector: the desi-
she is the co.founder, with her galleries, architecture and
classes of mentorship and gies. gner influencer.
design firms which she fol-
courses for copywriters and lows with her international
for educational contexts, but agency Strategic Footprints.
also events such as 24ore
Business School, Social Me-
dia Strategies, Social Women
Talk and further more.
23Program | LESSONS
8 hours 8 hours 8 hours
Communication Communication Communication tools 3
tools 1 tools 2
Photography The illustration Models and prototyping
Marco Cappelletti Undoubtedly photography represents one Carlo Stanga Freehand drawing is one of the most tradi- Costanza Calvetti The physical mockup has always been one
of the principal tools of contemporary com- tional tools of creative representation: it is ONEOFF of the privileged tools for architectural, de-
Marco Cappelletti, born in munication. This is even more true in the art Born in Italy, Carlo has the first step from the idea to its visualiza- sign, or sculpture works prefiguration. The
1987, lives and works betwe- been always deeply passio- ONEOFF is the archetype
en Venice and Paris. He has and architecture fields, where photography nate about drawing. After tion, and for talented drawers, it is one of the model represents the way through which in-
of a new generation digital
collaborated with some of the has been, for several decades, one of the graduating in Architecture at most suggestive tools for the design idea. craft workshops, demon- vestigate and meet the object before its real
major contemporary artists most successful tools to tell what has been the Polytechnic of Milan, he Freehand drawing has passed centuries strating the true potential of realization, and it is the medium through the
and architects, among which chose to further his educa- digital technology on rapid
Thomas Demand, Ila Bêka & realized. Photography is also the base for tion attending art and design of history becoming prominent and char- client better understand the concept idea of
manufacturing applied in
Louise Lemoine, OMA, Aires the comprehension of future trends, which studies. He collaborated with ming. Thanks to the voice and to the hand modelmaking. the designer. Nevertheless, the physical mo-
Mateus Arquitectos, Kengo increasingly assert themselves through the the premier italian designer of one of the most respected illustrators of The productive innovation del is also a medium an extraordinary com-
Kuma and Associates, KAAN Bruno Munari, an amazing that ONEOFF apply to the
Architecten, Labics. Marco cinematographic production, but they still experience that influenced contemporary age, students will have the munication, able to tell the project and the
entire operative process is
Cappelletti’s photos were refer to photography rules. Behind the most his way to see the world. As opportunity to get inspiration and useful the result of analysis and creative process beyond the time of work
displayed in: La Biennale di iconic images, there are special arrange- an editorial and advertising indications to lead the communication of strategic choices that have production, since it has itself its own repre-
Venezia; La Triennale di Mila- illustrator, Carlo works with resulted in numerous re-
no; MAXXi, Roma; Kunsthal ments, specific elements that photographer/ major italian magazines and creativity through illustrated drawings (both sentative and formal dignity. The course will
cognition and awards. As
Rotterdam; Design Museum, communicator should understand to create newspapers and with interna- own and third parties). a founder of ONEOFF Co- investigate the methodologies of production
London; Pavillon de l’Arse- an efficient image that can become recogni- tional clients in Europe and in stanza is involved in many models at different scales, the tools of reali-
nal, Paris. They are, as well, the U.S. His distinctive style projects, competitions and
regularly published in magazi- zable for the public. The course, which also continually wins Italian Illu- zation, materials, and arrangements neces-
realizations, who have been
nes and daily newspapers in includes a workshop day, will offer to parti- stration awards and the work published, exhibited and sary for the composition of models capable
Europe and worldwide. cipants an overview on the tools and on the has been selected by The awarded on several occa- of telling an efficient and refined story.
American Illustration Annual sions.
best practises to catch high quality photo- and won the Gold Medal Her contributions focus
graphic images. Award in Creative Quarterly’s on the field of Rapid Pro-
#15 contest and Awards of totyping, 3D printing, with
Excellence from Communi- special attention to Rapid
includes worksop cation Arts. In 2015 he wrote Manufacturing and 3D Mo-
and illustrated I am Milan, deling usage, having applied
followed by I am London and innovative criteria in craft-
I am New York the first title of smanship production.
a new book collection, publi-
shed by Moleskine, dedicated
to the main cities of the world.
24Program | LESSONS
6 hours 4 hours 8 hours
Writing about Marketing tools 2 Marketing tools 2
architecture
Experiences and good practices of Printing, papers and materials The editorial project
architectural journalism
Andrea Zamboni As any other discipline, creativity has its Gianluca Gamberini In a world dominated by the virtuality and Flavia Fossa The creation of a catalogue or a book is a
ZAMBONI own sector writing. A creative project ne- L’ARTIERE that rapidly moves forward a progressive de- Margutti complex process that faces with technical
ASSOCIATI cessarily goes through the words needed to materialization of goods and consumption, BIENNALE DI problems (linked to the project’s graphic and
ARCHITETTURA interpret it and the text has to describe it. In Born in 1979 in Bologna, everything that still belongs to the physical VENEZIA materiality – on this second aspect there is
Italy. Lives and works in
fact, texts give dignity and authority to the Paris. Gianluca GamberiniI realm represent the real luxury. In the eva- a specific course) and curatorial (linked to
Co-founder of Zamboni Flavia Fossa Margutti
Associati, he studied archi- design concept: for similar reason writing cultivates a dual passion for nescence of big data, information that use the sources, contents and their articulation).
photography and books. He graduated in 1988 in History
tecture at the Academy of about creativity is a complicated action, that paper as medium, could only gain preciou- of Art from the Carlo Bo The project has a series of different and
Architecture in Mendrisio has studied Science of Com-
requires languages, sensitivity, and accuracy munication in Bologna (Head- sness and authority. Catalogues, magazi- University of Urbino. In 1990 specific phases as well as different steps
and at the FAF in Ferrara, she was called to the Electa
where he graduated under worthy of celebrated artifacts. Art, design, master Mr. Umberto Eco) and nes, books still represent a stronghold in the that are part of the publication: the preface,
he gets a Degree in cinema publishing house as an editor
Peter Zumthor and Vitto- and architecture born to arouse emotions, affirmation and consolidation of the repu- of exhibition catalogs: here, index, contributions, credits etc. Through the
rio Savi. He interned at the from the New University of
to talk about inner expectations that answer Cinema and Television inside tation of a creative studio and one of the she began to deal with com- module, the students will have the oppor-
firms of Nicola Di Battista munication, working in the
in Rome and Guido Canali to human refined and intangible demands. Cinecittà studios in Rome, he most elegant and refined way to show their tunity to go through the editorial project, by
studied photography at the press office as head of the
in Parma. Ph.D. and pro- The aim of the course is to suggest a set of activity. The course will focus the attention exhibition and catalog sector. focusing on each of its phases, becoming
fessor of Architectural Spéos School in Paris. After
writing rules useful for similar challenges. his degree he has worked on the concept of editorial product as luxury In 2000 she was appointed aware of the steps and methodologies of
Design at the University of head of communication of
Parma, since 2017 he has for several years with su- product: reflecting on the formats, on the approach and solution of the little and big
per-productions but also for the Venice Biennale for the
been enabled as Associ- inks, on technics and effects useful to crea- Art and Architecture sectors, challenges related to an high level editorial
ate Professor. He was part independent cinema in Rome.
In 2010 he moved to Paris. In te memorable products. a role that she maintained project.
of the Study Center of the until 2004. In 2005, she beco-
magazine Domus under the 2012 he decided to open his
publishing company “L’Artiere” mes head of communication
direction of Nicola Di Battis- and external relations for the
ta. The author of numerous together with his twin brother
Gianmarco Gamberini who Mart, a role she still holds
essays and publications, he today. From 2002 to today,
has been a panelist in inter- was the director at Grafiche
dell’Artiere. L’Artiere is speciali- she has taught at numerous
national conferences and educational institutions in-
a jury member for national zed in high quality collectable
artist Photobook. cluding the Academy of Fine
and international archi- Arts, the Catholic University
tecture competitions and and the Sole 24 Ore master in
awards. With the project for Milan. As an art historian, she
the Cloisters of Saint Peter has curated contemporary art
has received numerous projects and exhibitions, wro-
awards, including an Honor- te essays and introductory
able Mention at the Premio texts for exhibition catalogs,
Gubbio 2021, an Honorable wrote reviews and articles for
Mention at the Piranesi various national newspapers.
Award 2019, an Honorable Since 2004 she has been wri-
Mention at the Premio ting a monthly column dedi-
25
INARCH Emilia Romagna/ cated to contemporary art on
Lombardia 2020. “Glamour”.Program | LECTURES
Maria Lucrezia De Marco Giulio Rigoni Martin Gran
Stefano Boeri Architetti BIG Bjarke Ingels Group Snøhetta
The vertical forest, between architecture Simple narrations for powerful projects Under: from architecture to the logo
and communication
Maria Lucrezia De Mar- In 2004 Giulio Rigoni gra- A strong believer in the
co, architect and editor, duated at the IUAV Universi- power of culture, Martin Gran
graduated in architecture ty of Venice with A. Cornoldi has led multiple Snøhetta
from Polytechnic of Milan, and a dissertation concer- projects over the past deca-
with studying experiences ning the Ground Zero recon- de. The work of Snøhetta is
abroad in Siviglia at Escuela struction in NYC. He worked renowned internationally for
Técnica Superior de Arqui- in Switzerland in numerous its highly collaborative appro-
tectura and in Madrid at architectural practices as ach to design, which sits at
Universidad Politécnica. Livio Vacchini (Locarno) and the intersection of architectu-
From 2016 she works with Herzog&de Meuron (Basel). re, landscape, interiors, pro-
Stefano Boeri Architects In 2017, he started working ducts, and graphics and often
Studio, where she takes part at BIG – Bjarke Ingels Group merges the public domain
in regeneration and valori- (NYC). In the academic in it. Social interactions sit
sation projects of natural years 2015-2016 and 2016- at the heart of every project
dimension in urban context. 2017, he was the Assistant and every design works
In 2020 she collaborates as of professor Muck Petzet hard to generate a sense of
extern tutor for the course in the Sustainable Design public ownership. Snøhetta
di Urban Planning Design, courses of the Academy of practices self-defined transdi-
guided by Stefano Boeri at Architecture of Mendrisio – sciplinary processes where
Polytechnic of Milan, focu- AAM. In 2017, he became different professionals, from
sed on the investigation of the Italian Project Architect/ authors to visual artists, from
the relation between cities Project Manager of the BIG’s philosophers to sociologists,
and historical towns. Cur- project SPFF S. Pellegrino take each other positions to
rently, she follows editorial Flagship Factory. explore differing perspectives
projects with a particular fo- without prejudiced points
cus on territory and contem- of view. Currently, Snøhetta
porary cities transformation is undertaking more than
in the prospective of urban 50 projects in Europe, Asia,
forestation, and she deals Africa, Oceania, the Americas
with events management, and Canada. This widespread
collaborating with culture in- activity gives each profes-
stitutions and associations sional valuable insight into
in the organization, mana- differences and likenesses,
gement and production of allowing for continuously
contents for festival, events developing new knowledge, a
and exhibition. precondition for intuition.
26Program | LECTURES
Jan Knikker Iwan Baan Pippo Ciorra
MVRDV Fondazione MAXXI
Communicating MVRDV architecture The photography in architecture The architectural exhibition
Jan Knikker (Bad Soden Dutch photographer Iwan Architect, critic, professor
Ts 1972) joined MVRDV in Baan is known primarily for at SAAD Ascoli Piceno and
2008. Before this he started images that narrate the life IUAV, where he’s director
his career as a journalist, and interactions that occur of the VdH PhD program.
and then shaped the public within architecture. Born in Contributor to reviews and
image of OMA for nearly a 1975, Iwan grew up outside national press, author of a
decade. As Partner at MVR- Amsterdam, studied at the number of books and pu-
DV, Jan leads the Contracts, Royal Academy of Art in The blications, he designed and
Business Development and Hague and worked in pu- curated exhibitions and in
Public Relations efforts, for- blishing and documentary Italy and abroad. Besides
ming a client-oriented, fast, photography in New York the monographic studies
and strategic studio that in- and Europe. Iwan Baan’s on Ludovico Quaroni, Peter
cludes a strong visualization love for photography goes Eisenman and many others
team and the practice’s su- back to his twelfth birthday, he published widely on the
stainability team. He leads when his Grandmother gave topics of contemporary
MVRDV’s branding efforts him his first camera. After city and Italian architectu-
and has overseen the practi- his studies in photography re. From May 2009 he’s
ce’s rapid expansion into at the Royal Academy of Senior Curator at MAXXI
new markets, focusing on Arts in The Hague, Baan Architettura in Rome, where
solutions for global issues followed his interest in do- he curated, among others,
through its architecture and cumentary photography, be- exhibitions such as Recycle,
urbanism. He has worked fore narrowing his focus to Energy, Erasmus Effect,
on many publications and record the various ways in Food and where he runs the
exhibitions, including the which individuals, commu- Italian branch of YAP, MoMA
book MVRDV Buildings. He nities and societies create, PS1’s International Young
writes for various publica- and interact within their built Architects Program.
tions and is Deputy Editor environment.
of Domus 2019. He is a
member of the HNI Herita-
ge Network, led the online
design magazine Dafne, and
from 2007 to 2011 was a
member of the International
Projects commission of the
Netherlands Architecture
Funds.
27Program | LECTURES
Walter Mariotti Carlotta Zucchini David Basulto
Domus Nicola Leonardi Archdaily
Domus
The Plan Archdaily: the most visited architecture
website
The Plan
He graduated in theoreti- Carlotta Zucchini David Basulto is a gradua-
cal philosophy at the Univer- Carlotta graduates in te architect from Pontificia
sity of Siena. Afterwards, he Economics at the University Universidad Católica de
continued studying in Lou- of Bologna and then majors Chile (2006). In 2008, he
vain and then in Harvard. He in International Relations at founded ArchDaily, an inter-
started working as a resear- the Johns Hopkins University. national platform focusing
cher and a professor. Then, Following her great passion on architecture. ArchDaily
he became manager in the for architecture, she works as is based in Santiago, Chile,
cultural sectors of Public editorial director for The Plan. with offices and operations
Administration. He started in Beijing, Mexico City, Sao
collaborating as a colum- Nicola Leonardi Paulo, Bogotá, and Lima; its
nist with newspapers and In 2001, together with his mission is to provide inspi-
magazines. After moving to wife Carlotta Zucchini, Nicola ration, knowledge, and tools
Milan, he became a profes- founds THE PLAN, which is to architects throughout the
sional journalist. He started currently one of the most world. David has lectured
directing numerous maga- established international at Harvard (Boston, USA),
zines: Campus e Class, I magazines about Architectu- Escola do Cidade (Sao Pau-
Viaggi del Sole, English 24, re and Interior design. Nicola lo, Brazil), Strelka Institute
Intelligence in Lifestyle. For has lectured widely and been (Moscow, Russia), Tsinghua
Mondadori, he dealt with an invited speaker at many University (Beijing, P.R.
the conceptual redesign of conferences and architectu- China), TEC de Monterrey
Panorama. Mariotti also re faculties both in Italy and (Monterrey, Mexico), Uni-
collaborated as advisor abroad. He has chaired versidad Católica (Santiago,
with numerous Italian and numerous events related Chile), the Center for Archi-
international industrial and to architecture. Advisor to tecture (New York, USA),
financial groups. Some of Milan’s Triennale Foundation and at the annual American
them are: Italcementi, AXA, for its “Italian Architecture Institute of Architects Con-
BCG, Linklaters and the Gold Medal” award, Nicola vention (Atlanta, USA). David
Ministry for Cultural Assets has served on the juries of has also worked as curator
and Environments. In Sep- several Italian and interna- and editor for architecture
tember 2017 he was nomi- tional awards, such as the biennales, exhibitions, and
nated Editorial Director of World Architecture Festival magazines and received the
Domus with the task to in- Award, Energy Performance National Award for Innova-
vent, direct and develop the + Architecture Award, and the tion from the Chilean Gover-
Domus System (magazine, Leading European Architects nment in 2012.
website, archive, events and Forum Award. He has been
intelligence). He works clo- chosen in 2008 among the
sely with the Chairwoman experts to select the nomine-
Maria Giovanna Mazzocchi es for the Pritzker Architectu-
28
Bordone. re Prize Jury. Today Nicola
is the Director of THE PLAN
and Publisher of THE PLAN
EDITIONS.Program | WORKSHOP
32 hours
De Moura, Kuma, De Lucchi:
a communication project on
the architectural exhibitions in
Arte Sella
Felice Limosani The workshop will represent the occasion of
FELICE LIMOSANI practical synthesis to test all the notions avai-
MULTIDISCIPLI- lable through the others teaching modules,
NARY STUDIO ensuring strategic answers with respect to a
real architectural communication project. The
Felice is an internationally course will be guided by the tutorship of Feli-
renowned artist, an inno-
vator in Digital Humanities, ce Limosani – one of the most popular artist
and an expert in cutting and curator of the national context – and de-
edge and emerging forms veloped in collaboration with Arte Sella – one
of expression. He integrates
humanities to digital culture, of the greatest parks of art in Europe – it will
art and design, in order to deal with the realization of a communication
create new levels of percep- project aimed to give back the storytelling of
tion, knowledge and sharing
between technology, people the design and production of the current ar-
and synaesthetic experien- chitectural exhibition collections in Arte Sella.
ces. His works range from Eduardo Souto De Mora, Michele De Lucchi
artistic installations to the
construction of physical and or Kengo Kuma are just some of the masters
virtual immersive experien- who gave their valuable and creative con-
ces, as well as commissio- tributions to Arte Sella trying to deepen the
ned benefit projects. Felice
looks to connect visual and expressive potentialities of architecture when
sensory forms of expres- it meets the natural context. Telling such a
sion with more evolved story – or the story of a specific exhibition and
interfaces, and lectures on
this in universities and re- its author – will be an extraordinary opportuni-
search centres, placing the ty that the students will have in the workshop
human factor at the heart context, choosing the media according to their
of social, technological and
cultural innovations. He has personal interest (a publication or website, a
also been part of the scienti- video or other tools) to tell this story, and they
fic committee of the Matera will also be in direct relation with the park cu-
European Capital of Culture
2019 Foundation, and of rators and the work of the most famous ma-
the Advisory Board Venice sters in the contemporary architecture field.
Museo Multimediale M9
Foundation.
29Program | WORKSHOP
Arte Sella
Arte Sella: the contemporary mountain. A place where in more than
thirty years the mountain and contemporary art meet. Art and Na-
ture merge in a continuous dialogue, where Artists from all over the
world are invited to encounter the Sella Valley to carry out artworks
that are nourished by the unique History and nature of the place.
30Program | CONSTRUCTION
Construction and press launch
For students attending the course in the “advanced” mode, the end
of the workshop will be followed by a series of operational reviews
with representatives from different YACademy’s partner companies
and specific producers oriented towards the construction of what
has been designed during the workshop. This phase will pass throu-
gh an executive detail process of the workshop project, carried out
by the students under the supervision of the companies in the sec-
tor. Students will thus have the opportunity to face the most advan-
ced stages of design, measuring themselves with budgets, opera-
tional problems, and technologies to implement their own concepts.
Once the engineering is completed, the construction site will be set
up. The experience will be completed by the creation of case histo-
ries and video-documentaries on the project presented in a special
press conference, organized by YACademy at the end of the works.
Depending on the project developed by the students within the cour-
se, the construction and press coverage phases can obviously go
beyond the time limit set for the engineering (see calendar section).
The construction of the Bredy’s Bivouac
31Placement Pinocchio Children’s Library, project by: Tommaso Secchi, Dario Ruberti
Placement | OVERVIEW
Internships and collaborations: the career
orientation service
For each student, the classes and the the worhshop will be followed
by a period of collaboration or internship with different partners of
YACademy. This stage aims at improving the students’ skills and
will offer them the rare opportunity to work and interact with some
of the most important firms in the world. By enriching their expe-
rience through internships and collaborations, students will have
the opportunity to build a solid network of relationships which will
be useful to accelerate and imrpove their professional develop-
ment. Here follows a list of some of the professional firms, partners
of YACademy, that are more relevant in relation to this course’s to-
pic.
33Placement | ALUMNI
Carmelo, Alice and Santiago
“YACademy offers a great chance to learn with and from other people
and also a great opportunity to improve one’s career.”
Carmelo
“I recommend YACademy to everyone who wants to learn more about
the exhibit design, because Italy has a great history to offer in this
field”
Angie
“I think YACademy is a great opportunity for anyone interested in ar-
chitecture”
Santiago
more info on: www.yacademy.it/alumni
34Placement | ALUMNI
Federico, Angie and Fabiola
“YACademy is a great oppotunity to enrich your personal and profes-
sional background”
Federico
“In YACademy you meet amazing people, amazing teachers. They are
willing to help you solve all your doubts. For me, YACademy was a key
element of my academic training.”
Angie
“YACademy offers the chance to talk face to face with personalities
who are actually making the history of art and architecture”
Fabiola
more info on: www.yacademy.it/alumni
35Placement | PARTNER FIRMS
Val di Sella, Trento Copenhagen Milan
Arte Sella: the contemporary mountain. A place where BIG is a Copenhagen, New York, London and Barcelo- Fin dalla sua fondazione nel 1985, David Chipperfield
in more than thirty years the mountain and contempo- na based group of architects, designers, urbanists, land- Architects ha collezionato numerosi progetti culturali,
rary art meet. Art and Nature merge in a continuous dia- scape professionals, interior and product designers, re- residenziali, commerciali, ricreativi e civici. Gli Studi di
logue, where Artists from all over the world are invited to searchers and inventors. The office is currently involved Londra, Berlino, Milano e Shanghai contribuiscono all’am-
encounter the Sella Valley to carry out artworks that are in a large number of projects throughout Europe, North pio ventaglio di tipologie di progetti. David Chipperfield
nourished by the unique History and nature of the place. America, Asia and the Middle East. BIG’s architecture Architects è stata insignita di più di 100 premi internazio-
emerges out of a careful analysis of how contemporary nali e riconoscimenti di eccellenza nella progettazione.
life constantly evolves and changes.
artesella.it big.dk davidchipperfield.com
Rotterdam Innsbruck Bologna
MVRDV was founded in 1993 by Winy Maas, Jacob Snøhetta began as a collaborative architectural and We truly believe that the architetural problem cannot
van Rijs and Nathalie de Vries. Based in Rotterdam, the landscape workshop, and has remained true to its be solved just with a mere formal research, with functio-
Netherlands, they have a global scope, providing solu- trans-disciplinary way of thinking since its inception. Our nalism, with the economy or technology of the artifact:
tions to contemporary architectural and urban issues in work strives to enhance our sense of place, identity and in fact, the solution is made up of the aformentioned
all regions of the world. Their highly collaborative, resear- relationship to others and the physical spaces we inha- suggestions, composed and structured according to
ch-based design method involves clients, stakeholders, bit, whether feral or human-made. Museums, markets, each designer’s personality and sensitivity. YAC hopes to
and experts from a wide range of fields from early on reindeer observatories, landscapes and dollhouses get foster highly-contemporary projects: these shall present
in the creative process. The results are exemplary, out- the same care and attention to purpose. clear traits of temporality and personalization of the use
spoken projects that enable our cities and landscapes to of the architectural space. “Idea” is the key word, “archi-
develop towards a better future. tecture” is the answer and “project” is the tool to tran-
sform creative intuition into an object prefiguration.
mvrdv.nl snohetta.com youngarchitectscompetitions.com
36You can also read
