Another innovation in the new education structure of the Masters of Design and Innovation 2015 is the incorporation of the challenge workshops: workshops chosen and coordinated by the master’s students themselves. As well as enjoying being with a professional whom they admire, this freedom of choice enables them to learn how to manage a workshop and acquire the experience of carrying out a proposal from the idea to its development.
This activity promotes the coordination and organization skills of students and encourages work and decision-making as a team. It also obliges them to decide on their preferences regarding the course, based on solid criteria, after investigating the sector and proposing a selection of candidates, which involves them more directly in the development of their master.
Another interesting aspect of this initiative, is that students are faced with the definition of a brief that determines the development and aim of the workshop in close collaboration with the professional chosen, with whom they should work from the very beginning in order to achieve his/her participation.
In this first edition, the Master of European Design Labs decided to bring in Studio Appétit, a design studio with multidisciplinary experience, specialized in Eating Design and culinary projects, to carry out a workshop that resulted in the culinary experience: Ritualism. The Way we Eat.
The Master of Product Design Labs, meanwhile, chose Lex Pott, a designer whose work focuses on the origin of the materials that he uses, and with whom the students carried out the workshop Materials and their Hidden Qualities, in which they experimented with different materials and their qualities.
In the Master of Strategic Design Labs they were able to get Yasushi Kusume, currently manager of Innovation and Creativity in IKEA and co-writer of the book Brand Romance, to give the workshop Loved Brand, which aimed to show how a brand can take advantage of the power of design to construct a "love affair" with the public.
Jordi Ballera y Óscar Giménez
Finally, in the Master of Communication Design Labs, students had the opportunity to carry out a workshop in two stages. The first part of the workshop on Marketing, Organization of Events and PR was directed by Jordi Ballera, director of Edelman Madrid (leading international company in communications and marketing), with his collaborators Leo Guiñazu (General Manager of Globally) and María Satrustegui (Director of Marketing and Communication of the Carmen Pardo-Valcarce Foundation).
The second part of the challenge workshop, on the communication of abstract concepts and emotions in visual images, was carried out with Óscar Giménez, a Spanish illustrator who, along with other projects, works with the press, advertising, album covers and posters.