Self Design

Second Edition. 2009–2010


Module 1. Art theory, Architecture and design

This first module establishes the theoretical basis for understanding art, architecture and design from a contemporary perspective, focusing on the trends of the past 40 years. It provides an overview of recent history and its influence on our way of living, thinking and experiencing the different creative processes.

1.1 Art and Society

  • Actors and art environments
  • Consumption society cultures

1.2 Design Languages and Contemporary Philosophy

  • The influence of philosophy on art and architecture
  • Contemporary criticism and modern knowledge

1.3 Objects in the Consumption Society

  • Fashion and social distinction
  • The individual-object relationship

1.4 The last “isms” of the 20th century

  • From Postmodernism to Sensationalism
  • Conceptualism and Neo-conceptualism

Module 2. Creative intelligence - Creator intelligence

Creator intelligence investigates the strengths and weaknesses of the artist so that he himself can develop an object that can be used to discuss and consolidate the self he discovers.

2.1 Creative Intelligence

  • Contemporary concept of creativity
  • Creativity and intelligence

2.2 Creator Intelligence

  • Creator memory
  • The imaginative Self and the executive Self

2.3 Creative Conflict and Abstraction Conflict

  • Conflict between thoughts and actions
  • Sequence of the induction, abstraction and reasoning process

2.4 Cognitive Approach to Creativity

  • Structures and symbols
  • Artistic development

Module 3. Concept and Context

This module aims, from a theoretical and practical approach, to connect the definition of the personal concept with the embodiment of an object and the design of self-space.

3.1 Philosophy of Design and Approximation to Form

  • Formation of an idea
  • Concept as intellectual representation of the object

3.2 Concept and Context

  • Extension of the object
  • Relational Space

3.3 Practical and Creative Thinking

  • Thought and creative intelligence
  • Vertical, horizontal and lateral thinking

3.4 Proactive, Preactive and Active Mind

  • Proactive mind: the idea
  • Preactive mind: planning
  • Active mind: execution

Module 4. Creation and Communication

This module analyses axioms and barriers of communication. The objective is to develop communication tools to communicate and position the personal project in different areas and among different target audiences.

4.1 Creator Communication

  • From structured information to creator communication
  • Bases of internal communication

4.2 Non-verbal Communication

  • Physical expression of the first moment
  • Emotional evolution with the public
  • Mental encounter with the audience

4.3 Neuro-linguistic Programming

  • Modelling the product and its space by modelling the language
  • Emotional states and dispositions that facilitate learning

4.4 Cognoscente and Acquaintance

  • Scissions of the creator personality in the communicative event
  • Full operation, spontaneity and knowledge of the Self

Module 5. Brand Building

We learn to use the communication tools available to organisations to establish dialogue between the brand and market. We learn about the effectiveness of advertising in creating images, the power of marketing in building relationships of trust and the subtlety of public relations in generating opinions.

5.1 Brand Creation

  • Design, visual identity and corporate image
  • Disciplines available to brands

5.2 Marketing and Advertising

  • Advertising Plan
  • Positioning and sales pitch

5.3 Brand Communication

  • Brand strategy
  • Types of communication and specific actions

5.4 Design and Events Planning

  • Organisation of public events
  • Sponsorship and patronage

Module 6. Designing the Object, its Space and the Company

Practical workshops are conducted where each student develops a project and achieves a balance between the theoretical-critical input they receive in class and the analytical-proactive output of these workshops.

6.1 Developing the Object

  • Definition of the object
  • The significant object

6.2 Creating the Space

  • Space as the wrapping
  • Conceived space and real space

6.3 Creating a Company

  • Opportunity, risk and reward
  • Financing

6.4 Open Door Workshops

  • Guest experts will give occasional workshops
  • Duration of each workshop: 2 days

Module 7. Laboratory of Complementary Arts

The objective is to provide students with specific knowledge on parallel arts that serve as a support and source of inspiration.

7.1 Colour as a Modifier and Conformator of Objects

  • Psychology of colour
  • Colour and its effects on the body and mind

7.2 Photography

  • Concept and creation in the digital environment
  • The discourse of the contemporary image

7.3 Video

  • Aesthetics and digital image in movement
  • Editing and production

7.4 Artistic Expression of the Subject and Object in Space

  • Theatre and drama
  • Voice

Module 8. Final Project

The Final Project will start to be developed as soon as the course commences. During the first trimester, the student will present the first part of his/her project based on a personal concept taking the form of an object (industrial, recreational, furniture, image).

In the second trimester, the personal space where the product is to be located will be defined and created, and the personal concept will be compared with the object and the space. In the third module, the aim is to locate the product in a business context and the environment where communication will be initiated with the market.

The objective is to communicate the product while optimising the results so that the artist is competitive in commercial markets.

8.1 Report

8.2 Graphical representation

8.3 Model

8.4 Bibliography and references

8.4 Bibliography and references