Preparing a new generation of designers capable of designing commercial spaces with a view to interaction between physical and digital places. This is the goal of Master Future Store promoted by IED Florence to train professionals who know how to manage a 360° project through an interdisciplinary approach that ranges between art, design, fashion and digital. The Master, which takes advantage of the important contribution as mentor of the artist born in Paris to Portuguese parents Joana Vasconcelos – known for its collaborations with the biggest brands, including Louis Vuitton, Dior, creating works exhibited in all stores worldwide – has as coordinators TIPSTUDIO. Founded in 2019 by Imma Matera And Tommaso Lucarini, the design studio is based in Florence and Pietrasanta and is focused on the exploration of territories, physical and immaterial, anthropology and conceptual analysis in relation to materials that translate into products, spaces and design installations. We asked them to tell us about the structure, objectives and career opportunities of the Master.
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Interview with the founders of TIPSTUDIO, coordinators of IED’s Master Future Store in Florence
From what premises was the Future Store master born?
In a constantly changing world, stores have undergone a significant transformation, especially amplified by the pandemic period. In the current scenario, retail spaces are configured as immersive environments designed to create multi-sensory experiences and build deeper, more immediate connections with customers and brands. On the one hand, consumers are looking for authentic sensory experiences, places where they can interact, immerse themselves and feel emotions, on the other, brands require spaces specifically designed to create a close bond between them and the customer.
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What needs does this master’s degree satisfy?
From this perspective, the definition of a store is evolving and seeking new models to redefine the shopping experience. It’s critical to understand how customer purchases and behavior evolve through various stimuli, from materials and lighting to installations and digital. The space is thus transformed into more than a simple physical environment: it becomes a narrative. Brands are taking on the role of storytellers to improve the perception of products and at the same time consolidate their identity by offering unique and personalized experiences.
What is its main goal?
Through the master’s program, students will develop and acquire skills for the design of retail spaces, as well as communication and marketing strategies aimed at enhancing the brand, its vision and identity. The world of retail is a dynamic, vast environment that embraces different figures and touches different arts. The aim of the master’s degree is to provide the necessary tools to train professionals who know how to manage a 360° project through an interdisciplinary approach that ranges between art, design, fashion and digital.
What is required for admission and who is it aimed at?
For admission, a diploma or degree in the areas of Design is required: Industrial Design, Architecture or Interior Design. Previous knowledge of 2D and 3D programs for design and skills in Graphic Design. The master’s degree is aimed at students who have the curiosity to develop critical thinking to interpret social and cultural changes and new trends in relation to the world of design.
What are its strengths?
Without a doubt we think that both the city of Florence and the professionals involved play fundamental roles in the definition of the Master. Florence offers an ideal context that blends tradition and innovation on an international scale. On the one hand the city boasts a rich cultural heritage based on artistic innovation, on the other this integrates perfectly with the modern dynamics of design and fashion. The professionals we have involved are industry experts with international experiences who will inspire and guide students in understanding the dynamics of designing retail spaces.
Who are the professionals involved?
Between these, Federica Salacurator and design advisor who constantly dialogues with art, design and architecture, collaborating in Italy and abroad with Italian and international companies such as Dolce&Gabbana, Cassina, Rizzoli International. Luca TrombinThe marketing and retail expert worked for 11 years at Rinascente as manager of the retail department in Italy and Europe. For a few months he has been part of the Lux Holding Company as Head of Product and Retail area. Valentina Guidi October curator and visionary with experience in communication and branding. You held the role of Junior Buyer at Luisa Via Roma, also taking care of the immersive installations within the concept store in Florence. David Hartono co-founder of Monogrid, a digital studio that combines visual art and technology by exploring the virtual world with new technologies. Among their customers Vogue, Maserati, Gucci. These are some of the teachers with whom we will have the pleasure of collaborating and who will guide the students with us on a creative and professional path.
What are the job opportunities of the master’s degree?
The objective of the Master is to stimulate and prepare students to operate strategically. The idea is to train professional figures capable of coordinating an innovative retail project not only for companies, brands, but also in broader contexts. Through the skills they will acquire during the 9 months, students will be ready to carry out roles in the field of interior design, in the organization of events and in the setting up of retail spaces, in strategic and marketing communication companies, in cultural organisations, in institutions , as well as in production and communication agencies.
The IED Master Future Store in Florence: between art and design
What is the added value of an artist to the master offered by the collaboration of Joana Vasconcelos as a mentor?
Having the international visual artist Joana Vasconcelos as a Master’s mentor it is a great opportunity to establish dialogue and discussion with the students. Joana best represents the union between art, fashion and immersive experience. Stores and retail spaces in general form collaborations with artists and designers precisely to explore the intersection between art, fashion and retail space. Joana Vasconselos has collaborated with the biggest brands, including Louis Vuitton, Dior, creating works displayed in all stores worldwide. She has also worked with Christian Louboutin, creating exclusive art installations for their fashion shows and showrooms.
What will your contribution consist of?
Joana will meet the Master’s class several times to explore and discuss the issues inherent to the course of study; sharing her personal experience and unique perspective on the combination of art and fashion. Furthermore, during the Trend lab course, students will explore their creativity through the design of artistic installations, sets and scenography.
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