The Covid emergency has underlined how socially, psychologically and culturally important the role of the experiential dimension is in physical places. Therefore, the post-pandemic scene could be significantly characterized by a conceptual redesign of locations and spaces according to new approaches and ideas consequent to this change. 




As the theme of experience is therefore becoming increasingly significant and transversal also involving other aspects like, for instance, brand, entertainment, hospitality, trade shows and services, professionals able to think, design, plan and manage experience will become more fundamental within companies and institutions.

Poli.Design's Brand and Retail Experience Design course presentation logo
Photo: Poli.Design
Poli.Design's Brand and Retail Experience Design course presentation logo
For these reasons, Poli.Design, a division within Milan’s Politecnico, decided to launch a new Brand and Retail Experience Design course meant to transfer knowledge, tools and methodologies of design of the experience and their potential integration with other complementary disciplines.






“In a world like today’s, which is complex, socially fragmented, and characterized by a high volatility of commercial formulas, the ability to design and create consumer experiences of value for brand companies and the world of distribution becomes fundamental to compete. This is the reason why Poli.design has included in its portfolio a training project that will allow developing new competences and methodologies to support these abilities,” stated Cabirio Cautela, scientific director of the course. “Today, anyone who designs something from tangible objects to places and services cannot ignore the experiential component. That’s how design comes into action and can solve a problem, to satisfy a need both in the initial phase of design and in the final phase of the fruition of that good, that space or that service.”

Cabirio Cautela, scientific director, Brand and Retail Experience Design course
Photo: Poli.Design
Cabirio Cautela, scientific director, Brand and Retail Experience Design course
The course will start in February 2022 and will train professionals like managers and project managers who will acquire the competence of design thinking, concept design and experience design. It is subdivided according to four modules for a total of 80 hours, including a part in presence and a part in live-streaming.





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