Masters

Italian/English

Course leader

Giuseppe Patanè

Duration

10 months

Visual merchandising

A theatre of seduction

June 20 6:30 PM, Masters presentation: iscriviti.
Ten amazing months. Ten top-level agencies in the lecture theatre, one every month. Ten unique chances for learning by doing, elbow-to-elbow with the best. The Raffles Milano Masters: someone has come up with them at last.


Why?

Why?

Our enthusiasm is the fuel we burn to do good, adopting a light-hearted approach to tackling the most intricate situations and tight deadlines. Creativity is the antenna that enables us to get there a split second ahead of the others, capturing trends and how taste evolves. Enthusiasm and creativity are at the source of stylistic and visual design. Without them everything becomes so much more difficult, as well as predictable.


Course leader

course leader

Course leader

Giuseppe Patanè

Creative director

Giuseppe Patanè took his diploma from the Artistic High School in Catania, then studied fabrics and theatrical costume at the Catania Academy of Fine Arts. After completing his studies, he took his first creative steps in his native Sicily, first as a display manager and visual merchandiser, then as a stylist, designer and art director in a variety of European showrooms. This career led him to work as a stylist for off-the-peg collections for women with important international brands before becoming creative director of the brand for women and bridal wear that bears his own name, which débuted in 1996. In his creations, he draws on the atmospheres of his personal Sicily and on the idea of a sensual Mediterranean woman. In the course of his career, he has designed stands and display windows for the most influential brands in the fields of fashion, automotive, jewellery and furniture. His studio in Catania, housed in a period villa with a view to Mount Etna and the sea, is the creative hub of a network of more than twenty showrooms and boutique in Europe and the Middle and Far East.


Professional opportunities

Professional opportunities

Challenging the competition with your ideas. Creating your own brand. Taking a gamble with your own abilities and starting your own business. Casting off your fears. Having the vision to see across all a firm’s functional departments and becoming a capable leader that people listen to. At the root of this Masters is the aim to create the people who will make the market of tomorrow tick, with the ability to understand, to do and to decide. At the same time, this Masters trains the many different professional profiles who work at every stage in the fashion, luxury and design industries, people who are always in demand among Italian and international firms.


Who should attend

Who should attend

This Masters is intended for all those who feel they are visionary, open to everything new and to the language of emotions in the various different fields of work related to image and fashion, and interested in a career as a creative director. More specifically, it welcomes students who have developed a particular awareness of materials and how they can be used in visual design projects. Professional experience in the fields of exhibition design, installations, visual merchandising and the wedding and fashion business are plus points.


Curriculum

Curriculum

The students are guided by professionals operating in the field, who provide the theoretical groundwork and the practical knowhow for tackling situations typical of visual merchandising and product promotions. This dialogue with professional architects, designers, craftsmen and wedding specialists who work at the peak of the market and add an extra element of value to Made in Italy every day is the guarantee of an absorbing, effective training experience. At the end of the course, students will have acquired a clear understanding of how to approach the successive stages in their own growing careers.


Topics

Topics

  • Visual communication.
  • Exhibition space layout.
  • Theory and techniques of visual merchandising.
  • Set and installation design.
  • Lighting techniques.
  • Visual and sensory marketing.
  • Analysing uniqueness (brand identity).
  • Concept styling.
  • Business plan.
  • Action/thinking/material.

Design lecturers

Design lecturers

Learning directly from practitioners is the best way to pick up the most advanced visions and methods at source. Unlike conventional Masters, the Raffles Milano Masters bring hands-on knowledge direct into the lecture theatre, with ten market leader graphic designers occupying the lectern in the course of the ten months.

Andrée Chantal Tedeschi
Project

Andrée Chantal Tedeschi

Visual merchandiser

andreechantaltedeschi.Linkedin

Class of 1981, Andrée Chantal Tedeschi took a diploma as a specialist in ancient mosaic at the Sermig school of art and restoration in Turin in 2002. Working as a creative consultant and visual merchandiser, she curated 150 openings for Zara Italia in the period from 2001 to 2009, joining Zara as an area visual merchandiser and completing her career with the company as a country visual merchandiser for menswear, a role that gave her the opportunity to identify and train several young talents. In 2010, she moved over to the Coin group, where she held the position of Head visual merchandiser worldwide and co-ordinated the restyling of the OVS brand. In this position, she managed more than 500 points of sale all over the world and co-ordinated approximately 30 international location launches. Her portfolio also includes work for Pitti Moda, Moschino and See by Chloé. Since 2014, she has been a visual merchandising consultant with the Freddy group and, since 2015, a creative consultant with the Villa d’Este group. In the same year, she also started teaching at the IED in Turin. Most recently, she has focused on international projects for concept stores that choose Made in Italy all over the world.
Carlo Schlic
Project

Carlo Schlic

Visual merchandiser

carloschlic.Linkedin

Born in Cagliari in 1961, Carlo Schlich moved to Milan where he attended the Istituto Marangoni, an experience that enabled him to structure his awareness of trends and his skills in combining the colours and styles of outfits. In 1982, he was taken on as a visual merchandiser by Max Mara, where he took care of designing the interiors and window displays for boutiques in Italy and abroad. He then followed this up with a decision to focus on working as a freelance. In the course of this career, he has worked with such brands as Missoni, Alberta Ferretti, Max&Co., Trussardi, Isaia, Angelo Marani, Malo and Just Cavalli. Gradually also expanding his area of interest to sectors outside the fashion scene, he has also designed for such brands as Frank Muller, Max Factor, Chanel Bijoux, Cartier, Dom Pérignon, Hermès and D&G. He has also contributed to designing installations for trade fairs and other events in the fashion industry, including Milano Unica.
Francesco Cicali
Project

Francesco Cicali

Visual merchandiser

francescocicali.Linkedin

A designer and stylist who originally came from Noto, in Sicily, Cori Amenta holds a diploma in Fashion Design from the Istituto Marangoni in Milan. She has served as a style consultant with several firms, occupying the position of art director and collection development manager. In this role, she co-ordinates all the aspects of a collection, from the concept to the identification of fabrics and accessories and from the drawings and models to the samplers, the fashion shows and the advertising launch. Notable names among the firms with which she has worked are Versace, Calvin Klein, Ungaro and Dolce & Gabbana. She has also worked a great deal as a stylist for celebrities. In 2012, she created Coriamenta, a collection of unisex footwear 100% Made in Italy. The use of a logo featuring the wing of Hermes, the Greek god of communication, as well as the father of Hermaphrodite, stands for freedom, integration and perfection, irrespective of the ramifications of gender.
Guido Ciompi
Project

Guido Ciompi

Architect

studiociompi.it

Florentine by birth, Guido Ciompi graduated in architecture in 1990 after having alternated periods of study with lengthy practical experience. He has been working in architecture, interior design, product design, communications and installations for events since 1992. His more significant projects include a long series of shops designed for Gucci and other international brands and more than a hundred private homes both in Italy and abroad. In 1994, he also started working in the field of hotel design, where he has signed off several important projects, including The Gray in Milan, the Centurion in Venice, the Pentominium in Dubai and The Plaza in Seoul. He has also designed many objects, furnishings and furniture accessories as one-off pieces. For Ciompi, the logic that informs a design must be measured against the client’s ideas and requirements, as well as against the particular characteristics of the context where it takes place. In his designs, he treats vegetation as an essential element, both indoors and outdoors, and often suggests some unusual, innovative solutions.
Igor Ronchese
Project

Igor Ronchese

Set designer

tekset.it

Igor Ronchese was born in Venice in 1970 and graduated with honours from the Brera Academy of Fine Arts in Milan. Towards the mid-eighties, he started working with a firm doing restoration and conservation on stonework, specialising in antique Venetian and Etruscan wall claddings. In this period, he partnered with some of Italy’s most important architects, including Lorenzo Mongiardino, Gae Aulenti and Renzo Piano, working both on historical edifices and on new builds. In 1992, he founded Tekset, the firm he still manages today, which designs and runs concerts, live shows and conventions. In 1994, he started designing stage sets, productions, music videos and tours for Italy’s most important music festivals and artists. He worked as a set designer and co-producer for the film Fame chimica (2003). He has designed and run conventions for such firms as Fiat, Coca Cola, Seat, Henkel, Sony, Samsung, Telecom, France Telecom, Glaxo, Conad, Fastweb and Mondadori and has designed and executed scenes and furniture accessories for the Turin Winter Olympics in 2006, Nike, MTV, Radio DJ, the Wind Music Festival and the Verona Arena.
Ladislao Marcoaldi
Project

Ladislao Marcoaldi

Visual merchandiser

ladislaomarcoaldi.Linkedin

Ladisalo Marcoaldi has been working for more than 35 years in window and in-store display design, exploring and designing sales activities in shops, department stores and thematic installations. After starting his career using artistic methods to intervene in his work in the Fendi boutiques in Venice, he used the language of theatre design and magnificence when partnering with Valentino. For Missoni, he generated colourful effects to match the products, while for Agnona he focused on creating uncluttered, understated window displays. Marcoaldi has partnered with the Draganzuk boutiques in Venice, Bologna and Cortina and has also spent many years working with the multi-brand Han boutique in Cortina. He partnered with Telecom Italia on the presentation of its products in its network of points of sale, where his task was to forge a link between the client’s press and television advertising campaigns and its shop windows. With the Rondina and Nerone jewellers, with whom he still works at the moment, he has developed a complete creative partnership. He has also been working with Alessi since 2007 as senior visual display designer for trade fairs, shops and exhibitions all over the world.
Riccardo Aresu
Project

Riccardo Aresu

Visual merchandiser

riccardoaresu.Linkedin

Born in Milan in 1975, Riccardo Areu started working in luxury shops at a very early age, building a career in Prada’s long-established store in Milan’s Vittorio Emanuele II Gallery. In 2002, he joined the Inditex group, where he started working as a visual merchandising co-ordinator with the Zara Italia management. He spent five years co-ordinating the visual merchandising of all the group’s menswear points of sale in Italy, taking care of new store launches and staff training. His next career move came in 2007, when he joined the visual team at Ermenegildo Zegna. In this period, he travelled a great deal in Europe, the Middle East and Asia. In 2010, he became world visual merchandising co-ordinator for Loropiana and a product consultant for all the points of sale in franchising. These days, he is visual merchandising manager with Malo, a brand that works in retail, franchising and wholesale, where he designs new props for displaying products and creates the visual merchandising book and the seasonal windows book.
Roberto Palomba
Project

Roberto Palomba

Architect

palombaserafini.com

Roberto Palomba was born in Cagliari in 1963 and graduated in architecture from La Sapienza University in Rome in 1985. In 1994, he and Ludovica Serafini established the Palomba Serafini Associates office to develop projects of architecture, interior architecture, exhibition and industrial design, working all over the world. The office has won numerous prizes, including the ADI Compasso d’Oro Award, the Red Dot Award, the Design Plus Award, the Product Innovation Award and the German Design Award. The foundation of his design work is his alert observation of changes in human behaviour and the firm belief that “good designs” exist in a sort of collective subconscious: the designer’s task is to identify them, shape them and develop them. He is a strategic consultant and art director with numerous firms. In the course of his career, he has partnered with many of the great names of design, including Boffi, Cappellini, Dornbracht, Driade, Elica, Elmar, Exteta, Flaminia, Foscarini, Kos, Laufen, Lema, Plank, Poltrona Frau, Sawaya & Moroni, Samsung, Tubes, Viccarbe, Zanotta and Zucchetti. He has lectured in industrial design at Milan Polytechnic.
Stefania Vasques
Project

Stefania Vasques

Architect, designer & stylist

stefaniavasques.it

A native of Catania, Stefania Vasques moved to Milan, where she works as an architect, designer and stylist. Here she has created Vasques Studio, which operates across a very broad spectrum of disciplines, from interior architecture to creative and art direction, from concept styling to theatre design, from installations to exhibitions, from publishing to photo shoots and from advertising campaigns to product design. Her design approach rests on twin pillars: on the one hand a free, Utopian vision and on the other continuous research into new materials. As a designer, she has worked with such firms as Ichendorf, L’abitare, Corrado Corradi, Diamantini & Domeniconi, Danese, Sambonet, A-tipico and Cc-tapis. In 2014, she won the Wallpaper Best Domestic Design Award. In 2016, her Terra.Cotto and Terra.Cotto Ghisa designs for Sambonet won her a mention from ADI. She belongs to the Officina Temporanea group of designers, which partners with the Artigiani Officina group of craftsmen to produce its own limited-edition pieces, practising an art-design approach. She is also a contributor to the top furniture magazines.
Stefano Roveda
Project

Stefano Roveda

Artist

studioazzurro.com

At the age of thirteen, Stefano Roveda had already started taking and developing photographs. He started working in industrial photography just a few years later and then moved on to the cinema. In Milan, he specialised in analogical video, film editing, special effects and installations for live TV broadcasts. In 1985, he started using the first computers for rendering, producing 3D animation and programming in basic, c and c shell. In the early nineties, he established Pigreco and developed immersive virtual reality systems, the first interactive theatre pieces and “Natural Interfaces” that enable spectators to dialogue with IT hardware by touching objects, moving in space and using the voice. In 1995, he merged his company with the Studio Azzurro, innovating his language with interactive hardware, filming techniques and special effects. He has partnered on designing exhibitions, museums and large-format installations displayed in a variety of institutions and galleries located all over the world, collecting several international awards. He currently works in the Internet of Things, visual archives and participatory systems.

Lecturers in method

Lecturers in method

There are some kinds of practical and theoretical knowledge and abilities that cannot be learned overnight, but need tailored tutoring. You never know when you will need them, but one thing is certain: you will.

Fausto Fichera
Method

Fausto Fichera

Agent

faustofichera.Linkedin

Born in Catania in 1969, Fausto Cirino Fichera followed up his studies by joining the family firm operating in the area of lighting products, where he developed a mature enthusiasm for everything related to light and lighting technology. In the nineties, he took a Masters in Lighting Design at the Targetti Foundation in Florence, a move that then enabled him to build further on the experience he had gained in the field with theoretical elements of lighting design perceived as an added value for architecture and visual communication. Over the years, he has partnered with such names as Targetti Sankey, Ingo Maurer, Louis Pulsen, Kreon, Cini & Nils, Luceplan, Beghelli, Contardi and O Luce and has taken part in international trade fairs and events devoted to the evolution of design and lighting technology, such as Euroluce in Milan, Light and Building in Frankfurt and Euroshop in Düsseldorf.
Grazia Trovato
Method

Grazia Trovato

Wedding planner

graziatrovato.Linkedin

Originally from Sicily, after taking her school leaving certificate from a classical high school, Grazia Trovato started partnering with her mother, an eclectic woman who worked in an area encompassing design, art and visual design. While still a student, she already made a name for herself as a successful wedding planner. She launched her career in 1990 when she joined the Moda Mode e Modi team as art director for fashion retail interior designs and special weddings & events co-ordinator. Her next step took her to join the team at The Seven Agency, where she worked on devising weddings and their art direction in several European capitals, including working on the interior arrangements of Westminster Abbey for the 2011 royal wedding of Prince William and Kate Middleton. Her designs are regularly reviewed by such magazines as Elle Sposa, Vogue Sposa and White Sposa. She now works with GML, a firm she founded herself to focus on wedding planning. She contributed to the books Guida al Matrimonio and Tableau de Mariage.
Vincenzo Grande
Method

Vincenzo Grande

Visual merchandiser

vincenzogrande.Linkedin

Born in Puglia in 1984, Vincenzo Grande started working at a very early age as a stylist in theatre and television productions. After this experience, he decided to relocate to London and complete his studies at the Central Saint Martins College. In this period, he worked as a stylist, partnering with such artists as Ginuwine, Lil’Kim, Ashanti and Missy Elliott and as a visual merchandiser for firms including Inditex, Topshop, Primark and Forever 21. Returning to Milan, he continued his career as a visual merchandiser, working for several different brands in Milan’s fashion district, while at the same time taking a diploma in Visual Merchandising from the Istituto Europeo di Design. At the moment, he is working with a group of independent young artists on the launch of a new brand of streetwear and sportswear fashion, lecturing in specialised schools and continuing his work as a visual merchandiser, stylist and style consultant all over Italy.
Giovanni Pelloso
Method

Giovanni Pelloso

Historian and photography critic

giovannipelloso.Linkedin

A journalist and photography critic who writes for the ViviMilanosupplement to the leading national daily newspaper Corriere della Sera, Giovanni Pelloso has worked on publishing projects with Mondadori Portfolio (he was the author of the piece dedicated to Mario De Biasi, Giorgio Lotti and Angelo Cozzi), with Hachette and with Canon Italia. A co-author of the Dizionario mondiale della fotografia (Rizzoli/Contrasto, 2002), he is a contributor to the monthly magazines NPhotography and Photo Professional and is editor in chief of the long-established magazine Il Fotografo. He has held workshops and seminars about photography at the Suor Orsola Benincasa University in Naples, the Istituto Italiano di Fotografia and the Contrasto agency. His research interests focus on the theory and practice of the sociology of consumption and of advertising. Working as a contract lecturer, he has been teaching and conducting research since 2005 at the Faculty of Communication Sciences and of Entertainment at the IULM University in Milan. He has been lecturing in photography at the LAO since 2013 and is an associate researcher at the Milan Civic Aquarium.  
Roberta Maddaloni
Method

Roberta Maddaloni

Executive coach

robertamaddaloni.Linkedin

From 2001 to 2014, Roberta Maddaloni was a project co-ordinator in Mida. She continued her studies after her degree in psychology from the University of Parma in 2013 by completing an advanced training course in counselling at the European Academy in Florence in the next year. She has worked as a training consultant with Doctors&doula, TrasformAzione, CFA and Execo - The Human Side and she is a professional counselor accredited with the CNCP – Italian National Professional Counsellors’ Association. An expert in storytelling applied to professional contexts, she uses transactional analysis as a tool for training and her consultancy work. She designs and conducts training plans for developing the potential and definition of action plans and provides tools for triggering and implementing significant changes aimed towards achieving individual and corporate well-being. The issues she primarily works with are change as opportunity, implementing motivation, the effectiveness of relations, emotional intelligence, effective communication, negotiation, processes of orientation and the balance of skills.
Massimiliano Pappalardo
Method

Massimiliano Pappalardo

Executive coach

massimilianopappalardo.Linkedin

After graduating in philosophy, Massimiliano Pappalardo took a Masters in management control and started his career with Auchan, becoming a branch manager. He later directed Milan Polytechnic’s Città Studi university campus, then the campus of the San Raffaele Vita-Salute (Life and Health) University, working in close contact with Don Luigi Verzé. He has worked with the Italian singer Carmen Consoli on the lyrics of several songs, especially for her album L’eccezione (2002). A philosopher, trainer, counselor and life coach, he has written many articles on blogs and websites covering philosophy, current affairs and literature and has a long-standing partnership with the Giorgio Gaber Foundation, promoting its thinking in both universities and schools. He has founded several magazines, including Un sorso in più with Carmen Consoli. A scholar and promoter of the culture of change in business and of the focal importance of the individual in corporate organisations, he has been taking an interest in mindfulness, resonant leadership, habits and responsibility.
Gianfranco Mele
Method

Gianfranco Mele

Executive coach

gianfrancomele.Linkedin

Gianfranco Mele graduated in economics and commerce, accounting and finance from the University of Turin and has worked with Costa Crociere, Baker Tilly Consulaudit and Nexto. He is a qualified public accountant, belongs to the Turin Board of Certified Public Accountants and is a legal auditor with an office in Turin. He has worked as an expert in the subject of planning and control at the Asti campus of the University of Turin. Along with his work as a traditional tax advisor, he now also does management consultancy in the fields of corporate organisation, management control, reporting and corporate finance and financial auditing. His clients include several leading Italian firms and multinationals. Since December 2011, he has been the only certified Italian lecturer in finance with the BMW Group. He also lectures in economics, finance & control and taxation at the ISTUD Foundation, one of Italy’s most prestigious business schools. His students appreciate his ability to explain the intricacies of balance sheets and corporate management clearly and effectively.
Emanuele Baj Rossi
Method

Emanuele Baj Rossi

Executive coach

emanuelebajrossi.Linkedin

Emanuele Baj Rossi joined Cegos in 2007 as an expert consultant and has remained there ever since, now working in human resources and general management. After graduating in education and training sciences from Milan’s Università Cattolica in 2008, he went on to take a Masters in systemic neuro-linguistic programming. A trainer and executive coach, he has developed on issues of adult education and curated a programme to develop on models of leadership in multinational organisations. A certified FranklinCovey lecturer, his areas of expertise are designing and providing training courses in fields of behaviour (communication, public speaking, problem-solving and time management), management (leadership and the fundamentals of management) and the FranklinCovey method (The 7 Habits of Highly Effective People). In 2014, he was interviewed by Italy’s leading daily Corriere della Sera about how important it is for women to say “no” at work. In 2017, he published the book Obiettivi solidi in una società liquida (Solid aims in a liquid society).
Cori Amenta
Method

Cori Amenta

Fashion designer


A designer and stylist who originally came from Noto, in Sicily, Cori Amenta holds a diploma in Fashion Design from the Istituto Marangoni in Milan. She has served as a style consultant with several firms, occupying the position of art director and collection development manager. In this role, she co-ordinates all the aspects of a collection, from the concept to the identification of fabrics and accessories and from the drawings and models to the samplers, the fashion shows and the advertising launch. Notable names among the firms with which she has worked are Versace, Calvin Klein, Ungaro and Dolce & Gabbana. She has also worked a great deal as a stylist for celebrities. In 2012, she created Coriamenta, a collection of unisex footwear 100% Made in Italy. The use of a logo featuring the wing of Hermes, the Greek god of communication, as well as the father of Hermaphrodite, stands for freedom, integration and perfection, irrespective of the ramifications of gender.

Firms

In nearly thirty years of work, the Raffles Group has built up a substantial network of partners that participate in our three-year and Masters courses. These firms’ reputations and the quality of the relationships e have developed with them are a guarantee of a decidedly fertile meeting between education and business.

Adidas, Aigner, B&O - Bang & Olufsen, Boucheron, Brother, Bulgari, Burberry, C&A, Cartier, Chanel, Chloé, Design Business Chamber Singapore, Diesel, Dior, Dolce & Gabbana, Dunhill, Elle, Fendi, Fujifilm, Furniture Design Award Singapore, Giorgio Armani, H&M, Heinz, Hermes, Hogan, HP Technology, HSBC – Hong Kong and Shanghai Banking Corporation, IKEA, InterContinental Hotels & Resorts, Kohler, Lear Corporation, Lego, Li & Fung, L'Oréal, Louis Vuitton, LVMH, Mahogany, Max Mara, MediaCorp, Metro, Michael Kors, Microsoft, Nippon Paint, Nokia, Orchard Road Business Association, Pepsi, Philips, Prada, Puma, Ralph Lauren, Redworks, Richemont, Richmond, Rolex, Saatchi & Saatchi, Saint Laurent Paris, Samsung, Shiseido, Siemens, Singapore Furniture Industries Council, Singapore Jewellers Association, Sony Pictures, Standard Chartered, Textile & Fashion Federation, Tiffany & Co., Valentino, Versace, Y&R, Yves Saint Laurent.


Monday Talks

Monday talk

Every Monday evening at 6.00 p.m., Raffles Milano invites its students to meet one of the major personalities who walk the stage of design, style and design culture. Hearing the stories and ideas that influence the market and drive our mindset – straight from the horse’s mouth – is an amazing opportunity that adds substance to our academic programmes. Here is the agenda of meetings for the coming year.