Under the guidance of Follia Agency, students from Scuola Politecnica di Design’s Master in Event and Exhibition Design experienced a hands-on project simulating the entire creative process, from initial concept to the final pitch. The brief challenged students to design an indoor exhibition experience centered on sustainability, aimed at a young audience (18–30 years old), with the ambition to create concepts scalable for international venues.
From Idea to Execution
Working in small teams, students navigated all phases of the project development: creative ideation, spatial design, user journey mapping, art direction, budget awareness, and storytelling. This comprehensive approach allowed students to understand the complexities behind designing impactful events that resonate with specific audiences while staying realistic in terms of feasibility.
Real-World Venue Adaptation
A distinctive aspect of the workshop was the focus on real exhibition spaces, encouraging students to adapt their concepts to actual locations such as Forte di Bard, MUSE, Palazzo delle Albere, or MART. This added an extra layer of strategic thinking and practicality to their proposals.
Pitching Their Vision
The workshop culminated in a final pitching session, where teams presented their fully developed proposals to an expert panel, honing their communication skills and ability to convincingly convey their creative vision and strategic choices.
A Complete Learning Experience
This immersive workshop offered students a valuable opportunity to apply their skills to a full project cycle, from briefing to presentation, reflecting the demands and challenges of professional event and exhibition design. It demonstrated how creativity, strategy, and real-world considerations come together to create meaningful cultural experiences.