Audio Branding for fashion: an experiment of education on Sound for a new generation of professionals is a paper reporting my work at Polimoda, which was accepted in the poster session at the Audio Branding Congress 2013.

This year edition was held in Moscow on 28th november and then I decided to pack my heavier coat and move to Russia to discover the red soul of Sound…

Louis Vuitton giant suitecase-shaped musem at Moscow's Red Square

The paper

The article describes an educational experiment started three years ago in the course Communication 2.0 I am teaching at the Polimoda International masters, in which students learn the basics of new media communication via the direct practise of the tools and techniques used by multimedia professionals, with the aim to develop new skills to work and interact with a technology-based team of a company or creative agency.

A module of the course is dedicated to Sound communication, which has the purpose to teach students how to design an audio strategy for brands in the fashion industry. If you want know more about this work-in-progress project you can have a look at the image below, which is the poster I showed during the congress.

poster_polimoda_aba13_25112013

Results

I am not allowed to show the most of the results of these years, because many of the assets and names used for the creation are protected by copyright.

Anyway I need (and want to) show something really interesting, which started from my course and moved to the final project for the Master in Fashion Styling 2013.

It’s the video about The Bridge project, directed by Ruggero Lupo Mengoni and developed by Chiara Muscarà and Oka Hui-Yun Lin, who was also responsible for the work of sound design & editing. A fashion  stylist turned to Sound. Can you ask for more?

My experimentation has not finished yet: I am going deeper and deeper in this topic and in the last courses I am working with students to create a complete sound strategy for brands of fashion. I guess something new in on its way…

What is Moscow

I am a small european guy from Italy. I live in Florence. Can you guess the difference? Moscow is big, really BIG. If you have to move, if you have to see, if you have to drink… anything is more than you can expect. But it’s cool, it’s really cool.

My tourist time was tiny but intense. I saw many crazy people taking a selfie in front of Saint Basil’s Cathedral. I was lucky enough to see the big but ill-fated suitecase-shaped museum of Louis Vuitton at the centre of the Red Square before being dismantled. I entered the Kremlin and got bewitched by the amazing cathedrals and palaces. I felt my soul vibrating in front of the Tomb of the Unknown Soldier. I ate ukrainian food and drank russian vodka. And more. Wow. Viva Russia.

Tomb of the Unknown Soldier in Moscow

People to thank and remember

This was an amazing trip (of my neurons for the work and of my body for moving across Europe) and I have to thank so many people.

For first I have to thank Linda Loppa (Polimoda dean) and Danilo Venturi (international masters dean) for giving me the opportunity to teach such as innovative and bold topics during the courses at Polimoda. They gave me freedom to break the boundaries of conventional teaching.

I have to say 1000 times (and more) thanks to Olga Yushina, a former student on mine at the Master in Fashion Communication, who was my light in Moscow. Perfect organization.

At the end I want also to say good luck to all the amazing students which followed (and are still following) me in this project, who sometimes look at me as I were crazy, but this is ok, I’m used to, it is part of the game…