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DOMUS ACADEMY MILANO SERVICE DESIGN
www.domusacademy.com
AY 2023/24
Double Award Master’s Programme / Academic Master’s Programme in
SERVICE DESIGN

About Domus Academy
Domus Academy is the place where everything and its
opposite is discussed, where ideas grow and invade
the surrounding world.
Emanuele Biondi
Domus Academy is a melting pot of culture and
cultures, of up-coming and established professionals;
it is the place where design is not a discipline but a
way of seeing things and tackling life.
Giulio Ceppi
Domus Academy for me is a modern Myth where
Naiveness awe Complexity (and viceversa) and
Rationality embraces Poetics (and viceversa).
Juan Carlos Viso/Juanco
In my opinion, there have been only three real
design schools: Bauhaus, which corresponded to the
industrial society, Ulm to the mass society, and Domus
Academy, the school of the postindustrial society.
Antonio Petrillo
SERVICE DESIGN
DOMUS ACADEMY MILANO

Awards and recognitions
STUDENT AWARDS:
• Maddalena Casadei (Master in Product Design):
Included in AD100/2022
• Irem Başer Oğan (Master in Product Design):
Winner IF Design Award 2021
• Morgan Ræ (Master in Interior & Living Design):
Winner Radical Innovation Award 2021
• Namit Khanna (Master in Product Design): Winner
EDIDA India Young Talent 2021
• Carolin Woitke (Master in Fashion Design): Finalist
Mittelmoda Contest 2021
• Daniele Ficarra (Master in Product Design): Winner
Swarovski Foundation Institute contest 2021
• Defne Koz, Marco Susani (Master in Product
Design): Winners Compasso D’Oro 2020
• Noel Braganza (Master in Interaction Design):
Winner Red Dot Award 2020
• Ana Gabriela Teran, Yara Ghaouch (Master in
Fashion Styling & Visual Merchandising): Winners
Bodytelling contest by Marie Claire 2019
SCHOOL AWARDS:
• Included in the QS World University Rankings by
Subject
• Included in UI GreenMetric, the ranking of the
world’s most sustainable universities (2022)
• Selected by Azure magazine as Top 8 Interior
Design and Interaction Design Schools - 2016, 2017
• Listed by Domus Magazine as one of Europe’s Top
100 Schools of Architecture and Design
2014-2017
• Listed as one of the Best Design Schools in the
World by BusinessWeek - 2009
• Compasso d’Oro Award by the ADI, Associazione
Disegno Industriale (Industrial Design Association)
- 1994

Why Domus Academy
DESIGN EMINENCE IN THE DESIGN CAPITAL
Study at a highly ranked school recognized by international
institutions and publications as one of the best design schools
worldwide. Experience Milan, the world’s capital
of fashion and design.
DISRUPTIVE DESIGN RESEARCH
Work on multiple unconventional projects with leading
companies and professionals. Create disruptive design concepts
and envision the future through possible and impossible
scenarios.
DESIGN EXPERIENCE AND UNIQUE CAREER
OPPORTUNITIES
Attend masterclasses with famous and emerging designers.
Boost your connections during our workshops with the best
companies and studios. Get your internship/field learning
experience. Join an amazing global network of alumni.
DYNAMIC AND TAILORED PATHWAY
Customize your academic pathway.
Take part in cross-disciplinary workshops and personalize your
study plan according to your interests and career objectives.
DOUBLE AWARD MASTER’S PROGRAMMES
Earn a worldwide recognized, International Double Award
Master’s, consisting in a uk-accredited Master of Arts Degree
from Regent’s University London plus an academic Master’s
Degree accredited in Italy.
SERVICE DESIGN

Milan, Design & Fashion Capital
Design is part of the fabric of Milan. From
the city’s fashion tradition to its new role as
a startup hub, Milan is home to a thriving
commercial design industry and a globally
facing creative culture. Life in Milan moves
at a relentless pace, in fact it’s hard to
remain unmoved or detached from all the
cultural, social and business activities afoot.
It follows that there is no better place to
pursue a design education.
Milan is the world capital of fashion and design, brimming with
innovative and creative people, emerging designer boutiques
and businesses whose longstanding success is built on design.
The centre of Milan is home to the flagship stores of some
of the most important fashion and design brands, including
Cappellini, Driade, Kartell, Versace, Armani and Valentino.
Therefore, students can draw inspiration from the trend-
setting work of the world’s leading designers and, at their
fingertips, will be Italy’s finest artisans and manufacturing
facilities, that make Made in Italy craftsmanship famous
around the world.
Milan bristles with life. Every year during the Fashion Weeks,
Design Week and their various ancillary activities such as
the Fuorisalone, Milan becomes one big showroom, full of
non-stop exhibitions, performances, parties and conferences
featuring prestigious international guests. But the reach
of design doesn’t stop there, it can be seen in the outline
traced by the city’s new skyline, in the partnerships being
developed between research, design and business, and
in the deployment of new technologies that tackle the
widest possible range of design problems. Milan is a creative
environment like no other.
SERVICE DESIGN

Andrea Desiato
Double Award Master’s Programme / Academic Master’s Programme in
Service Design
“Our students learn to create systemic
solutions that can elevate the human
condition at any level, and at any scale.”
Programme Leader

Master in Service Design
Career Profiles
Voicy, project by Dipayankanti Pradhan,
Xianlin Lu, Master in Service Design 2021, in
collaboration with illimity
Succeed as a Service Designer.
Go on to secure roles in design consultancies, corporations and service
companies, as well as with NGO’s, government agencies and research
institutions, or embark on a career as a consultant or entrepreneur.
Jobs and career options you may want to consider include:
SERVICE DESIGNER
USER EXPERIENCE DESIGNER
DESIGN RESEARCHER
DESIGN STRATEGIST
The Master in Service Design programme is workshop-based, supported
by seminars, lectures, tutorials, and fieldwork. Industry professionals, the
programme leader, and project leaders will guide you via individual coaching
and mentorship.
The combination of accredited coursework and real-life professional projects
gives students the opportunity to build on their academic foundation, while
gaining valuable work experience directly applicable to their future careers.
Students can apply to the Academic Master’s Programme, accredited by
the Italian Ministry of Education, or to the Master of Arts degree with an
international UK validation.

Academic Offering
Milan London
VALIDATION: NABA
ACADEMIC MASTER’S
PROGRAMME
DURATION: 11 months
ACCREDITATION: Italian Ministry for University and Research (MUR)
CREDITS: 60 ECTS
LANGUAGE: English
INTAKE SEPTEMBER 2023: from September 12, 2023 to August 1, 2024
INTAKE NOVEMBER 2023: from November 14, 2023 to November 8, 2024
INTAKE FEBRUARY 2024: from February 6, 2024 to January 17, 2025
VALIDATION: Regent’s University London and NABA
DOUBLE AWARD MASTER’S
PROGRAMME (MASTER OF ARTS)
DURATION: 13-15 months
ACCREDITATION: Privy Council UK and Italian Ministry for University
and Research (MUR)
CREDITS: MUR – IT (Master Accademico di Primo Livello / Academic Master
First Level) = 60 ECTS PRIVY COUNCIL – UK (Master of Arts) = 180 CAT, UK
Credits (equivalent to 90 ECTS)
LANGUAGE: English
INTAKE SEPTEMBER 2023: from September 12, 2023 to November 8, 2024
INTAKE NOVEMBER 2023: from November 14, 2023 to February 4, 2025
INTAKE FEBRUARY 2024: from February 6, 2024 to March 25, 2025

Programme Structure
Each Master’s Programme is workshop based, supplemented with seminars, lectures, tutorials and fieldwork.
The Academic Master’s Programme path consists of 4 modules (course + workshop) plus 1 module including a
professional experience and a final portfolio presentation.
The Double Award Master’s Programme path includes additional dedicated classes and a 6th module as Final
Degree Project giving you the unique opportunity to pursue your design studies in Italy getting an Academic
Master Degree validated by the Italian Ministry for Education and a UK validated Master of Arts Degree.
COURSE COURSE
COURSE
PROFESSIONAL ACCELERATOR
CRITICAL AND CREATIVE
FRAMEWORK I
CRITICAL AND CREATIVE
FRAMEWORK II
CORE
WORKSHOP
CORE
WORKSHOP
CORE
WORKSHOP
ELECTIVE
WORKSHOP
MASTER OF ARTS
ACADEMIC MASTER 1 LEVEL
Module I Module II Module III Module IV Module V Module VI
FINAL MAJOR
PROJECT
COURSE INDUSTRY
PLACEMENT
(Internship/
Field Learning
Experience)
+
FINAL
WORKSHOP
PROJECT
ACADEMIC MASTER’S PROGRAMME
DOUBLE AWARD MASTER’S PROGRAMME SPECIFIC CONTENT

Programme Structure
Amunity, project by Chialing Hsieh, Wenjun Ou, Wiphawee Maneengarm,
Jingyi Yu, Master in Service Design 2020 in collaboration with Technogym
THEORETICAL COURSES: coursework focuses on examining the theory
that underpins the field through lectures and exercises, as well as tutorials
that teach management and marketing strategies specific to the industry.
Throughout, you will be exploring the most cutting-edge technology such
as design software and 3D modelling tools, learning how to create a unique
brand and developing your own professional identity.
WORKSHOPS: guided by industry professionals and faculty project leaders,
you will work with leading companies on projects such as creating new
products or services for different industrial sectors on a worldwide scale.
FINAL WORKSHOP PROJECT: you will be able to develop personal, in
depth body of work as a culmination of your academic path. You will develop
design research, create projects and explore conceptual ideas that are
transformed into tangible outputs.
PROFESSIONAL EXPERIENCE: to gain real experience working in your
field, you will choose to either do an internship at a company site, work on
a project on campus in collaboration with a company and complete an
entrepreneurship module. In each case, you will benefit from mentorship, an
inside perspective on their field and valuable career connections.
CRITICAL AND CREATIVE FRAMEWORK: in this module, you will
undertake in-depth research on selected topics and themes. You will
investigate new methodologies and integrated a critical perspective in the
development of a research that represents reflections on the contemporary
context and that will contribute to the body of knowledge in your disciplinary
area. This research will inform and provide the theoretical framework and
foundations for the Degree Project.
FINAL MAJOR PROJECT: you will develop an individual degree project
that represents a professional body of work as final step of your Master’s
experience. During the development, there will be a high degree of individual
self-guided study that is guided by mentors and advisors.

SARA TESSARIN, STEFANO FUGA, CAROLINA REY BEDON (illimity)
THEORETICAL COURSES
Storytelling & Visual Narrative
Design Thinking
Business for Design
Professional Accelerator Activities
CORE WORKSHOPS
Experience Design
Service Design
ELECTIVE WORKSHOPS
One to be chosen among:
Strategic Brand Management
Entrepreneurship through Design
Identity Design
Envisioning
Tangible Interactions
Product Strategy
Service Design Courses and Workshops

STORYTELLING & VISUAL NARRATIVE - THEORETICAL COURSE
The course provides an intensive exploration of visual and structural
elements of storytelling and visual narratives where you engage with the
necessary tools to design a user experience and to create user scenarios and
storyboards.
DESIGN THINKING - THEORETICAL COURSE
The objective of Design Thinking is to involve consumers, designers and
business people in an integrative process to imagine future states and bring
products, services, and experiences to market. Through a series of theoretical
lectures and practical activities, the course provides you a clear perspective
on this subject.
BUSINESS FOR DESIGN - THEORETICAL COURSE
The Business for Design course offers you the possibility to understand and
put into practice real-life business scenarios and to appraise the core aspects
that determine the economic performance and viability of a company, studio
or consultancy. You will explore basic accounting topics, short and long term
profitability aspects, options to fund innovative projects or enterprises within
a long-term horizon, and a general framework around intellectual propriety,
copyright aspects and regulations.
PROFESSIONAL ACCELERATOR ACTIVITIES - THEORETICAL COURSE
The Professional Accelerator module aims at consolidating and advancing
the professional profile of students, together with the acquisition of a critical
awareness of the future job trends and market opportunities. The module
provides you with the skills and abilities to build your own professional profile,
through an outstanding portfolio and CV and offers you opportunities for
contact with the professional world.
EXPERIENCE DESIGN - WORKSHOP
The Experience Design workshop explores, by way of studio-based activities,
the designing process from the point of view of the people (not users, neither
consumers) in their day to day life context.
SERVICE DESIGN - WORKSHOP
The workshop provides you a clear perspective and a clear framework
encompassing all the key steps and the tools to design new service systems
or improve existing ones: as-is assessment, to-be alignment, stakeholders
profiling, customer journey mapping, service blueprinting, prototyping and
testing.
STRATEGIC BRAND MANAGEMENT - WORKSHOP
The workshop gives you solid strategic brand management frameworks to
appraise possible strategies and business development opportunities such as
new product and services development, brand and line extension, innovative
business models, and other growth strategies options.
ENTREPRENEURSHIP THROUGH DESIGN - WORKSHOP
The workshop explores issues, theories, cultures, and methods associated
with the goal of designing an “ideal business”, starting from the assumption
that every successful business and company is the realization of something
that originated as a dream.
IDENTITY DESIGN - WORKSHOP
The Identity Design workshop aims at developing the skills for designing the
brand identity of a company,extend a pre-existent one and/or planning a
promotional strategy.
ENVISIONING - WORKSHOP
Through field research, physical or digital analysis, the Envisioning workshop
investigates cultural and social conditions that will have an impact on our
society in a medium or long-term perspective for questioning and envisioning
the role of design and designers.
TANGIBLE INTERACTION - WORKSHOP
The Tangible Interactions workshop aims at developing projects in the
domains of physical computing and haptic interfaces by screening, analysing
and experimenting software and hardware technology in order to develop a
confidence with the palette of tools and platforms that constitute the “basis”
for designing interactive solutions.
PRODUCT STRATEGY - WORKSHOP
The Product Strategy workshop aims to develop project proposals able to
combine different approaches in a new, innovative and surprising way.
Service Design Courses and Workshops

SERVICE DESIGN
Our teaching approach is based on workshops
developed in collaboration with innovative and
renowned companies and addressing specific
research themes.
In the development of the projects you are supported
by lectures aimed at broadening your knowledge on
the specific investigation theme, inviting designers,
researchers, stakeholders and representatives of
companies to present your work and ideas as a link
between the specific disciplinary perspective and the
broader cultural/economic context.
Based on a cross-disciplinary methodology, each
workshop can involve students from different Master’s
Programmes working on diverse aspects of the same
research issue.
The workshop culminates in a final presentation to
the faculty and invited company representatives and
professionals.
Workshops

Workshops Cycle
BRIEF IN A NON
CONVENTIONAL
CONTEXT
DOMUS ACADEMY
STUDENTS
ENVISIONING FUTURE
SCENARIOS
PARTNER
COMPANY
RESEARCH
THEME
PROFESSIONAL OPPORTUNITIES
CREATIVE SOLUTIONS
Guided by industry professionals and faculty project leaders,
you will work with cutting edge companies on innovative
projects and research themes.

JOSEPH FORAKIS
Founder and President jozeph forakis ... design
Contemporary and ethereogeneus faculty composed
by teachers, visiting professors, famous and emerging
designers, professionals, startuppers, innovators,
creators, influencers, journalists, special guests, such as:
Pier Bardoni, Julie Blitzer, Stefania Berselli, Stefano
Cardini, Silvio Cioni, Angelica Fontana, Federica
Fragapane, Nima Gazestani, Andrea Pedrina,
Andrea Piccolo, Andrea Pinchi, Laura Polazzi, Ilaria
Scarpellini, Luca Troisi, Eray Alan, Alberto Andreetto,
Fabio Besti, Marie Pierre Schickel, Edoardo Fano.
Faculty

Companies and Projects
Several companies and design studios collaborate
with the Master in Service Design such as BASE,
Ostello Bello, Cisco, Technogym, Khronos Group,
Comune di Milano, Accenture, Experientia, Illimity
Bank.
“Yellow” project by Akanksha Raju, Chen-Wei Chao, Ipek Gorgen. In
collaboration with Ostello Bello.
It is a service that helps potential students and city guests to discover the
‘new Milan’ through local ambassadors, weekly events and an annual Yellow
Fest. Milan, as a city, has evolved. People remember it as a purely industrial
and luxurious city. Whereas, in truth, it is also multicultural, experimental
and friendly. This service helps Ostello Bello to become an ambassador of
this new, improved Milan. This service was designed by targeting potential
students but locals and hostel guests alike, can reap the benefits from it.
“Amico” project by Yoaana Peshev, Chris Lihaut, Mohnish Bahal. Experience
Design workshop in collaboration with Experientia.
The aim of the workshop was to design a series of User Interfaces (UI) that
lie in the immediate proximity of our body. Students had to define their own
Design Challenge and design a UI that delivers a novel form of interaction in
times of social distancing. The aim of this project is to propose a solution to
the issues related to senior citizens facing the challenge of social isolation.
Amico aims to create a community of like-minded elders to battle loneliness.
It is a mobile app designed for users above 60 years old. Amico also leverages
these social interactions to build a stronger sense of community. The app
allows users to discover or connect with local community members, learning
about their interests, skill set and more.

Alumni
Domus Academy Alumni Community includes over 5,000 Alumni from all
over the world spreading the value of a shared experience and culture.
Alumni are actively involved in many activities such as the annual Alumni
Reunion organized during the Milano Design Week and the series of talks
“Connecting the Dots” where notable former students are interviewed to
discuss their career development, professional experience and inspirations.
Some of Domus Academy Alumni:
Nidhi Oblapur: Service and UX Designer Experientia
Catalina Dussán: Graphic Storyteller/Art Director Tell - Business Storytelling
Marlenne Escalante: Designer Generali
MARÍA ISABEL CHALCO
Service Designer rrebrand

Facts and Figures
International
Students
93%
Italian
Students
7%
STUDENTS’
NATIONALITIES
Survey conducted in 2022 by Nielsen Group
88%
Placement Rate
100%
Internship/Field
Learning Experience
50+
50+

Admission Process
1. CHECK ENTRY REQUIREMENTS
General entry requirements include:
- For the Academic Master’s
Programme: holding a first level
academic degree (Bachelor’s Degree
or Academic Diploma) in a field related
to the chosen study programme.
- For the Double Award Master’s
Programme: holding a first level
academic degree equal or higher than
2:2 (British undergraduate degree
classification). Students holding a
Bachelor’s Degree lower than 2:2 will
be requested to attend an interview
with the postgraduate admission panel
proving also one year of relevant work
experience.
Master’s Programmes are also open to
students with not related degrees or
diplomas, if the applicant is motivated
by a research interest towards the
programmes’ topics.
Certificate of English language
proficiency (for Academic Master’s
Programme: IELTS 5.0 or equivalent;
for Double Award Master’s Programme:
IELTS 5.5 overall and 5.5 in every single
part or equivalent).
2. PREPARE SUPPORTING
DOCUMENTS
The required documents for application
are:
- Curriculum vitae
- Copy of Bachelor’s Degree or
Academic Diploma translated into
English or official certificate of
expected Graduation issued by the
Institution
- Copy of Bachelor’s Degree or
Academic Diploma’s official transcript
/ mark sheet translated into English
(listing subjects and exams, with
corresponding number of hours
/ credits) or most updated official
transcript / mark sheet if not graduated
yet
- Certificate of English language
proficiency (for Academic Master’s
Programme: IELTS 5.0 or equivalent;
for Double Award Master’s
Programme: IELTS 5.5 overall and 5.5
in every single part or equivalent)
- Motivational letter
- Copy of passport
- Portfolio of projects (not compulsory
for Master in Business Design, Master
in Fashion Management, Master in
Luxury Brand Management, Master in
Service Design)
- Essay Assignment for Master in Service
Design only (for more information on
the required essay, please refer to DEA
on line application)
- Application fee of €100
- Two reference letters for Double Award
Master’s Programme only
3. SUBMIT THE APPLICATION
You can apply through our DEA, our
official online application portal:
https:/
/admissions.domusacademy.com/
dadea/
Please notice that if you are supported by
an external educational counselor your
representative will send us directly your
application pack.
4. ENROL IN THE PROGRAMME
Upon being offered a place, the student
must secure it by submitting the
Enrolment Form and a receipt showing
the payment of the pre-enrolment fee
within official deadline provided in the
admission letter; Admissions office will
inform students on documents needed
for enrolment and matriculation to the
course.
Domus Academy will assist students for
visa application.
Non-European students will need to
apply for study visa via Universitaly (www.
universitaly.it/) and will have to check
with the Italian Embassy or Consulate
of reference for the proper documents
needed.

MiLend, project by Mili Arvindbhai Rathod, Mohana Saraf, Mert
Bozaydin, Chialing Hsieh, Yuxiang Sun, Master in Service Design 2020, in
collaboration with Comune di Milano
Domus Academy is part of the following associations:
Domus Academy is part of Galileo Global Education, a leading international
provider of higher education with an offer that spans from applied arts,
fashion, design and digital/Internet to business and medicine.
Through its network of 54 schools, the group is present in over 91 campuses
in 13 countries around the world and has over 170,000 enrolled students.
It is Europe’s largest higher education group, in terms of both geographical
spread and breadth of course offering.
Galileo Global Education’s mission is to be the world education leader in
innovation, creativity, arts and culture – one of the most promising higher
education segments over the short and long term, everywhere in the world.

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