Digital Design for Immersive Experiences MA

The programme aims to train students in the use of multimodal types of digital interaction in immersive environments, applied to retail design, advanced branded experiences, the communication of cultural assets (all-digital museums, pop-up exhibitions, virtual galleries) and for the event industry at large. From fashion to retail, from entertainment to cultural events, there are in fact apparent signs that we are getting closer to a tipping point with immersive technology.

In the field of interaction design, we are witnessing a progressive transition from traditional digital platforms (UX for web, app, mobile) to the new frontier of extended reality (XR) - a blanket term that encompasses VR, AR, and mixed reality (MR); an extensive knowledge of XR, which is fostering the introduction of entirely new digital experiences that go far beyond what we’ve so far envisioned, will be covered throughout the programme.

With a view to the advent of the Metaverse, meant as the upcoming evolution of Internet, this course also provides a deep understanding of the mind-blowing creative opportunities brought by emerging technologies in order to increase students’ capability to rethink brand experiences and spaces while maximizing user engagement through the use of motion sensors, interactive technologies such as projection-mapping and digitally enhanced audio-reactive installations.

Taking inspiration from scenography and artistic installations, participants enrolled in this master programme will be taught on how to set an environment, turning it into a scenario for a social-media friendly immersive experience, and choose the most suitable interaction method. They will also be able to identify the strategic goals of an experience, consistently conceiving a narrative that triggers emotional and sensorial curiosity and motivates users to deep dive in the immersive experience.