In collaboration with the United Arab Emirates University

Designing for an Architectural Brand + Personal Construct Psychology Model
In collaboration with the United Arab Emirates University

FORMAT: 2 weeks in Venice (Virtual participation possible)
Students are able to participate virtually or on-site in Venice. We guarantee learning outcomes are met for both formats. Students who join the course virtually will receive online assignments and virtual interactions with lectures and sites.
DATES: 1 - 12 August, 2022
COVID-19 Note: ECA will do their best to realise the programme, ensuring safe workshop environments according to governmental regulations. We monitor travel restrictions and advise you to book refundable travel and accommodation options. ECA reserves the right to alternate date or the format in case of travel restrictions due to the pandemic. You will receive a full refund one month before the course start date, no questions asked.

Two options to participate:
1. On-site participation in Venice: The course will take place as planned for two weeks in Venice.
2. We allow virtual participation for this course. We will ensure that learning outcomes are met and arrange a zoom session with experts/ guided tours and offer a multimedia approach to online education etc.

What do my course fees include?
  • Classes and tuition
  • Study files / materials
  • Tickets to museums and exhibitions that are part of the schedule
  • European Cultural Centre catalogue
  • Welcome and graduation events
  • Goodie bags with a map of Venice, notebook and a pen
  • Personalised graduation certificate
  • *COURSE FEE DOES NOT INCLUDE: accommodation, flights and food
    HOW TO APPLY: submit motivational letter (max. 1 page) and your CV
    Apply here

    Please apply by submitting your CV or portfolio and motivation letter. We will review your application and get back to you asap. After approval you can secure your spot with the registration fee.
    Students in relevant disciplines, urban planners, designers and artists can be also considered, depending on portfolio and software skills.
    Participants need to bring their own laptops.

    1) Finish a history and theory or contemporary architectural course.
    2) Completed two design courses.
    3) Using drawing/rendering software.
    ENROL BEFORE: 1 July, 2022
    LANGUAGE: English
    Non-native speakers (English) do not require to submit a valid English test.
    LOCATION: Palazzo Michiel (Strada Nova, 4391, 30121 Campo Santi Apostoli, Venezia)
    CALL & WHATSAPP: +39 320 245 06 31
    "Andrea Palladio can be seen as a brand design strategist of universal influence shared his innovative products of classical images into an architectural brand that was relevant to the cultural contexts of his time and remains evolving to the present."
    This course aims at introducing students to Brand Design Strategy, and Personal Construct Psychology Model (PCP Model) in the architectural design studio. Through interpreting the local societal inherent and brand images of the city of Venice, students will have the opportunity to explore the local environment and its heritage architecture. Students will be introduced to the PCP Model as a strategy to analyse and propose visual scenarios that integrate into the design process, the 'construct systems' of the inhabitants of Venice. Students will then engage in groups to explore and elicit their personal construct systems of the building's appearance using the Repertory Grid Technique (RGT).
    Andrea Palladio can be seen as a brand design strategist of universal influence shared his innovative products of classical images into an architectural brand that was relevant to the cultural contexts of his time and remains evolving to the present. Palladio successfully assembled the eclectic classical forms and elements from the Ancient Rome as a unique brand image of his locality.
    Through field trips to a number of Palladio's designed products in the region of Veneto and the heritage of the City of Venice, students 'make sense' of the architectural design process of brands in both theory and practice in order to generate culturally relevant and up-to-date forms.
    1. Recognise the architectural brand of buildings and the evolution process as represented in the projects of Andrea Palladio.

    2. Develop visual scenarios of architectural meanings and design concepts, to meet the local societal construct systems.

    3. Work on a small-scale project to design an architectural brand based on locally selected visual scenario as an ideal future image for the City of Venice.

    4. Effectively communicate the analysis and concept of brand design, verbally, visually, graphically and technically.

    5. Coordinate work in a group and individually to overcome differences of opinions, using the Repertory Grid Technique (RGT).

    Dr Ahmed Agiel
    Assistant Professor | Architectural Engineering - (COE)
    Dr. Ahmed Agiel is currently Assistant Professor of Architectural Engineering at the United Arab Emirates University (UAEU). Before joining UAEU he worked as a faculty member at the University of Tripoli, Tripoli, Libya.

    He obtained his PhD from the University of New South Wales (UNSW), Sydney, Australia, one of Australia's leading universities. Before joining the UNSW, he completed his Masters degree, in Strategic Design, from the Polytechnic of Milan, Milan, Italy. Dr. Agiel received his B.Sc. degree in Architecture and Urban Planning from the University of Tripoli.

    His research focuses on architectural theory and practice with a special interest in understanding the nature of meaning in architecture and environmental psychology. Dr. Agiel calls for a self-sustainable visually built environment for the betterment of local inhabitants.
    Class 2019 with Elena Longhin, Università Iuav di Venezia and Prof. Sophia Psarra, the Bartlett School of Architecture
    Course Brochure
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