On March 13, RANEPA School of Design together with the European Institute of Design (Istituto Europeo di Design) invites you to a public lecture "Modern Design: Digital future and cultural heritage".

Salvatore Amura, Director of External Relations of the European Institute of Design, President of the Academy of Fine Art Aldo Galli Como, will give a lecture "The future of design in the digital economy" especially for students of the RANEPA School of Design. New business and communication models are changing the market and consumer habits. Brands understand that it is not enough to deal exclusively with sales in modern realities. During the lecture, the audience will learn what brands prefer to broadcast to consumers in the era of the digital world, how they change their online platforms and customer services, whether boutiques will remain in the past and what fashion houses and such Internet commerce giants as Alibaba and Yoox have in common.

The globality of the modern market allows you to spread design trends at the speed of a click. Under these conditions, how can a designer, brand or an entire country preserve its identity, promote its cultural pattern in the world, maintaining a balance between the isolation of tradition and the dynamics required by the international design language? And what role does strategic design play in this process? Riccardo Terzo, stylist and fashion editor of Vogue Italy, will tell about this in the second part of the lecture "Design research in the process of transformation of cultural heritage".

The public lecture will be held on March 13 from 19:00 to 21:00 at the RANEPA School of Design.