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    1. Studying at ZHdK
    2. Design
    3. BA Design, Trends & Identity
    More: BA Design, Trends & Identity

    Content and structure

    • Course content.
    • Course structure.
    • Skills acquired in the course.
    • Admissions requirements.
    • Benefits of studying at ZHdK.
    • Studying at ZHdK offers you a wealth of benefits.

    Course content.

    Students explore the methods of trend and futures research: They categorize current developments, identify trends, analyse aesthetics and design innovative products, service and events.
    On the basis of the phenomena of everyday culture, the major makes students more aware of different categories of identity and the fact that identities are fluid and changeable. Students recognize design potential and implement it in attractive and informative images, worlds and events.
    Learn to initiate, design and present design projects. Students are able to implement their creative projects independently in analogue and digital form, and appeal to others with their independent aesthetic style and approach.
    The course includes an introduction to workshops such as textiles, plastics and metal, an exploration of media such as photography and film, and experimentation with suitable formats such as products, events and publications.

    Course structure.

    Theory and context

    The major explores aspects of design history and teaches sociological and cultural-scientific theories. Students analyse trends and reflect on the topic of identity at the theoretical level. The major-specific content is supplemented with a department-wide range of courses. 

    Design basics

    Students design two and three-dimensional products and follow design processes from the idea, to the implementation and presentation. They are also introduced to the working methods in studios and workshops, learn about materials and technologies, and try out different formats. 

    Explore trends

    The focus is on concepts such as weak signals, hypes, fads and megatrends, as well as methods of trend research. Social change processes are analysed, questioned, transformed and reinterpreted on the basis of trends

    Create identities

    The examination of inequalities is reflected in various subject areas and formats. Identities are visualized, documented, designed and presented.

    Interdisciplinary practice

    Students learn to act and work in interdisciplinary design teams. They develop and realize joint ideas on a current topic, practice communicating design processes and present their understanding of design to third parties. 

    Graduation project

    Develop an independent theoretical, design-based graduation project on an individual topic and, in doing so, explore an issue in the area of Trends & Identity. Support is provided in the form of mentoring sessions. 

    • Module structure BA Trends & Identity

    Skills acquired in the course.

    • Explore and analyse trends and bring them to life through design
    • Critically reflect on and design aspects of identity in a contemporary manner
    • Categorize and discuss historical, sociological and ethnographic theories
    • Convince with an individual aesthetic signature and attitude.
    • Based on specific content, select an appropriate means of implementation – in texts, images, products or events 
    • Implement creative projects independently
    • Initiate, design and realize design projects in a team
    • Curate, present and communicate projects 

    Admissions requirements.

    You are curious, a critical thinker and would like to make your mark. You also have the following skill set:

    • Creative talent and initiative
    • A real flair for anticipating new developments
    • A keen interest in societal transformation and identity concepts
    • Ability to entertain different perspectives 

    Benefits of studying at ZHdK.

    The Major Trends & Identity programme offers you a generalist education that combines broad design skills with an in-depth understanding of trends and identities. You will learn to initiate and moderate design projects and implement them digitally and analogously, and you will impress with your aesthetic signature and independent attitude.

    Cooperations have been established with, among others:

    • Cultural institutions such as the Museum of Design Zurich, the Gewerbemuseum Winterthur and the Kunsthaus Zurich
    • NGOs such as Amnesty International
    • Magazines such as Annabelle and Transhelvetica
    • and companies such as Bally, Globus, Hermès and PKZ

    Studying at ZHdK offers you a wealth of benefits.

    • Take your future in hand: You enjoy a contemporary, interdisciplinary, highly specialized education
    • You have access to the Toni Campus. This centre for education and culture combines all disciplines under one roof and is unparalleled in its dimensions anywhere in Europe
    • ZHdK regularly puts on projects and events
    • You benefit from professional networks and collaborations with the creative industry and other educational institutions in Switzerland and abroad