11th edition starting the 9th of November 2022

Course Objectives

The Food Design Master’s degree program enables students to become design professionals in the food industry, exploring all related sectord. Combining marketing management and communication skills with design innovation, the program’s education model engages with design sensibility and methodology for food packaging, tourism, nutrition, agriculture, retail, restaurants, science, objects and experiences.
This Master’s degree is an opportunity not only for students holding a degree in design, marketing and communication, but also for managers and professionals to develop all the necessary skills to give their creative contribution to an increasingly growing sector, of which Italy constitutes one of the main benchmarks known worldwide.

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The context of food and design, 2013

The combination between food and design creates a “food designer” who is able to manage the design:
- of processes, methods and spaces where products are processed, distributed and consumed;
- of food in terms of its aesthetics, communication and representation;
- of equipment and tools used to prepare and consume food;
- of all the communication activities implemented for the promotion of food products.

This Master degree is an opportunity not only for students holding a degree in design, marketing and communication, but also for managers and professionals to develop all the necessary skills to give their creative contribution to an increasingly growing sector, of which Italy constitutes one of the main benchmarks known worldwide.

Eligible Students

The Master is open to Italian and foreign graduates coming from various scientific disciplines, social sciences and liberal arts.

Course Structure

The Master’s includes lessons, design workshops and seminars with the leaders of the food and agriculture industry and the design field: entrepreneurs, managers, journalists, food critics, designers, architects, publishers and chefs. The program includes visits to food companies, concept stores, restaurants as well as gastronomic fairs and events. After the end of the course, students complete an internship in a company, agency or firm working in the field.


The eleventh edition will start the 9th of November 2022. It will include 600 hours of lessons and a three-month internship. Attendance is compulsory. The total course hours will be 1500 h/student which will include lessons, class exercises, internship and individual study.


The Master’s program is taught in English and open to students of different nationalities.


The Master’s has a limited number of places available and accepts students on a rolling basis. Applicants will be admitted upon selection based on CV/resume, portfolio, degree certificate, letter of intension, transcript(s) and cognitive interview. Applications must be sent to the Scuola Politecnica di Design.
Applications must be sent to the Scuola Politecnica di Design Master’s Office

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Embedded Drinks, 2013

Sponsors and Partners

Several projects, have been developed with Pepsico, Bahlsen Group, COOP, Whirlpool, Moooi, NaturaSì and Cioccolati Italiani.


After passing the final exam, students will obtain a Taught Master’s Degree from IULM and SPD.
The Master corresponds to 60 ECTS credits.

The Master’s is managed by: 

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Founded in 1968, IULM is an education centre of excellence in the field of languages, communication, tourism and cultural heritage management.

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About SPD:
Scuola Politecnica di Design (SPD) is the first postgraduate school for design disciplines in Italy, founded in Milan in 1954. With an ADI Compass d’Oro award, the school offers six post-graduate Master’s programs in Food Design, Industrial Design, Interior Design, Transportation Design, Visual Design and Web Design. Since 1980, SPD’s Research Center has developed a consultancy for companies and institutions around the world.

Contact us
Segreteria Master Scuola Politecnica di Design
via Carlo Bo, 1 20143 Milano Italy
T +39 02 21597590 - F +39 02 21597613


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3D-Snack, 1997

Module 1

  • The food and agriculture system

  • The food and agriculture industry

  • The distribution system in the food sector

  • Eating outside: structure and leaders of the restaurant industry

  • The food and agriculture areas and the territorial networks (consortium, associations, Slow Food organizations)

  • Sustainability and the concept of “food sovereignty”

  • The relationship between food, culture and territory in planning reception

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Atomic Snack, 2013

Module 2

  • Principles of human nutrition

  • Food structure and composition

  • Sensorial analysis of food

  • Food technologies and biotechnologies

  • Food properties and definition of nutritional quality of foods and food-derived products

  • Conception/Design of innovative products and/or with nutritional value

  • The influence of foods on well-being and on diseases prevention

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Triptycon. Transition Menu, 2013

Module 3

  • History of wine and food

  • The culture of food around the world

  • Italian wine and food and the Mediterranean diet

  • Food traditions

  • Nouvelle cuisine, creative, fusion, molecular gastronomy and vegetarian cuisine

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Finger Ice, 1997

Module 4

  • Semiotics and symbols of food

  • Consumers behaviours with food

  • Principles of wine and food aesthetics

  • Wine and food communication and marketing of food and agriculture products

  • Promotion techniques in the food sector

  • New marketing strategies in the food sector: the role of “viral” marketing

  • Food blogger and social media communication

  • Wine and food events organization

  • Neuromarketing applied to the food sector

  • Web communication techniques

  • Newsprint wine and food communication

  • Art and food

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Solar Kitchen Restaurant, 2011

Module 5

  • Building the experience: general principles and models

  • Experience models in the restaurant and distribution industry

  • Retail experience: the experience “store”

  • Living kitchen: designing the food home experience

  • From the “gastronomic guide” to the increased reality: new tools for food experience

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Food Design School Meal, 2012

Module 6

  • Food and agriculture design

  • Elements of food design

  • History of food design

  • Planning the wine and food experience

  • Food and design-driven innovation

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The Open Kitchen, 2013

Module 7

  • Food project and food architecture

  • Food as a “plastic material”: formal, sensorial and perceptive aspects

  • The objects of food - project work

  • The objects of food: tools and objects for table and kitchen

  • Designing technologies for kitchen and electrical appliances

  • Food project - project work

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Mealing. A Futuristic Banquet, 2009

Module 8

  • The places of food: points of sales and concept stores

  • Designing exhibition spaces

  • Designing restaurants and consumption areas

  • Designing “street food” solutions

  • Distribution spaces - project work

  • Restaurant spaces - project work

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Camper FoodBall Restaurant, 2004

Module 9

  • Elements of packaging design

  • Designing food packaging

  • Sustainable packaging

  • Solutions for an “intelligent” packaging

  • Packaging design - project work

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Sketch for Food Facility, 2005

Module 10

  • Elements of service design

  • Customer experience and design of food services

  • Food service design - project work

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Sketch, 2014

Module 11

  • Wine and food as a cultural heritage for the territory

  • Territoriality of taste

  • Food experience and planning of reception

  • Tourist centres story and story-telling: the cookery experience

  • Wine routes and renowned wine cellars

  • Strategies for combining tourism, culture and wine and food


Martí Guixé

food designer

Design Group Italia

design studio

Mauro Porcini

chief design officer PepsiCo

Davide Paolini

journalist and food event organizer

Andrea Pollarini

professor of event management,
IULM University

Andrea Manfredi


Stefano Giovannoni


Davide Oldani


Federico De Cesare Viola

journalist and food critic

Vincenzo Russo

professor of food consumer behavior,
IULM University

Matteo Pirola

food design researcher

Paolo Barichella

food designer

Francesca Zampollo

food design researcher

Sonia Massari

food design and sustainable food systems researcher

Vittorio Castellani

journalist and food event organizer

Virginio Briatore

journalist and design philosopher

Giulio Ceppi

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Scuola Politecnica di Design SPD | Via Carlo Bo 7, 20143 Milano | T+39 0221597590 | F+39 0221597613 | P.IVA 11705380159

All food design projects by Martí Guixé Photographs © Inga Knölke/Imagekontainer

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