TALENT CONTEST IN PARTNERSHIP WITH GIULIO CAPPELLINI FOR THE MASTER COURSE IN PRODUCT & FURNITURE DESIGN

Istituto Marangoni Milano and GIULIO CAPPELLINI joined forces to offer young talents of the design world the opportunity to join the Milano Design school and set off their careers.

We believe that behind every iconic furniture piece lies a story, of vision, innovation, context, and cultural resonance. These objects are more than just functional forms; they are reflections of their time, their creators, and the values they represent. 
This contest invites participants to explore and narrate the story of an iconic design piece, emphasizing the elements that define its enduring impact.

ABOUT THE COMPANY

Giulio Cappellini is a renowned Italian architect, designer, and art director, internationally celebrated for his visionary approach to contemporary design. As the founder of the iconic brand Cappellini, he has played a pivotal role in discovering and promoting some of the most influential designers of our time. Known for his deep sensitivity to materials, color, and cultural trends, Cappellini’s work bridges tradition and innovation, making him a key figure in shaping the global design landscape.

THE PROJECT

Participants will have to create a 40-second video that tells the story of a legendary design furniture. It could be a chair, a lamp, a table, or any furniture piece that has left a mark on the world of design. Highlight what makes it iconic: the mind behind it, the materials used, the historical moment it emerged from, or how it redefined the way we live. 

The goal is to shape a narrative that is clear, emotionally engaging, and visually compelling. This is not just about facts, it’s about storytelling. Use images, text, voiceover, or motion to bring the object’s story to life and make us care about its legacy. The goal is simple: to inform, captivate, and inspire, all within 40 seconds.

Submissions must be original and unpublished work created specifically for this contest. All entries must be submitted digitally in a high-resolution format.

Applicants are invited to follow the subsequent guidelines to formulate their design concept:

1. Focus on One Strong Narrative Angle: Choose a specific aspect of the object: its invention, the designer’s vision, cultural impact, or a surprising detail and build your story around it.
   
   
2. Be Visually Concise and Impactful: Use strong imagery, quick cuts, and clear visuals to communicate your message efficiently. Every second counts, so avoid clutter and stay focused.
   
   
3. Use Your Voice or Text to Guide the Story:Whether through voiceover or on-screen text, make sure your narrative is easy to follow and emotionally engaging. Speak clearly, and keep the tone authentic and personal.
   
   
4. End with a Memorable Insight or Emotion: Leave the viewer with something to remember, a striking fact, a visual punchline, or a thought-provoking quote. Your final moment should resonate.

THE SCHOLARSHIP

The winner will be awarded a scholarship up to 50% deduction on the tuition fee (enrollment fee is due) for the Master in Product & Furniture Design starting in September 2025 in MILANO DESIGN school.

To join the contest, kindly refer to the scholarship regulation for further information about participation criteria.

Unleash your potential and start your journey in the Design world!