A Case Study of Social Design

A Case of Social Design Observed Problem The Local Context Politecnico di Milano University in the last 4 years with their Internationalization process / increase in intake of students from India and China / introduction of courses conducted in English / opening up of educational exchanges between the Universities of the two countries (Italy and India) / influx of interest in Italy due to the emerging economic power of India / setting up special relation to exchange qualified workforce between India and Italy in 2006 as ‘Invest Your Talent in Italy’ and other exchange programmes issued through the European Union under Erasmus-Mundus Project / the observed presence of Indian students walking through the campus corridors of Italian Universities for the first time / the local environment of recreation different than those of traditional education destinations like UK, USA or Australia / in terms of entertainment, even cities like Milan devoid of english cinema, english speaking pubs and else / no strong community presence / rupture of their own roots in view of complete foreign sounds even in clubs and pubs / comments made by indian students on missing their own music and food and culture / need of realizing their ethnic pride / loosing confidence in too foreign a place / diminutive presence in the local cultural landscape.

IF ART COULD HELP

The Global Context Decrease in the enrollment of students in Universities of some countries / mobile young population of some countries where they are not enough seats available to study disciplines of good standards / Opening up of doors for educational exchanges with developed and emerging nations / increased movement of people from emerging states for their need of education available in developed states and vice versa for filling their research labs with people and continue their edge in research and development / agreements of people’s movement made between the governments of the two types of states / developed states attracting students and Phd students to retain their research labs churning until there is enough mass of qualified work force available at home / benefit to immigrants who begin their career as students and plan to stay back as ready well qualified work force in the host country / face of Globalization in action / growing ethnic market in Europe / growing need of Integration of immigrant and ethnic community.

ONE WORLD

CULTURE BRIDGES GAPS Designed Solution Progress to the Situation My voluntary service to the India Association in Milan / using their contacts and network / combining with Universities Cultural grants to imagine a Social Design intended project for the community of Indian students / making a database of all the Indian students in Milan during the annual Diwali Function / establishing a smaller association of indian students in the University / inviting them to agree on making a project proposal for their cultural showcase / making the proposal collaborating with different partners to provide their expertise in pulling up the show / showcasing the best from India could solve the purpose of getting over the inferiority complex of indian students / getting in agreement with the best content providers for the event / getting in agreement with an international photo-journalist to provide rights for using her content which is quality-wise better than the government’s promotion material / getting in agreement with the best available dance troupe in Italy, with a DJ to play contemporary Indian Music, with the finest Indian restaurant in the city and arranging imported Indian Beer to make the event complete Indian ‘tutto indiano’ as they say in italian / tying up with an Italian friend as co-curator to bridge the language gap / arranging sponsorship through built-up contacts to finalize on a free return trip to India for the winner.

Brochure design for DES

TOO FOREIGN

Project Intention Project design as a SOCIAL DESIGN exercise by letting students know and meet other students of their own community at one place / first ever in Milan / students invited from all the major Universities and private schools in Milan, people who are interested in India too, attended / the event was strategically programmed to make indian students open up in the new culture by realizing strengths of their own culture / relate to something impressive from their culture / feel more integrated within the new context and overall feel good amongst others.

Meena Content Provider Kubis Studio Photo Coverage

{

Jennifer Journalist Coverage Helpers Promotion Preeti, Gauri, DB

Ravi Bhangra Dance

DES

Joe DJ Music

Shekhar Indian Food

Madhav Drinks Beer Collaborators Management

Avnish Curator

}

Marco Co-curator

Victor, Sandeep, Tushar

The project structure as collaborative exercise.

Project Outcome The project was appreciated as testimonials will prove / realization of a stronger indian students community now in Milan / as a result of which 2010 Diwali function for the Indian Association saw the first time ever biggest student volunteer turnout / still the database is maintained and social messages run through those links and contacts.

THAT’S SOCIAL DESIGN

Picture Courtesy / Kubis group for DES , Milan June 16th 2010