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This MOOC examines how brand values, products/service sensory qualities and their communicative, emotional and relational attributes are translated into the context of physical and virtual retail and its omnichannel evolution.

Introduction to DigiMooD for CCIs

This MOOC is one of the 6 MOOCs regarding the Eu project “DigiMooD”, aimed at developing and testing the offer of a set of innovative and interdisciplinary educational modules in “Digital Entrepreneurship for the Creative Industries”, with a specific application to the Fashion Industry, its companies’ branding, narrative strategies and the digital service models.

See the full series

Course description

The “Retail and Service Experience Design for CCIs” examines how brand values, products/service sensory qualities and their communicative, emotional and relational attributes are translated into different languages and interaction spaces both physical and virtual, tangible and intangible. The goal of this MOOC is to investigate and illustrate how the cultural and symbolic process is translated in the diffuse and multidimensional relationships underlying digital networks. In the specific case of fashion and creative industries, products and services acquire their symbolic meaning in the retail space, which can be lived both online and offline through a multichannel experience.

The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

This Series of MOOCs is one of the main results of the DigiMooD project, whose partners are:

  • Politecnico di Milano (POLIMI) - Milano, Italy
  • Fondazione Politecnico di Milano (FPM) - Milano, Italy
  • Institut Francais de la Mode (IFM) - Paris, France
  • European e-Skills Association AIBL (EeSA) - Brussels, Belgium
  • Mammut Film Srl (MammutFilm) - Calderara di Reno, Italy
  • Fashion Technology Accelerator Srl (FTA) – Milano, Italy
  • Associazione Industriale Lombarda dei territori di Milano, Lodi, Monza e Brianza (Assolombarda) – Milano, Italy
  • Enti COnfindustriali Lombardi per l'Education Soc. Cons. a R.L. (ÈCOLE) – Milano, Italy

digimood polimi fpmifm fta assolombardia école e-skills mammutfilm

Intended Learning Outcomes

By actively participating in this MOOC, you will achieve different intended learning outcomes (ILOs).

Week 1

  1. distinguish contemporary retail scenarios that characterized digitized transformations;
  2. understand which is the right mix of technology to meet customers’ evolving needs and how companies are following innovative trends to stay relevant in the market;
  3. understand how the Digital Retail Transformation is affecting established companies;
  4. thinking about new ways to engage the customer considering current scenarios and developing an appropriate customer journey;
  5. define the concept of the fashion show from a historical point of view and how it can be a vehicle for promoting the brand through the web and social channels.

Week 2

  1. understand the retail stores role and some of the main variables responsible for changing the design stores orientation;
  2. know the direction retail activities are moving towards nowadays;
  3. recognize new trends which contribute to a change from a linear to a circular retail model;
  4. define the design phases of a communication strategy for a collection considering the different types of channels and tools.

Week 3

  1. Define the three phases which constitute an ideal design process: Metadesign, Concept Development and Project Definition;
  2. Explore some of the main tools used during the Metadesign phase and classify them into macro-categories;
  3. Go through the steps of the Concept Development and Concept Definition phases;
  4. Identify categories of possible directions for space design to amplify the sale and the alternative cultural experiences.

Week 4

  1. Recognize the design narrative expedients of innovating the form-function and the form-meaning;
  2. Investigate how the concept of HERITAGE contributes to the construction of the company’s brand identity;
  3. Focus on the components of a store atmosphere related to individual perception and sensory factors;
  4. Understand the visual merchandising structure within a retail design strategy;
  5. Understand how the construction of a shop window tends to a systematic organization of space with the aim to research and represent the best interaction between supply system and end-user.


No formal knowledge is required.


The forum of this MOOC is freely accessible and participation is not guided; you can use it to compare yourself with other participants, or to discuss course contents with them.

Topic outline

  • Week 0 - Introduction to the course

    Not available unless: You are a(n) Student
  • Week 1

    Week 1 aims to offer key aspects of smart retail scenarios especially related to omnichannel experiences and customer journey.

    Not available unless: You are a(n) Student
  • Week 2

    Week 2 offers foundations of retail scenarios and retail experiences strategies applied to fashion.

    Not available unless: You are a(n) Student
  • Week 3

    Week 3 tackles key aspects of retail metadesign projects and concept retail in real spaces.

    Not available unless: You are a(n) Student
  • Week 4

    Week 4 deepens the concept of store atmospherics and visual merchandising, deepening concepts of immersive heritage experiences.

    Not available unless: You are a(n) Student
  • Additional resources


Your final grade for the course will be based on the results of your answers to the quizzes you will find at the end of each week (Weekly Quizzes). You have unlimited attempts at each quiz, but you must wait 5 minutes before you can try again. You will have successfully completed the course if you achieve 60% (or more) of the total course score. The maximum score possible for each quiz is given at the top of the quiz. You can see your score in the quiz on your last attempt or on the 'Grades' page.

Certificate of accomplishment

You must be registered in POK through Politecnico di Milano personal account to obtain the Certificate of Accomplishment. It will be released to anyone who successfully completed the course by achieving at least 60% of the total score in the assessed quizzes and filling the final survey. 

You will be able to download the Certificate of Accomplishment directly from Politecnico di Milano web services.

The Certificate of Accomplishment does not confer any academic credit, grade or degree.

Information about fees and access to materials

You can access the course completely online and absolutely free of charge.

Course faculty

Claudia Baldi

Claudia Baldi

Claudia Baldi is Adjunct Professor in Retail and Merchandising Design at the School of Design of Politecnico di Milano, where she also performs research activity in the retail and communication sector. She’s faculty member at MFI and other institutions of higher learning, and Interior Design Expert of “Fip-Fashion in Process” research collective. She has created in Milan a design firm operating in Italy and abroad in the Interior, Fitting and Industrial Design.

Paola Bertola

Paola Bertola

PhD in Design, is Full Professor at Politecnico di Milano, Design Department, where she coordinates the PhD Program in Design. She is cofounder of Fashion in Process (FIP) research collective and Faculty Member of the School of Design, Politecnico di Milano, where she teaches in BA Fashion Design program and in MSc Product Service System Design Program. Her research focuses on creative processes, design management and branding, and design research within “culture intensive” industries. She is an author of several international publications and consultant on didactic and research activities for Italian and foreign institutions and companies. She was twice awarded with the Compasso d'Oro Price (2001 and 2011) for her research activities.

Francesca Bonfim Bandeira

Francesca Bonfim Bandeira

Designer. She graduated in Design for the Fashion System (2019) at the Politecnico di Milano with a research thesis on the use of technology to support the dialogue between the fashion system and consumer in the Smart City. The interest in new technologies led her to collaborate as a research fellow with the design department of Politecnico with FoReSeE, a research observatory on retail innovation. At the same time, she began working for Stentle as an associate retail consultant.Now she works at Stentle as product Specialist, combining the world of research and the development of innovative solutions for the Company.

Alexio Cassani

Alexio Cassani

After graduating in Computer Engineering in 2003, Alexio Cassani was CTO of Webscience (a spin-off of the Politecnico di Milano), during which he managed numerous projects including ECDL Testing Automated System (used in Italy, South Korea, Colombia and South Africa) and e-commerce projects for fashion brands such as Tod's and Zegna. Since 2012 he has been CTO of Fashionis, a startup of the Ferragamo family, and CTO of Doing Digital Agency. In 2015 he founded Stentle, an innovative startup that deals with retail and e-commerce innovation, of which he is Partner and CEO. Stentle has been part of the M-Cube group since January 2019.

Valeria Iannilli

Valeria Iannilli

Architect and Associate professor at Politecnico di Milano - Design Department, where she is part of the “Design and Innovation Cultures” research subsection. She is President of the Fashion Design Programs (Bachelor and MSc) at School of Design, Politecnico di Milano and co-founder of FIP|Fashion in Process, Design Research Laboratory of Design Department /Politecnico di Milano. Her research interests concern retail design processes as the expression of the identity of a company to promote the construction of an active dialogue with users' communities. She is expert of retail design and management of narrative processes as place of cultural exchange in “culture intensive” industries. She developed didactical and research projects for national and international institutions and author of international publications and consultant in didactic and research activities for Italian and foreign institutions and companies.

Vittorio Linfante

Vittorio Linfante

Art Director and Professor of Fashion Design, Branding, Communication Design, Curation at the Politecnico di Milano, University of Bologna, Polidesign and Milano Fashion Institute. Curator—together with Paola Bertola—of the exhibition “Il nuovo vocabolario della moda italiana” at the Triennale di Milano (November 2015 – March 2016).

Alessandra Spagnoli

Alessandra Spagnoli

PdD in Design and Technologies for the Enhancement of Cultural Heritage, Assistant Professor at Politecnico di Milano, Design Dept. She is part of the “Design and Cultures” research section and Faculty Member of the School of Design, Politecnico di Milano, where she teaches in the Design for the Fashion System Program (MSc). Her research interests mainly concern the management of design-driven enhancement processes in terms of strategies, methods, and actions in the CCIs sector, the exploration of new paradigms, narrative structures and languages in retail and exhibit design, and the experimentation of new trajectories and technologies for the enhancement of cultural capital.

Federica Vacca

Federica Vacca

PhD in Design, Associate Professor at Politecnico di Milano, Design Dept. She is part of the “Design and Cultures” research section and Faculty Member of the School of Design, Politecnico di Milano, where she teaches in the Fashion Design Program (BA). She is Scientific Coordinator of higher education course “Out of Fashion” related to issues of sustainable, ethical, and aware fashion and promoted by PoliDESIGN and Connecting Cultures. She was awarded Twenty-Second ADI Compasso d’Oro Nomination - Young Design in 2011. She was Visiting Researcher at Fashion Institute of Technology, New York in 2008 and Visiting researcher and Professor at Philadelphia University in 2016. She is Co-Founder of “Fashion in Process” research collective [] and member of the Editorial Committee of the book series "Fashion in Process", Mandragora Editore, Firenze.

Contact details

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