The Rome Summer School 2024 (Cycle 10), organized by Algorithm Architecture School in collaboration with Accademia delle Arti e Nuove Tecnologie (AANT), took place from 22 to 28 July 2024 at AANT’s campus in Via Monza 21, Rome. The program brought together architecture students and young professionals for a 40-hour intensive course focused on transforming parametric design into fully branded, market-ready products.

Under the title “From Parametric Design to Branded Product!”, the workshop offered a hands-on learning experience that combined computational design, branding strategy, and visual communication. Participants began by designing a unique parametric object using Rhino and Grasshopper, then developed a complete brand identity around their design using the Adobe Creative Suite, learning how to position, communicate, and present their work for real-world markets.

A central figure in this edition was Amr Ibrahim Mousa, architect, multidisciplinary designer, and founder of Freekick Studio. With a professional background that spans architecture, branding, and design innovation, Mousa guided participants through the process of turning design concepts into coherent brand systems. Drawing from his academic background at Politecnico di Milano, where he focused on the fusion of branding and architecture, he emphasized strategic thinking, storytelling, and clarity as essential components of contemporary design practice.

The instructional team also included Mostafa Rabea, Associate Professor of Architecture and founder of Algorithm Design Studio, and Roberto Cognoli, architect, researcher, and co-founder of Centauroos. Together, the instructors provided a balanced mix of academic depth, technological expertise, and professional insight.

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