Philosophy
The Bachelor of Arts in Industrial Design, B.A. (ID), is a four-year undergraduate honors programme, consisting of courses crafted with our synergistic three-pronged approach:

  • 1 Design Thinking:
    Out-of-box innovation st3ategies and investigative methods to discover new ideas and unmet needs.

  • 2 Multi-Disciplinary Aptitudes:
    Behavioral sciences, social economics, business strategy, engineering and technology knowledge develops entrepreneurial strategic thinking and holistic problem-solving.

  • 3 Artistic Sensibility:
    Training of imagination, taste, and craft-like ability to give pleasing and appropriate aesthetics and emotion to ideas, through traditional and 2D/3D digital means, so that solutions are both functional and desirable.

The combined approaches equips our graduates with high-level strategic thinking, and enables them to translate problems and ideas to tangible, desirable solutions i.e. meaningful products, environments and experiences that people love to have, love to use and is impactful to their everyday lives.
A constantly evolving course with spectacular results
We have established a solid core of education methodology that produces extraordinary results. Yet we remain constantly improving, evolving, and relevant. Just like how design always needs to be at the forefront – that is also our philosophy.

So we have a core foundational programme that builds in you a strong sensibility to what good design is, and equips you with a solid set of tools, abilities and methods to get ideas into your head, get them out of your head and onto objects, services, iPhone apps, etc…
Thinking by doing and making
As part of our strategy to constantly evolve and be at the forefront, a major component of the course is a series of industry-sponsored ‘vertical studio platforms’. These are project teams comprising a mix of year 2 to year 4 students, encouraging cross-pollination of thoughts, skills and learning.

In these platforms, students tackle both conceptual and real-life projects led by our industry collaborators e.g. Asus, Dell, L’Oreal, Estee Lauder, BMW Group DesignworksUSA, Tupperware, Toshiba, Osim, ICI, Swarovski, HansGrohe, Risis and Nakamichi.

Students get to tailor their individual course during the 4 years by selecting from amongst these different industry platforms – Each student will get the opportunity to be involved in 6-7 of these projects.
International Exposure
To broaden our students’ exposure, we typically send around two-thirds of each cohort for a one-semester overseas exchange programme during their 3rd year. Students typically go to distinguished design schools in Switzerland, France, Japan, Netherlands, Finland, USA, Germany and China.