Master of Visual Arts
Experience Design

(Launched in September 2011.)

For more information on the programme and on works produced by students, please click

Since the economy shifted from being object-based to becoming knowledge-based in the late 20th century, a constantly growing proportion of global industrial production is of so called “intangibles”: non-object products like information, knowledge, intellectual property or such like. The MVA (Experience Design) Concentration takes the challenge to develop its own hybrid studio practices and interdisciplinary research, looking beyond the traditional boundaries of art and design, into technology development, philosophical systems, economic theory, simple everyday life and more which helps students to meet new challenges, fulfill expectations, and expand their knowledge and practice of visual arts through creating innovative methodologies and categories for research in a new and exciting design discipline.Graduate Prospects:

Experience Design as a design discipline of its own right is fairly young, having only emerged over the last 10 to 15 years. At this moment “Experience Designer” is not an acknowledged or common professional title. Also, by its very nature, Experience Design is a collaborative and integrative discipline in which one individual designer is not usually responsible for the design of a whole complex experience project. Experience Design usually is an “add-on” qualification to existing professional degrees in a variety of design-disciplines and for marketing, public relations, even organizational development etc.

While it is the long-term aim of this programme to firmly establish Experience Design in the creative industries regionally and - in joint efforts with other institutions - internationally, it is AVA’s immediate goal to equip our graduates with the vision to look beyond the traditional disciplinary boundaries in the designs, and the conceptual skills to synthesis engaging, meaningful experiences incorporating any necessary means to achieve them.

Graduates of the MVA (Experience Design) concentration will be generalists by education who are able to identify, instruct, coordinate and supervise professionals from various creative backgrounds to work together in designing complex narratives over time and space. Our graduates will be ideally suited for professional careers in branding, campaigning, event design, event management, public awareness, relational arts, social networking, web-based services and similar or related areas.

Hong Kong is moving towards a knowledge / service-based society, with focuses in tourism as well as in the creative industries, our graduates will be a sought after by corporations like Disneyland Hong Kong, Ocean Park, Macao’s casinos or others from the entertainment sector, companies from the trade fair and exhibition industries, non-profit non-governmental organizations, but also by the public sector for occupation in areas like city branding and marketing. Obviously also the ongoing development of the West Kowloon Cultural District with its various museums, venues, and sites will offer plenty of opportunities for experience designers to have an impact.

This programme also offers the route to further research and the potential for moving towards a professional Doctorate in visual arts related areas or a practice-based PhD.

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21stcentury witnesses visual arts practitioners merging cultural concerns, research, and process of making into creative output that highlights the complexities of life experiences; and explores new territories. In equipping students’ artistic inquiry, this course introduces various research methods that are common in art and design-practice, such as content analysis, cultural probe, user survey, interview, and [...]

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(CEF Reimbursable Course) Any designed experience is built on an underlying narrative, which at the same time is created and pre-defined through the design-process. Any narrative, linear or non-linear, pre-supposes a time-line, allowing a story to begin, progress, climax and end. In that sense Experience Design is about designing the time for an experience to [...]

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(CEF Reimbursable Course) A premise of contemporary Experience Design is the existence of a constructed, communicative context as the location for an experience to take place. This context may be physical, virtual, fictional or social, or – often – any of these at the same time. Scenography is about creating complex spatial environments that allow [...]

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A graduate in any area of the visual arts entering the professional arena today cannot expect to be looking forward to a streamlined career. Instead his/her career will be a patchwork of activities crossing all boundaries from art-making to applied design commissions, occasional administrative jobs to part time teaching and back. They will work in [...]

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“Creativity isn’t the monopoly of artists.” This remarkable claim made by Joseph Beuys back in 1979 denotes not only the liberation but also the interdisciplinary nature of contemporary art. Over the past decades, all sorts of collaborations among different artistic disciplines, areas of knowledge and various stakeholders in the society have opened up the diversity [...]

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The Master Project embodies research, development and realization of an independent body of work under the supervision of a supervisory team (Principal Supervisor and Secondary Supervisor). The final outcomes of the Master Project could be a series of artistic work on a defined topic. The format and deliverables of the Master Project should base on [...]

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