A fieldtrip to M50

To further contact the theory with the practice and broaden our students’horizons, we brought our ISIB students to the M50 in Shanghai on the afternoon of October 31st.And we believe this journey can also let the students know more and feel more about this charming city.

There were both the history of the past and the imagination of the future in M50.We saw fifty scattered buildings which used to have different functions. And they were combined together in there. The main destination of our visit was the Harcourt Portrait from which we can learn more about the value that the brand gives to this world. And there were also many sculptures in the M50: some of them conformed to the reality; others were impressionistic. All of them made us feel dazzled. In this journey, we focused on the Harcourt Portrait. Students picked out 3 pictures which they like most and then chose one to do a thorough research. From the perspective of brand, they could find the portrait photography’s “personality” – what kind of emotion the photograph wants to express.

Back to the classroom, our students showed their investigation results to Prof. Baeriswyl. From the background to the life experiences, then to the graphical comparison, they told a lot of brand personalities behind the photograph, and there were many excellent works among them which impressed the Prof a lot.