Tech Heart
Harbour.Space University

We offer innovative university degrees taught in English by industry leaders from around the world, aimed at giving our students meaningful and creatively satisfying top-level professional futures. We think the future is bright if you make it so.


Over 30 years of interdisciplinary design work has made Matthew Waldman one of the world’s most respected designers. Matthew’s “techno-optimistic” work is driven by his belief that technology enables universal communication.

He is best known for NOOKA, where he designed accessories and watches that reinvented how time was told, as well as creating award winning eco-friendly package design.

Before NOOKA, Matthew gained recognition as a pioneer in digital interactive and UX design, founding New York Zoom in 1997, building an award winning global team at Reuters in 2002, and with his interactive design studio, Berrymatch.

Matthew has spoken at CES, the Chief Innovation Officer Summit, and the PSFK Conference; and taught at the Parsons’ School of Design and the Smithsonian Cooper Hewitt Museum and does workshops at universities and conferences globally.

Related Modules: 

- digital media evolution

- email marketing

- crowdfunding

- selling & presenting


Through a combination of lectures, exercises, and hands-on projects, students will demonstrate their knowledge and understanding of principles of digital marketing.

Two group projects will add digital marketing concepts to students capstone projects.

DATE: 1 May - 19 May, 2017


LECTURES: 3 Hours per day


LOCATION: Barcelona, Harbour.Space Campus



What is design? On a most basic level, “design” is problem solving: if good hunting is on the other side of the river, but the river is deep and the current treacherous, humans design and build a bridge to the other side. In this simple example, we can see the ‘motivation’ for designing a particular solution that is a ‘bridge’. But what form is this first bridge? Is it a series of stones skillfully placed in the river itself? Is it ropes across the river banks at two high points in the valley where the river is narrowest? Is it a sophisticated stone arch that required the resources of the whole community to construct? The difference in form and design language in each solution is informed and shaped by technology, materials, and language and inspiration.

In this class we will learn to look at design as language – the linguistics of design. as in all languages, there are nouns, verbs, syntax and cultural variation. moreover, one may speak clearly, poetically, obtusely, beautifully, be boring, or inspiring. we we strive to learn how to create a design process based on goal setting and intention.

The purpose of communication is to convey concepts from one person to another [one place to another]. Language is simply one tool to do this and is only successful when it facilitates the clear transmission of concept. do not let the mythology of culture get in the way of this understanding. 

Successful brands are consistent. With design being a language that utilizes a combination of written language, visuals/graphics, sound, interaction, and form. creating design is an exciting challenge.


Session 1

• Decoupling language from culture

• Presentation and open discussion on what is language

• Followed by individual and group exercises, writing, sketching

• Deliverable: one poem, one work of art [any media or mixed] that communicates a complex concept


Session 2

• Discussion of brand versus product

• Followed by research

• Deliverable: create your individual definition of what is brand, what is product

Session 3-4

• Consistency and the illusion of confidence

• Discussion of the power of consistent messages both spoken/written and design

• Followed by and exercise on how to make inevitable inconsistencies consistent

• Deliverable: research and insights

Session 5-6

• Is everything obvious?

Let’s visit a famous tourist attraction in barcelona and experience on as a deep and as a broad level as possible all the while recording the visuals, the sounds, the people there. Conduct interviews if necessary

Identify a single concept to communicate and then tell this story via design

• Deliverable: presentation

Session 7

Perception is reality. even with best intentions and good planning, things can back-fire [for example, starbucks race relations outreach program, see here

• In this session we will look at a series of images and video and write narratives

• We will then compare.homework: create an image or video with 2 intentions to present to the class the following day

Session 8-9

• Perception is reality

• Continuation of session 7: group presentations and discussions

• Identify what from the session 4 - 5 can be applied to each students individual projects

• Deliverables: a to-do list for creating a project-specific narrative driven design process


DATE:  1 May - 19 May, 2017

DURATION:  3 Weeks

LECTURES: 3 Hours per day


LOCATION: Barcelona, Harbour.Space Campus




Session 10-13

• Identify what from the session 4 - 5 can be applied to each students individual projects

Session 14-15

• Reviews and creation of a process presentation for everyone’s work

What is motivation?

What is inspiration?

What is language?

• What is universal language?

• What is narrative?

• What is brand?

• What is design?

• What is product [what is value]?

• How to use visualization techniques to brainstorm

• How to extract core values from ourselves and our clients

• How to differentiate functions and value

How to articulate goals

• How to incorporate emotions into functions sets and goals

• How goals and values inform and shape design

• How to create media-agnostic narrative driven design processes


- Creative Direction

- Brand Develompment

- Art Direction

- User Experience

- Product Design

- Concept Development

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