Author: Julianna Ferguson | Major: Interior Architecture and Design | Semester: Fall 2024
Learning from every breathtaking view—nature’s classroom at its finest.
Personal and Academic Motivations for Studying Abroad – My decision to study abroad in Rome was inspired by both personal and academic reasons. My family has a rich history of studying abroad. My mom, a graphic designer, studied in Rome at my age and shared stories of her time here, including her fondness for the iconic stained-glass Razorback she encountered. For years, she encouraged me to follow in her footsteps and experience the city she fell in love with. My grandma, too, spent a year abroad in Brazil, reminiscing about her host family and the deep cultural connections she formed. Their experiences fostered curiosity and adventure in me, making the idea of studying abroad appealing.
On an academic level, Rome was an obvious choice. It’s a city that boasts significant and historic architecture, aligning perfectly with my passion for design. I knew being here would allow me to immerse myself in ancient structures that continue to inspire, and I was eager to see how these influences could enrich my thesis on experiential immersive design. Moreover, I wanted to explore other countries while based in Rome, giving me exposure to various architectural styles and cultural perspectives I wouldn’t encounter in Fayetteville, where I’ve lived my entire life.
My Journey Through Denmark, Milan, and Rome – Before coming to Rome, I gained valuable international experience. In late spring and summer, I studied in Denmark, focusing on furniture design. This program at a Copenhagen studio taught me the intricacies of minimalist design and how form and function harmonize to create elegant, user-centric pieces. I found inspiration in Danish design philosophy, especially from exploring Jørgen Høj and Poul Kjærholm’s Easy Chair, which greatly influenced my own furniture design work. My time in Denmark strengthened my appreciation for craftsmanship and simplicity. After Denmark, I spent two months in Milan, interning at Claudio Bellini Studio, a renowned firm specializing in high-profile luxury interior design. I worked closely with Restoration Hardware on projects ranging from initial concept sketches to detailed renderings and final proposals. This internship gave me deep exposure to the technical and creative processes behind high-end spaces while enhancing my skills in Rhino software and design ideation. My Milan experience showed me how carefully designed spaces profoundly influence how individuals interact with their surroundings—a concept that ties directly into my thesis research.
Thesis Research: Experiential Immersive Design and Marketing – While in Rome, I advanced my thesis research, centering on experiential immersive design— how architecture can be used in marketing to create memorable brand experiences. This topic bridges my academic interests in architecture, marketing, and entrepreneurship. By designingspaces that engage users on a sensory level, brands can foster deeper emotional connections with their customers, influencing how they perceive and interact with a brand. Rome has been an ideal location for this research because the city is a living example of how architecture can shape experiences. Walking through ancient streets and visiting landmarks like the Pantheon and the Colosseum has given me a firsthand understanding of how the design of spaces can evoke emotional responses and create awe. The most impactful moments during my time in Rome have been experiencing several historic churches, such as Sant’Ivo alla Sapienza, Santa Maria della Pace, and Santa Maria degli Angeli. Each church demonstrates a unique approach to spatial design and light, creating immersive environments that leave lasting impressions. Sant’Ivo alla Sapienza, with its striking Baroque architecture by Borromini, creates a harmonious blend of geometry and space that evokes spiritual elevation. The use of light in Santa Maria della Pace contrasts beautifully with its intimate scale, encouraging reflection and serenity. Santa Maria degli Angeli, with its massive scale and Michelangelo’s transformative vision, demonstrates how spaces stimulate contemplation.
Unexpected Surprises – What surprised me most was my newfound inspiration to learn more about Christianity, particularly Catholicism. Rome has a large Catholic population, and with it being the heart of the city and culture, I loved learning about this denomination and its beliefs. The beautiful architecture of these churches is awe-inspiring and moving, deepening my appreciation for faith and its influence on artistic expression. Visiting these churches was spiritually moving and academically enriching, providing real-world examples of how architectural elements can guide experience—a principle at the core of my thesis.
Academic and Cultural Growth – Studying abroad has allowed me to view architecture not just as a discipline but as a lens through which human experiences are shaped. The academic component of my trip has been enriched by interactions with architectural landmarks, providing case studies that feed into my research such as the Gucci Garden in Florence. I’ve seen how ancient design philosophies still influence modern practices and how these spaces impact people emotionally and physically. Beyond academics, the cultural experiences of living and studying abroad have been equally impactful. Traveling by train to different countries, immersing myself in new cultures, and stepping outside my comfort zone have broadened my perspective. I’ve experienced firsthand how architectural styles, cultural nuances, and design philosophies differ across countries, influencing human behavior and perception of space. It’s a privilege to explore the world while studying, something that wouldn’t have been possible in Fayetteville.
Conclusion – My time studying abroad in Rome, and previously in Denmark and Milan, has been transformative, shaping both my academic research and personal growth. By exploring immersive design within the context of architecture and marketing, I’ve integrated my areas of study in a meaningful way. The opportunities to travel, engage with different design cultures, and immerse myself in hands-on learning have enriched my thesis and shaped the way I see the world. Experiencing the architectural beauty of Rome’s churches has added a personal and spiritual dimension to my understanding of immersive design. I am excited to continue developing my thesis and applying these insights to my future work in design and marketing.