Skip to navigation Skip to main content

Online Summer School course: Iconic Products.

Online Summer School course: Iconic Products

Sign up

Chanel's Little black dress, Hermès' Birkin bag, YSL's Tuxedo, Cartier's Love bracelet... What has made these products iconic? This course will address these questions: what is an iconic product and what contributes to making it iconic, at launch and over time?


Open to all above 16 years old. No prerequisites.

Practical information

Summer School program
4 live modules of 1.5 hours over a span of 2 weeks
Next session:
26, 28, 30 June & 7 July 2023

Classes will take place from 2:00 to 3:30 pm French time.

€350 incl. VAT

Summer School programs may be combined with each other to form longer courses (-10% discount on the second cheapest program).



  • Understand where iconic products come from and what contributed to making these products iconic
  • Analyze what is behind an iconic product (from the designer's vision to transgression, revolution, photos, anecdotes, etc.)
  • Imagine what you could do to make a product iconic

This course will address these questions and will help you gain knowledge of the driving forces that lie behind iconic products, through a large number of examples. You will also learn how each of these products became iconic and also how they managed to remain iconic. You will also learn about the importance of storytelling and images.


Module #1 - Where do icons come from?

  • Understand what an icon is.
  • Learn about religious icons.
  • Bringing it to the next level: cultural icons.

Module #2 - The iconic product decoded

  • Discover what an iconic product is.
  • Analyze why a product is iconic.
  • Understand the very specific elements that can help create an iconic product.
  • Personal prep work

Module #3 - The iconic product story telling

  • How to create the story telling of an iconic product.
  • Develop a comprehensive methodology to help you understand potential levers to exploit.
  • Turning levers into storytelling to create an iconic product.

Module #4 - Reinventing the iconic product

  • Understand why keeping an iconic product alive is essential for brands.
  • Analyze how brands reinvent iconic products over time.
  • Tools to keep an iconic product alive over time.

Terms and pace

The course consists of 4 synchronous sessions with our faculty. You will be presented with different activities to be completed between classes that you can choose to complete at your own pace.

Course format

  • Live courses
  • Personal work
  • Use of the Zoom platform

Required equipment

  • A computer/tablet with camera, microphone, and headphones
  • A good internet connection


At the end of the program, a certificate of attendance is issued to participants who have attended all of the course activities.

How to register

To register, simply fill in the online form and pay the required deposit. On receipt of the online form, the application is studied by the Summer School team. Once the application has been accepted, an email is sent specifying the payment schedule for the balance of the registration fee. If the application is not accepted, the deposit will be refunded.

Sign up


What prerequisites are necessary ?

This course is suitable for anyone over 16 years of age. There are no prerequisites here.

I'm a high school student. Can I still participate in the program ?

Of course you can. This course is open to anyone over the age of 16.

Program and conditions

What platform will be used ?

All of our online Summer Schools programs run on Microsoft Teams, a platform for video conferencing, collaborative tools, document sharing and discussion forums.

How many students per class ?

The number of students is limited to 15. This will allow you to benefit from a personalized supervision by our teacher.

I don't have a computer, can I use a phone or tablet ?

The use of a telephone is strongly discouraged. The size of the screen will make it difficult for you to complete all activities. In this case, the use of a tablet is preferable, although it is still ideal to follow the program on the computer.

At the end of the program, will I have proof of my attendance ?

Absolutely, the IFM will issue you with a certificate attesting to your participation.