Professional PhotograPhy - IED Madrid

Professional
Photography
iedmadrid.com Specialization Course 20 credits*

Professional
Photography
iedmadrid.com Specialization Course 20 credits*
*The teaching programme of every IED Master course is based on the criteria set by the European Space for Higher Education (ESHE).
The IED Master follows a credit system that matches the structure of the European Credit Transfer System (ECTS). The IED Master only
offers its own private qualifications.
Cover page: Paul Kranzler
Javier Vallhonrat Workshop
Photograph by Han Suo,
European Master of Fine Art
Photography student
Director Course: Paul Kranzler y Ricardo Cases
Course Coordinator: Marta Orozco
Credits: 20*
Start date: October 2014
End of course: January 2015
Schedule: from 19:00 to 22:00 h. From Monday to Thursday (and some Fridays).
For: graduates, undergraduates and those working in the fine arts, audiovisual
communication, advertising, journalism, etc. who whish to specialise in the
practice of professional photography. Young image artists who want to enter the
photography industry as they develop their own style, in their professional and
personal work.
To access this program, students will be selected based on:
··
Curriculum vítae
··
Motivation letter
··
It is necessary for students to understand digital photography and medium
formats, to have advanced knowledge of post-production and to be familiar with
audiovisual formats. It is recommended to have some experience with large
format photography.
··
Portfolio (maximum 3MB), website or blog.
··
Personal interview, if the Didactic Coordinator deems it necessary.
··
Students must have their own cameras.
Language: Classes will be held in English (in the event of holding any activity in
Spanish, silmutaneous translation into English will be available).
Certificate: An accredited certificate will be awarded to students for having
successfully completed the course.
Attendance: Attendance is mandatory and essential in order to earn this diploma.
Prize: 1.100 € registration + 2.800 € course fee.
Accommodation in Madrid (optional): hospitality@madrid.ied.es
Admissions: +34 91 448 04 44 info@madrid.ied.es
For more information: iedmadrid.com
Related Courses:
European Master of Fine Art Photography
Photobook International Specialization Course
Photography One Year Course
Specialization Course of Creation and Photography
Summer Course of Photography
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Introduction
“ This specialization
course is based
on the direct
interaction
with renowned
professionals
in the field of
photography,
fashion, portraits,
report, still life
or landscape
photography
”
In a world dominated by the image, photographers are who define
visual trends through editorials in magazines, advertising campaigns,
assignments for agencies and works with commercial customers.
Today, the field of professional photography is in a moment of breakingoff
with old patterns. Excellence is not only in the range of techniques
used by the photographer, but also in modes of expression that he
is able to use within the cultural and commercial context. A solid
and attractive personal work can make the difference when it tries
to convince commercial and editorial clients, without forgetting the
importance of a good management, production and self-diffusion.
The co-directors of the Undergraduate Degree in Professional
Photography are a clear example of this new generation of
photographers who work successfully as in advertising as in the
artistic field. Their reports and portraits are published in trends fashion
magazines and newspapers, but they also participate in exhibitions and
festivals of photography in the international framework.
This specialization course is based on the direct interaction with
renowned professionals in the field of photography, fashion, portraits,
report, still life or landscape photography. Moreover, the program
includes also other aspects that students have to know for their
professional development on copyright, relationships with media,
communication strategies, marketing and branding, management of
locations or contracts.
Work presentation in class
Making of fashion photography
session
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Specialization Course in Professional Photography
Objectives
The main objectives of this Specialization Course on Professional
Photography are:
• To offer students a view of current photography.
• To implement the tools and knowledge used in the photography industry.
• To familiarise students with current trends and work methods used
in the photography industry: production, applications, cultural value,
collaboration and exchange models, convergence of the media, etc.
• To analyse the challenges and limitations of the market.
• To get to know about the history of photography in the context of design.
Professional Opportunities
This kind of course offers students the chance to access this professional
sector, which has a high demand in many fields:
• Press and media photographer
• Fashion photographer
• Industrial advertising photographer
• Architecture photographer
• Editorial photographer
• Photographic retouched
Making of fashion photography
session
Visit to “Siete de un golpe”
Studio
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IED Master Madrid
Specialization Course in Professional Photography
Metodología
The Specialization Course on Professional
Photography boasts a didactic methodology
that is applied both to the specific content of
the programme and its transverse content,
shared by the four schools of the IED Master
(Design, Fashion, Visual Communication and
Management Lab). In this way, students will
live a full training experience, promoting the
relationship with other disciplines, taking
advantage of the exchange of knowledge,
ideas, opinions and experiences as part of
a stimulating and enriching educational
programme aimed at their subsequent
professional future.
On this basis, the methodology of the
Specialization Course on Professional
Photography is based on:
Roberto Vidal Workshop Beat Streuli Workshop Visito to “Cromotex”
Seminars
These seminars help students to solidly
ground the knowledge needed to ensure
success in the implementation of their ideas.
The students will have the opportunity to use
case studies and take examples from reality or
to develop specific cases on specific topics.
Master Class
These conferences approach the experiences
of some of the most prominent figures of the
professional environment in order to know
first-hand current reality examples and solve
students’ questions and concerns.
Visits
These offer the possibility to see the various
spaces in which some professional activities
are developed in person.
Workshops
Group activities where the students put into
practice the knowledge acquired during the
course and experiment with new work tools and
perspectives.
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Specialization Course in Professional Photography
Programme
The dialogue between a solid photographic
training and the development of a visual
language is the core of this course. This dialogue
will be necessary to deepen the knowledge
of the technique from its expressiveness and
applied forms.
The training program is based on workshops
with professionals and the following topics will
be dealt with:
Camerawork
This course consists of two modules. The first
module is focused on camera techniques and
covers the following subjects:
• Recollection of photography basics: Pinhole,
analog and digital camera formats. Full Frame
formats. Lens systems, Exposure (aperture/
speed/sensibility)
• Middle Format camera Assignment
• Introduction to Large Format
Photography Studio of th IED Master
The second module of this course focuses on
Light and Colour:
• Theory of colour & Lightening techniques
• Photometers and White balance
• Handling of different lights in different
settings
All subjects will be explained and basic
techniques will be practiced in class. Students
will receive individualized assignments to
deepen their understanding.
Editing
The editing is when the photographer
consolidates his selection of images to shape
a series, report or portfolio. In general, we
distinguish between
• The additive editing that is, how to get a set or
series from a simple photo
• The subtractive editing, how to reduce the
volume of photos to a portfolio size.
The Digital Postproduction is what defines the
“look” of a work. Students learn how to get a
professional retouch without the excessive use
of filters, and how to work with layers, masks
and precise and effective levels of form.
Students in class
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IED Master Madrid
Specialization Course in Professional Photography
Postproduction Basics
• Depth of colour in postproduction (RGB,
CMYK, LAB)
• Image size and file size, compression,
resolution, interpolation
• HDR
• Raw format
Advanced Retouching
• Photoshop, Bridge, and Capture One
• Histogram, curves, selective colour
• Layers, masks, cloning and channels
• Effects and filters
• Save and export final files for different uses
Input / Output
• Scanning negatives
• Printer profiles
• Output devices and colour calibration
Workshops Applied Photography,
Portrait and Fashion
free projects that have been published as
monographs. Where is the line between art
and commerce ?
• What is a briefing, what is an estimate, what
is a pitch, what is a ppm,.....
• The students are commissioned to do a
portrait job during the workshops. Briefing is
provided, locations are determined.
• Application of the concepts taught in the
modules Camerawork, Postproduction and
Editing.
Dissemination of the current
photography
Visibility and promotion through festivals,
websites, blogs or social networks. Tour
through outstanding festivals of photography
(Rencontres d’Arles, PhotoEspaña, FotoArte,
Lodz, PhotoIreland), analysis of specialized
magazines (European Photography, Camera
Austria, Ojo de Pez, FOAM) and of viewing of
portfolios (Houston, Rhubarb, Descubrimientos) .
Creation of portfolio
How to create, design and know how to
differentiate among a:
• Artistic Portfolio
• Professional Portfolio
• Management and Finance of Projects
Communication and digital positioning
Financial Introduction for the creation and
development of a budget
Tools to assess the viability of a project and the
different means of finance and dissemination.
fashion and editorials or photojournalism and
reports.
The final project receives a personalized tutorial
follow up.
It has to adjust to a form of presentation
appropriate to the mechanisms of the art world,
so that the final results can be a photo book, an
exhibition, a projection or online presentation or
well a public space intervention.
The final project will be evaluated by a
professional jury for its final evaluation.
These are practical workshops where students
will have to develop photo assignments for
the course. These hands-on sessions will
be complemented with theoretical sessions
and group critique, as well as debates and
presentations.
• Legal aspects
• Legal knowledge in the network
• Legal Regime of the photographer, in Spain,
Europe and internationally.
Final Project
• Introduction & presenting various
photographers’ work, talking about what
extended portrait means
• Presentation of applied work as well as
Muhammad Hegab, 11x11 for Private Faces Public PHE13
The course is completed with the development
of a personal work in the field of professional
photography, either in the context of advertising,
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IED Master Madrid
Specialization Course in Professional Photography
Directors
Paul Kranzler (Linz, Austria, 1979)
www.paulkranzler.com
He works as a freelance photographer and
his work has been published in magazines
such as Dazed & Confused London, Hotshoe
Phot. Int., Camera Austria Graz, Der Standard,
Album Vienna, Del Neon-Magazin Munich, Vogue
L’uomo Italy and Brand Eins Magazin Hamburg,
to name just a few. Known for his personal
work, especially for the projects Land of Milk
and Honey (2005) and Brut (2010), he has shown
his work at festivals and exhibitions all over the
world.
Ricardo Cases (Orihuela, España, 1971)
www.ricardocases.es
Lives and works in Madrid and Valencia. Holds
a degree in Journalism by the University of
The Basque Country. Since 2011 he has been
teaching at the European Master of Fine Art
Photography in IED Madrid. He is a member
of the Blank Paper collective and runs a
publishing project called Fiesta Ediciones.
His book Paloma al aire has achieved wide
recognition since its publication in 2011.
Ricardo Cases, Paloma al aire series, 2011
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IED Master Madrid
Specialization Course in Professional Photography
Faculty
Moritz Neumüller
Director of the European Master on Art
Photography at the IED Madrid, curator, teacher
and writer specialising on photographer and the
new media.
www.curator-ship.org
Jorge Fuembuena
Spanish photographer
www.jorgefuembuena.com
Ángel González
Director of PhotoIreland, Dublín
www.photoireland.org
Juan de Marcos
Spanish photographer
www.juandemarcos.es
José Morraja
Spanish photographer
josemorraja.com.mialias.net/web/home.html
Andreas Müller-Pohle
Artist and editor, Germany
www.muellerpohle.net
www.equivalence.com
Javier Vallhonrat
National Photography Award, 1995
www.javiervallhonrat.com/
Joan Villaplana
Spanish photographer
Paul Kranzler Workshop
SImon Roberts during his
workshop
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Welcome
to the IED Madrid
“ The IED Madrid
is a cultural
institution
for the
dissemination
of design and
its connections
with other
disciplines
”
More than forty-five years
ago, the IED emerged as
an educational institution
working in all design disciplines,
visual communication and fashion,
and boasts nine schools in Spain,
Italy and Brazil.
The IED has been present in
Madrid for more than fifteen
years, with two schools that serve
1,400 students. They are both
set in the city centre, next to the
neighbourhoods of Malasaña and
Gran Vía.
aware of the time they are living
in and the environmental, social,
economic and political needs that
will define future societies.
Thanks to the constant relationship
between our school and the
business world, all of the courses
enjoy the support of a range of
companies and institutions, such
as: Apple, Canal+, Fun&Basics,
iGuzzini, Missoni, Philips, Audi,
Inditex, Electrolux, VIPS, Lancia,
Alitalia, Sony, Vitra, Havaianas and
Bombay Sapphire.
At present, the IED Madrid is
a Private Centre for Higher
Education in Design, offering
Higher Qualifications that are
equivalent to university degrees,
as well as MA and postgraduate
courses, one-year courses,
Week-end courses, specialization
and summer courses.
In addition, the IED Madrid is a
cultural institution disseminating
design and its connections
with other disciplines, such
as architecture, art, film and
music. We organise exhibitions,
conferences and events linked to
our vision of the future, through
innovation and experimentation.
The IED Madrid offers
comprehensive training for new
design professionals, who are
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The Excellence
of the IED Master
The IED Master is the postgraduate
school of the IED Madrid, a dynamic and
innovative laboratory, focusing on debate
and research, which offers the best conditions
to learn in a strategic environment: a place in
which to think about the present and design
the future.
The programmes at the IED Master have been
designed to offer continuous education, to
provide students with efficient training in
the fields of design and communication, to
face an increasingly demanding market. The
training journey we offer combines a cultural
context, transverse knowledge and technical
specialization.
All of the courses are characterised by offering
students a multidisciplinary and international
vision which involves carrying out real world
projects in collaboration with companies and
professionals from the sector.
At the IED Master we aim to train future
professionals who can boast innovative and
creative profiles, which is essential nowadays
in order to successfully face the demands of the
current work market.
We promote multidisciplinary knowledge in the
context of design and communication, achieving
a wider perspective in terms of the personal and
professional development of our students.
We provide rigorous specialization in each
specific professional area, with a teaching
methodology that combines theory and practice,
to culminate in a final project tutored by the best
professionals in the sector.
We teach our students to develop high-quality
communication and management skills with
regard to the knowledge acquired.
The IED Master programmes are aimed at
students holding diplomas and degrees, as
well as professionals and freelancers working
in the fields of design and communication,
and the corporate world. They are designed
to offer high-quality training that ensures
an opportunity for personal and professional
growth.
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The IED Visual
Communication School
“ The IED Visual
Communication
School is based
on an innovative
methodology
that lends
designers the
necessary
resources to face
the challenges of
tomorrow
”
The image is becoming
more and more important
in today’s society.
Professionals who wish to carry
out their work in sectors where
visual communication is key
need to acquire increasingly
specialised skills in order to
satisfy the demands of their
environment. The MA School of
Visual Communication offers
students the necessary training
so that they can operate in this
increasingly complex situation.
From the observation of design
and communication trends, the
study and analyses of involved
languages, and the research into
new technologies and graphic
and audiovisual media, the MA
in Visual Communication boasts
an educational programme that
integrates the traditional legacy
of design and image culture
with an innovative methodology
that provides designers with the
necessary resources to face the
challenges of tomorrow.
This theoretical and
methodological approach is
complemented by a projectual
aspect that offers students the
necessary context in which to
carry out their professional
skills. The tutorial system
and the contact with clients
provide students with real world
experience, with the guidance
of teachers who boast extensive
experience both as designers and
teachers.
The MA Visual Communication
programmes are designed so
that each student can access
the best and most interesting
professional options, thanks to
the coordination with the IED
Companies Department.
Our educational offer is the result
of the analysis of the current
market and the demands it
makes of today’s professionals.
The MA in Visual Communication
establishes its objectives on the
basis of the following criteria:
• Specialised technical and projectual
understanding in the different fields of
audiovisual design, developed in each of the
teaching programmes, as well as up-todate
transverse and internationally relevant
knowledge in each of the fields of design and
communication.
• Emphasis on the training on offer at the IED
Madrid as the design of a personal, organic
and dynamic programme that takes elements
from many other training and learning options
available to students at the IED Madrid:
lecture cycles, exhibitions, seminars and
workshops with the important professionals
working in the sector and for the best projects,
as well as intensive workshops for products
specific to companies and institutions from
a range of sectors, and the participation in
prestigious competitions.
We see training in Design and Communication
from the perspective of continuity, updated
knowledge and the anticipation of future
professional situations and opportunities.
Because of this, each of the IED Madrid Schools
(Fashion, Visual Communication, Design and
Management) is coordinated and working
toward a continuous educational programme,
allowing IED students to access the courses they
require, which offers academic and financial
advantages.
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Student
Services
“ Education and
business come
together in each
of the courses,
enriching the
experience of
our students
”
Companies
At the IED Master we combine a contact with
business reality and the start of the educational
journey that our students embark on. Teaching
and business come together in each of the
courses, enriching the final experience of our
students with practical cases that are generated
from the first day, and culminate in a final
project.
We have agreements with companies and
institutions, both public and private, which
contribute real projects; technical and practical
support for the general development of the
programme. In this sense, students have the
chance to use the knowledge acquired in the
resolution of practical cases, until their ideas are
fully materialised.
Professional Guidance
The Professional Guidance Department is a
service offered by the IED Madrid to its students
in order to advise them and bring them closer
to the business sector in a personal and
professional way.
The services on offer are useful to those who
want to carry out practical experience, or are
seeking work, and for those who are interested
in exploring and defining their work and study
options following their studies.
This department provides students with
contacts, opportunities and meetings with
companies, on the basis that this will help
students enter the work market. This service can
be enhanced by the attitude and initiatives of the
students themselves.
How to take part?
• Students should submit their CV in Word or
PDF. They will be included in our database
and will take part in all of our selection
processes, depending on their personal and
professional profile.
• Students are advised to send a motivation
letter describing their interests and
objectives.
• We offer the chance to hold a personalised
meeting with any students who are
interested in this service, to offer them
guidance, help them tweak their CV, and
manage their entry in the work market.
Always by prior appointment.
Operation
The IED carries out personalised monitoring of
the students and former students who have been
through this department and the companies who
might be interested in them, in order to share
the results of the selection processes.
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Studying
in Madrid
“ Living in
Madrid means
taking part in
an intense and
varied student
environment
”
Madrid is the “campus” of
the IED Master. A dynamic,
accessible and sustainable
city based on an Avant Garde
cultural model.
Thanks to its location in the city
centre and the collaboration
agreements established with local
institutions, such as the Madrid City
Hall, the students and collaborators
of the IED Madrid enjoy privileged
access to the large public centres
for culture, arts and education:
the Biblioteca Nacional, La Casa
Encendida, the Museo Nacional
Centro de Arte Reina Sofía, the
Museo del Prado, etc.
Living in Madrid also offers the
chance to take part in a lively and
varied student atmosphere. The
city boasts a rich educational
choice (seven public universities,
eight private universities) as well
as research centres, summer
courses, forums, seminars and
specialization courses, to name
just a few.
The cultural life of Madrid,
the quality and quantity of its
museums, cultural centres,
theatres, auditoriums and cinemas
turn it into a very active cultural
centre, which hosts some of the
most important cultural events of
the year in Spain, such as ARCO
and PHotoEspaña.
Dynamic, multicultural, hospitable
and tolerant, its character as an
open city enhances its image as a
space for the exchange of ideas and
cultures, and favours a welcoming
atmosphere that combines
education, culture and fun.
As an economic and financial
centre, the home of the main
national and international
institutions and companies, the
daily life in Madrid brings together
professionals from all sectors,
to constantly generate new
professional opportunities.
It is an important link between
Europe and Latin America, the
North of Africa and the Middle East,
thanks to its historic past and its
privileged geo-strategic position.
Its geographical position,
infrastructures and human capital,
along with its quality of life and
projection to the future, turn Madrid
into one of the most attractive cities in
which to live, study or work.
Hospitality Department
The IED Madrid has launched a new
service for international students and
for those who live outside Madrid,
situated in the Palacio de Altamira.
If you have any doubt or question,
please contact us by email at
hospitality@madrid.ied.es or by phone
on +34 91 448 04 44.
All of the information regarding
administrative procedures and
student services in Madrid is
available in our online Student Guide,
at www.studentguide.es.
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General
Information
ISTITUTO EUROPEO DI DESIGN. C/ Larra, 14 - 28004 Madrid.
Mercantile register: Tome 7617, Book 0, Folio 201, Section 8, Page
no. M - 123199, 1st registration. Director IED Madrid: Riccardo
Marzullo.
The IED offers Official Degrees in Design – Graphic Design,
Product Design, Interior Design (code 28073045), whose training
leads to the obtaining of an official and recognized qualification by
the Education Department of the Madrid Region, order number
364/2010, of the 2nd of February, 2011. Provisional study plans,
pending approval. Itineraries in the process of being regulated by
the Madrid Region. The IED also teaches courses leading to its own
qualifications, which do not lead to an official qualification, – three-,
two- and one-year courses, MAs, advanced training, specialization
and summer courses. In some cases, special technical skills will
be required.
All courses are attendance-based. For any information on the
duration of each course, start and end dates, number of teaching
hours and practical hours, please see the leaflets for each
department, available to all students. The cost of school material
varies depending on the course chose, ranging between €20 and
€160. Additionally, the cost of the necessary materials to carry out
projects ranges, depending on the course chosen, between €30
and €270. The cost of this material will be the responsibility of each
student, taking into account that the IED offers its students the
use of its IT, fashion and product design workshops. The courses
are taught from Monday to Friday at the premises of the IED, and,
occasionally, on Saturdays. The timetable runs from 9:00 to 23:00.
The minimum number of registrations to carry out a course is
15 students. The hours mentioned in each programme include
teaching hours, project tutorials, practical classes in laboratories
and cultural visits, depending on each course.
The IED offers a Professional Guidance Service to its students, as
well as the practical experience agreement form (a maximum of
400 hours) and the list of available companies. The registration
period opens eleven months before the start of the course, and
closes once the available places have been filled. The annual fee
is divided into a registration fee and a course fee. The reservation
of each place will be formalized by means of the payment of the
registration fee. The IED recognizes students’ right to drop out of a
course in certain cases. This information, as well as that describing
the causes, formalities and consequences of the resolution of the
contract, is included in the general regulations, available to the
public at the offices of the Information and Guidance Service and
Administration Department.
The IED organizes a yearly competition to offer a grant which
may cover the course fee. As of the publication of this leaflet, the
IED Master Madrid has a faculty of active professionals made
up of 15 PhDs, 145 graduates and 53 professionals with other
qualifications. The prices of the courses depend on their duration,
the credits offered, the language in which they are taught and the
provenance of each student. For more information please write to
info@madrid.ied.es.
REGISTRATION FEE PAYMENT: BANK DEPOSIT AND SUBMISSION
OF THE BANK RECEIPT BY FAX TO 91 448 01 22 OR E-MAIL TO
info@madrid.ied.es SPECIFYING THE NAME OF THE STUDENT.
Payments from Spain: Banco Popular Español. C/ Génova, 20 ·
28004 Madrid. Istituto Europeo di Design. Account Number: 0075-
0322-81-0600446618.
Payments from abroad: Banco Popular Español. C/ Génova, 20
· 28004 Madrid · Spain. Istituto Europeo di Design. Swift code:
POPUESMM. IBAN Code: ES65 0075-0322-81-0600446618. In
cash: CHEQUE MADE OUT TO ISTITUTO EUROPEO DI DESIGN S.L.
CREDIT CARD (VISA, MASTERCARD). PAYMENT OF THE COURSE
FEE: A single payment of the total course fee (by means of one of
the payment options listed for the registration fee), to be paid one
month prior to the start of the course. Payment in instalments by
financing the course fee through a financial institution, processed
one month prior to the start of the course, as described in the
information leaflet available to students at the Information and
Guidance Service and Administration offices of the IED Madrid.
Acceptance is subject to approval by the financial institution.
The ISTITUTO EUROPEO DI DESIGN, S.L reserves the right
to update, modify or remove the information contained in this
information leaflet. Additionally, the company fulfils all personal
data protection security measures as stated in RD 1720/2007.
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IED Madrid
Flor Alta 8, 28004 Madrid
IED Master Madrid
Larra 14, 28004 Madrid
T. +34 91 448 04 44
F. +34 91 189 24 02
info@madrid.ied.es
Skype: master.iedmadrid
facebook.com/iedmadrid
twitter.com/iedmadrid
tuenti.com/iedmadrid
IED Network: Milano, Roma, Torino,
Firenze, Venezia, Cagliari, Madrid,
Barcelona, São Paulo