Cultural Tour of the best in design in Milan Workshop activities Diana Marrone Mob

Wide city: 9 inner zones. 9 centres? aStampaAgenda aStampaAgenda

Zoning/ which landmarks Inner Centre (1): Duomo, Teatro la Scala, Castello Sforzesco, Palazzo Marino (Council Building) East (4): Porta Romana City Fair: Milano City External Fair: Rhò Pero City Airport: Linate Business and low cost airport: Malpensa : others? Yes, many others!

Milano for ISTAT (2001 census) Inhabitants (M , F ) Density for SK: 6.899,6 Rome: (M , F ) Density: 1.981,5 Naples: (M , F ) Density: 8.565,7 Turin: (M , F ) Density: 6.647

Zoning/ Milano nomadic city? A city is a ‘material skeleton’ of a society, a skeleton that can be depicted in the form of a network: of streets, fences, frontiers. However, this material network does not determine how it is ‘used’, ‘the rules of the game’ as it were. That is why it is accompanied by another network of communications which, however, is immaterial. Yona Friedman

Milan city of design? Yes, 100% What is design today? On 1950 was: “from the spoon to the city” On 2008 is: “from Martha Stewart to Microsoft” (Hal Forster, USA)

Today design is “all except the drawing”, Stefano Giovannoni

Milan city of design: 100% 2007 Income Wood furniture industry: + 4,5% / + 40 billion euro [2006 Income Wood furniture industry: + 3 // +9.1% Customer base, expanded only in BRIC areas]

Milan city of design: 100% Export performances 2007: +8,4 ( billion euro) Internal demand 2007: + 4% [best performance: bathroom (+8,3%) and kitchen (+7,8%)] But… 12,9% of furniture purchased in Italy on 2007 is created abroad: of chairs and + 19% of lighting!

Milan city of design: 100% Italian design is the king of contract 14% of world income is made by Italian companies ( billions euro) Italian office furniture represents the 92% of world contract (1549 billions euro)

Milan city of design: 100% To buy Italian design is to buy lifestyle and branding. It is a matter of identification. Countries as The Netherlands started for this reason to use design as synonimous of coolness ! Wood and plastic furniture industry created the district of design (1950) and the need of an International fair to sell abroad (1961)

Milan city of design: 100% The first two eras of the new fair district: Rhò Pero Salone del Mobile 2007 visitors: ( foreigners, from 145 countries) Salone del Mobile 2008 visitors: + 29% ( , foreigners)

When the curiosity killed the cat… What need to build a new district for the fair outside the city? How many purpouse-districts were borned in the last 8 years in Milano? Bicocca, Bovisa, Ventura. What could mean the World Expo on 2015?

Milan city of art dealing: 75% 75% of the most important Italian Visual art Galleries are placed in the city (as Massimo de Carlo, Lia Rumma, Giò Marconi). No one contemporary art museum in the city. No districts for artists. The contemporary art fair is the last in Italy for quality and quantities of exchanges.

Art as cultural value for branding: 100% Fashion, energy, public utilities, bank and credit industries use since more than 10 years art for branding in the city (Prada, Trussardi, Enel, Terna, Unicredit….). Since 3 years Fashion industry is starting to use design and cinema languages a/o partnership for branding (Trussardi, Costume National, Dolce&Gabbana).

Workshop Mission Nothing to say, only to be Let’s act as insiders in Milan and collect a personal experience able to create your own personal social and business memory of the city Be a poet of the (un)known

Group work: BUSINESS ZONING Share your business mission with the class and find what colleague is close to yours. Choose a district of Milan in which your business orientation could be satisfied Design a relation-map: who’s who to place your business there, services, extras!

Individual work: Storytelling 1 article (from 1500 to 4000 words) to describe a Milan area to be inserted in a Business Travel Guide of the city. Target of the guide: first aid infos for managers located intown from abroad Tip_Choose a key image of the city for each key concept of your article.