VALUE PROPOSITION Refresh your mood through a peaceful and cultural journey.
Reframe the Cimitero Monumentale from a cemetery to a park of stories.
WHAT?
FIRST OPPORTUNITY
Monumentale is an underestimated landmark: Biggest open air museum in Milan Size comparable to Parco Sempione The most quiet and peaceful place in the center
WHY?
SECOND OPPORTUNITY
Monumentale hold the most important people of Milan Alda Merini
Bruno ArturoMunari
Carlo Maciachini
Carlo Erba
Alessandro Luigi Toscanini Bocconi Manzoni Carlo Medardo Franco Corelli Cattaneo Rosso Filippo Salvatore Francesco Marinetti Quasimodo Hayez Davide Giorgio Ulrico Campari
Hoepli
Gaber
WHY?
CONCEPT Enable the culture to get experienced through a symbolic object that will let the people enjoy it in a simple, respectful and tangible way.
It’s a pebble of hard wood, that let you hear in a private and discrete way the stories buried in the park just by touching the sculptures.
HOW?
VIDEO
http://vimeo.com/18863886
SYSTEM FLOW
MAP OF THE PARK Legenda 1
Famedio
2
Forlanini Carlo (1847-1918)
24 Giovanni D'Anzi (1906-1974)
3
Ossario Centrale
25 Giorgio Gaber (1939-2003)
4
Famiglia Corner
5
23 Franco Corelli (1921-2003)
13
26 Vladimir Horowitz (1903-1989)
29
22
Famiglia Branca
27 Amilcare Ponchielli (1834-1886) 30
6
28 Arturo Toscanini (1867-1957)
Famiglia Campari 33
7
Famiglia Pier D’Houy
8
Famiglia Besenzanica
9
Famiglia Calegari
29 Beltrami Luca (1854-1933)
33
34 27
28
30 Ernesto Bazzaro (1859 - 1937) 24 21
31 Guido Crepax (1933-2003)
10 Famiglia Hoepli
32 Francesco Hayez (1791-1882)
11 Famiglia Erba 12 Famiglia Bernocchi
20
33 Carlo Maciachini (1818-1899)
31 23
32
34 Bruno Munari (1907-1998)
13 Tempio Crematorio
35 Medardo Rosso (1858-1928)
32
14 Famiglia Dompè di Mondarco
26
27
28
22
15 Manzoni Alessandro (1785-1873)
31
16 Quasimodo Salvatore (1901-1968) 17 Cattaneo Carlo (1801-1869)
30
26
18 Filippo T. Marinetti (1876-1944)
30
29 19
18 29
19 Alda Merini (1931-2009) 20 Francesco Maria Piave (1810-1876) 21 Delio Tessa (1886-1939) 22 Cattaneo Carlo - (1801-1869)
25 23
17
16 1 15
Storie d’Autore Stories by authors Storie Musicate Musical Stories Storie d’Artista Stories by artists
STORYBOARD
Arrive at the Park
STORYBOARD
Registration & Sussurro Delivery
STORYBOARD
Visiting the Park
STORYBOARD
“Discovering” the graves
STORYBOARD
Activate Sussurro
STORYBOARD
Listen to the story
STORYBOARD
Choose to follow a path
STORYBOARD
Enjoy the visit..
DEVICE Inspired by a pebble..
Ergonomic and easy to use
RFID technology
TARGET >20
The tourists
They really enjoy the place since it is really filled with italian culture
High interest
Few of them find it since it is not promoted and it does not offer services for them Their presence is useful to add value at the place
THE 20 - 40 CROWD
THE 20 - 50 CROWD
They are interested to visit it, but they do not have the cultural background to fully appreciate it
They have a cultural interest on the field
Foreign living in Milan They come to Italy mainly to study
They have a background in visual arts, literature or history
They are interested in the place even if they do not have a related background
They really enjoy it but they miss information on the deads or the sculptures
For the sake of know the culture they are living now
General audience
They discovered the place by themselves, mainly by chance They moved to live in Milan to work or study from all over Italy
Higher education
THE 20 - 40 CROWD
Main Target
>60
Old Milanese
They know the place well, they perfectly know what and where it is They have never been there They are currently not interested in it because they think they know it already <20
The young students They do not know anything about it
They barely know that is a Cemetery They are loud and wild since they mainly want to have fun in groups We should avoid to attract them since they will be unrespectful of the place
Low interest
COMMUNICATION NAME NAMEAND ANDIDENTITY IDENTITYOF OFTHE THECEMETERY CEMETERY
NAME NAMEAND ANDIDENTITY IDENTITYOF OFTHE THESERVICE SERVICE
ICON ICON
C: C: 9090 M:M: 3030 Y: Y: 9595 K:K: 3030
C: C: 7575 M:M: 0 Y: 0 Y: 100 100 K:K: 00
C: C: 9090 M:M: 3030 Y: Y: 9595 K:K: 8888
C: C: 0 M: 0 M: 0 Y: 0 Y: 0 K: 0 K: 100 100
FONT FONT NOME NOME Calistos CalistosMT MT FONT FONT HEADLINE HEADLINE Franklin FranklinGothic GothicBook Book
COMMUNICATION Poster Flyer
Hangable Flyer
BUSINESS MODEL CANVAS Key Partners
Key Activities
Technical
Promotion
ATM Museual System
Create and keep a network of cultural entities related to similare target
Sponsors
Managing the Sussuro System
Legambiente
Ministero dei Beni Culturali Carlo Erba Branca
UniversitĂ L. Bocconi
Hoepli Private Business Related to people buried there.
Value Proposition
Customer Relationship
Customer Segment
Personal Card
Refresh your
Blue area
Automatic Self service
Tourists
mood through
Maintenance of the Park
Old Milaneses
a peaceful
Key Resources History of people buried there
and cultural journey
Channels Official website Public transports Museums
Architectural and artistic site (graves and main buildings)
Costs
Churches Word of mouth Tourist info office
Revenues
Promotion
Salaries
Audio guide buy and maintenance
Maintenance
Sponsors support
Utilities Fixed Costs
Private Donations
Rent and sell graves and family vaults
Politecnico di Milano Pssd 2011 Teacher: Dario Buzzini WS03: Sunday and the City Monumentale, a park of stories
Giulia Barra Andrea Carlon Diego Dalia Francesco Dâ&#x20AC;&#x2122;onghia Yifan Gan Nannan Li