Monumentale, a park of stories

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