My portfolio by Chiara Tomasin

my portfolio

BY CHIARA TOMASIN

â&#x20AC;&#x153;Designers are made to be loved, not to be understoodâ&#x20AC;?.

Fabien Barral

biography PAG. 06

home design PAG. 09

bookshop

PAG. 18

microarchitecture PAG. 24

expo2015

PAG. 33

body & light 2.0

PAG. 39

awareness event PAG. 45

engagement event PAG. 57

contacts

PAG. 69

biography

chiara tomasin

who NAME: CHIARA TOMASIN

education

PLACE OF BIRTH: BOLOGNA, ITALY

HIGH-SCHOOL: LICEO M. MALPIGHI, BOLOGNA - SECOND LEVEL COLLEGE FOCUSED ON LANGUAGES (YEAR 2011)

NATIONALITY: ITALIAN

UNIVERSITY: IED MILANO (YEAR 2014)

DATE OF BIRTH: 30-07-1991

COURSE: INTERIOR DESIGN MAJOR: SCENOGRAPHY OF EVENTS CERTIFICATIONS: FIRST CERTIFICATE, IELTS 6.5

skills

interests

LANGUAGES: ITALIAN - MOTHERTONGUE ENGLISH - EXCELLENT FRENCH - GOOD SPANISH - VERY GOOD

ART: ARCHITECTURE, DESIGN, GRAPHICS, PHOTOGRAPHY

COMPUTER: MICROSOFT OFFICE PACKAGE, PHOTOSHOP, ILLUSTRATOR, INDESIGN, AUTOCAD, RHINOCEROS, 3DSMAX

READING: CAPTIVATING AND INTRIGUING BOOKS

PRACTICAL SKILLS: SKETCHING, MODELLING

SPORT: DANCE, GYM, ICE-SKATING, HORSE RIDING

chiara tomasin

TRAVELLING: ESPECIALLY IN PLACES I HAVE NEVER BEEN BEFORE

COOKING: TRADITIONAL, HEALTY AND TASTY FOOD

home design LIVING FASHION

BRIEF THIS PROJECT IS ABOUT URBAN RESIDENCES. FIRST OF ALL, I HAD TO CHOOSE THE USER AND THEN ANALYSE ITS BEHAVIOURS AND NEEDS TO IDENTIFY FUNCTIONALITIES, ERGONOMICS AND MATERIALS IN ORDER TO DEFINE THE CONCEPT. IN THE HOUSE THERE HAS TO BE SOME COLLECTIVE AND INDIVIDUAL SPACES, RELATED TO MY USER. THE MAIN GOAL IS TO SATISFY USER’S EXPECTATIONS IN EVERY DETAIL, STARTING WITH THE STRUCTURE ITSELF, AND THEN WITH FURNITURES AND FINISHES, STILL RESPECTING THE CONSTRUCTION’S RULES. IT IS IMPORTANT TO BE COHERENT WITH THE STYLE DURING THE ENTIRE DEVELOPMENT.

CLIENT

vera wang

VERA WANG VERA WANG IS A CHINESE AMERICAN KNOWN FOR HER WEDDING DRESSES. SHE IS VERY FAMOUS AS A STYLIST FOR HER ATTENTION TO DETAILS, AS THE ACCURATE MANIFACTURING OF HER PRODUCTS, THE CHOICE OF BIG VOLUMES AND VOLUMINOUS SKIRTS. EVERY DRESS REPRESENTS THE STYLIST’S AESTHETICS WHICH HAS A MODERN AND ARTISTIC APPROACH TO FASHION. LACE, ORGANZA, SATIN, LEATHER, TULLE AND COTTON ARE THE KEYS FOR HER AMAZING INSPIRATION.

CONCEPT MOODBOARD

whiteness

purity

poetic

embracing

PROJECT THIS HOME DESIGN PROJECT WANTS TO REPRESENT HER STYLE WHILE RESPONDING TO MY CLIENT’S NEEDS. IT IS A THREE LEVEL HOUSE. ON THE FIRST ONE THERE IS THE LIVING ROOM, THE KITCHEN, A LITTLE TOILET AND A DINING ROOM WHICH CAN BE SWITCHED WITH A FASHION LAB, DEPENDING ON THE STYLIST’S NEEDS. THE SECOND FLOOR IS COMPOSED BY A BEDROOM, A WALK-IN CLOSET AND A BATHROOM, AND THE LAST FLOOR IS DESIGNED AS A ROOFTOP WHERE THE USER CAN RECIVE HER HOSTS. ALL THE FORNITURES RESPECT HER STYLE, AND THE FINISHES, TOO. BUT THE MOST FASCINATING CHARACTERISTIC OF ALL, IS THE HUGE WHITE STRUCTURE THAT TOTALLY EMBRACES THE HOUSE’S INTERIORS. IT PRESENTS A SURFACE FULL OF DIFFERENT LITTLE SQUARED SHAPES, TO MENTION THE LACE TEXTURE, SO IT FILTERS THE LIGHT FROM THE WINDOWS, CREATING BEAUTIFUL REFLECTION EFFECTS.

PLAN 1:

DINING ROOM ARRANGEMENT.

FASHION LAB ARRANGEMENT.

PROJECT

PLAN 2:

PLAN 3:

PRIVATE AREA.

ROOFTOP AREA.

PROJECT

SECTION 1.

SECTION 3.

SECTION 2.

SECTION 4.

“Design is about point of view. To me, fashion, is about reinvention and it’s about exploring and taking whatever your aesthetic is or your attitude about fashions and pushing yoursef further”.

Vera Wang

bookshop FELTRIBOOK

BRIEF FOR THIS PROJECT I HAD TO REALIZE A SPACE FOR THE NEW GENERATIONS’ CULTURE, A NEW CONCEPT BOOKSHOP, CHARACTERIZED BY A FLUID AND HYBRID SPACE THAT IS OPEN TO KNOWLEDGE AND TO FUN, TOO. IT HAS OFFER A NEW WAY OF DISPLAY, OFFER, CONSULT AND BUY A BOOK. IT HAS TO BE DYNAMIC AND HAS TO SUGGEST NEW APPROACHES AND NEW AREAS. IT HAS BE A BOOKSHOP CHARACTERIZED BY NEW TECHNOLOGIES AND NEW MEDIA, BEING SENTITIVE TO SENSORIALITY AND CORPORAL EXPERIENCE AT THE SAME TIME.

CLIENT

la feltrinelli

LA FELTRINELLI FELTRINELLI WAS BORN AT THE END OF 1954 IN MILAN WITH GIANGIACOMO FELTRINELLI, THAT IN 1949 FOUNDED THE “BIBLIOTECA G. FELTRINELLI”. IT IS ONE OF THE MOST IMPORTANT CHAIN OF BOOKSHOPS AND MUSIC SHOP IN ITALY. SHOPS ARE DIVIDED DEPENDING ON THE OFFERED PRODUCTS AND LOCATION: LA FELTRINELLI LIBRERIE, LA FELTRINELLI BOOKS AND MUSIC (CDS, DVDS, VIDEOGAMES), LA FELTRINELLI VILLAGE (IN SHOPPING CENTERS), LA FELTRINELLI EXPRESS (IN TRAIN STATIONS AND AIRPORTS) AND RED LA FELTRINELLI (A SHOP DEDICATED TO “READ, EAT AND DREAM”).

CONCEPT MOODBOARD

limitless

sinuous

spaciousness

cocoon

PROJECT AFTER A DEEP ANALYSIS OF FELTRINELLI’S SHOPS, THE TRENDS AND THE NEW WAY OF LIFE, I NOTICED THAT THE IMPORTANCE OF NEW TECHNOLOGIES CAN NOT BE UNDERESTIMATE ANYMORE. WHILE IN THE PAST THERE WERE BULKY BOOKS EVERYWHERE, NOW IT IS POSSIBLE TO HAVE A WIDE AND EMPTY SPACE, THAT CAN BE DEDICATED TO OUR DREAMS AND IMAGINATION. THANKS TO NEW TECHNOLOGIES LIKE THE AUGMENTED REALITY, THIS IS EASY, INDEED YOU ONLY HAVE TO PRESS THE PLACE YOU WOULD LIKE TO BE ON A TABLET AND IT WILL MAKE YOUR DREAM COME “TRUE”. FOR THIS REASON I DECIDED TO PROJECT A TOTAL WHITE AND HYBRID SPACE THAT CAN EASILY BE FITTED TO EVERYONE’S IMAGINATION. THE ONLY COLOURED FURNITURE ARE THE STAIRS. THEY ARE SCENIC: MAJESTIC, SINUOUS AND RED, THE FELTRINELLI RED, SO THAT THEY CAN BE RECOGNISED FROM THE SHOP WINDOWS. PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

PLAN 1: ENTRANCE AND COATROOM. ISTITUTO EUROPEO

Materia: Progettazio

E.Santarsiero C.Tom Data 03/05/2013

Unit

Pianta pia PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

PROJECT PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

PLAN 2: CAFE’, REST AREA, READING AREA, PLAYING AREA, MUSIC AREA, KITCHEN, STAFF AREA.

microarchitecture japanese aestethics

BRIEF I SHOULD BE INSPIRED BY “UNA STANZA PER UN UOMO”, WRITTEN BY FRANCO ALBINI IN 1939, TO PROJECT AN INNOVATIVE, EXTRA-SMALL RESIDENCE (3 X 3 X 3 M), WHERE I HAD TO DECLINE NEW LIVING OPORTUNITIES THROUGH THE USE OF DIFFERENT MATERIALS, DEPENDING ON THE CHOSEN LANDSCAPE. I HAD TO BUILD PLANS, PROSPECTS, SECTIONS AND A 3D MODEL TO SHOW THE APPLICATION OF THE MATERIAL.

CLIENT

third millennium people

THIRD MILLENNIUM PEOPLE HUMANS HAVE ALWAYS SHOWED THEIR DESIRE OF UNDERSTAND AND INFLUENCE THE WORLD, TRYING TO COMPREHEND, EXPLAIN AND MODIFY THE NATURAL PHENOMENONS THROUGH SCIENCE, PHILOSOPHY, MYTHOLOGY AND RELIGION. THIS DESIRE TO KNOW DRIVE HUMANS TO DEVELOP MORE AND MORE. MOREOVER, THEY ARE ATTRACTED BY BEAUTY AND AESTHETIC. THE MODERN MAN IS CHARACTERIZED BY HIS CULTURAL MODEL, STRICTLY CONNECTED WITH HIS SOCIETY AND THE PLACE WHERE HE BELONGS, WHICH IS ALWAYS CHANGHING AND EVOLVING.

PROJECT HUMANS ARE ALWAYS LOOKING FOR BEAUTY, BUT THEY ARE CONSTANTLY UNSATISFIED, THEY HAVE THE NEED TO KNOW AND DISCOVER, SO THEY KEEP ON LOOKING FOR NEW INCENTIVES OVER HIS LIMITS, IN A “NEW WORLD”. WEST PEOPLE HAVE ALWAYS BEEN FASCINATED BY THE EAST, BECAUSE OF ITS DIFFERENT CULTURES, LIFESTYLES, FAITHS, HABITS AND TRADITIONS.

WEST PEOPLE

EAST PEOPLE

ARE OBSESSED BY ORDER, PERFECTION AND PROPORTION....

LOOK FOR AND FIND THEIR «NIRVANA» IN NATURE’S INNATE BEAUTY WITH ITS QUALITIES AND «DEFECTS».

I SHOULD RE-EDUCATE WEST PEOPLE TO APPROACH TO NATURE’S PURITY AND SEMPLICITY. THE JAPANESE AESTHETICS EMPHASIZE EVERYTHING THAT IS SOBER, SIMPLE, DAILY, SPONTANEOUS, HONEST AND DIRECT, ALL CONCEPTS THAT COME FROM AN ACCURATE OBSERVATION OF NATURE. WHAT PLANT OR ANIMAL CAN BE DEFINED «PERFECT»? ALL AND NONE OF THEM. OR, BETTER, EVERYONE IN ITS OWN WAY. IT IS NECESSARY TO STUDY THE BASIS OF THE JAPANESE AESTHETICS, SO THE ZEN CONCEPTS APPLIED TO ART: MA, WABI SABI, ITAISHO, SHIBUI AND YUGEN.

CONCEPT: MA GENERALLY, IT MEANS EMPTINESS, SPACE, GAP, BREAK, INTERRUPTION, ROOM, REST, TIME BUT ALSO OPENING. REFERRING TO THE SPACE, IT MEANS THE SPACE ITSELF, ITS DIMENSIONS, AND THE SPACE BETWEEN TWO THINGS. REFERRING TO THE TIME, IT MEANS THE TIME ITSELF, THE BREAK BETWEEN TWO MOMENTS, THE RYTHIM AND THE TIME SCREENING. THE IWANAMI DICTIONARY DEFINES IT AS “THE BREAK THAT HAS TO EXIST BETWEEN TWO CONSEQUENT EVENTS”. AN UNFINISHED WORK CAN BE DISCOVERED JUST BY THE ONES THAT ARE ABLE TO IMAGINE IT AS IF WAS DONE, BECOMING PART OF IT.

emptiness

space

open

break

space

opening

CONCEPT: WABI SABI THE TERM COMES FROM “WABI” THAT MEANS “SIMPLICITY”, CALMNESS, DIGNITY; AND “SABI”, THAT MEANS “INNER PEACE”. IT REFERS TO THE TEMPORARINESS,OF THINGS, THE VANE, IMPERFECT AND INCOMPLETE BEAUTY, DIFFERENT FROM THE LASTING, SPECTACULAR AND MONUMENTAL ONE. IT’S SOMETHING THAT GIVE “PEACEFUL MELANCHOLY”. “NOTHING LASTS, NOTHING IS FINISHED, AND NOTHING IS PERFECT”, R.R. POWELL.

incomplete

melancholy

temporary

imperfection

ephemeral

temporariness

CONCEPT: ITAISHO THE TERM MEANS “ASYMMETRY”, AND ITS WILL IS TO EXALT THOSE WORKS OF ART THAT ARE BALANCED WITHOUT THE NEED OF THE GEOMETRICAL PARAMETERS. IT IS POSSIBLE TO SEE BEAUTY IN WHAT IS INCOMPLETE, SPONTANEOUS, AND RANDOM. THIS DIFFERENT POINT OF VIEW GENERATES A DIFFERENT PLEASURE, DEEPER THAN THE THE ONE THAT COMES BY OBSERVING AND FEELING THE RATIONAL AND ABSTRACT WORLD: LIGHTER, SUBTLER. THE NATURE ITSELF IS FULL OF BEAUTY AND HARMONIC LINKS THAT ARE WELL BALANCED EVEN IF ASYMMETRIC. IT IS A DYNAMIC BEAUTY THAT ATTRACTS AND ENVOLVES THE ONES AROUND IT. “SYMMETRY IS ART KILLER”. E. DELACROIX

asymmetric

dynamic

customize

unbalanced

dynamic

spontaneous

CONCEPT: SHIBUI THIS TERMS DEFINES A KIND OF BEAUTY, UNDERESTIMATE AND UNKNOWN IN WEST COUNTRIES, THAT APRECIATE SMOOTHNESS, PROPORTION AND PERFECTION. IT CONCRETELY MEANS: STRENGHT, AUSTERITY, HIDDEN BEAUTY, BEAUTY-TO-KNOW, TO UNDERSTAND, EVEN IF IT JUST NEEDS A MOMENTO TO GET IT. IT IS AN ANCIENT BEAUTY, ROUGH, IRREGULAR, RICH OF SHADES AND CHANGEABLE. ONCE YOU FIND IT, IT IS SIMPLE, ODD, CRACKED, IMPERFECT, SO THAT EVERYONE CAN IDENTIFY WITH IT. IT IS ALIVE, IN MOTION, IT HELPS US TO APPRECIATE THE FLOW OF TIME AND THE NATURE’S TRUTH.

fragmented

changeable

imperfect

irregular

cracked

shaded

CONCEPT: YUGEN IT MEANS SOMETHING OBSCURE, AND DESCRIBES THE CHARM OF DARK THINGS, THOSE THINGS WE CAN’T SEE THE LIMITS AND THE DETAILS. IT IS SOMETHING UNFATHOMABLE, MISTERIOUS AND UNINTELLIGIBLE. ART SPREAD YUGEN WHEN WE CAUGHT A FLASH IN IT, A FLASH THAT SHOWS US THE SECRETS OF THE UNIVERSE.

undefined

unfathomable

abstract

limitless

obscure

misterious

â&#x20AC;&#x153;aesthetic beauty, transience, melancholy, and honor of graceful resignation.â&#x20AC;?

expo2015 la cascina

BRIEF THE PROJECT’S GOAL IS TO SET-UP A TEMPORARY AND ITINERANT EVENT CALLED “EXPO TOUR”, THAT HAS ALREADY BEEN PLANNED FOR THE EXPO2015 PRE-EVENT. THE PROJECT HAS TO TELL THE CITY OF MILAN AND THE ENTIRE WORLD WHAT ARE EXPO’S VALUES AND GOALS. THE PROJECT IS DEDICATED TO VISITORS, AND WILL BE A PLACE WHERE EVERYONE CAN LIVE A CULTURAL, EMOTIONAL AND SENSORIAL EXPERIENCE THAT WILL NEVER FORGET. ALL THE EXPO’S THEMES WILL BE REVEALED IN ADVANCE BY THIS TEMPORARY EVENT THROUGH AN APPROACH OF USERS’ DIRECT PARTICIPATION.

CLIENT

expo 2015

EXPO 2015 EXPO MILANO 2015 IS NOT ONLY AN EXHIBITION, BUT ALSO A PROCESS OF ACTIVE PARTICIPATION AMONG A LARGE NUMBER OF PLAYERS AROUND THE THEME OF “FEEDING THE PLANET, ENERGY FOR LIFE”. IT IS SUSTAINABLE, TECHNOLOGICAL, THEMATIC AND FOCUSED ON ITS VISITORS. THERE WILL BE EXPLAINED THE COMPLEX THEME OF NUTRITION AND EVERYONE WILL HAVE THE CHANCE TO TAKE A TRIP AROUND THE WORLD, SAMPLING THE FOOD AND TRADITIONS OF PEOPLE FROM ALL OVER THE GLOBE.

CONCEPT MOODBOARD

contact

balance

learn

PROJECT IN MILAN THERE ARE 58 FARMHOUSES HANDLED LIKE LOCATIONS DEDICATED TO AGRICOLTURE, NUTRITION, LIVING AND ENVIRONMENT CARE. THEIR PROJECT FOR EXPO MILANO 2015 IS ABOUT A CONNECTION BETWEEN ALL THE 58 FARMHOUSE AND WITH THE CITY, SO MY IDEA IS TO CREATE A KEY POINT IN THE CENTER OF MILAN. THIS PLACE WILL BE A FOOTHOLD AND THERE WILL BE: A MARKET TO SELL PRODUCTS AND SHARE IDEAS, A VEGETABLE GARDEN TO SHOW PRODUCTS’ GROWTH, A KITCHEN TO TEACH HOW TO USE THOSE PRODUCTS AND A RESTAURANT TO SHARE THE FOOD EXPERIENCE. THE BICYCLES AVAILABLE OUTSIDE THE SPACE, WILL BE USED BY PEOPLE TO REACH THE FARMHOUSES AROUND MILAN.

FRONT VIEW: ENTRANCE, VERTICAL GARDEN AND BIKE PARKING.

BACK VIEW: VERTICAL GARDEN, VEGETABLE GARDEN AND PART OF THE RESTAURANT.

PROJECT

SECTION 1: FROM LEFT: PART OF THE RESTAURANT, MARKET AND KITCHEN.

SECTION 2: FROM LEFT: BIKE PARKING, MARKET, PART OF THE RESTAURANT AND TOILETTE.

SECTION 3: FROM LEFT: VERTICAL GARDEN, VEGETABLE GARDEN AND KITCHEN.

body &connection light 2.0

BRIEF IED AND DANCEHAUS HAD TO WORK TOGETHER FOR THE SECOND TIME. IED STUDENTS WERE ASKED TO PROJECT A SCENOGRAPHIC INSTALLATION THAT WOULD HAVE REPRESENTED THEIR IDEA OF EMPATHY. THE STRUCTURE WAS SUPPOSED TO BE INDEPENDENTLY DYNAMIC AND HOST A DANCE PERFORMANCE INSIDE IT. THE CHOREOGRAPHIES, THE ARTISTIC GESTURE AND THE DANCER’S BODIES WERE GOING TO MELT UP WITH THE PROJECT’S STRUCTURES, CREATING A PERSONALIZED SPACE DEDICATED TO THE BODY AND ITS POETIC ACTIONS, A SPACE TO GLORIFY THE ARTISTIC GESTURE THROUGH INTERPRETATION. SPACE AND MATERIALS BECOME SCENOGRAPHY, ARCHITECTURE, LIGHT, ART, MOVEMENT, INVOLVING THE VISITOR’S FEELINGS.

CLIENT

dancehaus

DANCEHAUS DANCEHAUS IS A CONTEMPORARY DANCE COMPANY BASED IN MILAN. IT WAS FOUNDED IN THE ‘80S BY SUSANNA BELTRAMI, AN ARTIST THAT FELT THE NEED TO CREATE, PRACTICE AND DEVELOPE A NEW WAY OF DANCING, WHERE THE TEACHER AND THE STUDENT WERE THE SAME. THIS NEW DANCE IS CONSTANTLY COMPARING ITSELF WITH NEW LANGUAGES, EXPRESSIONS, ARTS, AND SHAPES, BECOMING AN INCENTIVE AND A TRUE HELP TO NEW GENERATIONS. THANKS TO THIS INNOVATIVE APPROACH, DANCING IS NOW MEANT AS A NEW AND FREE-OF-JUDGEMENT WAY OF BODY EXPRESSION. HTTP://WWW.DANCEHAUS.IT/EVENTS/PROGETTO-1/

CONCEPT MOODBOARD

undefined

real

fusion

connection

PROJECT EMPATHY IS SOMETHING WE HAVE INSIDE. IT IS INDEFINITE, INTERTWINED, IT EXTRACTS WHEN WE MEET SOMEONE WHO WE ARE IN HARMONY WITH, AND IT IS EXPRESSED THROUGH THE EYES. THERE ARE TWO DIFFERENT WAYS TO LOOK AT SOMEONE’S: AS IF YOU SEE THE EYES AS PART OF THE FACE, OR AS IF YOU SEE THE EYES AS THEY WERE THE FACE ITSELF. THE MORE THE SIGHT IS DEEP, THE MORE THE EMPTHY IS POWERFUL, AND STRONGER WILL BE THE ATTRACTION, THE MAGNETISM, THE CONTACT AND THE DESIRE UNTIL THE PASSION OF THE FUSION AND EROTISM, THE DEEPEST FORM OF EMPATHY. MY PROJECT REPRESENTS THIS IDEA BEING A WHITE AND HYBRID EXTERNAL STRUCTURE WITH A RED VORTEX IN THE MIDDLE. THE VORTEX IS MADE OF INTERTWINED ROPES THAT ARE SYMBOLIC OF THE COUPLE’S EMPATHIC CONNECTION, AND IT PALPITATE AND VIBRATE MORE AND MORE AS THE PASSION INCREASES.

The intrigue of the mind, the body’s relations, the total feeling, complete, complicit...

PROJECT

CONSTRUCTION:

INTERPRETATION 1:

INSTALLATION:

INTERPRETATION 2:

awareness event acqua alla gola

BRIEF THE PROJECT’S GOAL WAS TO RAISE PEOPLE’S AWARENESS ABOUT WATER WASTE THROUGH INTERACTIVE OR PHYSICAL MEDIAS. I HAVE TO CREATE AN EMOTIONAL AND MULTISENSORIAL EXPERIENCE IN ORDER TO MAKE THEM CONCIOUS ABOUT THE PROBLEM OF MANAGING THIS ESSENTIAL RESOURCE. THE STRUCTURE I AM ASKED TO PROJECT, HAS TO BE “GREEN”, LOW-COST AND EASY TO TRANSPORT, SINCE IT IS A TEMPORARY EVENT. ITS SURFACE CAN NOT BE MORE THAN 90 SQUARE METRES AND IT HAS TO BE CONTAINED IN A 20 FEET CONTAINER. FURTHERMORE, ALL THE CHOOSEN MATERIALS SHOULD HAVE BEEN RECYCLED OR SHOULD COME FROM RENEWABLE SOURCES OF ENERGY, AND HAS TO BE EASILY REUSED.

CLIENT

race for water

RACE FOR WATER MULTI ONE ATTITUDE FOUNDATION IS A CHARITY FOUNDATION FOCUSED ON WATER PRESERVATION THAT USES A SAILBOAT AS AN INSTRUMENT FOR INFORMATION AND EDUCATION. ITS MISSION IS TO TEACH PEOPLE A BETTER ATTITUDE TOWARDS OUR MOST IMPORTANT RESOURCE, PAYING MORE ATTENTION TO NEW GENERATIONS.

PROJECT TO REALIZE THIS PROJECT, I HAD TO MAKE A HUGE RESEARCH ON WATER. PEOPLE ARE MADE OF 70% OF WATER, AND THE BIGGEST CAUSE OF WATER’S LOST IS THEM BECAUSE THEY DO NOT PAY ATTENTION TO HOW THEY USE IT. WHAT I CAN DO TO MAKE THEM SCARED ABOUT HAVING NO MORE WATER, IS TO DEPRIVE THEM OF IT LIKE IT IS ONE OF THEIR BELOVED. THE PICTURE BELOW IS SYMBOLIC OF LACK OF IDENTITY, WHICH WILL HAPPEN WHEN THERE WILL BE NO WATER. THE WATER THAT DIVIDES THAT PERSON IN TWO PART MEANS THAT WATER-PROBLEM IS RAISING AND WE HAVE TO DO SOMETHING NOW. WE ARE RUNNING OUT OF TIME, WE ARE “IN DEEP WATER”. SO, THIS EVENT WANTS TO MAKE PEOPLE THINK ABOUT HOW THEIR LIFE WOULD CHANGE IF THEY WOULD HAVE NO MORE WATER.

no identity THE PLANET WITHOUT WATER IS FRIUTLESS. HUMANS WITHOUT WATER DO NOT EXIST, AND HAVE NO IDENTITY.

PROJECT THE EVENT HAPPENS JUST 4 DAYS-A-YEAR IN OCCASION OF EACH SEASON CHANGEMENT, TO REMIND PEOPLE ABOUT THEIR PLANET’S LIFE, AND LASTS FOR 5 HOURS ONLY, IN ORDER TO EMPHASIZE THE NEED OF A QUICK ACTION. THE PROJECT CONSISTS OF A VERTICAL CONTAINER AS A STRUCTURE INSIDE WHICH THE PERFORMANCE WILL TAKE PLACE. THE CONTAINER IS WRAPPED BY A WHITE INFLATABLE WHICH IS IN CONTRAST WITH THE INTERIOR STRUCTURE. THE STAIRS ARE PLACED IN A NARROW PATH THAT ALLOWD PARTICIPANTS TO REACH THE TOP OF THE STRUCTURE. INTERIOR WALLS ARE COVERED BY INTERACTIVE MIRRORS THAT CAN EITHER REFLECT OR PLAY PICTURES AND VIDEOS, AND IN THE SPACES BETWEEN THE MIRRORS THERE ARE LEDS TO REPRODUCE THE UNDERWATER LIGHT EFFECT, AND NEBULIZERS TO VAPORIZE WATER. ON THE TOP THERE IS A BLACK CLOTH WITH THREE HOLES FOR THE PARTICIPANT’S HEADS AND THREE HELMETS READY TO BE CLIMBED DOWN FOR THE PERFORMANCE.

EXTERIOR

INTERIOR

IT HAS AN ORGANIC WHITE SHAPE THAT MOVES AND REPRESENTS THE BREATH OF LIFE, PURITY AND THE ILLUSION OF A CORRECT BEHAVIOUR.

THE NARROW AND DARK SPACE, SYMBOLISE PAIN AND SUFFERING, NEGATIVITY AND DEATH, AND IT’S SYMBOL OF AN UNCORRECT BEHAVIOUR.

PHASESâ&#x20AC;&#x2122; MOODBOARD

welcome

dive

sink

drown

reflect

re-emerge

PRE-PHASE

welcome

WELCOME THE INSTALLATION WILL BE PLACED IN MILAN IN PARCO SEMPIONE, ONE OF THE MOST FREQUENTED AREAS OF ART LOVERS. THE STRUCTURE WILL IMEDIATELY CATCH PEOLPE’S ATTENTION THANKS TO ITS DIMENSIONS AND TO THE INFLATABLE’S BREATHE. SOME HOSTESS WILL WELCOME PEOPLE WHO WANT TO TAKE PART AT THE INSTALLATION AND WILL INVITE THEM TO CLIMB UP ON THE TOP OF THE STRUCTURE.

PHASE 1

DIVE ONCE THEY WILL BE ON THE TOP OF THE STRUCTURE, THEY WILL MEET SOME PEOPLE DRESS UP IN AN IMPERSONAL WAY THAT IS SCREAMING WASTE AND CONTAMINATION DATAS. THESE PEOPLE WILL OFFER THE PARTICIPANTS A GLASS OF DIRTY WATER WITH A PROVOCATIVE SENTENCE ON IT: “TASTE THE WASTE!”. AFTER THAT, THREE OF THE PARTICIPANTS AT A TIME WILL BE FORCED TO ENTER INSIDE THE CONTAINER THROUGH A SMALL TRAPDOOR TO “DIVE” INTO THE PROBLEM. ONCE THEY WILL BE INSIDE, THEY WILL TAKE PLACE NEAR LED LIGHTS ON THE FLOOR AND WAIT FOR THE PERFORMANCE TO BEGIN.

PHASE 2

SINK THE INSTALLATION’S MAIN GOAL IS TO SENSITIZE PEOPLE’S HEAD AND BODY. DURING THE “SINK” PHASE, THE PURPOSE IS TO STRIKE PEOPLE’S HEAD LIKE THEY ARE “SINKING” IN THE PROBLEM. A BLACK CLOTH WITH THREE HOLES WILL BE CLIMBED DOWN FROM THE TOP OF THE STRUCTURE AND EVERY PARTICIPANT WILL HAVE TO INSERT HIS HEAD INSIDE ONE OF THEM. SUDDENLY A SERIES OF NEGATIVE AND CATASTROPHIC PICTURES, VIDEOS AND SOUNDS WILL BE PLAYED ON THE WALLS TO MAKE PEOLPE FEEL THRILLED AND SCARED. IT WILL BE A SHOCK. THE HOLES ON THE CLOTH WILL DIVIDE HEAD AND BODY, ALLOWING PEOPLE TO BE FOCUSED ON THE IMPULSES GIVEN TO THERI HEADS. THE CLOTH HAS ANOTHER MEANING: CONNECT PEOPLE ONE TO EACH OTHER BECAUSE EVERYONE HAS TO BE ALERTED ON WATER PROBLEM.

PHASE 3

DROWN DURING THE “DROWN” PHASE, THE PURPOSE IS TO STRIKE PEOPLE’S BODY. THREE BLACK HELMETS WILL BE CLIMBED DOWN TO ISOLATE EACH PEOPLE FROM THE OTHER PARTICIPANTS. WATER PROBLEM IS SO CLOSE TO EVERYONE THAT IT IS NECESSARY TO MAKE PEOPLE REACT SPONTANEOUSLY AND INDIVIDUALLY, AS THEY ARE “DROWNING”. AFTER A MOMENT OF DEEP SILENCE, A LOUD ROAR COMING FROM THE BOWEL OF THE EARTH WILL EXPLODE. THE GROUND WILL SUDDENLY LOWER SIMULATING AN EARTHQUAKE AS AN EARTH’S REBELLION TO HUMAN BEHAVOIUR, AND ALL AROUND WILL BE PLAYED CREEPY SOUNDS AND PEOPLE SCREAMING AND CRYING TO CREATE AN UNCOMFORTABLE SITUATION. EVERY REACTION WILL BE CAPTURED BY A SMALL CAMERA PLACED INSIDE EVERY HELMET.

PHASE 4

REFLECT THE “REFLECT” PHASE HAS A DOUBLE MEANING, LIKE EVERY OTHER PHASE. THE FLOOR WILL SLOWLY SETTLE AND THE CLOTH AND HELMETS WILL BE CLIMBED UP, WHILE THE SOUNDS WILL BE MORE AND MORE PLEASANT, SOFT AND NATURAL, BUT MUFFLE LIKE THEY STILL ARE UNDERWATER. ON THE WALLS WILL APPEAR A MIRRORED SURFACE TO REFLECT IN. IT IS NOW TIME TO REFLECT AND THINK ABOUT THE WATER PROBLEM, HOW TO SOLVE IT OR AT LEAST IMPROVE THEIR GOOD ACTIONS. IT IS LIKE A MIRROR THAT ALLOWD EVERY PARTICIPANT TO LOOK INSIDE THE SOUL. IN ADDITION SOME WATER WILL BE VAPORIZED TO MAKE PEOPLE FEEL LIKE THEY ARE WATER.

PHASE 5

RE-EMERGE IN THIS FINAL PHASE, THE SOUNDS WILL BECOME MORE CLEAR AND THE LIGHT MORE INTENSE, LIKE THE PARTICIPANTS ARE “RE-EMERGING”. THEY FEEL DIFFERENT, LIKE THEY HAVE CHANGED DURING THE INSTALLATION, AND FEEL LIKE THEY HAVE A NEW ASPECT AND BEHAVIOUR, A NEW SOUL AND A NEW APPROACH TO THOSE COMMON ACTION THAT WE DO EVERY DAY. ONCE THEY WILL EXIT THE CONTAINER, THEY WILL FIND A HOSTESS READY TO GIVE THEM THE PICTURE TOOK WHILE THEY WERE WEARING THE HELMET, SO THAT THEY WILL REMEMBER THE FEAR FOREVER.

engaging event the right spot

BRIEF “THE RIGHT SPOT” IS MY THESIS PROJECT. THE MAIN GOAL IS TO PROJECT AN EASY-TO-REPEAT EVENT AND A VIRAL ENGAGEMENT THROUGH AN EXPERIENCE OF COMMUNICATION AND INTERACTION, IN ORDER TO INCREASE VIRGIN ACTIVE’S CONTACTS AND PROMOTE EXTERION MEDIA’S NEW MEDIA, A 443 CM X 768 CMH LEDWALL. THE EVENT TAKES PLACE IN BACK-TO-SCHOOL BACK-TO-GYM PERIOD FOR ONE DAY, SO IT HAS TO BE EASY-TO-TRANSPORT, EASY-TO-ASSEMBLE, EASY-TO-DISASSEMBLE AND LOW-COST. IT TAKES PLACE IN THE ARTISTIC DISTRICT OF BRERA IN MILAN AND IT IS ADDRESSED TO TWO KINDS OF TARGET: THE CONCIOUS, THAT WILL COME SPONTANEOUSLY, AND THE UNCONCIOUS, THE ONE THAT WILL BE CAPTURED BY THE EVENT ITSELF.

CLIENT

exterion media

EXTERION MEDIA PREVIOUSLY KNOWN AS CBS OUTDOOR, EXTERION MEDIA CHANGES ITS NAME IN JANUARY 2014. ITS NAME WAS BORN FROM THE WORD “EXTERIOR” THAT DEFINES THE GROUP’S EXTERIOR-ADVERTISEMENTS EXPERIENCE, AND “MEDIA”, A SMART CHOICE OF WORD TO UNDERLINE THE ABILITY IN ADVERTISING NOT ONLY IN THE OUT OF HOME, BUT IN A LARGER-SCALE. IT IS A DYNAMIC SOCIETY WHICH IS ABLE TO ANSWER QUICKLY AT MARKET DEMAND, SOMETIMES ANTICIPATING ITS TRENDS. ITS MEDIAS ARE DEFINED AS “FUTURE’S VEHICLES”.

CLIENT

virgin active

VIRGIN ACTIVE VIRGIN ACTIVE ESTABLISHED A NEW WAY OF FITNESS, PHISICALLY AND MENTALLY. ITS GYMS ARE PLACES NOT ONLY DEDICATED TO ATHLETIC TRAINING, BUT REAL CLUBS TO BELONG TO, IT IS A FAMILY, A VILLAGE WHERE EVERYONE CAN EITHER TRAIN OR RELAX, AND HAVE FUN WITH FRIENDS AND FAMILY. THESE HEALTH CLUBS ARE MULTIFUNCTIONAL AND OFFER DIFFERENT AND HIGHQUALITY SERVICES, BUT WHAT DISTINGUISH VIRGIN ACTIVE FROM OTHER GYMS IS ITS PHILOSOPHY, A PHILOSOPHY THAT MAKES EVERY MEMBER FEEL PART OF A COMMUNITY THAT KNOWS THE IMPORTANCE OF EXERCISE HAVING A SPECIAL CONSIDERATION FOR FUN. THIS PHILOSOPHY IS DEFINED BY THE “4F-WORDS”: FUN, FAMILY, FRIENDS, FEELING GOOD.

CONCEPT MOODBOARD

wellness

warmth

emotion

optimism

PROJECT TO SATISFY THE TWO BRANDS AT THE SAME TIME IT IS NECESSARY TO CREATE A SERIES OF INTERACTIONS: BETWEEN LEDWALL, SPACE AND USERS. VIRGIN ACTIVE’S MOTTO IS: “LIVE HAPY, BE ACTIVE!”, THAT MEANS THAT TO BE HAPPY, WE SHOULD EXERCISE, BECAUSE DOING EXERCISE MAKES US HAPPY. HAPPINESS IS SO IMPORTANT FOR VIRGIN ACTIVE, THAT I MADE AN ICONOGRAPHIC RESEARCH ABOUT EVERYDAY THINGS AND SITUATIONS THAT MAKES ME FEEL HAPPY. ALL THE PICTURES HAVE IN COMMON THE ROUNDED AND SINUOUS SHAPE, INDEED THE CIRCULAR SHAPE IS MADE UP OF AN INFINITE, HARMONIOUS LINE THAT GIVES AN IDEA OF UNION AND PROTECTION. AT THE SAME TIME, HAVING NO SIDES AND NO EDGES, IT GIVES THE IDEA OF DYNAMISM AND POWER. SO, THIS SHAPE WILL BE THE CURRENT ELEMENT OF THE EVENT. MOREOVER TO INVOLVE PEOPLE AND MAKE THEM PERCEIVE MOTION AS A PLEASURE AND NOT AS A MUST, I DECIDED TO MAKE IT BECOME A PERSONAL WORK OF ART.

LIVE HAPPY, BE ACTIVE!

PROJECT A FEW DAYS BEFORE THE EVENT WILL OCCUR A MARKETING ACTION. FOR ONE DAY, WHITE CARDBOARD STRUCTURES WILL BE PLACED IN THREE KEY SPOTS. EVERY STRUCTURE WILL CARRY RED BALLS, THE EVENT’S CURRENT ELEMENT, AND WILL INVITE PEOPLE TO PARTICIPATE.

guerrilla marketing

colonne di san lorenzo

PROJECT THESE VIEWS SHOW THE PLACEMENT OF ALL THE EVENT’S ELEMENTS, CONSIDERING ALL THE OTHER ACTIVITIES PRESENT IN THE WIDENING. THE SPACE IS CHARACTERIZED BY RED BALLS THAT WILL LEND TO THE WHOLE SET A SPARKLING, LIVELY AND DYNAMIC ATMOSPHERE.

widening street view WHEN PEOPLE WILL ARRIVE TO THE WIDENING WILL HAVE TO GIVE THE RED BALL TAKEN DURING THE PRE-EVENT TO A HOSTESS AT THE “FAMILY DESK” IN EXCHANGE FOR THE NUMBER OF PARTICIPATION.

family: red balls delivery

PROJECT WHILE WAITING FOR THEIR TURN, PEOPLE WILL RELAX ON SOME ROUND-SHAPED SEATS. THE SEATS ARE PROJECTED TO BE MODIFIED AND ASSUME DIFFERENT CONFIGURATIONS ACCORDING TO THE USERS’ NEEDS. IT IS POSSIBLE TO FIX THE FORM.

feeling good view ONCE USERS HAVE LIVED THE EXPERIENCE, THEIR PICTURE IS PLAYED ON THE LEDWALL, AND THEY CAN SHARE THEIR EMOTIONS WHILE TASTING SOME SMOOTHIES WITH FRIENDS. THE RECIPES ARE TAKEN FROM NIKE TRAINING CLUB, SINCE VIRGIN ACTIVE AND NIKE ARE PARTNERS.

friends view

PROJECT THE “FUN” AREA IS THE MOST IMPORTANT OF THE EVENT, THE DYNAMIC, ALIVE AND BEATING POINT WHERE MOVEMENT WILL BE THE MAIN SUBJECT, BECOMING A WORK OF ART. THE STRUCTURE IS SPHERICAL BECAUSE REPRODUCES THE CURRENT ELEMENT OF THE EVENT; IT HIDES ITS INTERIOR TO INTRIGUE PEOPLE AND TO MAKE THEM FOCUS THEIR ATTENTION ON THE LEDWALL AND NOT ON THE EXPERIENCE ITSELF. IN ADDITION THE SPACE IS CLOSED BECAUSE IT IS NECESSARY TO HAVE A DARK AREA FOR THE GOOD RESULT OF THE PERFORMANCE. WHEN THE USER WILL GO INSIDE THE STRUCTURE, HE WILL REPRODUCE THE MOVEMENTS DONE IN THE SCREEN WHILE HOLDING BRIGHT TOOLS. HIS MOVEMENTS WILL BE CAPTURED BY A LONG-EXPOSURE PHOTOGRAPHY AND THE RESULT WILL REPRESENT HIS MOVEMENT AS A WORK OF ART.

fun view

PROJECT

fun: experience

motion is work of art

AFTER THE EXPERIENCE, VIRGIN ACTIVE WILL SHARE ALL THE TAKEN PICTURES AND EVERYONE WILL BE INVITED TO SHARE THEM WITH FRIENDS TO CREATE A VIRAL ENGAGEMENT AND AN IMPORTANT AVERTISEMENT CAMPAIGN FOR THE TWO BRANDS.

Beautiful day in Milan! Share your personal experience with your friends Visit our page www.virginactive.it

post-event

#therightspot #motion #event #virginactiveIT #exterionmedia #livehappybeactive #fun #family #friends #feelingood #beautifulday

“live happy, be active!”

Virgin active

contacts address VIA RENATA VIGANÒ, 7 40037 SASSO MARCONI, BOLOGNA ITALY

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