BRANDING FORLANINI Visual value of the space
ARCHITECTURE LM A.Y. 2017-2018 Town Planning Design Workshop
GROUP 7
ANDELA
KATHERYNE R. PANTA BELLIDO
FABIO SEGHEZZI
882773
883000
883025
Index 1 .Abstract ................................................................................................................................................................................................................................... 2 .Analysis ................................................................................................................................................................................................................................... 3 .Concept .................................................................................................................................................................................................................................. 4 .Strategy .................................................................................................................................................................................................................................. Recognition system ....................................................................................................................................................................................................... Big scale - Light houses Small scale - Folies Orientation system ........................................................................................................................................................................................................ Entrances Axes / Internal paths Signals 5 .Masterplan ............................................................................................................................................................................................................................ 6 .Postcard .................................................................................................................................................................................................................................. 7 .References ..............................................................................................................................................................................................................................
pag. 4 pag. 5 pag. 15 pag. 16 pag. 17 pag. 26
pag. 29 pag. 30 pag. 32
1. Abstract
4
Branding Forlanini is a project that have the purpose of give an identity to Grande Parco Forlanini using a system of elements that work in different scales and in a strong relationship with the existing elements in the area to make recognizable the park, be a support for different cultural and leisure activities, attract new users and reinforce the important ecological system in the Est part of Milan.
The work is developed in two parts, a recognition system and an orientation system. The first system is divide the area in tree zones that are composed by potential elements called TERRITORY LANDMARK, the LIGHTHOUSES that are existing buildings visible from long distance outside the park that after an intervention can work as attractor to announce the park to potential new users called and finally, THE FOLIES, new elements that connect the territory landmarks along a system inside the park.
The second system works in a human scale for the orientation in the entrances and along the paths inside the area, important because create a unit and link the existing elements and activities inside the park.
2. Analysis
5
VISUAL IMPACT OF VERTICAL ELEMENTS FROM THE BORDERS TO THE INSIDE / Impatto visivo degli elementi verticali dai bordi verso l’interno
Concentration of Elements
VISUAL IMPACT OF VERTICAL ELEMENTS FROM INSIDE MAIN AXES / Impatto visivo degli elementi verticali dai principali assi interni
VISUAL IMPACT OF LIGHTHOUSES FROM RAILWAY AND HIGHWAY / Impatto visivo dei Lighthouse dal treno e dall’autostrada
Max
AVERAGE SPEED
6
SLOW
Pedestrians and cyclists 5 km/h
MEDIUM
Pubblic transport and cars 15 km/h
FAST
Highway 50 km/h
FAST SPEED
HIGHWAY
TRAIN TRAM BUS
MEDIUM SPEED
CYCLES PEDESTRIAN
SLOW SPEED
01
02
03
04
05
0
KM/H
VIEW FROM THE HIGHWAY
lighthouse - [L] park, for highway, marketing tool [cars]
7 Ligresti’s Towers
lighthouse - [L] park, for highway, marketing tool [cars] Gasometer
Ligresti’s Towers Ligresti’s Towers
Gasometer
lighthouse - [L] park, for highway, Ligresti’s marketing tool [cars] Towers LEGEND edge pathway district landmark park node
VIEW FROM THE TRAIN FROM: Segrate - Forlanini FS / Forlanini FS - Segrate FS
8
Gasometer Ligresti’s Towers Highway Amusement park
Sport center Saini Novegro exposition center
Amusement park Highway
Sport center Saini
Novegro exposition center
Ligresti’s Towers LEGEND
Gasometer
edge pathway visual district landmark park node
VIEW FROM BORDER STREETS - CAR FROM: Via Forlanini - Via Circonvallazione Idroscalo / Via Circonvallazione Idroscalo - Via Forlanini
Cavalcavia in Via Forlanini
9
Highway
Foot bridge
Gasometer river
EA
E2
E3
E1
EA EA EA
Cavalcavia in Via Forlanini
Highway
Foot bridge
railway
Cavalcavia in Via Forlanini
Gasometer LEGEND edge
Foot bridge
pathway visual district
Highway
landmark park node
VIEW FROM THE BORDER STREETS - CAR FROM: Cavalcavia Buccari - Via Rivoltana / Via Rivoltana - Cavalcavia Buccari
Highway
Amusement park
Foot bridge
Novegro exposition center
Ligresti’s Towers
Sport center Saini
10
Gasometer Amusement park Idroscalo entrance
Foot bridge
Highway waay way ay
Cavalcavia Buccari Sport center entrance
Sport center Saini Ligresti’s Towers
Novegro exposition center
E1
river
Gasometer
LEGEND edge pathway district landmark park node
VIEW FROM BORDER STREETS - PEDESTRIAN
FROM: Via Forlanini - Via Circonvallazione Idroscalo / Via Circonvallazione Idroscalo - Via Forlanini
PV2
lighthouse - [L] park, marketing tool [pedestrian, bicycle, car]
Highway
Gasometer
PV2
lighthouse - [L] park, marketing tool [pedestrian, bycicle, car]
VIA FORLANINI
river E1
Cavalcavia in Via Forlanini
VIA CIRCONVALLAZIONE IDROSCALO
Gasometer
E2
Highway
Foot bridge
LACK OF PEDESTRIAN PATHS
PV1
railway
Cavalcavia in Via Forlanini
11
lighthouse - [L] park, orientation - [L] park, marketing tool [pedestrian, bycicle, car]
Foot bridge
LEGEND edge pathway district landmark park node
VIEW FROM THE BORDER STREETS - PEDESTRIAN FROM: Cavalcavia Buccari - Via Rivoltana / Via Rivoltana - Cavalcavia Buccari
lighthouse - [L] park, marketing tool [pedestrian, bicycle, car]
Gasometer
Amusement park
PV3
12 lighthouse - [L] park, marketing tool [pedestrian, bicycle, car]
Ligresti’s Towers
lighthouse - [L] park, marketing tool [pedestrian, bicycle, car] PV1
E9
Amusement park
E12 E11
LACK OF PEDESTRIAN PATHS
Cavalcavia Buccari
E3
E7
river
Highway
E2
Foot bridge
E5
E10
E6
E4
E1’
E1
Novegro exposition center
expo center
Ligresti’s Towers
railway
Cavalcavia Buccari
Novegro exposition center
E13
Gasometer
LACK OF PEDESTRIAN PATHS lighthouse - [S] single activity, attractor [pedestrian, bicycle, car]
Sport center Saini
Foot bridge
lighthouse - [S] single activity, marketing tool [pedestrian, bicycle, car] PV5
LEGEND edge
Highway
pathway PV6
district landmark park node
VIEW FROM INTERNAL STREETS - CARS AND PEDESTRIAN
Gasometer
Ligresti’s Towers
Highway
Novegro exposition center
13
Amusement park
E3
LEGEND edge pathway district landmark park node
ENTRANCES ANALYSIS
P
I’m park? what? where?
x x x
E1’
I’m park? what? where?
E2
vx x x
RE-USE OF LIGHTHOUSE [TOWERS]
I’m park? what? where?
E3
x x x
NEW LIGHTHOUSE
-Re-use of existing elements for ‘where’ to reach ‘what’
I’m park? what? where?
E4
vx x x
RE-USE OF LIGHTHOUSE [COLUMNS OF HIGHWAY]
-Re-use of existing elements for ‘where’ to reach ‘what’
-New elements for ‘where’ to reach ‘what’
ENTRANCE SECTIONS
E1
P
E1 I’m a park? what? where? CONCLUSION
ENTRANCE SECTIONS
14
v x x
E2 I’m a park? what? where?
v x x
NEW LIGHTHOUSE -Re-use of existing elements for ‘where’ to reach ‘what’
-New elements for ‘where’ to reach ‘what’
E3 I’m a park? what? where?
v x x
RE-USE OF LIGHTHOUSE [BRIDGE] -Re-use of existing elements for ‘where’ to reach ‘what’
I’m park? what? where?
vx x x
NEW LIGHTHOUSE
3. Concept
15
Look for ELEMENTS TO SPATIAL ORIENTATION
STRENGTHEN
NEW
SYSTEM
New
Potential Existing
Where is the park? Where exactly am I?
FORLANINI PARK
ID.
BRAND
4.Strategy
16
.1
.2
.3
Idroscalo
eg ro ov N a Vi
Pr .T av er a
Vi
a
Ca
vr
ia
na
Parco Forlanini
na
FORLANINI LINE
Vi
Novegro QT
Lambro River
Cascinas System
Saini Sport Center
ANNOUNCE / Annunciare
POINT OUT / Indicare
CONNECT / Connettere
Provide more visibility to the existing territorial identity with its ighthouses, by using Lights and Colors
Introduce Folies to activate the areas and mark out their positions.
Link together existing and new elements to create the very Parco Forlanini System.
4.1. Recognition System Potential lighthouses to announce the park
17
AMUSEMENT PARK
NOVEGRO EXPOSITION CENTER
SAINI SPORT CENTER
UNDER PASS
GASOMETER
LISGRSTI’S TOWER
HIGHWAY
FOOT BRIDGE
LIGHT HOUSES
18
Gasometer, view from the highway
Foot bridge, view from via Corelli
FOLIES - L SCALE
19
L
Long distance > 200 m
FOLIES - M SCALE
20
M Medium distance > 50/100 m
FOLIES - S AND XS SCALE
21
S
XS Small distance < 50 m
Small distance < 50 m
FOLIES ELEVATIONS
XS
S
M
L 22
E1
E2
E3
E4
CASCINAS SYSTEM - LAMBRO RIVER AREA
23
Via Cavriana Entrance
M O
N A IL
Forlanini QT Entrance
L Large Size Folie .2
New Planting
M Medium Size Folie
S Small Size Folie
Saini Sport Center - Parco Forlanini
Signals / Direction Points
XS Extra-Small Size Folie
PARCO FORLANINI - SAINI SPORT CENTER
24
Saini Sport Center Entrance
Parco Forlanini Entrance
L Large Size Folie .1
M
New Planting Medium Size Folie
S Small Size Folie
Cascinas System - Lambro River
XS Extra-Small Size Folie
Signals / Direction Points
NOVEGRO QT - IDROSCALO
25
A SC
RO ID LO
Novegro Entrance
Linate Airport Entrance
L Large Size Folie .3
New Planting
M Medium Size Folie
S Small Size Folie
Novregro QT - Idroscalo
Signals / Direction Points
XS Extra-Small Size Folie
Kiosk
Unit
shelter/station
possible multliplication
existing element painted in red
existing element painted in red
lighting
green
ENTRANCES
26
AXES / INTERNAL PATHS
27
MAIN AXIS
VERTICAL AXIS
Forlanini Line
New Planting
New Planting
6,00 m
1:200
Via Cavriana Via P. Taverna Via Novegro
SECONDARY PATHS
New Planting
1,50 m
7,00 m
2,00 m
3,00 m
Pedestrian and Bicycle Path
Sidewalk
Street
Bicycle Path
Pedestrian and Bicycle Path
Red Draining Gravel
Asphalt
Asphalt
Red Asphalt
White Draining Gravel
SIGNALS
28
Signal along the path
Signal in a node
(main path and secondary path)
New Planting
Signals / Direction Points
Signal in a node (two main paths)
5. Masterplan Segrat
e
0 100m
500
1000
29 Segrate
MILANO Peschiera Borrromeo
MILANO
Entrance
Park Green Areas
S
Small size Folie
Sport Green
M
Medium size Folie
L
Large size Folie Light-houses Directions Point
Permanent Green Agricultural Fields Lakes River Wooded Area Trees Concentration Trees Line
Infrastructure connection Main Axis Forlanini Park System
Train-line Stop
Secondary Paths
Subway Stop
Peschiera Borrome
o
6. Postcard
30
Representative Image
31
7. References
32
Parc de la Villette Bernard Tschumi Architects 211 Avenue Jean Jaurès, Parigi, Francia, 1982-1998
33
Glow, Velasca Glow! Ingo Maurer Milan, Italy 2016
34
Metropolitana di Milano Franco Albini, Franc Helg and Bob Noorda Milan, Italy 1964
35
Tianjin Bridged Gardens Turenscape Design Institute as Architects Tianjin, China 2010