4 GROUP
BENEDETTA ANGHILERI
ELISA BERZUINI
ELEONORA MONZANI
NICOLAS NOBILE
- Product Service System Design Studio POLITECNICO DI MILANO
RANNY MONITA
YUWEI SHEN
FRAME ZERO
Coffee in Italy is more than a beverage. For the majority of Italians it is a true lifestyle and cultural phenomenon. The traditional preparation of coffee with moka at home requires a series of gestures made with care and precision. The moka coffee is, also, an important part of italian national identity. Italians love to think that they are the only ones who know how to do coffee with moka so well.
BRANDS
PAVILION
LOCATION / TOUR 1. BEIJING Xiangshan Park
CHINA
LOCATION / TOUR 1. BEIJING Xiangshan Park
CHINA
Century Park 2. SHANGHAI
LOCATION / TOUR 1. BEIJING Xiangshan Park
CHINA
Century Park 2. SHANGHAI
3. NINGBO Jiangxia Park
LOCATION / TOUR 1. BEIJING Xiangshan Park
CHINA
Century Park 2. SHANGHAI
3. NINGBO Jiangxia Park 4. HONG KONG HongKong Park
LOCATION / TOUR 1. BEIJING Xiangshan Park
CHINA
Century Park 2. SHANGHAI
3. NINGBO Jiangxia Park
5. CHENGDU People’s Park 4. HONG KONG HongKong Park
TECHNICAL DRAWINGS
1500 1000
300
1320
580
460
500
67
0
1500
80 m2 + 80 m2
MATERIALS
ALLUMINIUM
PVC
TEAK
WOOD
GLASS
CERAMIC
kaet cvp
STRUCTURE
Floor: modular structure 200 x 100 cm 80 panels
STRUCTURE
Basic structure: 24 modules block 300 x 150 x 20 cm
STRUCTURE
Basic structure: 24 preassembled modular framework aggregate on site Block 300 x 150 x 20 cm
STRUCTURE
Storage: 6 preassembled framework aggregate on site
STRUCTURE
4 preassemble framework aggregate on site
STRUCTURE
2
3
1
4
1
4
2
3
8 preassembled framework aggregate on site
STRUCTURE
2
3
1
4
1
4
2
3
8 preassembled framework aggregate on site
STRUCTURE
2
3
1
4
1
4
2
3
8 preassembled framework aggregate on site
STRUCTURE
40 preassembled modular framework aggregate on site
2
3
1
4
1
4
2
3
STRUCTURE
2
3
1
4
1
4
2
3
STRUCTURE x 19
320x8cm
x4
240x 8cm
x56
x4
140x 8cm
x8
x2
40x8cm
x8
x2
Basic tube structure
300x 8cm
180x8cm
x4
135x8cm
x2
CEILING 40 preassembled modular framework aggregate on site.
STRUCTURE 42 preassembled framework aggregate on site.
25x8cm
x4
x44
TRANSPORTATION 2 trucks (LxLxH): (7,4+8,20) x 2,5 x 2,90 mt o 3 mt
215x8cm
160x8cm
x2
200x8cm
x 116
150x8cm
145x 8cm
20x8cm
x6
FLOOR
100x8cm
x2
x4
190x8cm
120x8cm
x6
80x8cm
x80
DISASSEMBLE AND REASSEMBLE 2 days / 10 people
OUTSIDE DAYLIGHT
OUTSIDE NIGHTLIGHT
PUBLIC EXHIBITION
OUTSIDE - SELLING POINT
INSIDE
INSIDE
INSIDE
NIGHT TABLE
COMMUNICATION
BRAND
AROMA
beyond italian traditional coffee
BRAND
COLOR
Black 100 %
Black 50 %
TYPOGRAPHY
LOGO LAYOUT
type: Futura Light type: Times italic
Positive
GUERRILLA MARKETING ITALIAN RESTAURANT Chinese people are not used to drink coffee at the end of the dinner.
PREGO The Westin Bund Center 88 Henan Central Road. THE KITCHEN No.2967 West Lujiazui Road. PALLADIO NanJingXiLu 1376 Hao BoTeMan DaJiuDian 1Lou. DA MARCO 103 East Zhu An Bang Road.
GUERRILLA MARKETING ITALIAN RESTAURANT Chinese people are not used to drink coffee at the end of the dinner.
PREGO The Westin Bund Center 88 Henan Central Road. THE KITCHEN No.2967 West Lujiazui Road. PALLADIO NanJingXiLu 1376 Hao BoTeMan DaJiuDian 1Lou. DA MARCO 103 East Zhu An Bang Road.
COFFEE Put the coffee powder near salt and peper (cause we can cook and flavour with coffee).
GUERRILLA MARKETING ITALIAN RESTAURANT Chinese people are not used to drink coffee at the end of the dinner.
PREGO The Westin Bund Center 88 Henan Central Road. THE KITCHEN No.2967 West Lujiazui Road. PALLADIO NanJingXiLu 1376 Hao BoTeMan DaJiuDian 1Lou. DA MARCO 103 East Zhu An Bang Road.
COFFEE Put the coffee powder near salt and peper (cause we can cook and flavour with coffee).
STAIN Flyer with a stain of coffee to catch the attention. “What is missing?” / “Be more italian, visit our website and discover the real italian lifestyle.
GUERRILLA MARKETING MADE IN ITALY STORE RELATED WITH FOOD IN SOME WAY Depending on the expenses that a customer will do in the shop (different in every store), people is allowed to try to win an invitation to our pavilion (exclusive area) trough this “game”: choose your spoon, if it’s gold you win.
SMEG 3033 Kaixuan road, Xuhui District. ALESSI No 4 Lane 310 Wulumuqi Zhong Lu. KARTELL 88 Yuqing Road, Xuhui District.
GUERRILLA MARKETING MADE IN ITALY STORE RELATED WITH FOOD IN SOME WAY Depending on the expenses that a customer will do in the shop (different in every store), people is allowed to try to win an invitation to our pavilion (exclusive area) trough this “game”: choose your spoon, if it’s gold you win.
5
Winners during the Opening.
5
Winners during the Closing.
6
SMEG 3033 Kaixuan road, Xuhui District. ALESSI No 4 Lane 310 Wulumuqi Zhong Lu. KARTELL 88 Yuqing Road, Xuhui District.
Winners for morn. / aftern. each day.
GUERRILLA MARKETING MADE IN ITALY STORE RELATED WITH FOOD IN SOME WAY Depending on the expenses that a customer will do in the shop (different in every store), people is allowed to try to win an invitation to our pavilion (exclusive area) trough this “game”: choose your spoon, if it’s gold you win.
5
Winners during the Opening.
5
Winners during the Closing.
6
SMEG 3033 Kaixuan road, Xuhui District. ALESSI No 4 Lane 310 Wulumuqi Zhong Lu. KARTELL 88 Yuqing Road, Xuhui District.
Winners for morn. / aftern. each day.
37
Winning spoons.
GUERRILLA MARKETING SPOON CHOPSTICKS Chopstick with spoon as a way to introduce coffee to chinese people.
MARKS & SPENCER 20 Guangqi Rd, Huangpu. OLE 1 Hongqiao Lu, Xujiahui.
GUERRILLA MARKETING SPOON CHOPSTICKS Chopstick with spoon as a way to introduce coffee to chinese people.
MARKS & SPENCER 20 Guangqi Rd, Huangpu. OLE 1 Hongqiao Lu, Xujiahui.
GUERRILLA MARKETING FASHION WINDOW DISPLAY Using the window display from existed italian fashion stores as the media to publish a teaser advertisement.
FENDI 1266 Nanjing Xi Lu, Nanjing Xi Lu. GUCCI 1601 Jing’an, Nanjing West Rd.
FORMAL INVITATION
FLYER
AFTER EVENT GIFT
A ROM A beyond italian traditional
coffee
THANK YOU
for coming to our event.
We present this gift exclusively for our special guest so you may continue embr acing our philosophy of coffee. We recommend you to visit
BOX Contains a seed equip with soil and pot to grow coffee.
LETTER Thank you note & invitation to taste coffee recipes at partnership local restaurant.
our in-partnership restaurant to try our spec ial dishes and keep living the good life to the fullest. www.aroma.cn
supported by :
ACTIVITIES
PERSONAS
THE GUEST LIST He’s the General Manager at Fairmont Peace Luxury Hotel He loves to discover new customs and traditions of other cultures. In his hotel, before the event, he propose to his clients to visit Aroma Italian Pavilion. He will be invited directly, (by invitation), to the dinner with an italian chef, Massimo Bottura.
PERSONAS
THE PUBLIC She is a journalist for Zhuangshi, a chinese design magazine. At work, it was commissioned to her to write an article about Aroma, the italian pavillion in town. She spent her afternoon there, trying to understand deeply the italian tradition of coffee, from seeds to tools to get the best coffee. She only can access the exhibition part and, on the website, she can download the press-kit.
PERSONAS
THE WINNER She is an interior designer at Dariel Studio. She usually attends the Italian design stores in Shanghai for updates on new products, new collections of different brands. The last time that she went, she found a surprise. With an expenditure of more than $ 200 at Alessi store, she was able to has the chance to partecipate to an exclusive event at Aroma Italian pavilion (coffee breakfast). She picked up the golden spoon and she is going to partecipate to the event.
TIMETABLE
10.00 11.00 12.00 13.00 14.00
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
OPENING CEREMONY
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
(25 guests by invitation)
(25 guests by invitation)
Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.
17.00 18.00
THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.
Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori
Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.
Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.
Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
THE STAFF SET THE INTERIOR OF THE PAVILION
19.00 20.00 21.00 22.00
(25 guests by invitation)
(40 guests by invitation)
15.00 16.00
(25 guests by invitation)
Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)
Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.
Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.
Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.
(15 guests by invitation)
(15 guests by invitation)
(15 guests by invitation)
(15 guests by invitation)
CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.
23.00 (40 guests by invitation)
00.00
ORGANIZATION OF THE INTERIOR
10.00 11.00 12.00 13.00 14.00
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
OPENING CEREMONY
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
(25 guests by invitation)
(25 guests by invitation)
Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.
17.00 18.00
THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.
Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori
Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.
Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.
Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
THE STAFF SET THE INTERIOR OF THE PAVILION
19.00 20.00 21.00 22.00
(25 guests by invitation)
(40 guests by invitation)
15.00 16.00
(25 guests by invitation)
Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)
Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.
Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.
Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.
(16 guests by invitation)
(16 guests by invitation)
(16 guests by invitation)
(16 guests by invitation)
CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.
23.00 (40 guests by invitation)
00.00
ORGANIZATION OF THE INTERIOR DAY 1
DAY 2
10.00 11.00 12.00 13.00 14.00 15.00
OPENING CEREMONY CLOSING CEREMONY
16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 00.00
40 Guests by invitation (included 5 guests that won the “gold spoon”). Day 1: 10 am to 2 pm Day 5: 8 pm to 12 pm
DAY 3
DAY 4
DAY 5
ORGANIZATION OF THE INTERIOR
10.00 11.00 12.00 13.00 14.00
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
OPENING CEREMONY
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
(25 guests by invitation)
(25 guests by invitation)
Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.
17.00 18.00
THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.
Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori
Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.
Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.
Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
THE STAFF SET THE INTERIOR OF THE PAVILION
19.00 20.00 21.00 22.00
(25 guests by invitation)
PUBLIC EXHIBITION
(40 guests by invitation)
15.00 16.00
(25 guests by invitation)
Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)
Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.
Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.
Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.
(16 guests by invitation)
(16 guests by invitation)
(16 guests by invitation)
(16 guests by invitation)
CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.
23.00 (40 guests by invitation)
00.00
ORGANIZATION OF THE INTERIOR DAY 1
DAY 2
10.00 11.00 12.00 13.00 14.00 15.00 16.00
COFFEE O’ CLOCK AFTERNOON EVENTS 25 Guests by invitation (included 3 guests that won the “gold spoon”). MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm
17.00 18.00 19.00 20.00 21.00 22.00 23.00 00.00
BEYOND ITALIAN TRADITIONAL COFFEE EXHIBITION Public. MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm
DAY 3
DAY 4
DAY 5
ORGANIZATION OF THE INTERIOR
10.00 11.00 12.00 13.00 14.00
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
OPENING CEREMONY
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.
(25 guests by invitation)
(25 guests by invitation)
Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.
17.00 18.00
THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.
Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori
Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.
Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.
Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
THE STAFF SET THE INTERIOR OF THE PAVILION
19.00 20.00 21.00 22.00
(25 guests by invitation)
(40 guests by invitation)
15.00 16.00
(25 guests by invitation)
Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)
Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.
Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.
Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.
(16 guests by invitation)
(16 guests by invitation)
(16 guests by invitation)
(16 guests by invitation)
CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.
23.00 (40 guests by invitation)
00.00
ORGANIZATION OF THE INTERIOR DAY 1
DAY 2
10.00 11.00 12.00 13.00 14.00 15.00 16.00
DINNER
17.00
16 Guests by invitation.
18.00
Day 1 - Day 4: 7.30 pm to 11 pm
19.00 20.00 21.00 22.00 23.00 00.00
DAY 3
DAY 4
DAY 5
FOOD TIMETABLE DAY 1 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 00.00
DAY 2
DAY 3
DAY 4
DAY 5
FRAME 1
MEET THE CHEF - DINNER
THE CHEF PREPARES THE RECIPE
MEET THE CHEF - DINNER
MEET THE CHEF - DINNER
THE RECIPES ARE BASED ON COFFEE
MEET THE CHEF - DINNER
EACH GUEST PREPARE ITS OWN MOKA
JOURNEY MAP
DRINKS HIS USUAL BREAKFAST WITH TEA
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP
RECEIVES THE FORMAL INVITATION
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP
SEARCH FOR MORE INFORMATION ON THE WEBSITE
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP
PREPARES FOR THE EVENT
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP
GOES TO THE PAVILION
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP FLOW
ARRIVES TO THE PAVILION
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP FLOW
VISIT BEYOND ITALIAN TRADITIONAL COFFEE EXHIBITION
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP FLOW
ENJOY THE DINNER WITH THE OTHER GUESTS
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP FLOW
PREPARES HIS OWN MOKA
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP
RECOGNIZES THAT WAS A GOOD TASTE EXPERIENCE
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP
RECEIVES A GIFT AFTER FEW DAYS
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
JOURNEY MAP
STARTS TO INCLUDE THE COFFEE IN HIS ROUTINE
7.30 am
AUGUST
11th.
8.30 am
11.00 am
5.30 pm
16th.
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
STAKEHOLDERS - SYSTEM MAP Special guest (dinner)
Architects and designers Administration of each location in cities
Brand managers and “Made in Italy” association
Restaurant
Food shop
Structure and furniture provider
REFERENCES Transportation
App
Website
Pavilion
Invitation
Univocal flow One-to-one flow Information flow Material flow
Disassemble and reassemble
People
(public exhibition)
Guest
(private event)
Financial flow
Design store
THANK YOU