COMMUNICATION
CONCEPT OF EVENT MADE IN ITALY GOES TO CHINA Vision and mission Italian Luxury Tradition, craftmanship & finest quality.
1. Educate people about italian goods as a mix of tradition (skills and finest quality) and innovation. 2. Give a real authentic italian experience. 3. Show the new possibilities with coffee today (molecular food, iced coffee, etc) 4. Take coffee to the next level.
TOUR / LOCATION
COFFEE
STAIN
SPOON
CHOPSTICKS
THE BOX
Put the coffee powder near salt and peper (cause we can cook and flavour with coffee).
Flyer with a stain of coffee to catch the attention. “What is missing?”
Win an invitation to our pavilion trough this “game”: choose your spoon, if it’s gold you win.
Chopstick with spoon as a way to introduce italian coffee to chinese people.
A gift after event that contains a seed equip with soil and pot to grow coffee.
SYSTEM MAP The map explain relationships between AROMA project and main and secondary stakeholders. Starting from the creation of a team, composed by brands and “Made in Italy” association, we organized a network: an architecture studio design the pavilion; we choose structure and furniture provider; we organize the transportation and the assembling and disassembling part. In China, we make agreements with the administration of each cities, with restaurants, shops that help us to advertise our project. The customers are chinese people that can visit public exhibition and guest, invited to private events.
1. BEIJING Xiangshan Park
2. SHANGHAI
CHINA
Century Park
5. CHENGDU People’s Park
3. NINGBO
4. HONG KONG
Jiangxia Park
HongKong Park
Special guest (dinner) Architects and designers Brand managers and “Made in Italy” association
Administration of each location in cities
Structure and furniture provider
Food shop
Restaurant
Design store
Transportation
App
Website
Pavilion
REFERENCES
Invitation Univocal Guest
People
Disassemble and reassemble
(private event)
(public exhibition)
Material Information Financial
One-to-one
THE PAVILION The pavilion is divided in two main parts: private area and a public exhibition. It is built thanks to an aluminum modular framework preassembled and then aggregate on site. The light comes inside thanks to the transparent part of the structure and thanks to the holes in the pvc membrane that allows the communication between the inside and the outside. The organization of the interiors changes with the event planning. In the day we have small tables in the night a long and big one. The floor takes the decoration of Richard Ginori collection and walls are printed with kitchen landscapes and on it pop-up elements in order to show products made by brands we chose.
PAVILION LAYOUT
A-A1 VIEW
Storage
1 1
1
PVC
Selling point Private area
3 1
1
Public exhibition
TEAK
4
3
4
CERAMIC
A
5
A1
PLAN
5
SCALE 1:100 UNIT CENTIMETER
PLEXI
ACTIVITIES / FOOD TIMETABLE
DAY 1
11.00
12.00
14.00
15.00
OPENING CEREMONY Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.
DAY 2
COFFEE O’ CLOCK Start the day with a coffee and be part in the presentation of regional products.
DAY 3
COFFEE O’ CLOCK Start the day with a coffee and be part in the presentation of regional products.
DAY 5
13.00
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.
16.00
17.00
18.00
19.00
ORGANIZATION OF THE INTERIOR 20.00
21.00
22.00
23.00
MADE BY MOKA Enjoy the traditional way to make your coffee with Bialetti Moka.
ILLY DINNER Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka).
EATABLE COFFEE Cake party, eatable coffee. Presentation of the collection Richard Ginori.
BIALETTI DINNER Dinner (vegan)with a special guest from Bialetti Company.
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.
THE STAFF SET THE INTERIOR OF THE PAVILION
10.00
DAY 4
TEAM Benedetta Anghileri Elisa Berzuini Eleonora Monzani Ranny Monita Nicolás Nóbile Yuwei Shen
ALLUMINUM
2
THE STAFF SET THE INTERIOR OF THE PAVILION
AROMA project is an expression of personality and philosophy of the Italian lifestyle: a pleasure of enjoying every moment of our life. At the same time, it is a demonstration of Made in Italy: an endless research driven by passion. The aim is to develop the culture of coffee in China, as something more than a beverage and show the traditional preparation of coffee with moka. The Brands that take part into this project are Illy, that providing the coffee, Bialetti with Moka Express, patisserie by Cova and Richard Ginori for tableware. AROMA is a temporary pavilion is situated in China, through a tour organized around 5 different cities: Beijing, Shanghai, Ningbo, Hong Kong and Chengdu. In every city, it is located close to a park, to suggest the idea of escape the noise of the center and live a quiet and cozy experience. The structure is made from aluminum, covered by a white PVC membrane. AROMA pavilion will serve as a multi-purpose space for private event, exhibitions and meetings. The common thread that links the activities is the coffee: from classic recipes to the most innovative. There is a wide variety of quality, change of state, sweet and savory food, inspired by the best Italian traditions.
2
00.00
MEET THE CHEF Dinner (meat) with a special guest: the italian Chef Massimo Bottura.
MEET THE ARTIST Dinner with the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.
One of the private events, scheduled in the evening, is the dinner with the chef Massimo Bottura. The chef prepares different recipes based on coffee for 16 special guest, previously invited. After dinner, each participant can prepare his own moka, with the assistance of the chef.
COFFEE O’ CLOCK AFTERNOON EVENTS
DINNER
Day 1: 10 am to 2 pm Day 5: 8 pm to 12 pm
MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm
Day 1 - Day 4: 7.30 pm to 11 pm
BEYOND ITALIAN TRADITIONAL COFFEE EXHIBITION (PUBLIC)
CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.
MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm
FRAME 1 MEET THE CHEF - DINNER
OPENING CEREMONY CLOSING CEREMONY
JOURNEY MAP AUG
JOURNEY MAP
1 11th.
2
3
from 7.30 am to 11.00 am
Xintiandi, Shanghai Home
SEARCH FOR MORE INFORMATION ON THE WEBSITE
7.30 am
4 16th.
1. Drinks his usual tea breakfast. 2. Receives the formal invitation. 3. Searches more info on the website.
AUGUST
11th.
8.30 am
5
11.00 am
5.30 pm
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
7.30 am
21th.
16th.
from 5.30 pm to 11.30 pm
4. Goes to AROMA pavilion. 5. Arrives to AROMA pavilion.
Century Park, Shanghai AROMA Pavilion
6
7
8
6. Visits “Italian traditional coffee” exhibition. 7. Enjoys the dinner with chef and guests. 8. Prepares his own Moka.
9 21th.
from 9.30 am to 11.30 pm
Xintiandi, Shanghai Home
One of the guest is Simon Yam, 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.
10
11
9. Recognizes that it was a good taste experience. 10. Receives a gift after few days. 11. Starts to include coffee in his routine.