| MA PS
Pirates
MIN D M A
P
INABILITY & F A T O US
OD
S SC E N A R IO
DESIGN INNOVATION AND DESIGN METHODS
BOOKLET 2012
IES
VISI ONS
IT UN RT
DIAGRAMS
ARE AS OF OP PO
DESIGN INNOVATION AND DESIGN METHODS
BOOKLET 2012
CONTENTS
PIRATES SUSTAINABILITY & FOOD DIVERGENT THINKING
MINDMAP VISIONS DESK RESEARCH
DIAGRAMS | MAPS AREAS OF OPPORTUNITES CONVERGENT THINKING | PRE-TESTING
SCENARIO
PIRATES
work team
Pirates
Manual Identity
Pirates
Pirates
Pirates
Logotype “Pirates” Monocromatico
Pirates
Logotype “Pirates”
Pirates Pirates
C 0 M 0 Y 0 K 100
C 22 M 2 Y 2 K 0
Logotype on dark background
Logotype on light background
SUSTAINABILITY & FOOD
Expo Milano 2015 intends to address the universal and complex theme of nutrition from an environmental, historical, cultural, anthropological, medical, technical, scientific and economic point of view. This multidisciplinary approach creates interesting plots, correlations and connections: Expo Milano 2015 aims to address the theme according to a very wide-ranging overview, able to question and stimulate all levels of society, allowing the awareness of the vastness and complexity of the factors that affect each of us to emerge. To this end, the Bidding Dossier, the general theme of Expo Milano 2015 - Feeding the Planet, Energy for Life - has been divided into the following ub-themes: 1. 2. 3. 4. 5. 6. 7.
Science and technology for food safety, security and quality Science and technology for agriculture and biodiversity Innovation in the agro-food supply chain Dietary education Food for better lifestyles Food and culture Cooperation and development on food.
As the interdisciplinary nature of each of the sub-themes and how they interact and complement each other is quite clear, in addressing the development of the sub-themes, it is useful to highlight these interactions, grouping the sub-themes together into three macro-groups. The first focuses on issues of a more technical and scientific nature, paying close attention to production processes and models, as well as market policies and mechanisms to ensure food security and quality. The second group develops the social and cultural relationship between humankind and food. Cooperation and development, the third, represents the compulsory road to be followed by all areas of the agro-food supply chain and their governance: this involves making the imperative of cooperation an imperative for human action as regards food and therefore permeates all the other sub-themes. In this way, sustainability and innovation represent the main factors of human responsibility: the concept of sustainability must be the rule of thumb that pervades both the processes related to food and the other areas of human development, and innovation is the tool, the mental approach to finding new solutions to problems relating to each sub-theme.
DIVERGENT THINKING
MINDMAP VISIONS
MINDMAP
children
well being
diseases
edutainment
awarness
difficult
fat
diet
entertainment
information
calories
quality charity
no profit associations
free food
greedy
profits
food companies
clean energy
education
Sustainability and Food
pollution
attitude
future
personal food garden
rubbish
improving agriculture
eatable packaging
recycle
fast food
culture
slow food sustainable industries
separate collection
enviroment land
standardization of the taste
renewable energy
knowledge
water tradition
intensive farming
weather lack of water
0 kilometer
local food
global warming
desertification
reuse leftovers
VISIONS
ALARMING VISION
FOOD UP! The lack of information about food and sustainability in the present has led us to create a vision in which adults and children are aware of dangers of a poor diet and they adopt a healthy lifestyle.
VISIONS
ALTERNATIVE VISION
KEEP YOUR OWN TASTE The great development of food’s multinational worldwide is leading to a standardization of the taste all over the world. To fight this movement we imagined a world where people care more about their own food tradition and support them through slow food and 0 kilometer system.
VISIONS
INNOVATIVE VISION
FOOD4GOOD Food is such an important of part of sustainability. Because the hidden cost of food is in the carbon pollution produced by current food production systems that are often highly mechanized and globalized. Here in FOOD4GOOD provides resources to find “green & sustainable” food for humanity in two big categories “Earth&Space”.
DESK RESEARCH
MAPS/DIAGRAMS AREAS OF OPPORTUNITIES
MAPS/DIAGRAMS
POSITIONING MAP
SPACE FARMING
After the reasearch of trends (NEWSPAPER) we try to place the study cases into a simple diagram in order to find the values and the possible field for our scenario.
ARTIFICIAL BURGER
SPACE CROPS
SOILLESS PLANTING FOOD FOR THE MOON
PRODUCT INNOVATION
FERRIS WHEEL
CONTROLLED SEX-LIFE COW
LEGENDA SPACE STUDY CASES EARTH STUDY CASES
SPACE BREEDING
SHORTER DEVELOPMENT PROCESS
POSSIBLE SCENARIO DEVELOPMENT
LOCAL FOOD
NOWA HUTA
ROSSO POMODORO
SOCIAL INNOVATION
AQUAPOD WINDOW AGRICOLTURE
LE VERDURE DEL MIO ORTO
LONGER DEVELOPMENT PROCESS
SU STAI
CONVERGENT THINKING | PRE-TESTING
SCENARIO
SCENARIO
THE
HARVESTING FUTURE The green city harmonized by technology and the nature create places empowering the right function of the nature. People cultivate plants in open areas - It could be on the roof, balcony, garden, garage even space on the road. The cultivated plants will be consumed by owners. And leftovers will be sold in very cheap price to the neighbors. Moreover, green plants will reduce Co2 and air pollution around city.
SCENARIO | MOODBOARD
NEGATIVE MOOD
POSITIVE MOOD
SCENARIO | MOTIVATIONS
WEAKNESSES CITY RESIDENCES MUST HAVE KNOWLEDGE IN CULTIVATING PLANTS NEED LARGE NUMBER OF STAKEHOLDER’S COLLABORATION NEED ORGANIZATIONS PUTTING EFFORT TO PRESERVE THE CITY
MOTIVATIONS
NEED TECHNOLOGY TO MANTAIN ENVIROMENT SIMPLE AND EASY MEANS OF CULTIVATION
PREVENTING GLOBAL WARMING PREVENTING AIR POLLUTION HARMONIZED COEXISTENCE WITH NATURE SUPPORTING HEALTHIER LIFE 0 KM MOVEMENT
OPPORTUNITIES INCREASING AWARENESS OF ONE’S HEALTHY LIFE INCREASING CONSUMING DIRECTION TOWARDS RELIABLE AND NUTRITION FOOD INCREASING CONCERNS ON GLOBAL WARMING WORLD WIDELY INNOVATIVE TECHNOLOGY GREEN URBAN PLANNING
MOTIVATIONS PREVENTING GLOBAL WARMING
MOTIVATIONS
PREVENTING AIR POLLUTION
90
CO 2 (industrial) CO2 N2 O
0 2010
MOTIVATIONS
SUPPORTING HEALTHIER LIFE
2050
SCENARIO | MOTIVATIONS
IMPLICATIONS
ENVIROMENT
LIFESTYLE
PEOPLE
EARTH WILL BECOME A BETTER PLACE TO LIVE
BALANCING NATURE AND HIGH TECHNOLOGY
PEOLPLE BECOME HEALTHIER
PRESERVIN TRADITIONAL PLANTS IN EVERY REGION
HEALTHY WAY OF CONSUMING FOOD
SUSTAINABLE BEHAVIOUR AS A HERITAGE
ATTENTION TO DAILY CONSUMING FOOD UNDERSTAND THE CONNECTEDNESS BETWEEN HUMAN AND NATURE
SCENARIO | PROPOSALS
PLAY GARDEN School program on cultivating plants which will run continuously over 50 years period in order to nurture green city citizen who has knowledge on cultivation. With this program students will not only learn how to cultivate plants, but also learn about all process of growing plants and also value on sustainabilty and food.
The program also includes: Way of traditional cultivation New-technology on cultivation Sharing
CITY
SCHOOLS
KIDS
GREEN BEHAVIOUR
2012
2062 GREEN CITY
SCENARIO | PERSONAS
THE EXPLORER
NAME: Stefano AGE: 7 years old PLACE: Milano OCCUPATION: Elementary school student
MOTIVATIONS
Stefano is very outgoing and has great curiosity. He normally look outside window in the class When he’s friend asked him what he’s looking, he said he is looking the branch of tree, dancing. He likes to observing things around him. He lives near the school.
THE WISER MOTIVATIONS
NAME: Andrea AGE: 60 years old PLACE: Near Milano OCCUPATION: Farmer
Andrea runs his family farm for more than 30 years He is professional cultivation He put his values on keeping traditional things He have 3 nephews, and love to play with them every weekend. He is vegetarian.
THE CITIZEN MOTIVATIONS
NAME: Maria AGE: 32 years old PLACE: Milano OCCUPATION: Furniture shop assistance
Maria is divorced woman She has 2 kids and every morning she pick up kids to the school. She loves cook in the house then go to restaurant She put much attentions on buying healthy ingredients She cares intimacy with her children.
SCENARIO | STORYBOARD
The Explorer starts the school year and in class he receives the play garden kit provided by the school.
In his first theoretical lesson, teachers teach him all he need about seeding, growing and harvesting of vegetables.
LEGENDA ACADEMIC SESSION LIFE SESSION
CHARITY ASSOCI
SCHOOL MARKET SCHOOL MARKET: he can follow the sale of vegetables at the play market and learn how the sales system works. The outsiders can ask for informations about the food.
CHARITY ASSOCIATIONS: as part of the vegetables are donated to charitable society, the child may also approaching this system.
A
During the practical lessons he learns in the garden to cultivate vegetables and follow first-hand the process of growth, with the help of the farmer.
At the end of the school year the explorer will receive a mark based on its work in the play garden
HARVEST
Once he grows up, thanks to the playgarden activities made at school that has given him a sustainable way of thinking, he can build a green city.
CHILDREN HOUSE: he can take home part of the vegetables that has cultivated so his mother can cook and he can taste them and appreciate his work at best.
SCENARIO | SYSTEM MAP
$
$
$
7.1
$
$
$
FARMS 1
SCHOOLS 2
GROWING KIT
3 4 5
THEORIC LESSONS
PRACTICE
PLAY GARDEN STEPS
1
2
3
4
5
Before the beginning of the accademic year the farmers near the city give the tools and materials to the PLAY GARDEN structure
Teachers and farmers give the gardening tools to the classes. Every student has his own garden kit (SET OF SEEDS,GLOVES etc.)
Farmers educate students about gardening and topics about enviroment and sustainability
Children follow in first person the growing process after have learned the fundamental skills and values
Children get an evaluation based on their work in the PLAY GARDEN ( PARTECIPATION, TESTS ABOUT WHAT THEY HAVE LEARNED etc.)
6
$
10
SCHOOL MARKET 7 9 CHILDREN HOUSE 8
CHARITY ASSOCIATIONS
HARVEST
6
7
7.1
8
9
10
At the end of the season the harvest can be collected and...
SCHOOL MARKET: People coming from outside can buy the products and get informations about them, asking about the all growing process (also to the children)
The money earned from the school market are used to pay back farmers and to improve the school facilities
CHARITY ACTION: Part of the harvest can be given to the no profit associations that hepls people in need
Children can bring home part of the harvest so their mothers can use it and make the children proud of their work
When children grown up with thier green behaviour they will can be able to build up a green city based on farming in a sustainable way
SCENARIO | TOUCH POINTS
Coupons Letters
Regional News
Radio
Electronic displays Applications
Flyers
Social networks
Garden kit
Farmers partecipation
Schools connections School events Lectures
PLAY GARDEN
Booklets
Charity action
STAKEHOLDERS
Websites
Organizational event
Newspapers
Governement action
Guide books
School market
Advertisements
Banners
SCENARIO | TOUCH POINTS
COMMUNITY
LOGOTYPE
TOUCH POINTS APPLICATION
WEB SITE
These are the touchpoints for the users not directly involved into the system. For example the website where the citizens can be informed about the news of the Play market
PLAY MARKET
CHILDREN
LOGOTYPE
PLAY GARDEN
GARDEN KIT
These are the touchpoints for the users directly involved into the system. For example the garden kit used by the children at school with seeds, gloves, wears and the guide book with the informations
SCENARIO | TOUCH POINTS
LOGOTYPES These two touchpoints make the identity of the service and they are fundamental because create a visual connection between the society and the brand itself.
1
Margaret D. Rivers
Carolyn J. Barela
Marc G. Larson
Loribusc illabor eculpa ipist omnis sequost
GARDEN KIT This touch point is the tool used by the children who are the primary users of the service. It provides the theorical knowledge through the Guide book (see the picture above) and the practical equipment through wich they are able to apply the service
The kit also includes: gloves shoulder belt rake scoop boots overalls
SCENARIO | TOUCH POINTS
PLAYMARKET.com The website display the kind of vegetables available in the market and all nutritional informations about them. This the platform where citizens can visualize and compare the goods and the services.
The website also includes: Photo albums Feedbacks from the consumers Local recipes stores
APPLICATION SOFTWARE The application displays the contents of the site in mobile format. In this way the users can be alerted by automatic notification system.