Date post: | 24-Jul-2015 |
Category: |
Economy & Finance |
Upload: | comunicazionegenerativa |
View: | 135 times |
Download: | 3 times |
1
luca toschi
GENERATIVE COMMUNICATION AND SUSTAINABILITY FOR RURAL DEVELOPMENT
EPR - Florence, December 5th, 2014
2
Local Communities Becoming Global
The Case of the “Augmented” 500th Anniversary of Machiavelli’s Prince in Tuscany
3
In this presentation:
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
4
San Casciano Val di Pesa
• About 17,000 citizens• In the Chianti region,
about 15 km from Florence
• Tipycal Products: wine (Chianti), olive oil, hospitality…
• International tourism
5
San Casciano Val di Pesa• Inhabited by Etruscans
from the VIII Century B.C. • In 1513 Machiavelli wrote
The Prince at his estate in Sant’Andrea in Percussina
• On July 26, 1944, an allied bombing and the German landmines reduced the town to a heap of ruins.
6
Niccolò Machiavelli• Florence 1469 – 1527• Writer, politician, diplomat• Secretary to the Second
Chancery of the Republic of Florence (1498 – 1512)
• At the return of the Medici family he was accused of conspiracy and he was imprisoned, tortured and exiled (1512 – 1514)
7
Il PrincipeThis book is considered the foundation of modern political sciences.
«Il carattere fondamentale del Principe è quello di non essere una trattazione sistematica, ma un libro “vivente”»
Antonio Gramsci, Note su Machiavelli
Machiavellian…
Machiavellianism…
8
In 1513, during his exile in
San Casciano Val di Pesa,
Niccolò Machiavelli wrote
The Prince…
9
…and 500 years
later, again in
San Casciano,
Machiavelli and
The Prince come
to life through
the San
Casciano Smart
Place project
10
TEAM
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
11
Comune di San Casciano Val di PesaMunicipalitywww.sancascianovp.net
12
3LogicPrivate company – software developmentwww.3logic.it
13
Over 30 farms… and big corporations as well
14
1 museum3 civic and cultural associations
15
STRATEGY
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
16
Generative Communication
A communication environment oriented towards the generation of knowledge
17
To recreate and to promote the territory through its history and traditions
18
To use the charm of an historical figure to promote San Casciano in the world
19
To support local producers and vendors (wine, oil, etc)
20
San Casciano Val di Pesa in the world…
21
…and the world in San Casciano through Augmented Reality
22
PROJECT
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
23
A problem? No, a resourse!!!
San Casciano is a place of passage or short visits
24
The solution
Capitalizing on the celebrations of the 500th anniversary of The Prince to associate Machiavelli with San Casciano, enhancing the economical and social fabric at the same time.
25
Interaction between the real people with their culture, history, economy etc., and the symbolic genius loci to design the future (district of knowledge) of this region.
26
We can improve innovative strategies of territorial marketing focusing on the value and the main charateristics of typical products, taking advantage of the traditional culture of the territory
27
With our project, we are actually creating a network of local agricultural producers, from the smallest manufacturers to multinational corporations
28
Moving towards a district of knowledge: history, culture, agriculture and territory a unique and unrepeatable lifestyle
29
A local modelto be
reproduced… globally
30
In summary: a political project
Networking Create a district of knowledge Strenghten social capital Renew the image of the area Increase tourist flows
31
TECHNOLOGIES
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
32
Mobile app
The first official app for smartphones and tablets for the promotion of the Chianti region
33
Augmented Reality
Multimedia contents (audio-stories, photos, video, etc.) for an augmented experience of San Casciano val di Pesa
34
GeotaggingSome contents are unlocked when you reach a specific location (eg. Machiavelli’s home), because the on-site use provides added value to the user experience
35
See you soon on your mobile device…
36
…but especially in San Casciano val di Pesafor an irrepicable pilgrimage experience
37
Luca ToschiDirector of Communication Strategies Lab – University of Florence
www.csl.unifi.it
Trascinare l'immagine su un segnaposto o fare clic sull'icona per aggiungerla