Imagine Milan: the City in Transformation
- Year: 2012
- Project manager: Marisa Galbiati, Walter Mattana, Paola Bocci, Katia Goldoni, Marco Ronchi, Mariana Ciancia
Milan is undergoing profound social, economic and urban transformations that are affecting the identity of the city. Not only physical issues but also the manner in which other communication artifacts contribute to create an image that converge in a complex system.
In the section of the Final Synthesis Laboratory, "The changing city", the audiovisual formats (Minidoc, commercials) were devoted to six current issues: green cities, smart cities, sustainable mobility, multiculturalism, suburbs, and social memory.
The videos are, on the one hand, tools for the exploration of and listening to the physical environment, highlighting and giving voice to existing good practices; on the other hand, they produce visions and promote a new idea of Milan as a sustainable city.
This is the context of the project and of the production of audiovisual communication artifacts, based on the activity of listening. The audiovisual format will be used as a communication tool for social innovation, harnessing its ability to show different perspectives. Audiovisuals, in fact, have the ability to support a communication exchange which is not a simple mediation of interests.
The aim, therefore, is to shift the perception of issues and practices related to sustainability from the "socially useful and responsible" area to that of "daily life" and “pleasure”.