Imagine Milan: Walking Milan
- Year: 2010
- Project manager: Marisa Galbiati, Francesca Piredda, Walter Mattana, Paola Bocci, Katia Goldoni, Marco Ronchi, Mariana Ciancia
- Partners: Comune di Milano (Milano City Council)
Imagine Milan is an educational and research program investigating audiovisual communication formats as tools for dialogue and social innovation focusing on the topic of urban transformation.
The first segment, “Walking Milan”, focused on the theme of sustainable and pedestrian mobility, in collaboration with the Mobility, Transport and Environment Sector of the City Council of Milan and Storie Digitali.
Staff and students of the 2nd year graduate program in Communication Design in the School of Design were involved in the definition of a cross-media communication strategy and a system of short audiovisual formats: miniDOC (5min.), video-scenarios (3min.) and advertising shorts (30sec.).
The process was developed in three main sections: listening to the environment through the documentation of transformations in progress and already existing good practices; video interviews and the research into film footage and iconographic catalogues; and visualization of scenarios for sustainable mobility to activate negotiations and conversations between the Comune di Milano, internal stakeholders and actors (technicians and politicians), and the external ones (district councils, associations, merchants and other stakeholders). This would result in the promotion of sustainable mobility values, a cycling and walking culture as a means of socialization and re-appropriation of urban spaces.