Pirates

DIAGRAMS | MAPS

SCENARIO

MINDMAP

AREAS OF OPPORTUNITIES

SUST

AINA

BILIT

Y &

FOOD

VISIONS

DESIGN INNOVATION AND DESIGN METHODS

BOOKLET 2012

DESIGN INNOVATION AND DESIGN METHODS

BOOKLET 2012

CONTENTS

PIRATESSUSTAINABILITY & FOOD

DIVERGENT THINKING

MINDMAPVISIONS

DESK RESEARCH

DIAGRAMS | MAPSAREAS OF OPPORTUNITES

CONVERGENT THINKING | PRE-TESTING

SCENARIO

Pirates

Pirates

Pirates

PIRATES

Pirates

Pirates

Pirates

Pirates Logotype “Pirates” Monocromatico

C 0 M 0 Y 0 K 100

C 22 M 2 Y 2 K 0

Logotype “Pirates”

Logotype on dark background

Logotype on light background

Manual IdentIty

work teaM

Logotype “Pirates” Monocromatico

C 0 M 0 Y 0 K 100

C 22 M 2 Y 2 K 0

Logotype “Pirates”

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 envi-ronmental, 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, En-ergy for Life - has been divided into the following ub-themes:

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 impera-tive 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.

Science and technology for food safety, security and qualityScience and technology for agriculture and biodiversityInnovation in the agro-food supply chainDietary educationFood for better lifestylesFood and cultureCooperation and development on food.

1.2.3.4.5.6.7.

DIVERGENT THINKING

MINDMAPVISIONS

Sustainabilityand Food

clean energy

personalfood garden

recycle

intensivefarming

lack of water

globalwarming

0 kilometer

standardizationof the taste

slow food

profits

no profit associations

fat

wellbeing

edutainment

awarness

improvingagriculture

renewableenergy

children

eatable packaging

separate collection

reuseleftovers

desertificationlocal food

sustainableindustries

charity

diseases

future

enviromentculture

foodcompanies

quality educationpollution

attitude

rubbish

land

water

weathertradition

knowledge

fast food

greedy

freefood

calories

dietdifficult

entertainment

information

MINDMAP

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

KEEP YOUR OWN TASTEThe 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.

ALTERNATIVE VISION

VISIONS

FOOD4GOODFood 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”.

INNOVATIVE VISION

DESK RESEARCH MAPS/DIAGRAMSAREAS OF OPPORTUNITIES

MAPS/DIAGRAMS

SHORTER DEVELOPMENTPROCESS

POSSIBLESCENARIO

DEVELOPMENT

LONGER DEVELOPMENTPROCESS

SOCIALINNOVATION

PRODUCTINNOVATION

NOWA HUTA

SPACEFARMING

AQUAPOD

SU STAI

ROSSOPOMODORO

LOCAL FOOD

LE VERDURE DELMIO ORTO

WINDOWAGRICOLTURE

CONTROLLEDSEX-LIFE COW

ARTIFICIALBURGER

FERRISWHEEL

SOILLESSPLANTING

SPACEBREEDING

SPACECROPS

FOOD FORTHE MOON

After the reasearch of trends (NEWS-PAPER) we try to place the study cases into a simple diagram in order to find the values and the possible field for our scenario.

LEGENDASPACE STUDY CASES

EARTH STUDY CASES

POSITIONING MAP

SHORTER DEVELOPMENTPROCESS

POSSIBLESCENARIO

DEVELOPMENT

LONGER DEVELOPMENTPROCESS

SOCIALINNOVATION

PRODUCTINNOVATION

NOWA HUTA

SPACEFARMING

AQUAPOD

SU STAI

ROSSOPOMODORO

LOCAL FOOD

LE VERDURE DELMIO ORTO

WINDOWAGRICOLTURE

CONTROLLEDSEX-LIFE COW

ARTIFICIALBURGER

FERRISWHEEL

SOILLESSPLANTING

SPACEBREEDING

SPACECROPS

FOOD FORTHE MOON

CONVERGENT THINKING | PRE-TESTING

SCENARIO

SCENARIO

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.

THE

HARVESTING FUTURE

SCENARIO | MOODBOARD

NEGATIVE MOOD

POSITIVE MOOD

WEAKNESSES

NEED LARGE NUMBER OF STAKE-HOLDER’S COLLABORATION

NEED TECHNOLOGY TO MAN-TAIN ENVIROMENT

SIMPLE AND EASY MEANS OF CULTIVATION

NEED ORGANIZATIONS PUTTING EFFORT TO PRESERVE THE CITY

CITY RESIDENCES MUST HAVE KNOWLEDGE IN CUL-

TIVATING PLANTS

SCENARIO | MOTIVATIONS

MOTIVATIONS

OPPORTUNITIES

PREVENTING AIR POLLUTION

INCREASING CONSUMING DI-RECTION TOWARDS RELIABLE

AND NUTRITION FOOD

SUPPORTING HEALTHIER LIFE

0 KM MOVEMENT

HARMONIZED COEXISTENCE WITH NATURE

PREVENTING GLOBAL WARMING

INCREASING AWARENESS OF ONE’S HEALTHY LIFE

INNOVATIVE TECHNOLOGY GREEN URBAN PLANNING

INCREASING CONCERNS ON GLOBAL WARMING WORLD WIDELY

WEAKNESSES

OPPORTUNITIES

MOTIVATIONS

PREVENTING AIR POLLUTION

MOTIVATIONS

PREVENTING GLOBAL WARMING

90

02010 2050

CO 2 (industrial)

CO2

N2O

MOTIVATIONS

SUPPORTING HEALTHIER LIFE

EARTH WILL BECOME A BETTER PLACE TO LIVE

BALANCING NATURE AND HIGH TECHNOLOGY

PEOLPLE BECOME HEALTHIER

SUSTAINABLE BEHAVIOUR AS A HERITAGE

PRESERVIN TRADITIONAL PLANTS IN EVERY REGION

HEALTHY WAY OF CONSUMING FOOD

ATTENTION TO DAILY CON-SUMING FOOD

UNDERSTAND THE CONNECT-EDNESS BETWEEN HUMAN

AND NATURE

IMPLICATIONS

ENVIROMENT LIFESTYLE PEOPLE

SCENARIO | MOTIVATIONS

SCENARIO | PROPOSALS

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.

Way of traditional cultivationNew-technology on cultivationSharing

PLAY GARDENThe program also includes:

GREEN BEHAVIOUR

Way of traditional cultivationNew-technology on cultivationSharing

2012 2062GREEN CITY

CITY SCHOOLS KIDS

SCENARIO | PERSONAS

THE EXPLORER

THE WISER

MOTIVATIONS Stefano is very outgoing and has great curiosity. He normally look outside window in the classWhen 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.

MOTIVATIONS Andrea runs his family farm for more than 30 yearsHe is professional cultivationHe put his values on keeping traditional thingsHe have 3 nephews, and love to play with them every weekend.He is vegetarian.

NAME: StefanoAGE: 7 years oldPLACE: MilanoOCCUPATION: Elementary school student

NAME: AndreaAGE: 60 years oldPLACE: Near MilanoOCCUPATION: Farmer

THE CITIZEN

MOTIVATIONS Maria is divorced womanShe has 2 kids and every morning she pick up kids to the school.She loves cook in the house then go to restaurantShe put much attentions on buying healthy ingredientsShe cares intimacy with her children.

NAME: MariaAGE: 32 years oldPLACE: MilanoOCCUPATION: Furniture shop assistance

CHARITYASSOCI

SCHOOL MARKET

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.

CHARITY ASSOCIATIONS: as part of the vegetables are donated to charitable

society, the child may also approaching this system.

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.

LEGENDAACADEMIC SESSION

LIFE SESSION

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

Once he grows up, thanks to the play-garden 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.

HARVEST

FARMS

SCHOOLS

HARVEST

CHILDRENHOUSE

CHARITYASSOCIATIONS

SCHOOLMARKET

PLAY GARDEN

$$$

$

$$

$

SCENARIO | SYSTEM MAP

Before the beginning of the accademic year the farmers near the city give the tools and materi-als 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.)

1

1

7.1

2

2

3

3

4

4

5

5

6GROWING KIT

THEORIC LESSONS

PRACTICE

STEPS

FARMS

SCHOOLS

HARVEST

CHILDRENHOUSE

CHARITYASSOCIATIONS

SCHOOLMARKET

PLAY GARDEN

$$$

$

$$

$

SCHOOL MARKET: People coming from outside can buy the products and get informa-tions about them, asking about the all growing pro-cess (also to the children)

The money earned from the school market are used to pay back farmers and to improve the school facili-ties

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 behav-iour they will can be able to build up a green city based on farming in a sustainable way

At the end of the season the harvest can be collected and...

7

7

7.1 8

8

9

9

10

10

6

SCENARIO | TOUCH POINTS

Banners

Lect

ures

Scho

olm

arke

tAdvertisements

Flyers

Booklets

Electronic displays

Social networks

Org

aniz

atio

nal

even

t

Scho

ol e

vent

sSc

hool

s co

nnec

tions

PLAY

GA

RDEN

STA

KEH

OLD

ERS

Farm

ers

part

ecip

atio

nG

arde

n ki

t

Gov

erne

men

t ac

tion

Regional News

Newspapers

Applications

Guide books

Coupons

Radio

Email

Letters

WebsitesC

harit

yac

tion

TOUCH POINTS

CHILDREN

COMMUNITY

PLAY MARKET PLAY GARDEN

SCENARIO | TOUCH POINTS

LOGOTYPE

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

TOUCH POINTS

CHILDREN

COMMUNITY

PLAY MARKET PLAY GARDEN

LOGOTYPE

GARDEN KIT

These are the touchpoints for the us-ers 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

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.

LOGOTYPES

SCENARIO | TOUCH POINTS

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

GARDEN KIT

glovesshoulder belt rakescoopbootsoveralls

The kit also includes:

Margaret D. Rivers

Loribusc illabor eculpa ipist omnis sequost

Carolyn J. Barela Marc G. Larson1

The website display the kind of vegetables available in the market and all nutri-tional informations about them.This the platform where citizens can visualize and compare the goods and the services.

Photo albumsFeedbacks from the consumersLocal recipes stores

PLAYMARKET.comThe website also includes:

SCENARIO | TOUCH POINTS

The application displays the contents of the site in mobile format. In this way the users can be alerted by automatic notification system.

APPLICATION SOFTWARE