The intent of MediterraNew Architectural Design Workshop is to investigate new possible approaches in the development of projects for the communication and enhancement of the cultural heritage and landscape in the Mediterranean area.
We are sure that we must find new ways that allow a better dialogue between the extraordinary heritage of the countries bordering the mare nostrum and a responsible use by an increasingly wide international audience.
We also believe that we can find new tools for contemporary and sustainable economic development that should enhance instead of spoil the local resources.
The workshop is divided into two independent phases.
The first section is a multidisciplinary workshop (Winter/Spring Workshop) consisting of a serie of lectures divided in three weekends between March and April that will take place in Milan in the large and evocative spaces of post-industrial DanceHaus.
The second phase (Fall Competition Workshop) will be on Amorgos island in late September.
The two moments can be attended as single formation events, or together, as part of a wider experience.
The Winter/Spring Workshop is a multidisciplinary educational session able to cover all the different topics necessary to pursue MediterraNew Vision. It will offer students a unique opportunity to research new sustainable strategies for a better tomorrow of all countries that are not fully taking advantage of their historical and landscape heritage potential.
The Winter workshop will take place in Milan during three weekends, as shown by the following table.
Registration and CVs sending deadline
First lecture weekend
Second lecture weekend
Third lecture weekend
Students will be involved in panels and frontal lessons to acquire tools and knowledge and the opportunity to fix what learned and express their personal ideas during studio classes where they will be asked to participate and produce a free-form design concept trough sketches and diagrams.
Lectures and classes will be centered on three areas:
Amorgos is the farthest island and perhaps the most fascinating of the Cyclades. Portion of the North-Eastern mountainous and rugged rolling hills and lowlands of the Eastern part of a diverse and complex morphology characterizes it as a little microcosm. It is an island full of poetic features, characterized by two seas, three territories anda lot of history, most of which is still lost in the mists of time. It is not surprising that Luc Besson has filmed part of his Le Grand Bleu here. Walkways, paths, stone walls, towers, monasteries, churches and old mills, not to mention the small and so different urban centers or the extraordinary monastery Hozoviotissa constitute essential tools of investigation on the identity and the uniqueness of this great little area, which will lead to a unique design.
Identifying the uniqueness of a place can unveil its hidden powers: the Genius Loci, Topos in greek. Starting from the islander world of the Aegean, the cultural residues and the 18th century voyagers' reports, we reach the special workshops' findings on physical resources, traditional settlements and preindustrial heritage in Amorgos island – the place of the workshop - from where we will depart to discover the new way of imagining the future of the place. Students will be associated with some of the most special cultural landscapes of Mediterranean in the Asfontylitis area of the lower highlands of Aegiali, towards a more viable future of the settlement and its surroundings.
To approach the project in traditional contexts and away from the culture of the designer, a particular sensitivity must be assumed, one that must be calibrated from time to time. A precise and sharp analysis of physical, human and cultural factors is the first tool to use in making a proper design. Therefore, the subject of these lectures will be the identification and classification of these elements. The ambitious aim of this lecture will be the conquest of a new prospective because our "destination is never a place but rather a new way of looking at things".
Local development and heritage conservation policies concern sensible environments upon which different actors and stakeholders can manifest attention, interests, objectives and expectations. Such preferences can be very conflictual and lead to difficult decision making processes. By adopting an approach able to consider the emergence of conflict as a positive factor which triggers participation and mobilisation, the lecture will propose to students approaches and tools that can help them to identify which actors, interests and resources can be mobilised in a creative and effective way around the Asfondylits project.
The enhancement of historical and cultural significance of any archaeological site is presented as a fascinating challenge, which aims to give back to local communities and visitors the deep sense of the history of a territory and its inhabitants. To understand the problematic nature and characteristic features of a site, to share with archaeologists the perspectives, interpretations and overview, it is necessary that all parties involved in the process of development have a knowledge of the principles and methods of archaeological research of stratigraphic excavation.
From italian architectural design experiences of the years sixties and seventies to spanish experiences and european contemporary expressions this lecture aims to point out the languages and strategies of architectural design willing to dialogue with historical heritage. Museum concepts, preservation paradigms and the great role of communication. Design on ruins: how and why planning a permanent or temporary structure on site and how architectural design can promote and enhance its value.
In a certain way an archeological site is a product and it has a soul, a personality; signage and graphic information should stress this perspective and deliver the museologist message to audience. Through a precise and accurate analysis of content management and broadcasting and a correct and target-oriented communication we can investigate a site's past history and present it to the audience as an amazing story to tell. Mastering these strategies is useful for an efficient cultural communication, able to pass through ages and fascinate the visitors. Modern society needs innovative forms of communication to refresh and actualize its own historical heritage.
The communication strategy should be at a project's disposal and support the fruition of architectural ideas. To achieve success each project should rely not only on contents but should the form as a powerful tool to deliver the architectural message. The personality and characteristics of project should be visible and clear. The iter of the design process should be fluent and creative as a storyboard. This lecture will teach you how to look after the peculiarities of your own proposal, considering the authors style and focusing on the addressee comprehension. Students will get an insight on graphic theories applied to layout. Disposition of format, skillful use of colours, space-related elements balance, coherent continuity of the message will appear not just as aesthetic criteria but deep semantic rules.
Giving voice to the place where the ancient occidental philosophy was born. An experience aims at come back in time, to recover a religious halo and a sacral nimbus existing in these sites and enveloping the environment. Re-finding a real contact with the Genius loci, in its modern and past meaning. Context, place and identity sinergically interact by dancing. Tersicore, the dance's muse, during the lesson will be your guide along a route in which body, space, landscape and architecture speak the same language. The awareness of movement becomes shaping space mastery.
Mastering lighting design techniques will radically change your design process as you will be better aware of artificial and natural lighting building performance. This lecture will teach you the basics of this incredibly powerful and versatile discipline. From lamp types and their best fittings to natural light management, from led (nearly) infinite possible applications to dynamic lighting systems and automation technologies you'll acquire useful tools that will light your way toward deeper design knowledge. This class will also introduce you in outdoor techniques to avoid lighting pollution and to endorse cultural and environmental heritage creatively.
The lecture aims at providing an introduction to basic concepts of marketing. Starting from the distinction between "selling" and "marketing", the basic marketing concepts of Product, Price, Place, and Promotion (the 4Ps) will be presented, followed by the ideas of customer penetration, customer loyalty and customer selectivity. Since there is not such a thing as a "general customer", market has to be segmented. Social Marketing will be then introduced as an application of marketing theory to influence behavior change that would benefit consumers, their peers, and society as a whole. Of course, Social Marketing has its own specificity, which will call for a new concept of "communication".
Sustainable development is increasingly perceived as the way for ensuring the continuation of human life on the earth. Sustainability assessment of policies, plans, interventions and products requires the development and application of specific methodologies, methods, models, tools and indicators necessary to define and evaluate the relationships between environmental, social and economic processes in order to optimize socio-economic outcomes/benefits within the limits of resource and environmental constraints. Islands represent a very specific case of the declination of sustainability and require ad hoc interventions entailing local resource and environmental management.
Amorgos is a Mediterranean microcosm that offers a rare opportunity to work on a variety of themes in a relatively small space. This formidable and unspoiled island of the Cyclades, from a geographical point of view, has at least three different territories in which is possible to recognize, even now, many typologies of human settlement. The story drew on this land its indelible traces that come to us through at least four millennia. The strategic location of this island in the Aegean Sea has given it a starring role in the history of ancient Greece and has always been an important stopover between the Near East and southern Europe. Here are intertwined very far away histories and cultures, contaminating and changing the landscape accordingly. This lecture will exploit both the historical and landscape main features of the island aiming to build a comprehensive state of the art panorama where to root our studio class researches.
Heritage is our legacy from the past, what we live with today, and what we pass on to future generations. Our cultural and natural heritage are both irreplaceable sources of life and inspiration. We want to show how to approach a project in a sensitive site according to UNESCO procedures. The lecture gives a wide angle panorama of the different agencies that are working in synergy with UNESCO. Knowing the criteria adopted to define a Core and a Buffer Zone is important to find the right tools to design in these particular areas and provide an additional layer of protection to a World Heritage property.
Social networks easy worldwide communication and advanced video technology within everyone's reach has radically changed media perspective. Content overabundance has ironically twisted messages and affected communication quality. Technical improvement of medium is increasingly and paradoxically replacing code and message. This lecture is the out of the box point of view of an insider professional who worked for more than twenty years in tv productions and filmmaking that will offer a critical review on today media.
Workshop studio classes will be focused on implementing what learned and inspired by the frontal lessons. It's your turn to partecipate and give your personal contribution producing a layout focusing on an original idea and interpretation of what YOU think are the possible best future strategies to valorize the mediterranean heritage!
Layout will be free-format and composed by all sketches, storyboards and diagrams needed to outline the concept idea. MEDITERRANEAN CULTURAL HERITAGE NEEDS YOUR CREATIVITY!
...so what are you waiting for?
A second workshop will be staged on Amorgos island during fall 2014.
This workshop can be a complete stand alone architectural design experience in a very special landscape and cultural environment or it can be a perfect opportunity to apply what learned during Winter Workshop for those students that will apply to both sessions.
The educational experience will be centered on island discovery and an architectural competition: groups of four students will work on their own project and challenge for 2014 Best Design Proposal Award. On-site lectures and tutoring sessions will help participants get the best out of their design proposals.
Registration and CVs sending deadline
Workshop starts on Amorgos
Public awards ceremony
Departure from the island
The Greek island of Amorgos, the most distant of the Cyclades, is in fact one of the few that has maintained until now a strong identity, little contaminated by the mass tourism of neighboring islands.
The decision to treat an area not yet interested in large speculative concerns can bring the perfect scenario, where it is possible to investigate multidisciplinary and wide-ranging design strategies.
It is our intention to give the island community a series of projects that will serve over the years as an overview of guidelines and suggestions to the local administration.
The objective is to contribute to a sustainable development from an urban, touristic and economic point of view that will be strongly supported by the local community.
The currently underway application of the Panagia Chozoviotissa Monastery in the tentative list of UNESCO for Greece is a unique opportunity to promote a responsible use of the island which enhances the presence of previously neglected historical and cultural spaces and new artistic and cultural initiatives of an international standing.
The projects will be developed by teams of students from the faculty of architecture and design in a context of international competition of projects and ideas.
A heterogeneous jury made up of teachers, professionals and local dignitaries will award the prize to the most deserving in a public ceremony on the island.
It is the intention of the creators and organizers to repeat the event in the upcoming years in order to provide continuity and consistency with the aims of the design workshop by dealing from time to time with these sensitive issues.
The first topic to be dealt with concerns the development of a site of historical and cultural importance; starting from an urban territorial scale, it will reach the detail of graphic communications. The rural site of Asfontylitis offers students the first opportunity to deal with these issues and will be a matrix of a modus operandi to be applied to other sensitive sites.
Because the island is currently dependent on a diesel power plant located near Xora, interventions in the specific areas are advised to propose new energy solutions under the standard of sustainability and low environmental impact.
Since an intervention in a socio-cultural context as sensitive as that of a small Mediterranean island involves addressing complex relational dynamics, particular attention should be paid to conflict management and resolution.
The area of Asfontylitis is characterized not only by the fact that it was inhabited during ancient Cycladic, but also by the presence of a tower and other structures of the Hellenistic period, embedded in a network of more than forty buildings distributed all over the island with similar functions of garrison and defense of the territory. The cultural opportunity is unique as it allows to cover the whole territory starting from its own landmark. The network of towers was the system sea-guarding of the whole island for centuries, as well as the node point for local defense. These strategic sites are also cultural nodes: they still mark the territory into a rhythm that is perceptible in the meeting place and reference to a rural culture alive through the centuries. The exceptional nature of these places is still perceived in their cultural continuity, as evidenced by the presence of religious principals still preserved; such as St. Nicholas for Asfontylitis: a concrete persistence throughout centuries of an object of worship. The area is also renowned for the evidences of human expression of the famous graffiti and the rare example of traditional rural cycladic dwelling. Finally we cannot forget the relevant topographic position of Asfontylitis: it stands right in the center of the island and at the crossroads of the ancient system of the monopati and the modern viability axis between Aegialis and the Xora.
Is it possible to propose a new territory of Amorgos where a a system of historical layers and anthropic human evidences becomes a system of acceptance and wealth for the island in perfect harmony with its beautiful environment and landscape?
The students will have the opportunity to address concrete issues in an extraordinary geographical and socio-cultural context where proper planning can contribute significantly to the preservation and enhancement of the common heritage of Europe and the Mediterranean in particular.
Active participation in the workshops will provide students with training credits, consistent with the individual directives of the universities to which they belong.
MediterraNew aims to provide the students a true multidisciplinary experience through the different fields of professional expertise of our teachers. It's the nature itself of Amorgos island that suggests an experimental approach toward the challenges of a rich and yet uncontaminated territory and offers the chance to investigate valorisation opportunities starting from Asfondylitis case study. The island appears in fact as a microcosmo of small yet appreciable rural or historical landmarks, cultural points of interest, archaeological sites and landscape scenarios all strictly bound one another. To fully explore the effectiveness of their project as a matrix for the island the students are called to export and implement their Asfontylitis case study concept to two other interesting highlight areas on the island at their choice among the list shown below. Each of these small sites possesses unique peculiarities that shall exploit different student project strengths and different ways to approach the general aim of endorsing the cultural and environmental heritage of the island.
On the island students will have the opportunity to evaluate hands-on the complex aspects of the theme and develop their projects accordingly. Lectures will take place on site and students will have the opportunity to discover the island both on their own and with the help of guided tours that will be available for the groups.
Moreover, they will benefit from daily tutoring with all the teachers who will help their ideas reach the maximum level in all the aspects of the theme.
Final competition layout submission
Amorgos Island final event - Deadline: 11th October 201
A 7 minutes pitch showing the project from concept ideas to details. The presentation is free format. Groups should keep in mind that:
1. It should be dynamic, engaging, creative and multimedia.
2. It will be the only moment in which the groups will be able to explain their project in front of the commission so it should be a stand alone, well constructed pitch that will explore all the strong points of the project.
3. It should contain the graphical proposal for a new communication concept for all the cultural, historical and landscape point of interest on the island. Ideas on new mobile devices based fruition will be apreciated.
4. It should be graphically well coordinated to the set of layouts presented in the final stage.
4. It should contain at least part of the material prepared for the final layouts explained below.
5. It should be graphically well coordinated to the set of layouts presented in the final stage.
Four A2 graphical layouts in pdf format exploiting:
1. Concept, mood of the project and all the references the audience needs to fully understand the project.
2. Any plan, section, axonometric view, front view, render, sketch the group needs to explore their project idea for Asfontylitis site case study.
3. Any plan, section, axonometric view, front view, render, sketch the group needs to communicate how their project idea for Asfontylitis becomes a format for the whole island. This layout should focus on the whole island planning concept.
4. Graphic design communication project for the island with at least two others site specific examples chosen among a variety of highlights presented during the briefing sessions. This layout should explain how the project idea developed for Asfondylitis site becomes a format and therefore can be applied to different locations on the island and their different peculiarities.
Three A2 technical layouts in pdf and dwg format exploiting:1. Urban planning-scale concept idea for a strategic plan involving the whole island.
2. Architectonic scale layouts and details of the Asfontylitis area case study.
3. Architectonic scale layouts and details of the two freely chosen highlight areas.
A DVD containing all the material above, in 5 copies.
Groups will compete for the2014 Best Design Proposal Award. Two Honorable Mentions will also be chosen.
A detailed list of the awards will be published as soon as possible.
Participants and MediterraNew will retain all rights to the projects delivered.
WINTER WORKSHOP REGISTRATIONWinter Workshop registration is open to students and young professionals from schools and universities of architecture and design; the last day for submitting the CVs will be March 14th 2014. Participants in MediterraNew AWC (Architectural Workshop Competition) will work in a team consisting of minimum 3 and maximum 4 people.
The cost of registration and participation will be € 250.00 per person and will include:
Born in Genova in 1960, graduated in Architecture at Politecnico di Milano and Yacht Design Diploma at ISAD Milano. Specialized in planning, work direction, eco sustainable energies, industrial design, light design, event planning, set design, expositions and evaluation of environmental impact. As a team leader of architectural and planning works he has designed, coordinated and directed projects concerning residential, commercial, industrial and historical buildings. He has long experience in research travels throughout the whole world (especially in Africa and Asia) Some of the travels and researches were made in conflict zones (Armenia/Azerbaijan 1990 – Pakistan North West frontier 1998) or countries in depression (Tanzania 1986 - Georgia 1998). In 2005 and 2006 he developed and signed two design patents. In 2012 he is directly involved in the project to enter the Hozoviotissa Monastery of Amorgos in the 18th world heritage list for Greece. Since 2005 he is Interior Design and Event Design professor at Istituto Europeo di Design in Milan.
Born in Milan in 1976, graduated at Politecnico di Milano working on museography projects on the Circo Massimo and the Palatino ruin complex in Rome and Villa Adriana in Tivoli. From 2002 to 2008 worked as architectural designer and furniture designer in Studio Rigamonti and partners. From 2008 is project designer and art director of Studio Rigamonti and partners. Experiences as an architect vary from architecture to historical building restoration, from interior design to cultural exhibitions. From 2010 is founder and art director of a startup developing platforms to improve sustainable tourism and cultural heritage. From 2012 is head designer of the expansion of the first century Benedictine Monastery of SS. Nazario e Celso in Borgomaro, Imperia. Currently Interior Design professor at Istituto Europeo di Design in Milan.
Professor and senior researcher of Industrial Design at the Politecnico di Milano, coordinator of Material Design Culture Research Centre and editor in chief of PAD, Pages on Arts & Design online peer-reviewed journal focuses on Mediterranean Design. She has been visiting professor at: Universidad de Barcelona, Izmir Economics University, IADE in Lisbon, European University of Madrid, Universidade de la Repubblica orientale de l'Uruguay in Montevideo, and Jingdhezen Ceramic Institute in China. Her research and teaching interests are focused on the relationship between design and scientific-technological innovation. In the last 10 years she has opened a personal focus on Design for Mediterranean Countries considered as the new opportunities for Europe social innovation and economic development. Her fields of expertise include other topics, like urban design, relationship between design and crafts, strategic design for identity of territory and touristic services, the women's design, and design for food and nutrition.
Carolina Pacchi is senior lecturer in Planning Theory and Practice and Local Conflict Resolution at Politecnico di Milano, where she is involved in research activities about planning strategies based on stakeholder involvement and innovative policies for environmental and urban planning in a policy analysis perspective. She has done research on partnership building in local development policies, and in particular on the relation between policy networks, social capital and local policies. She has also worked on sustainable urban regeneration policies at the local level and in EU funded research projects. She is currently engaged in research about social innovation and the role of grassroots organisations in the field of local sustainability.
Born in Milan in 1957, is an associate professor of Work and Organisational Psychology at the Department of Psychology of the University of Milano-Bicocca, and visiting professor at Gdansk University. A Chartered Psychologist and Psychotherapist, he has joined the Academy after a long professional and entrepreneurial experience as a management consultant in large multinational companies, where he acted also as a trainer for managerial education. His research work is mainly about alternative dispute resolution, organizational re-engineering and managerial training in both public and privately owned organizations. He has been extensively lecturing in Canada, USA, South America and in many European States.
Architect AUTH '79/MArch, Historian of Environment & Environmental Designer MIT '85 /SMArchS. Senior lecturer at MIT, Aristotelian University of Thessaloniki and Research Associate of MIT at ETH Zurich and AA London during the years 1988-1992. Senior officer in environmental organizations for the protection of cultural heritage and the environment as well as city movements for urban regeneration and green agendas. As a member of the Board of the Architects Association of Greece she is representing Greece in the Union of the Mediterranean Architects. Acts as a scientific advisor to municipalities all over Greece. Currently working on several SEE and Interregional projects on cultural protection, promotion and small scale development of local reserves.
He graduated with honors in humanities in 2002 at the University of Milan. He is a professional archaeologist since 2000, involved starting 2005 in the direction of rescue archaeology in highly stratified urban sites, on behalf of the Soprintendenza per i beni archeologici della Lombardia and of several private companies. Since 2010 he has been many times forensic archaeologist assistant of the LABANOF Laboratory of Anthropology and Forensics, Università degli Studi of Milan. He actively works in startups concerning advanced 3D reconstruction and modeling for a better communication and preservation of the italian archaeological heritage.
Born in Brescia in 1968. From 1989 to 2000 she worked as a freelance graphic designer with some of the biggest advertising agencies in Milan such as Mc Cann, Bgs D'arcy, RCS, Barabino & Partners for clients such as Omnitel , Banca Popolare di Milano, Roche, Pfizer, Milupa. From 2000 to 2003 she forms a graphics and communications company that has customers such as Rinascente, Mondadori, Ferrero, Tardini NYC, Leo Pizzo Jewelry, Edelman Public Relations. In 2003 she created 45gradi and since has been working for clients such as La Rinascente, Vodafone, Disney Company, Pastificio Rana, RBSGroup, Cavalleria Toscana.
Born in Milan in 1964. From 1987 to 2003 she worked as a copywriter, as a junior as well as a Creative Director in agencies such as J.W. Thompson, Publicis, Leo Burnett for clients such as Ariston (competition won), Bayer, Blu (competition won), Cariplo (competition won), Coca-Cola , Coin, Corriere della Sera, Fiat (competition won), McDonald's (competition won), Nintendo, Philip Morris, Procter & Gamble, Sprite, Star, Telecom, Yomo. In 2003 she created 45gradi and has been working for clients such as La Rinascente, Vodafone, Disney Company, Pastificio Rana, RBSGroup, Cavalleria Toscana.
Dancer and choreographer of international reputation active since the 80s in the European and American avant-garde. She has studied with the likes of Carolyn Carson, Larrio Ekson, Jorma Uotinen and Merce Cunningham. After the American experience and having been founded in Verona the Dance Research Centre, she arrives in Milan, where she begins her career as a prominent educator and choreographer. Since 1995 she has been collaborating with the Étoile Luciana Savignano, with whom she founded the Pier Lombardo Dance company in 1998 and together later in 2009 they are modern dance choreographers in the talent show on Rai 2 Italian Academy 2. In 2006 she founded DanceHaus in Milan where she is the artistic director.
Born in Piacenza. In the early sixties he moved to Milan where he started to record some beat singles. In the early seventies he recorded his first album, collaborating with some musicians like Stormy Six and Tullio De Piscopo. As a composer and arranger Simonluca wrote and collaborated with famous Italian singers as Mina, Milva, Ornella Vanoni, Bruno Lauzi, Dik Dik, Marco Ferradini, etc. He wrote music for tv networks and commercial spots and worked both for Rai and Mediaset. Author and writer of a series of graphic novels about opera, titled "Graphic Opera" published by Sony Books. He is Music consultant of Psycholinguistic Research Institute.
Max Mazza, author and director with over twenty years of television experience. From news to entertainment, from sports to music, he dedicated his professional life directing major formats and programs on national broadcasters such as RAI and Mediaset. A true cinema addicted, he stays grounded but firmly keeping his head in the clouds. He declares he has nothing to teach but he possesses such a wide experience in the communication field he can be considered a non conformist yet acute voice in multimedia and audiovisual world scenarios.
Scientific officer at the European Commission, Joint Research Centre (JRC), Institute for Environment and Sustainability since march 2010. As main focus at the JRC, she was involved in the release of recommendation for Life cycle impact assessment and in the development of methodology for better accounting of spatial differentiation in ecotoxicity and human toxicity. Since 2001, she was the coordinator of the Research Unit on Sustainable Development (GRISS) at the Department of Environmental Science at University of Milano Bicocca. Besides, she co-designed and coordinated a didactical project, "Master GESAL", an interdisciplinary post-graduated course focusing on sustainable development. She had teaching positions in many post University courses and worked as a tutor for students attending the Master Degree in Environmental Sciences at the University of Studies Milano Bicocca.