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Milan Certosa District
Milan Certosa District
Milan, Italy
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Other Projects by Migliore+Servetto
Milan Certosa District
Milan, Italy
Milano Certosa District – the centre of an important urban regeneration programme promoted by RealStep – presents the wayfinding system and the new identity of the "talent district" by the Migliore+Servetto design studio. With this work, the Milanese studio returns to reflections on the theme of urban identity through an intervention that aspires to generate social value, with the aim of activating a positive and shared relationship with the community.
"We chose to appoint Migliore+Servetto for their ability to translate the values of a place into a visual and narrative language that speaks to people. With them we have built not only an orientation system, but a new and lively identity for the Milano Certosa District: an inclusive and dynamic district of talents that celebrates the know-how and culture of everyday life. This new visual identity is a fundamental step towards consolidating the bond between the neighbourhood and its community, and towards giving Milan a space capable of generating social value and authentic connections."
Pietro Guidobono Cavalchini, CIO of RealStep
The Studio was called upon to conceive the orientation and wayfinding system that develops as an identity-marking backbone throughout the neighbourhood and that will increasingly welcome new residents in the coming years, together with workers and visitors who pass through the neighbourhood, a place home to "know-how", which draws the strength of its character from the presence of its artisans, musicians and restaurateurs.
"We like to describe this project as a system of urban archigraphy, an extended map that works on traces of memory, identity and stories for a city that is a collective home. It is an architecture of signs that not only indicates the arrival destinations, but also what the traveller will find on their way, and why." Ico Migliore and Mara Servetto
The project is developed around the concepts of participation, multisensoriality and accessibility, building connections and storytelling from the district's three drivers: Food, Music and Arts. This had led to the creation of a new symbol: a sort of propeller that helps to strengthen the identity of the district from a graphic perspective. It is a soft, friendly and recognisable presence that accompanies the visitor through all the neighbourhood's areas of interest.
Picking up on the orange colour that represents Milano Certosa District, the pin blends its three souls, which are in turn identified through the choice of a new palette with bright and luminous tones, inspired by the colours of the district: green for the Food area, pink for the Music area and light blue for the Arts area. Cold and delicate tones match the iconic orange colour without ever overpowering it. The three drivers are also identified by three different fonts: a bold and cheerful one for the Food area (Valizas), one with a vintage and electronic flavour for the Music area (Chakra Petch) and, finally, a more classic and graceful one that combines the contemporary soul with the one closest to the tradition of the Arts area (Beirut).
The Studio has drawn up a five-point manifesto that describes the entire project as a chameleon system, since, as a whole, it is adaptable, modular in terms of a future perspective, including through digital devices; as an Urban Trekking circuit, to discover the neighbourhood through unprecedented itineraries that involve
the visitor in ways that are always new; as a talking construction site, because the intervention enhances the continuous evolution of the site with its construction areas and its different needs according to the concept of "meanwhile uses"; as a widespread agora, through the presence of places of outdoor conviviality; and finally as an identity accelerator, also thanks to some of its most important elements, such as the District Board, a place to inform and be informed.
Within the extensive wayfinding and environmental graphic interventions, Migliore+Servetto Studio then designed several physical elements that also follow the chromatic and visual logic of the entire system and are fundamental for the orientation of users and visitors. All the objects arranged along the pathway have different characteristics, dimensions and information depending on the user and the level of depth.
The abacus consists of installation and graphic interventions and includes:
-
Banner: this follows the rhythm of the façade of La Galleria. Manifatture Artigiane Certosa, with keywords, claims and patterns.
-
Pin building: four elements that identify the assets of the district currently in existence: Le Botti, Il Pennellificio, La Forgiatura and La Galleria. Manifatture Artigiane Certosa;
-
Totem: freestanding vertical elements at human height that provide directions and orientation towards the different places in Milano Certosa District;
-
Billboard: located in Piazza Cacciatori delle Alpi, these three large panels highlight the three drivers of the district: Food, Music and Arts;
-
Hoarding: with an extension about 100 metres on Via Varesina, it is enriched with colourful frames that recall the souls of the neighbourhood and maps for well thought out urban trekking routes;
-
Street Painting: a 1 km graphic-environmental route that guides the visitor from Milano Certosa station to the spaces of La Galleria, identifying the main points of interest in the neighbourhood.
The graphic design intervention is therefore one of the building blocks of the broader project to make the site a permeable and dynamic space, a living place where people get around and meet with safety and hospitality.
"We chose to appoint Migliore+Servetto for their ability to translate the values of a place into a visual and narrative language that speaks to people. With them we have built not only an orientation system, but a new and lively identity for the Milano Certosa District: an inclusive and dynamic district of talents that celebrates the know-how and culture of everyday life. This new visual identity is a fundamental step towards consolidating the bond between the neighbourhood and its community, and towards giving Milan a space capable of generating social value and authentic connections."
Pietro Guidobono Cavalchini, CIO of RealStep
The Studio was called upon to conceive the orientation and wayfinding system that develops as an identity-marking backbone throughout the neighbourhood and that will increasingly welcome new residents in the coming years, together with workers and visitors who pass through the neighbourhood, a place home to "know-how", which draws the strength of its character from the presence of its artisans, musicians and restaurateurs.
"We like to describe this project as a system of urban archigraphy, an extended map that works on traces of memory, identity and stories for a city that is a collective home. It is an architecture of signs that not only indicates the arrival destinations, but also what the traveller will find on their way, and why." Ico Migliore and Mara Servetto
The project is developed around the concepts of participation, multisensoriality and accessibility, building connections and storytelling from the district's three drivers: Food, Music and Arts. This had led to the creation of a new symbol: a sort of propeller that helps to strengthen the identity of the district from a graphic perspective. It is a soft, friendly and recognisable presence that accompanies the visitor through all the neighbourhood's areas of interest.
Picking up on the orange colour that represents Milano Certosa District, the pin blends its three souls, which are in turn identified through the choice of a new palette with bright and luminous tones, inspired by the colours of the district: green for the Food area, pink for the Music area and light blue for the Arts area. Cold and delicate tones match the iconic orange colour without ever overpowering it. The three drivers are also identified by three different fonts: a bold and cheerful one for the Food area (Valizas), one with a vintage and electronic flavour for the Music area (Chakra Petch) and, finally, a more classic and graceful one that combines the contemporary soul with the one closest to the tradition of the Arts area (Beirut).
The Studio has drawn up a five-point manifesto that describes the entire project as a chameleon system, since, as a whole, it is adaptable, modular in terms of a future perspective, including through digital devices; as an Urban Trekking circuit, to discover the neighbourhood through unprecedented itineraries that involve
the visitor in ways that are always new; as a talking construction site, because the intervention enhances the continuous evolution of the site with its construction areas and its different needs according to the concept of "meanwhile uses"; as a widespread agora, through the presence of places of outdoor conviviality; and finally as an identity accelerator, also thanks to some of its most important elements, such as the District Board, a place to inform and be informed.
Within the extensive wayfinding and environmental graphic interventions, Migliore+Servetto Studio then designed several physical elements that also follow the chromatic and visual logic of the entire system and are fundamental for the orientation of users and visitors. All the objects arranged along the pathway have different characteristics, dimensions and information depending on the user and the level of depth.
The abacus consists of installation and graphic interventions and includes:
-
Banner: this follows the rhythm of the façade of La Galleria. Manifatture Artigiane Certosa, with keywords, claims and patterns.
-
Pin building: four elements that identify the assets of the district currently in existence: Le Botti, Il Pennellificio, La Forgiatura and La Galleria. Manifatture Artigiane Certosa;
-
Totem: freestanding vertical elements at human height that provide directions and orientation towards the different places in Milano Certosa District;
-
Billboard: located in Piazza Cacciatori delle Alpi, these three large panels highlight the three drivers of the district: Food, Music and Arts;
-
Hoarding: with an extension about 100 metres on Via Varesina, it is enriched with colourful frames that recall the souls of the neighbourhood and maps for well thought out urban trekking routes;
-
Street Painting: a 1 km graphic-environmental route that guides the visitor from Milano Certosa station to the spaces of La Galleria, identifying the main points of interest in the neighbourhood.
The graphic design intervention is therefore one of the building blocks of the broader project to make the site a permeable and dynamic space, a living place where people get around and meet with safety and hospitality.
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