san casciano smart place @ national council on public history annual meeting 2014
Post on 29-Jun-2015
551 Views
Preview:
DESCRIPTION
TRANSCRIPT
Presentazione del progetto “San Casciano Smart Place” al
National Council on Public History Annual Meeting
Monterey, California, 19-22 marzo 2014
Local Communities Becoming Global The Case of the “Augmented” 500th Anniversary of Machiavelli’s Prince in Tuscany
2
In this presentation:
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
San Casciano Val di Pesa
• About 17.000 citizens • In the Chianti region,
about 15 km from Florence • Tipycal Products: wine
(Chianti), olive oil, hospitality…
• International tourism
San Casciano Val di Pesa • Inhabited by Etruscans from
the VIII Sec. A.C.
• IIn 1513 Machiavelli wrote The Prince in his estate in Sant’Andrea in Percussina;
• On 26 July 1944, an allied bombing and the German mines reduced the town to a heap of ruins.
Niccolò Machiavelli • Florence 1469 – 1527
• Writer, politician, diplomat
• Secretary to the Second Chancery of the Republic of Florence (1498 – 1512)
• At the return of the Medici he was accused of conspiracy and he was imprisoned, tortured and exiled (1512 – 1514)
Il Principe It’s considered the first contribution of modern political sciences.
«Il carattere fondamentale del Principe è quello di non essere una trattazione sistematica, ma un libro “vivente”»
Antonio Gramsci, Note su Machiavelli
Machiavellian…
Machiavellianism…
In 1513, during his exile in San
Casciano Val di Pesa, Niccolò
Machiavelli wrote The Prince…
…and 500 years later,
again in San Casciano,
Machiavelli and The
Prince come to life
through the San
Casciano Smart Place
project
TEAM
. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
Comune di San Casciano Val di Pesa Municipality www.sancascianovp.net
3Logic Private company – software development www.3logic.it
Over 30 farms…
1 museum 3 civic and cultural associations
STRATEGY
. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
Generative Communication
A communication environment oriented to knowledge generation
To re-create and to promote the territory through its history and traditions
To use the charm of an historical figure to promote San Casciano in the world
To support local producers (wine, oil, etc)
San Casciano Val di Pesa in the world…
…and the world in San Casciano
PROJECT
. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
Problem! San Casciano is a place of transit or short stays
Solution Exploiting the occasion of the celebrations for the 500th anniversary of The Prince to associate Machiavelli to San Casciano, enhancing at the same time the economical and social fabric
Relationship between the real (people with their
culture, history, economy…) and symbolic (genius
loci) to design the future (district of knowledge)
We can improve innovative strategies of territorial marketing focusing on the value and the main charateristics of typical pruducts, taking
advantages from the historical culture of the territory and its
traditions
We create a network of local agricultural producers, from the smallest to multinational corporations
Towards a district of knowledge: history, culture, agriculture and territory = an
unique and unrepeatable lifestyle
A model to be reproduced… … even in California
In summary: a political project
ü Networking ü Create a district of knowledge ü Strenghten social capital ü Renew the image of the area ü Increase tourist flows
TECHNOLOGIES
. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
Mobile app
The first official app for smartphone and tablet for the promotion of the Chianti’s region
Augmented Reality
Multimedia contents (audio-stories, photos, video, etc.) for an augmented experience of San Casciano
Geotagging Some contents are unlocked when you reach a specific location (eg Machiavelli’s home), because the on-site use provides added value to the user experience
See you soon on your mobile device…
…but, above all, in San Casciano (because we are beautiful…)
Luca Toschi Director of Communication Strategies Lab – University of Florence
www.csl.unifi.it
top related