Envisioning the City: A Design-Oriented Communication Process for a Sustainable Urban Transformation

摘要

The paper presents the results of an educational andudresearch project with a great experimental character for experiencing communication formatsudcapable of promoting social dialogue and innovation, focusing on the theme of sustainable mobilityudand the city of Milan, which involved teachers and students of the Faculty of Design (Politecnico diudMilano) in collaboration with Milan City Council. The videos are instruments for the common andudinternal dialogue among decision makers involved in the design of infrastructure and, above all,udpromoters of a new idea of Milan as a sustainable city. Project objectives were promoting audsustainable mobility culture, building and promoting a new image of Milan, facilitating dialogueudbetween Milan City Council and stakeholders. In synthesis, we developed a communication systemudaccording to three main actions: listening, envisioning and promoting. First of all, the paper willudpresent an overview of the videos and the results. Following will be faced the theme ofududof everyday life can lead audience from emotion to awareness, and thus promote the spread ofudsocial behaviour and encourage best practices towards sustainable mobility. Finally, we will focusudon the relationship between imaginary and scenario, highlighting potentiality and tools of design forudenvisioning transformation, translating cultural repertoires and producing new visions that are bothudbrand new and shared.