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luca toschi

GENERATIVE COMMUNICATION AND SUSTAINABILITY FOR RURAL DEVELOPMENT

EPR - Florence, December 5th, 2014

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Local Communities Becoming Global

The Case of the “Augmented” 500th Anniversary of Machiavelli’s Prince in Tuscany

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In this presentation:

. CONTEXT

. TEAM

. STRATEGY

. PROJECT

. TECHNOLOGIES

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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

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San Casciano Val di Pesa• Inhabited by Etruscans

from the VIII Century B.C. • In 1513 Machiavelli wrote

The Prince at his estate in Sant’Andrea in Percussina

• On July 26, 1944, an allied bombing and the German landmines reduced the town to a heap of ruins.

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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 family he was accused of conspiracy and he was imprisoned, tortured and exiled (1512 – 1514)

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Il PrincipeThis book is considered the foundation 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…

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In 1513, during his exile in

San Casciano Val di Pesa,

Niccolò Machiavelli wrote

The Prince…

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…and 500 years

later, again in

San Casciano,

Machiavelli and

The Prince come

to life through

the San

Casciano Smart

Place project

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TEAM

. CONTEXT

. TEAM

. STRATEGY

. PROJECT

. TECHNOLOGIES

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Comune di San Casciano Val di PesaMunicipalitywww.sancascianovp.net

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3LogicPrivate company – software developmentwww.3logic.it

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Over 30 farms… and big corporations as well

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1 museum3 civic and cultural associations

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STRATEGY

. CONTEXT

. TEAM

. STRATEGY

. PROJECT

. TECHNOLOGIES

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Generative Communication

A communication environment oriented towards the generation of knowledge

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To recreate and to promote the territory through its history and traditions

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To use the charm of an historical figure to promote San Casciano in the world

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To support local producers and vendors (wine, oil, etc)

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San Casciano Val di Pesa in the world…

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…and the world in San Casciano through Augmented Reality

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PROJECT

. CONTEXT

. TEAM

. STRATEGY

. PROJECT

. TECHNOLOGIES

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A problem? No, a resourse!!!

San Casciano is a place of passage or short visits

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The solution

Capitalizing on the celebrations of the 500th anniversary of The Prince to associate Machiavelli with San Casciano, enhancing the economical and social fabric at the same time.

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Interaction between the real people with their culture, history, economy etc., and the symbolic genius loci to design the future (district of knowledge) of this region.

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We can improve innovative strategies of territorial marketing focusing on the value and the main charateristics of typical products, taking advantage of the traditional culture of the territory

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With our project, we are actually creating a network of local agricultural producers, from the smallest manufacturers to multinational corporations

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Moving towards a district of knowledge: history, culture, agriculture and territory a unique and unrepeatable lifestyle

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A local modelto be

reproduced… globally

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In summary: a political project

Networking Create a district of knowledge Strenghten social capital Renew the image of the area Increase tourist flows

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TECHNOLOGIES

. CONTEXT

. TEAM

. STRATEGY

. PROJECT

. TECHNOLOGIES

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Mobile app

The first official app for smartphones and tablets for the promotion of the Chianti region

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Augmented Reality

Multimedia contents (audio-stories, photos, video, etc.) for an augmented experience of San Casciano val di Pesa

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GeotaggingSome 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

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See you soon on your mobile device…

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…but especially in San Casciano val di Pesafor an irrepicable pilgrimage experience

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Luca ToschiDirector of Communication Strategies Lab – University of Florence

www.csl.unifi.it

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