San casciano smart place @ National Council on Public History Annual Meeting 2014
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Transcript of San casciano smart place @ National Council on Public History Annual Meeting 2014
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Presentazione del progetto “San Casciano Smart Place” al
National Council on Public History Annual Meeting
Monterey, California, 19-22 marzo 2014
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Local Communities Becoming Global The Case of the “Augmented” 500th Anniversary of Machiavelli’s Prince in Tuscany
2
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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 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.
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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 he was accused of conspiracy and he was imprisoned, tortured and exiled (1512 – 1514)
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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…
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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 Pesa Municipality www.sancascianovp.net
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3Logic Private company – software development www.3logic.it
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Over 30 farms…
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1 museum 3 civic and cultural associations
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STRATEGY
. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
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Generative Communication
A communication environment oriented to knowledge generation
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To re-create 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 (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
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PROJECT
. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
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Problem! San Casciano is a place of transit or short stays
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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
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Relationship between the real (people with their
culture, history, economy…) and symbolic (genius
loci) to design the future (district of knowledge)
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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
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We create a network of local agricultural producers, from the smallest to multinational corporations
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Towards a district of knowledge: history, culture, agriculture and territory = an
unique and unrepeatable lifestyle
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A model to be reproduced… … even in California
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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
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TECHNOLOGIES
. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
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Mobile app
The first official app for smartphone and tablet for the promotion of the Chianti’s region
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Augmented Reality
Multimedia contents (audio-stories, photos, video, etc.) for an augmented experience of San Casciano
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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
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See you soon on your mobile device…
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…but, above all, in San Casciano (because we are beautiful…)
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Luca Toschi Director of Communication Strategies Lab – University of Florence
www.csl.unifi.it