ART & TREND DESIGN

Brunella Sardenberg Moncorvo brunellasm@gmail.comIzabel Rainer Harbach izabelrainer@gmail.comThiago Lopes Souza thiago.lopes.souza@gmail.com

Master “NEW MEDIA ART DESIGN”Accademia di Belle Arti di BreraMIND Project (Milan Network Design)

ART DESIGNProf. Annalisa Dominoni

TREND DESIGNProf. Roberto Semprini

CONSIDER:

Subway Context

Metropolitan Citizen

Activities

Technologies and Materials

REQUIREMENTS:

Integration in the environment

Support movement across traffic space

Facilitate living activities

Increase the quality of life

DEVELOPMENT:

1- User Chosen

2- Activities Chosen

3- Requirements

4- Benchmark

5- Design Concept

1- USER CHOSENThe user here could be anyone. All passengers can be affected by this environment. However,

the idea was to select a specific group that probably could interact in a deeply way, as it is part of his nature. The user chosen is composed of young people (from 16 to 26 years old).

1- USER CHOSEN

The second user’s attribute is be a student. As the most part of people with this age are stu-dents, the project is focused on them. This group is usually more open to make contact with

strangers, to new ideas and new experiences.

1- USER CHOSEN

The third user’s attribute is be foreign, or don’t be from Milan. The city, which contains a lot of prestigious universities and academies, receives each year a great number of young stu-

dents, from the whole Italy and the whole world. Those people commonly have a small knowl-edge of the city and your inhabitants, and are specially open to meet and interact with others.

2- ACTIVITIES CHOSEN

The user chosen has some specific standard behaviour. The first one is related to his loneli-ness. If he is alone in the metro station, he is usually quiet and noiseless, and seems worried

about the environment.

2- ACTIVITIES CHOSEN

Otherwise, if the chosen user is inserted in a group of the same age, he is speaking loud, interacting with others and seems not worried about the environment.

Watch the video separeted.

2- ACTIVITIES CHOSEN

Alone or in group, the chosen user is usually doing something else on the course: talking on the cell phone, reading a book, listening music, looking on the maps,

sending messages, drinking or eating...

3- REQUIREMENTSThe first requirement is be educational. The design concept must communicate an educational message about the metro environment based on his location. Examples

of this educational level could be: “Throw the garbage in the trash”; “Keep the right side at the escalator”; “Offer your seat to someone older”...

3- REQUIREMENTSThe second requirement is be informative. The design concept must communicate an infor-mative message about the city environment based on his location. Examples of this informa-tive level could be: “Do you already know what are the options for this night?”; “You are los-ing a big party at Piazza Duomo!”; “Have you ever been inside of the Castello Sforzesco?”...

3- REQUIREMENTSThe third requirement is be interactive. The design concept must communicate an interac-tive message about the social environment based on his location. Examples of this interac-

tive level could be: “Are you lost? Ask help for who is beside you!”; “Do not throw away the newspaper you’ve read. Leave it in the bank with a message of good morning!”; “Have you

ever talked with that person who takes the train with you everyday?”...

4- BENCHMARK

For the analysis and comparation, we will use some benchmarks we found in the Under-ground around the world. We were looking for iniciatives and/or objects related to the three

levels presented on “requirements”. There are many iniciatives, specially because it is a quite open theme, but we tried to focus on those more interesting and creative.

4- BENCHMARK

a- Educational: Tokyo: metro campaign poster 2010

4- BENCHMARK

b- Informative: Paris: Media Epidemics.This is a multi-disciplinary group project, from the “Metro 2.0 Educational Workshop spring 2007”, organized by MIT Mobile Experience Lab and French public transportation authority (RATP). The aim of the project is to provide pub-lic screens in each station for showing different kinds of localized media like blog posts, videos, or podcasts. Metro users can upload content to these screens, as well as copy content that they like to other stations in the Metro. As a result, downtown screens will aggregate lots of different kinds of the most popular media, while content that is particular to a certain region (like an account of a community event) would probably stay local to that region where people think it‘s interesting.

4- BENCHMARK

c- Interactive: London: Smile for London Competition.It is a campaign with a call for submis-sions. The brief is to create a twenty sec-ond silent piece of moving image with a view to pushing the boundaries of the medium. The submission process is open to all, and successful applicants will see their work showcased over the plat-form screens for two weeks on weekday mornings with a creative intermission; a programme of film, art and animation, exhibiting the best of London’s emerg-ing and established artistic talent. In addition, during weekday evenings, the screens will showcase unmissable arts events in the capital.

4- BENCHMARK

c- Interactive: Stockholm: Volkswagen’s Piano Staircase.To encourage people to take the stair-case instead of the escalator, Volkswagen converted a set of steps at the Odenplan subway station in Stockholm into working piano keys. The effort is just one stunt that appears on the carmaker’s Rolighetsteo-rin.se or “Theory of Fun” website, which showcases efforts to get people to change by simply making things more fun.

Video: http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded

4- BENCHMARK

c- Interactive: New YorkPatrick Moberg created a website in or-der to find the dream girl that he saw in passing on the subway one night.The website spread virally, and soon he had thousands of leads. Two days later, he got an e-mail from someone claiming to know the girl, and they meet each other. Their first meeting was set up by Good Morning America. Like the rest of the me-dia, GMA saw a great love story and grab the opportunity.http://nygirlofmydreams.com

5- DESIGN CONCEPT

The design solution found was a comic balloon

shaped box capable to inform our target user

all the requirements through powerfull phrases.

The Balloon Box will be fixed along many

places according to the chosen phrase.

60 cm

54cm44

cm

48 cm

22cm

Material: Plastic or Wood

Applied examples - Educational

Applied examples - Informative