Research Cards In Field and Desk Research

7/27/2019 Research Cards In Field and Desk Research

1/21

Name Stefano

Age 35

Meeting place Stefanos workshop,via Guerzoni

Profession ceramistPicture

How long have you been living in Dergano? What do you do?

I have been always living here, this is the workshop of my father and Icontinued in his tradition. Since Im working here I never felt the needto move to a different neighborhood.

Does people from the neighborhood come here?Not so many people from the neighborhood come to this workshop tobuy ceramics, most of them are ceramics lovers from outer parts ofMilano.

Is there anything that you dont like about shopping in Dergano?I dont have big complaints about that, but I dont like the fact thatethnic stores are losing the creative and hand-crafted peculiarities.

Stefano is a craftsman, keen to protect local culture tradition.As the indigenous people of this region, some of them hold therejection opinion for the immigrants and ethnic stores since theychanged the original culture of the place.


2/21

Picture

Place name Maciachini Business Park

Highlights

Where is itAlong via Imbonati

Description Maciachini Center is the new business park at the former CarloErba: in this area of 100 thousand square meters the sidewalks have beenwidened, the road surface restored andsome of the facades of the houses cleaned.

The concept that inspired the entire redevelopment is a multi-purpose parkincluding offices, commercial premises and accommodation, multiethnic

catering, cultural activities (including a theater and the Museum of Puppets andPuppet) and other services. The Maciachini Center is already the head office ofseveral complete buildings, which host 4,000 operators of tertiary, like Mont Blanc,Sorin Group, Socit Gnrale, Zurich, which owns an entire facility.

Corporate building that has nothing in common with the neighborhood

Hermetic appearancemakes you wonder whats happening inside

Green areas that could be enjoyed by everyone

Someone during the interviews said:Before constructing new buildings, it would be better torearrange the ones that fall apart in the vicinity"Despite the concerns raised by some residents, the park has beenapplauded by many citizens: "Our streets come to life withdignity." The hope is that the Maciachini Center was only the

first of a long series of redevelopment to one of the oldest andleast protected area of Milan. "


3/21

Terra Del Fuoco

Target people students, elderly

people (in general who wants to fixsomething-learn how to do it)

Highlights

Where is itVia Morigi 8

AC

TIVITIES,

SERVICES

,

FA

CILITIES

PictureDescriptionTerra Del Fuoco is an open workshop

accessible to everyone who wants tojoin. In Terra Del Fuoco is possible tofind an equipped space and assistan-

ce when its about repairing furniture

or other things, help and suggestionabout techniques and materials and

the possibility to have a chat betweencraftsmen.The association is interested in promoting the importance of handcraftactivities in the nowadays society: the workshop aims to become a meeting and

knowledge-sharing point.It was born in 1996 and since then it worked in furniture renovation, traditional techni-ques, musical instruments repairing. Terra Del Fuoco worked with public associationslinked to social rehabilitation, organized neighborhood festivals, organized meeting

with experts. Desks, tools and the experience of the service providers are available foreveryone.

New service linked to Derganos tradition but with a new approach

Create bonds in the neighborhood

Non profitbut could be linked to shopping oriented experiences

Very interesting but very humble workshop, not easy to find it. itis in line with the temperament of this area. It needs some ofmodern promotion to increase its effect.


4/21

Picture

Place nameVia Imbonati- the boulevard of the suburbs

Highlights

Where is itDelimitates the East of Dergano. We reached it from via Baldinucci

viaimbonati.itwebsite/blog about the street

Beautiful housesthere are very nice houses from the beginning of the century ,

in contrast with Maciachini Centre and the wild diffusion of shops.

Description Via Imbonati was a working class street: loads of people workingin the pharmaceutical brand Carlo Erba used to live and work here. Where CarloErba used to be, now rises Maciachini Centre. On this street there are loads of

shops and activities (hair dressers, Pizzeria, ethnic food shops, electronic stores,gadget and decoration stores), most of then run by immigrants: only 143 shops on

266 are run by Italian people.

This is a new regional office centre, surrounded by thetraditional architecture. It represents the totally differentlifestyle comparing with other parts of the region: modern, fastand efficient.


5/21

Bausan square Market

Target people

Bovisa-Dergano inhabitants

Description

Highlights

Where is itBausan square

AC

TIVITIES,

SERVICES

,

FA

CILITIESTraditional activity that survives and it is enjoyed in the neighborhood


Inspiring experience for creating services and understanding peoples needs.

The Bausan Market it is an activity in

the sense that it is the place and themoment where the needs ofDergano-Bovisa inhabitants and the

offer from the different sellers meet.It takes places on Wednesday

morning, and it is very crowded andloud. It was interesting to see thesellers yelling and shouting like in the most traditional italian market.Offer: fruit and vegetables, fish and meat, dairy products, seeds and flours, clothes,

house accessories, toys and electronics, etc.People we met/observed: many of the sellers were immigrants from differentnationalities (Indian, Chinese, African etc.). Most of the purchaser were elderly people,mothers with children, some Politecnico students.

Most of the people we interviewed told us that they enjoy going to the market because

some things are much cheaper than the discount and have good quality. The elderly inparticular said that its easier for them to go to the market because becomes an

occasion to see friends and buy things easily.

A very common form of market in Italy, mobile vendors sell goodsby vans in every corner of the city. very efficient andsustainibility.


6/21

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Place name Zaini chocolate and sweets factory

Highlights

Where is itAlong via Imbonati, towards Maciachini

Description Zaini is an historical factory of Milan: it was founded in 1913 byLuigi Zaini. He wanted to create a very wide offer of product, a visionary idea forthat times of war and harshness. Zaini died in 1938 and his wife Olga took control

of the factory: she was one of the first Italian female entrepreneur. Nowadays thefactory is still run by Zainis progeny, and sells chocolate in 50 countries in the

world. It is a very consistent business reality connected to Dergano and it couldlead to promising shopping experiences. Unfortunately, it is not possible to visit thefactory but just the shop outlet. This one is very small and old fashioned, weimagined something bigger and brighter.

local & diffused knowledge factory is known all over the world

Old fashionedthey could have renovated their outlet to be more appealing

Its a bit difficult to notice Zaini if you don't know about itsexistence before; the shop that sells chocolate is visible only ifyou go inside the courtyard of the factory (there was the word"chocolate shop" written on a piece of paper posted on a wall).It's a pity because it's a nice place and a "different" activity

among all the other in via Imbonati.


7/21

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Name Xu Yue

Age 30

Meeting placevia Caianello

Profession owner of a restaurant

How long have you been living in Dergano? Do you work here?

I arrived in Italy more than 10 years ago and I have lived in viaImbriani for 4 years. Im working at my own restaurant, WenzhouSnack Shop in Via Imbriani.

Where do you usually go for shopping? What do you usually buy?I usually works in the daytime, and do shopping after finishing my jobat 7-8 pm. I usually shop in Esselunga or in the small shops inCertosa, but Esselunga is cheaper and fresher. Since I have a

17-month-old kid, I usually buys the Baby Products from Binpo Store.

What would you do to improve the shopping activities in this area?The business these years is worse than the formers, mainly becauseof the economic crisis in Italy. I think that immigrants living in Derganoare willing to work and renovate the area.

As an immigrant have lived in Milano more than ten years, XUhas a steady income and peaceful life. Based on the foundationof the previous generation, the new second-generationimmigrants are becoming an important part of backbone ofsociety. They not only want to become more Italian, but also

want to influence the way of life of the region.


8/21

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NameAngelo & Maria

Age 69 & 65

Meeting place Bausan market

Profession Retired

How long have you been living in Dergano? What did you do?We have been living in Dergano for 50 years, we had a grocery store.We closed it 10 years ago, due to health issues.

Do you like living in Dergano? Where do you usually go for shopping?Yes, we like it and we find that Dergano has everything, it is a niceplace. The supermarket is close and it is reachable by feet, but generallywe buy food where its possible to save money. For example we cameto this market to buy onions, since here are cheaper.

What would you do to improve of the shopping experience in Dergano?If we had more money from the government, we could improve a lot(laughing).

As old residents living in this community, they usually buyeverything in the neighborhood. Because of the insufficientincome and the consumption habits, the price is an importantfactor they consider. They represent the views of a largenumber of elderly Italians.


9/21

Name Hussain

Age 50

Meeting placevia Imbonati

Profession Owner of a minimarket

How long have you been living in Dergano? Have you always worked

in this shop?It's almost 20 years that i've been living in Italy, i come fromBangladesh, but before opening my shop here in Milan I have alsobeen in Rome and in Rimini.

Which kind of clients come to your shop?Every kind: Italian, Latin American, Asian, but right now we have notso many clients because of the economical crisis.

What would you do to improve the shopping activities in this area?I think we need a law that should distributes the shops in a better way,because there are too many similar activities that are not enough farfrom each other. In this sense we need a law that decide where, whenand to who give the authorization to open new shops.

An immigrant with middle-range income has his own shop. Heoften complains about the competition from their owncompatriots in the same area. Perhaps their business reallyneeds the intervention of external forces for better planning.


10/21

Name Rosangela

Age 67

Meeting place Bausan Market

Profession Retired

Do you often shop in the neighborhood?

I live in via Imbonati. I mainly buy daily supplies in the neighborhood, Idont often go to the craftmen workshops because I am a widow and Idont go out that often.

What would you do to improve the shopping activities in this area?I dont know, but Im willing to participate in new activities and initiati-ves. I joined the C spazio per tutti initiative at Politecnico Bovisa: Ithink it is young peoples responsibility to create new activities and

improve the lifestyle in the neighborhood.

Rosangela seems happy to live in this area (from theperspective of food shops and markets), but she's missing fashionshops for elderly people and activities to do, Looks like shes veryopen to new initiatives and changes, she would like to do thingsnot just with elderly people but also with young people.


11/21

Name Ilaria

Age 27

Meeting place Bausan Market

Profession housemaid

How often do you go to Dergano?

I live in via Prestinari, which is still Bovisa. I dont usually go toDergano for shopping because it is not so convenient for me. I knowthere are nice craftmen workshop there, but I dont have a car and Ihave two children, i find it difficult to move around in the city.

Where do you usually go for shopping? What do you usually buy?I usually go to the discounts around here for buying daily supplies. Ioccasionally go to Esselunga

What would you do to improve the shopping activities in this area?Hard question! (Laughing) In general I think this is a well furnishedarea, the offer is wide: from the discount to more particularbusinesses.

Ilaria is a mother and since she has two little children but not acar she needs more facilities (like specific shops that sell stufffor babies) in this area, because it's difficult for her to movearound Milan to search for specific things.


12/21

Name Mauro

Age 55

Meeting placevia Imbonati

Profession craftman- Terra del Fuoco

How long have you been working in Dergano?Ive been here for some years, but the workshop just opened: we stillhave to hang the shop sign out. Before, the workshop was in anotherarea of Milan.

Which kind of clients come to your shop?I think Dergano is interesting for our activity, since it still hashandicraft structure: People here understands the value of our activitybut it is still not clear the meaning of public workshop: people usuallylook at the craftman laboratory as something private and protected.People come here to fix their furniture, or paint them, etc. We foundout there is a very similar activity in the Netherlands, the RepairCaf.

What would you do to improve the shopping activities in this area?This is an aborigin from Terra del Fuoco, naked and with his bodypainted. He represents for us the absence of superstructures and theconsequent will to rely only on ones own resorces. We thought it wasinteresting for representing what we do.

Mauro has a particular activity if we compare it with theother, but he's very proud of it and very keen on making in wellknown. He would really like to give more visibility to it and weagree with him because it's an useful and free activity, that canbe joined by different ranges of people.


13/21

Name Fan Tenghui

Age 50

Meeting placevia Maffucci

Profession owner of a laundry

When did you arrive in Italy? How is business in Dergano?

I arrived in Italy more than 10 years ago and worked as a employee inan apparel company. I have opened this laundry three years ago: Ioffer the service of laundry and modifying the clothes. My business isseasonal: better in September, October and November, as well asMay and June. In the summer months business is not so good. Mostof the clients are Italian, but there are also some Chinese, FilipinosJapanese, Arabsetc.

Where do you usually go for shopping? What do you usually buy?There is a Street Market on Friday every week at the street of herlaundry, this is where I buy most of the things. On the other days, Imgoing to the Esselunga and other supermarkets nearby;

What would you do to improve the shopping activities in this area?(Thinking for a while) I dont know, but I am willing to integrate moreinto the community of Italian people.

Unlike the new generation of immigrants, the old immigrants whogrew up from zero, always feel unable to integrate into themainstream life of the community, due to the experience and theage. But they have a strong desire for integration. For theconsumption, they will consider more about the price factor,

although sometimes they are not short of money.


14/21

Libri di Luna

Target people children, families,

primary school teachers in particular

Description

Highlights

Where is itVia Livigno 6

AC

TIVITIES,

SERVICES

,

FA

CILITIES

Libri di Luna is a small, but very active

neighborhood library: there are manywell-selected books for young andelderly readers. It has also assortment

of fiction and nonfiction books foradults.

They also have a wide selection ofwooden toys and cloth, educationalgames,ideas for a clever gift. They organize activities with schools and also laboratoryof ideas, activities and meetings for children and their families.

Every month are organized moments of storytelling and workshops for children dividedinto age groups, meetings with authors and reading groups for adults and children,thematic meetings for parents.

They offer a wide and efficient customer service:1. Book Shop

2. Delivery3. Loyalty card

4. Gift Certificates

Cozy athmosphere that has nothing to do with the neighborhood

Warm colors makes you feel at home-in a safe place

Playfulworkshops, toys and games you can do there

Indoor environment is great, kids and adults will be very relaxed.But the place is a bit small for the activities&laboratories it hasto hold. The staff is enthusiastic, and they communicate reallywell with the users and the clients.


15/21

Derganos Fish Vendor

Target people Bovisa-Dergano

neighborhood

Highlights

Where is itBausan square

AC

TIVITIES,

SERVICES

,

FA

CILITIES

The fish market has been here from1958. It is now open twice a week, on

Wednesday and Friday.Mauro is the owner of the activity, andhis father before him. As he declared

in the interview, he loves living inDergano and running the activity.The fish arrives here from everywhere,

in particular Mediterranean seas andAtlantic.It is an interesting facility because it was not easy to find fish in continental Italian

cities and it was often quite expensive for the working class. A fish market (qualitativeand affordable) in a suburban neighborhood is an important facility and it is indicativeof an indipendent and lively reality.

Description

Article about the activity

archiviostorico.corriere.it/2010/novembre/19/Bovisa_Pop_Bocciofila_Triennale_vecchi

e_co_7_101119048.shtml

It was interesting for us to see a place like the fish marketinside Dergano: it is a traditional and vibrant activity, that shiftsfrom Dergano as a fossilized area. The vendor is very proud ofhis activity.


16/21

Dergano Officina Creativa

Target people Design lovers from

Dergano and other partsof the city (world?)

Description

Highlights

Where is itdislocated in Dergano

AC

TIVITIES,

SERVICES

,

FA

CILITIES

Dergano Officina Creativa is the

Milanese district of applied creativity,for a zero kilometer consumption ofexcellence products.

D.O.C. association is non-profit and

promotes-diffuses expressions ofculture and art and knowledge aboutthe contemporary craftmen. D.O.C. also wants to create sinergy between the different

realities of Dergano, giving a contribution to the identity of the neighborhood andpromoting its resources. They want to preserve the value of Dergano district in a citylike Milan- which is definitely depersonalizing.

The shops involved in Dergano Officina Creativa are: Efesto Art, Opella, Terra diBovisa, Arte e Natura, Ceramiche Puzzo, Lorenzo Crivellaro, CeeBee, Ceramiche

Libere.

Local and diffusedproducts made by D.O.C. are known and sold worldwide


Creative zona 9 in the same renovation wave of Politecnico and Triennale BVS

Many creative laboratories and craftsman shops: they find thatthe common problem is the economic environment in Dergano.They can't support by themselves even they really wanted tokeep this initiative.


17/21

Name Mauro

Age 53

Meeting place Piazza Dergano

Profession Fish vendor

How long have you been working in this Fish Market?

I have always worked lived and worked in Dergano: this fish market ishere from 1958. My father founded it, then I continued running thisactivity. I love living in Dergano, it is my neighborhood and Ill alwayslive here.

What would you do to improve the shopping activities in this area?It would be a good idea to bring more people from other parts of thecity and let them know about Dergano. We have devoted clients who

come here often because they like the fish we sell.

Mauro seems very happy to live in Dergano and he's very proudof his activity, as he has always worked as a fish vendor. Itseems that his only desire is to bring more people to "his"neighbourhood, to let them know what a nice area they candiscover.


18/21

Picture

Place nameVirgin Active Village

Description Virgin Active is a wellness village located along via Imbonati. It isa big structure with a pharmacy, a caf and some other shops on the ground floor.This places aim is to create a new experience of fitness based on fun, family,

friends and detachment from stressful everyday life. The services Virgin Activeoffers are related to wellness and luxury treatments, and the interface of the

building communicates this very well with its texture and dimension.What we felt is that Virgin Active doesnt communicate itself very well, and doesntfit in the urban pattern of via Imbonati. We wanted to enter the building but theentrance was somehow hidden on the back.

Highlights

Where is itvia Imbonati

Corporate building that has nothing to do with the neighborhood

Hermetic appearancemakes you wonder whats happening inside.

The Virgin Active Village was born with a good purpose, that isimproving the services in the area and modernize it, but it stillseems not so attractive and not so well exploited. Maybe it canimprove and change in the next years.


19/21

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Place nameVia Caianello

Description Via Caianello is just a short street connecting via Maffucci withvia Guerzoni. It is a particular place because theres an interesting contradictionbetween renovated, nice buildings and abandoned old houses.

It is probably one of the evidences of change in Dergano which is linked to archi-tecture and city planning.

Highlights

Where is itvia Caianello

Abandoned and occupied house

Nice gardens

New lofts and apartments

Via Caianello it's a strange and interesting place at the sametime. It is possible to face the most predominant realities thatexist now in Dergano: the old and decadent reality and the newand confident one.


20/21

Associazione CulturaleRosvaldo Muratori

Target people Families, elderly

people, lonely people

Description

Highlights

Where is itVia Legnone 80

AC

TIVITIES,

SERVICES

,

FA

CILITIES

The association Rosvaldo Muratori

proposes to engage in social andcultural activities, also along with otherassociations in the area.

Activities: meetings, conferences,debates, seminars, screenings of films

and codumenti and meetings.Training and institution: groups ofstudy and research, media guidanceto young people and families, computer courses of various levels for the use of

computers, the Internet and specific software, various courses.Publishing activities: publication of texts, essays and lecture notes, publication ofbulletins and proceedings of conferences, seminars, studies and researches.

Recreational activities: exhibitions, lotteries and peaches in the center of the recrea-tion of the association are the festivals as an opportunity to meet and exchange ideas

in the area and in the neighborhood.Sports: In cooperation with appropriate institutions and organizations.

Lack of vitality no young there, just elderly. Books, movis and other enter-tainment are old fashioned.

Annual Party they held a 10 days-long festival in Parco Passi every year, itllcollaborate a mounts of organization, local shops and art&culture instituition.

Small place, quite old fashioned but kind. The activities weren'tso fascinatingespecially for young people.But the yearly festival is a really good opportunity which usuallyhold in 10 days in June-july. They organize a variety of eventsduring that time, maybe it could be used as a gathering point for

shopping promotion service.


21/21

Percorsi di Arte e Culturain Zona 9

Target people

Zona 9 inhabitants

Description

Highlights

Where is itDiffused through zona 9

AC

TIVITIES,

SERVICES

,

FA

CILITIESUnknown out of Zona 9 area, difficult to find the advertisement of the initiatives.

Create bonds and networks

Corporate image well designed corporate image to communicate the initiative

to the neighborhood

Initiative dedicated to the public of

Zone 9 and all of Milan.The protagonists of the Card 9theaters, Teatro Verdi, Elsinore

Theatre Cooperative and / FountainHall and many other Reality -

associations, cultural agencies,exhibition halls, libraries and so on -the protagonists of diversified experience in Zone 9 is open for the meeting and thecomparison around their "arts and crafts", in an initiative dedicated to an audience of

young people and adults, boys and families from the area of the City.Theaters, cultural centers, art galleries, bookstores, libraries open on 27 and 28October 2012 for the meeting and discussion around their "arts and crafts" to an

audience of young adults, teens and families.

The original intention is good, but not much effective. It could beattributed to the following reasons: low propaganda, immigrantpopulation increased/local population reduction, geographicalremoteness. This initiative was set up by the government ofMilan, aimed to promote the artistic and cultural projects inzone 9. They selling the ticket-promotion cards, We believe this

activity could be related with shopping, probably we couldcollaborate with them and make the service much better.

Research Cards In Field and Desk Research

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