Radice of the Scuola Politecnica di Design SPD wins the second edition of Velasca Progetto Design – Idee sotto la…
Under the guidance of Cristiano Bottino, partner of the renowned firm Studio FM and professor of Identity Design at SPD, the students of the Master’s in Visual Design have just started a new, challenging project focussing on the ex Ansaldo area, the upcoming cultural district of the city of Milan.
They will have to design the graphic identity and the orientation system for the ex-Ansaldo area, a former industrial complex with an extension of 70,000 square metres that dates back to the beginning of XX century. Their works will be presented to the Municipality of Milano that oversees the property redevelopment process.
In recent years the ex Ansaldo area has become a point of reference for the Milanese Fashion Weeks and the Fuorisalone events taking place during the furniture fair Salone del Mobile. The huge restoration project of the whole compound by the famed British architect David Chipperfield is now nearing completion as the Expo event is approaching. The goal is to offer to the city a brand new cultural district whose major realisation will be the Museo delle Culture (Museum of Cultures), opening in spring 2015. With 780 square meters of permanent exhibition space and 1.500 square meters for temporary exhibitions, the museum will house a wide array of non-European cultural artefacts, drawn from the city’s strong holdings. These range from pre-Colombian works and objects of anthropological significance to Modern and contemporary art, fashion and design. According to the director of the permanent exhibition, Marina Pugliese, also the director of Milan’s Museo del Novecento (Museum of the Italian ‘900), collection aims at creating a multidisciplinary and multicultural dialogue with contemporary culture.
The ex Ansaldo hosts many cultural institutions, some of them are already active inside the area: the Laboratory of the celebrated Teatro alla Scala with the rehearsal stages, the carpentry and archives, the puppet museum Museo delle Marionette by the Colla brothers, the Officine Creative Ansaldo OCA (Creative Workshops Ansaldo) with their offer of music, entertainment, theathre and performing arts in general.
The goal for the students will be to devise a distinctive identity for the ex Ansaldo hub that may enhance the legibility of the space and of its many articulations still being able to engage in an harmonious dialogue with the different cultural enterprises running inside this area.