In partnership with Strada dei Vini e dei Sapori dei Colli Piacentini, students from Scuola Politecnica di Design took on a real-world challenge: redefining the image of a rich but fragmented territory to help position it as a unified and engaging food and wine destination. The project invited students to merge research, creativity, and strategic thinking to bring new value to the region through design.
Understanding the Territory
Working in pairs, the students began by analyzing Strada dei Vini’s current communication, identifying trends, and mapping out competitors. Their research revealed how the region’s promotional efforts are often limited to small local areas, lacking a cohesive narrative that could attract broader audiences or offer a complete visitor experience.
A Project Rooted in Experience
The project unfolded across several key moments. Students presented their concepts in a mid-review in Milan, receiving direct feedback from Elisabetta Virtuani, President of Strada dei Vini, and Chantal Smet, President of Valore Valnure. Later they traveled to Piacenza to visit the territory firsthand and meet the local community. The final presentation, where Virtuani joined online, allowed students to review the outcomes and discuss future possibilities.
Designing for Unity and Engagement
Students were asked to develop both B2B and B2C design solutions—ranging from event concepts to digital tools—that could strengthen the region’s identity, engage local stakeholders, and enhance visitor involvement. Each proposal was rooted in the desire to shift the narrative from isolated, valley-based efforts to a shared vision of the Colli Piacentini as a destination.
A Bridge Between Education and Territory
This partnership allowed SPD students to work on a meaningful real-world brief while contributing to the future of a unique Italian landscape. For Strada dei Vini, the partnership offered fresh ideas and new tools for creating cohesion and visibility. It demonstrated how design can act as a powerful connector between communities, traditions, and the people ready to discover them.