Presentazione del progetto
“San Casciano Smart Place” al
National Council on Public
History Annual Meeting
Monterey, Calif...
Local Communities
Becoming Global
The Case of the “Augmented” 500th
Anniversary of Machiavelli’s Prince in
Tuscany
2
In this presentation:
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
San Casciano
Val di Pesa
•  About 17.000 citizens
•  In the Chianti region,
about 15 km from Florence
•  Tipycal Products:...
San Casciano
Val di Pesa
•  Inhabited by Etruscans from
the VIII Sec. A.C.
•  IIn 1513 Machiavelli wrote
The Prince in his...
Niccolò
Machiavelli
•  Florence 1469 – 1527
•  Writer, politician, diplomat
•  Secretary to the Second
Chancery of the Rep...
Il Principe
It’s considered the first contribution of
modern political sciences.
«Il carattere fondamentale del Principe
è...
In 1513, during his exile in San
Casciano Val di Pesa, Niccolò
Machiavelli wrote The Prince…
…and 500 years later,
again in San Casciano,
Machiavelli and The
Prince come to life
through the San
Casciano Smart Place
...
TEAM
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
Comune di San
Casciano Val di Pesa
Municipality
www.sancascianovp.net
3Logic
Private company – software development
www.3logic.it
Over 30 farms…
1 museum
3 civic and cultural associations
STRATEGY
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
Generative
Communication
A communication
environment oriented to
knowledge generation
To re-create and
to promote the
territory through
its history and
traditions
To use the charm
of an historical
figure to promote
San Casciano in
the world
To support local
producers (wine,
oil, etc)
San Casciano
Val di Pesa in
the world…
…and the
world in San
Casciano
PROJECT
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
Problem!
San Casciano is a place of transit or short
stays
Solution
Exploiting the occasion of the celebrations for the
500th anniversary of The Prince to associate
Machiavelli to S...
Relationship between the real (people with their
culture, history, economy…) and symbolic (genius
loci) to design the futu...
We can improve innovative strategies of territorial marketing focusing
on the value and the main charateristics of typical...
We create a network of local
agricultural producers, from the
smallest to multinational corporations
Towards a district of knowledge:
history, culture, agriculture and territory = an
unique and unrepeatable lifestyle
A model to be reproduced…
… even in California
In summary: a
political projectü  Networking
ü  Create a district of knowledge
ü  Strenghten social capital
ü  Renew t...
TECHNOLOGIES
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
Mobile app
The first official app for smartphone and tablet for the
promotion of the Chianti’s region
Augmented Reality
Multimedia contents (audio-stories, photos, video, etc.)
for an augmented experience of San Casciano
Geotagging
Some contents are unlocked when you reach a specific
location (eg Machiavelli’s home), because the on-site
use ...
See you soon
on your mobile
device…
…but, above all,
in San Casciano
(because we are
beautiful…)
Luca Toschi
Director of Communication
Strategies Lab – University of
Florence
www.csl.unifi.it
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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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San casciano smart place @ National Council on Public History Annual Meeting 2014

  1. 1. Presentazione del progetto “San Casciano Smart Place” al National Council on Public History Annual Meeting Monterey, California, 19-22 marzo 2014
  2. 2. Local Communities Becoming Global The Case of the “Augmented” 500th Anniversary of Machiavelli’s Prince in Tuscany 2
  3. 3. In this presentation: . CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
  4. 4. 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
  5. 5. 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.
  6. 6. 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)
  7. 7. 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…
  8. 8. In 1513, during his exile in San Casciano Val di Pesa, Niccolò Machiavelli wrote The Prince…
  9. 9. …and 500 years later, again in San Casciano, Machiavelli and The Prince come to life through the San Casciano Smart Place project
  10. 10. TEAM . CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
  11. 11. Comune di San Casciano Val di Pesa Municipality www.sancascianovp.net
  12. 12. 3Logic Private company – software development www.3logic.it
  13. 13. Over 30 farms…
  14. 14. 1 museum 3 civic and cultural associations
  15. 15. STRATEGY . CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
  16. 16. Generative Communication A communication environment oriented to knowledge generation
  17. 17. To re-create and to promote the territory through its history and traditions
  18. 18. To use the charm of an historical figure to promote San Casciano in the world
  19. 19. To support local producers (wine, oil, etc)
  20. 20. San Casciano Val di Pesa in the world…
  21. 21. …and the world in San Casciano
  22. 22. PROJECT . CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
  23. 23. Problem! San Casciano is a place of transit or short stays
  24. 24. 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
  25. 25. Relationship between the real (people with their culture, history, economy…) and symbolic (genius loci) to design the future (district of knowledge)
  26. 26. 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
  27. 27. We create a network of local agricultural producers, from the smallest to multinational corporations
  28. 28. Towards a district of knowledge: history, culture, agriculture and territory = an unique and unrepeatable lifestyle
  29. 29. A model to be reproduced… … even in California
  30. 30. In summary: a political projectü  Networking ü  Create a district of knowledge ü  Strenghten social capital ü  Renew the image of the area ü  Increase tourist flows
  31. 31. TECHNOLOGIES . CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES
  32. 32. Mobile app The first official app for smartphone and tablet for the promotion of the Chianti’s region
  33. 33. Augmented Reality Multimedia contents (audio-stories, photos, video, etc.) for an augmented experience of San Casciano
  34. 34. 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
  35. 35. See you soon on your mobile device…
  36. 36. …but, above all, in San Casciano (because we are beautiful…)
  37. 37. Luca Toschi Director of Communication Strategies Lab – University of Florence www.csl.unifi.it
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