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

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