The document presents the Wall_S project, which proposes an innovative temporary housing solution called Wall_S. It was designed for events that generate high visitor numbers, like Expos, where additional accommodation is needed. Wall_S consists of modular units that can be transported, assembled, and configured to create housing facilities. It aims to provide a sustainable alternative to new permanent buildings by offering a flexible temporary system. The document describes the design of Wall_S and presents a business plan for its use at major events.

1. Innovative Hospitality Typologies
WALL_S
Ana Victoria Faría Delfino
Martina Gallia
Yanina Guerzovich
Vincenzo Mongiello
Louena Shtrepi
Principal Tutor:
Corinna Morandi

2. Ana Victoria Faría Delfino
Martina Gallia
Yanina Guerzovich
Vincenzo Mongiello
Louena Shtrepi

3. W A L L _ S Innovative Hospitality Typologies
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M U LT I D I S C I P L I NA RY
PROJECT FINAL REPORT
E X P - H O S T _ Great events and hospitality
Milan Expo 2015 and Turin Italia 150:
new concepts and formats for new populations
WALL_S Innovative Hospitality Typologies
Ana Victoria Faria Delfino, Architecture (Construction) , Politecnico di Torino
(signature)________________________
Martina Gallia, Architecture, Politecnico di Torino
(signature)________________________
Yanina Guerzovich, Product-Service System Design, Politecnico di Milano
(signature)________________________
Vincenzo Mongiello, Management, Economics and Industrial Engineering, Politecnico di Milano
(signature)________________________
Louena Shtrepi, Architecture (Construction), Politecnico di Torino
(signature)________________________
Principal Academic Tutor:
Corinna Morandi, Dept. of Architecture and Planning, Politecnico di Milano
(signature)________________________________________
Other Academic Tutors:
Flavio Boscacci, Dept. of Architecture and Planning, Politecnico di Milano
Alberto De Marco, Dept. of Production System and Business Economy, Politecnico di Milano
Fabrizio Leoni, Dept. of Architecture and Planning, Politecnico di Milano
Francesco Prizzon, Dept. of Building Engineering and Territorial Systems, Politecnico di Torino
Paola Pucci, Dept. of Architecture and Planning, Politecnico di Milano
Andrea Rolando, Dept. of Architecture and Planning, Politecnico di Milano
Luca Tamini, Dept. of Architecture and Planning, Politecnico di Milano
Cino Zucchi, Dept. of Architecture and Planning, Politecnico di Milano
External Tutor(s):
Maria Teresa Broggini Moretto, Comune di Milano – Direzione Attività Produttive
Leonardo Cavalli, One-Works
Elena Milanesi, Assolombarda – Settore Territorio
Giorgio Rabajoli, Ferrino S.p.A.
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INDEX
1.EXECUTIVE SUMMARY 8
2. INTRODUCTION
2.1 General description of the problem of hospitality
during great events – Milan 2015 EXPO as a case study 9
2.2 Quotations of interesting examples of hospitality or problems 10
noticed during previous great events
2.2.1 Hannover 2000 10
2.2.2 Zaragoza 2008 11
2.2.3 Turin events: Torino 2006 and Torino 2011
2.3 Shanghai 2010, test on the field of failures and good practice examples 13
2.4 Why is it better to face the hospitality with temporary
structures and not with new massive buildings 16
2.5 What do we intend as “Temporariness” and “Hospitality” 17
3. USERS’ REQUIREMENTS
3.1 Milano Expo 2015 and its receptivity 18
3.2 Data (visitors, site plan) 19
3.3 Stakeholders 20
4. DESIGN PROCESS
4.1 First ideas on possible solutions: Annexes, Pay per Sleep,
First booking, Temporary Hosting Camps 22
4.2 Places Where to Locate our Hospitality Offer 24
4.3 Different Definitions of Temporariness
Related to Accommodation Solutions 25
4.4 Stakeholders present in Disaster Response
(a possible scenario where to use the hosting units) 26
4.5 A reflection on the Creative Dynamics of our Design Process 27
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5 . S TAT E O F T H E A R T
5.1 State of the Art of Temporary Shelters
Comparison Table with Focus Characteristics for Each Examples 29
6. TOWARDS THE SOLUTION
6.1 Key words 31
6.2 First Explorations and Approaches to the Cell Concept 31
7. WALL_S
7.1 Destination of use 37
7.2 Dimensions 39
7.3 Equipment 40
7.4 Structure 41
7.5 Transport 42
7.6 Assembly 43
7.7 Aggregation 44
7.8 Plants 46
7.9 Durability 46
7.10 PCM
7.10.1. Classification of PCM 47
7.10.2. PCMs’ Properties 48
7.10.3. Thermal Storage Unit and Air Exchanger Applications 48
7.11 Comparison between Wall_s and
Already Existing Solution in the Temporary Shelters’ Market Share 49
7.12 Wall_s Experience 51
8. BUSINESS PLAN
8.1 Executive Summary 54
8.2 Product Description 54
8.2.1 Destination of use 55
8.2.2 Dimensions 55
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8.2.3 Equipment 55
8.2.4 Plants 55
8.2.5 Structure 56
8.2.6 Transport 56
8.2.7 Assembly 56
8.2.8 Durability 56
8.2.9 Aggregation 57
8.2.10 Pros and Cons 57
8.3 Strategic Plan 58
8.3.1 Mission 58
8.3.2 Objectives 58
8.3.3 Business Analysis 58
8.3.4 Strength & Weaknesses 58
8.3.5 Opportunities and Threats 58
8.3.6 Strategy 59
8.3.7 Positioning (Brand) 60
8.3.8 Location 60
8.4 Marketing Plan 60
8.4.1 Expo Visitors 60
8.4.2 Travellers (Afetr Expo) 61
8.4.3 Temporary Exhibitions 61
8.4.4 Disasters 61
8.5 Market strategy 61
8.5.1 Product 61
8.5.2 Promotion & Places 61
8.5.3 Price 64
8.6 Operating and Organization Plan 64
8.7 Financial Plan 65
8.7.1 Income Statement 67
8.7.2 Cash Flow Analysis 67
8.7.3 Investment Analysis 67
8.7.4 Sensitivity Analysis 67
9. CONCLUSIONS 71
REFERENCES 73
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1. EXECUTIVE SUMMARY
Great events are happenings of high profile and con-
tents that even if they only last limited period, they
have significant implications on the economic, social,
institutional and territorial pattern of the hosting re-
gion. Great events vary on scale, content, media cover-
age and target but for the interested area, they always
present an opportunity to gain visibility, to create new
relations and usually, for urban regeneration. However,
they do pose important challenges on hospitality mat-
ters which involve often a necessary dialogue between
public and private institutions. The legacy of a Great
Event can be as beneficial as harmful for the region and
its citizens. Thus, it should be taken well thought holis-
tically. The World Exhibition (EXPO) to be celebrated in
2015 in Milan is an example of this typology and will
be considered as a case study for the research and the
further concept development.
The first part of the work reviews an extensive research
carried out by the team in the first phase of the proj-
ect. The group examined the implications of hospital-
ity solutions and problems in relation to the Milanese
macro-region enlightening the state of the art and the
perspective towards 2015. In parallel, symbolic mean-
ings, impacts and implications of big events have been
thoroughly discussed.
We present a study on previous cities that carried out
great events based on existing bibliography and meet-
ing with academic and professionals on the topics. Spe-
cial attention is paid to the Shanghai Expo 2010, where
on-site research was carried on, which included a visit
to the hosting city and surroundings, a visit to the Expo
and meetings with local experts.
Locally, we met with the actors involved in the Expo
2015. Resulting from those debates and analysis about
the issue of accommodation for the hosting of the tem-
porary visitors of Expo Milan 2015, has emerged as an
unsolved problem. The hospitality market sector in Mi-
lan has been studied. The temporariness of the event
asked for innovative solutions that have this term as
one of the main goals of the project. The next chapters
and annex report a benchmark comparison of tempo-
rary structures.
Finally, a concept to attend Milano 2015 Expo’s hos-
pitality demand and its post event use is presented,
along with a business plan that demonstrate its feasi-
bility and strategy of management.
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2. INTRODUCTION
2.1 General description of the problem of cs and management of the increasing demand of
hospitality during great events – Milan goods and, receptivity in terms of accommodation
2015 EXPO as a case study and other serv ices like restaurants and informa-
tion. Preparing the city for a Great Event means
In 2015 Milan will be part of a long history of World to find solutions to reduce the gap between the
Exhibitions as the hosting city of the EXPO. Since the existing and forecasted offer and demand. This is a
1851 Great Exhibition at London’s Crystal Palace, very complex matter.
World Expositions have been a platform to display
historical experience and the best global practices.
“A world Fair or Expo is a infrequently occurring Looking at the strategies taken in Hanover 2000,
celebration that typically showcases the latest or Zaragoza 2008 and Shanghai 2010 allowed us to
future advances in arts, culture and technology”* . understand how these cities approached these
They foster the exchange of innovative ideas that themes, and in particular hospitality offer and de-
seek to tackle the problems facing mankind in the mand. However, to propose solutions to reach the
future. Expo-sites have left incredible infrastruc- needs of the coming visitors and to avoid the over-
tures in the city such as the Tour Eiffel as well as load, a clear idea about the demand is necessary.
**
redeveloped areas such as the La Cartuja Leisure Even if the focus of this research is not that one
Park created after Seville, 1992. Another recent , it is important to remark that the forecasted vi-
example is multifunctional urbanized area of the sitors for the Milanese Expo have decreased by
Puxi Section of the 2010 Shanghai Expo, which is 10 million during the development of the project.
a promising heritage for the city. Most Expos have Another important element is that the origin of
shown positive effects. For instance, they create the expected visitors and their interests. Thus, we
new investments and temporary employment to should underline the current offer of the hosting
build infrastructure as was seen in the past (Anda- region as well as its opportunities for the future.
lusia, 1992) and nowadays with the enlargement of Nowadays, Milan lacks a clear strategy in terms
the transportation system and belted parks in the of hospitality and self-promotion as a tourist de-
Milanese macro-region. Another important impact stination compared for instance with other major
is the creation of networks based on new cultural, node cities such as Berlin in Germany or Rome in
scientific and technological exchanges and confe- Italy. The EXPO brings a great opportunity to build
rences which bring new commercial opportunities a renovated image of the city and its macro-region
for both hosts and visitors. Furthermore, an Expo in the international context. Valuable legacy of the
region, usually situated on 1.5 million m2, provides event could promote the territory in several areas
an excellent opportunity to expand its possibilities as sustainable pole for tourism, business and re-
for tourism and self-promotion during the opera- search.
tional period (6 months) and after.
The EXPO*** preparation and event is controlled
A hosting city must deal with several critical issues by the BIE. However, the main issues about the re-
liked to the overload of the existing hospitality gional development are decided by the local pu-
infrastructure. This means potential problems in
** The team A had approach this topic, feeding our path
terms of accessibility and transportation, logisti-
with useful and updated information on the visitors profile.
*** Regulations and further information on Expos can be
* Goldblatt, J. Nelson, K.S. (2001), The International Dictio- found on the Bureau Interanal des Expositions BIE website as well
nary of Event Management, John Wiley & Sons, New York, p. 279. as in the 2015 Milano Expo website.
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blic administrators. Thus they must be considered for the future event of Turin 2011.
as a key stakeholder in any project which involves
the coming World Exhibition. As highlighted by the
Municipality of Milan in the meetings, Expo should
be an opportunity for further development for the
city. It should be a vehicle to accelerate the crea-
tion of new relations with the visitors and territo-
rial transformations, increasing the region’s value.
In this context, some first general questions were
raised in the group: Which are the possible pro-
blems to solve in general? Who owns the pro-
blem? To whom is the problem-solution relevant?
In which stakeholder/s are we going to focus on?
What can technology do for the problem in a cre-
ative and innovative way? From a multidisciplina-
ry view, how can we approach the problem? And,
some possible problems to solve in general came
out: explore innovative typologies of hospitality
of new populations; develop a sustainable solu-
Picture 1: Prevvous EXPO and Turin Events’ Logos
tion; develop a solution thinking of the impact and
opportunities: Before - During - After the Expo; A special chapter will be dedicated to Shanghai
develop a solution that will be beneficial for the 2010 Expo, which we visited, getting a real idea of
community afterwards; find a fast and feasible so- the life in a hosting city and the exhibition.
lution of business model that will be ready for the
event.
2.2.1 Hannover 2000
In order to remain true to its own urban develop-
2.2 Quotations of interesting examples of ment, a completely new-generation district called
hospitality or problems noticed during Kronsberg was build. It aimed to serve the Expo
previous great events needs for hospitality as well as the existing se-
rious housing shortage in Hannover at the time.
Past EXPOs provide a good resource of both good The Kronsberg district is an example of forward
practices and failures during the great event. Mo- planning and building which represents the 2000
reover they allow us to see their post-effect over Expo theme “Humankind – Nature – Technology”.
time. This chapter gives an overview of interesting It was strategically located along the new tramli-
examples, strengths and weaknesses of hospita- ne which links the city centre with the Expo-site.
lity, successful and unsuccessful solutions of past The development followed the regional planning
World Exhibitions. Over the traditional hosting principle, expanding along the local public railway
structures like hotels, “Bed and Breakfast”, tou- concentrating at the stations. Thus, it has a com-
ristic residences, hostels etc., we went through pact structure and high building density organized
examples of great sustainable constructions of in a grid layout. In terms of sustainability, it has
entire residential districts like those in Hannover exceptionally high ecological standards, offering
2000 and Zaragoza 2008, innovative service sy- semi-natural open spaces and above-average qua-
stems like those promoted in Zaragoza 2008,and lity accommodation. Due to the forecasted over-
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load of visitors which will create a discomfort in and standardized system where citizens made their
the population, the building of new apartments homes available to accommodate visitors. It provi-
was appropriate. The projects were funded by a ded an additional and alternative offer. To manage,
wide range of public and private institutions, in- control and market the service, selecting suitable
cluding the government and a great participation housings, building relationships and training ow-
of the State of Lower Saxony. The Expo staff and ners and managing the booking service, EXPOA-
exhibitors were hosted in about 2.500 apartments. GUA picked a responsible company. 3100 unites
Being one of the largest and most advanced pro- with the minimum number of room and location
grams in Europe by the end of 2000 these tempo- followed the program’s requirements. Two servi-
rary housing facilities were available for rent again. ces were offered. One, named “shared hosting”,
Nowadays, Kronsberg is home of 6600 people with where the owner shares his house with the visi-
3000 residences and near-by work placements. tors and a second one, called “lodging attended”
The architectural style was designed by over forty where the owner offers the use of the house and
architectural and planning studios. Today, it is not facilities. In both cases, the owner was responsible
only linked to the city by public transportation but of providing assistance, cleaning and maintenan-
it stimulates other services like car-sharing, pede- ce. Plus, after the event the houses had to be re-
strian and bike riding. Furthermore, to reduce the turned to the owners.
CO2 emissions it encourages sustainable building
measures for heating, water and electricity use as
well as the design of more open public spaces.
Picture 3: Zaragoza Expo Site
Picture 2: Kronsberg District
Villa Expo, the second project developed by Expo-
agua society, aimed to manage 3 new sets of re-
2.2.2 Zaragoza 2008 sidences near the Expo-site: the “House of Water
Zaragoza’s international exhibition EXPOAGUA Tower”: an over 100 single/double/triple room’s
answered to the hospitality demand with two in- accommodation, the “House Bridge Pavillion”:
novative solutions. Besides from new hotels built 194 beds including studios and one-bedroom
near the Expo-site, the managing organization pro- apartments, and the “River House Aquarius”: 102
moted on one hand the setting up of a Bed and rooms, mostly singles. A public call was developed
Breakfast system and on the other hand, the buil- to select the managing and marketing compa-
ding of dorms next to the Exposition area. nies which would present a quality proposal that
would meet the minimum quality and fixed price.
The first program, called “Programa Alojamiento y The winning organizations had to provide furni-
Desayuno”, focused on developing a well-thought ture, manage the service billing, host the visitors
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and train the staff. This program as well as the first shbasins, toilets, laundry rooms, etc, one contai-
one followed a Quality Plan which included mini- ning fourteen double rooms, and the last for en-
mum requirements, rules and fixed prices (e.g. 60 trance, reception, supermarket, Internet access,
euro per day for a double room in the B&B and 75 sick bay, etc, together with other minor uses. Ar-
euro in Expo Villa). This temporary management chitecturally, the renovated buildings maintained
was agreed taking into account that they will have their appearance as faithfully as possible, so as not
to return the running facilities after the Expo was to alter the style of the property drastically. Inte-
over. Following the Expo, the buildings were used riors were kept the same criterion and philosophy,
as student dormitories or were sold to special ca- but with adaptations for the proposed use.
tegories of citizens.
Two general criteria were fundamental for the
To complement the Expo Accommodation Net- new buildings: creating a space between the exi-
work, Zaragoza City Council offers alternatives sting buildings and the new ones while achieving a
such as El Canal Campsite, located in the Ecocity, harmonious blend between the architecture of the
Valdespartera, 4 km from the Expo site. The con- two areas. Brise-soleil, use of light and shade, use
dition for building was that the ground could be of compatible materials, blurring of the boundary
used for various alternatives. The camping spaces between interior and exterior, compatibility with
have a flexible layout so that they can be used in other uses, versatility, cleaning and maintenance
an ordered or dispersed way. The green and spor- provisions, etc. amongst other things, are aspects
ting areas together with the camping facilities can that have been taken into account for its con-
be used in different ways, adapting to diverse si- struction. Besides the accommodation, it works
tuations. as a campsite with a large surface area and servi-
ce infrastructure that includes roadways and car
parking. Environmentally, the accommodation was
equipped with a solar energy system, a high-per-
formance solar water heater located on the roof
and a hydraulic unit. Additionally, new buildings
also featured louvred facades to control light and
heat, and to provide good ventilation in the sum-
mer. These simple but carefully thought environ-
mental solutions included also recycling and reu-
sing materials, integrating them with nature.
Picture 4: El Canal Campsite, Zaragoza
Finally, main residential building refurbished for 2.2.3 Turin events: Torino 2006 and Torino 2011
use as a hostel and restaurant and the Warden’s
In the Italian panorama, 2006 Torino Winter
residence renovated to house the campsite ma-
Olympic Games give us an overview of the appro-
nager and storage facility. Stables were reused for
ach on the issue of hospitality taken by the region.
service installations and storage. Services block
This is the only event held in Italy that was compa-
turned into sports equipment storage and green
rable in terms of complexity and international visi-
areas were consolidated and restored as a recre-
bility to the Expo. Even if it presents many differen-
ational area, children’s playground and camping
ces in relation to an Expo in terms of content and
spaces. Indoor football courts were restored as a
extension, it is interesting to see some of the solu-
multi-purpose sports facility and other courts up-
tions provided by public and private stakeholders
graded. Moreover, new buildings were designed:
at the time. Some of the alternatives developed,
three service blocks, one housing showers, wa-
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provide quality accommodation and preserve the agree that the 2011 occasion, as the other inter-
environment. A great number of structures were national events like Expo 2015 can be a successful
built such as “Yes!” hostels and “Doc” Bed & Brea- tool to develop and promote the Italian tourist sy-
kfast showing the enthusiasm, even if the policies stem. For the past 20 years, the city of Turin and
did not always promote the image of the Olympic the surrounding region of Piedmont have been
receptivity. Anyways, some innovative typologies doing an impressive job of bringing about an ar-
explored were linked to the territory and the loca- chitectural, cultural and social transformation,
lity, such as Agroturism and Second-home market. concentrating all their efforts on reaching their full
This last one was a sadly successful since it held potential in 2011. The aim is not to offer the clas-
back the growth of private companies. But it inspi- sic cultural tourism, characterized by passive and
red innovative diffuse receptivity linked with athle- standardized enjoyment, but about real “experien-
tes, guaranteeing subletting contracts. Unluckily, ces” as much active and customized as possible.
the projects came to an end after the Olympics. Many restorations and works on infrastructures
The image of the city was improved, but the lack were completed by 2011 on royal palaces, histori-
of a strategic coordination of public and private cal buildings, parks and green areas. Those places
actors didn’t encourage the diversification of de- were the venues of the event and will host expos,
mand and offer. The lesson was learnt and some shows, conferences and performances.
efforts remained like the training on receptivity
and volunteering which was active towards the
2.3 Shanghai 2010, test on the field of fail-
2011 Italian Unity celebrations.
ures and good practice examples
From the 1st to the 16th of May 2010 our project
team, together with some tutors of the ASP project,
made a study journey to China, during which we
participated on a workshop in Shanghai at the Ton-
gji University, partner of the Politecnico di Milano,
to evaluate the local policies in the field of hospita-
lity in preparation of the Shanghai Expo 2010. The
visit to the city and Expo allowed us to experience
a great event first hand, to live the city and to see
its transformation in terms of infrastructure and
Picture 5: Olympic Village, Turin 2006 economic growth.
To celebrate Italy’s 150th anniversary, Turin and
Piedmont are prepared a grand international hap-
pening, as there was in 1911 and in 1961: an op-
portunity to look back at past glories, but also to
consider the present and take a look at the future
of “the best of Italy”. Three years prior to this ap-
pointment, the Comitato Italia 150 (the committee
that will organize the events in Piedmont) partne-
red with the Tourist Trade Fair in Rimini - Travel
Trade Italia and TTG Incontri to discuss with tour
operators about ideas on how to design tourist
theme packages and holiday offers in Italy. They all Picture 6: EXPO Site’s Maquette at the Shanghai Urban Center
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Shanghai Expo 2010 is the largest Expo ever seen. visitors. The only innovative intent is represented
Its theme is “Better City, Better Life”. As 55% of the by Chongming Island – not well promoted at all -
world population lives in cities, the Expo’s theme which links accommodation with agricultural ac-
promoting sustainable urban development re- tivities, entertainment and industry, thanks to an
flects a central policy-making concern of the inter- important link made of brand new transport infra-
national community. More than 200 countries and structures with the city.
international organizations are presenting their
creative experience. Any one of the 70 million vi-
sitors expected to attend the Expo is likely to be
overwhelmed by the possibilities. Our visit to the
Expo, the hosting city and surroundings such as
the Chong Ming Island Project allowed us to see
its approach to the theme and to live a great event
first hand.
Picture 8: Project Team during the visit at the ChongMing Island
Links between the Expo and the city, in terms of
activities related to the theme, were completely
absent. Considering that as international visitors,
out of 8 days, we spent just one day at the Expo,
its experience was very limited and left us few
insights related to the theme “Better City, Better
Life”. It could have been interesting the creation of
strong activities and networks such as “fuori Expo”.
Picture 7: Project Team during the visit at the International
For example the Urban Center of Shanghai, being
Shanghai EXPO
so involved in the theme of the Expo, should have
After the visit to the Shanghai EXPO site, we had been a stronger promoter of activities.
a couple of meetings in the Tongji University, after
which some critical remarks were drawn:
Solutions like the reuse of buildings at the Expo’s
In terms of Hospitality, one of the problems identi- site are interesting because they integrat existing
fied was the lack of info: the Expo info points give structures with new technologies and services.
very basic information about the Expo and no in- Some examples of services structures (toilets, wa-
formation about how to find accommodation in ter providers, bars, info points, souvenir shops,
the city. A good suggestion for future events could etc.) were designed with interesting features, in
be the creation of a system of info points that have those examples the skin has also a big importance
information about Expo and tourism, both digi- but a structural function as well.
tal and face-to-face. In addition, we haven’t seen
innovative typologies of accommodation. Big ho-
The content of the Expo and its potential. We con-
tels seem to be the only solution to this problem.
sistently found a lack of contents related to the
Maybe the extremely rapid growth of the city can
theme of the Expo. Inside the pavilions the ex-
provide conventional accommodation for all the
perience was more related to communicate “the
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power of the country” than the real effort of it in but it is interesting the mechanisms used to finan-
developing a better life style. In the North area ce the tool with plenty of commercials. To impro-
of the Expo, the theme was expressed better but ve this subject, real time information concerning
still it was not very innovative and only cases were the content of the Expo, pavilions and events on
shown. The level of deepening of the examples digital screens, internet, and personal mobile pho-
was very basic; it was not expected to be shown nes would have been preferable instead of totems
to a public of experts in that sector but just to eve- and volunteers. Looking at the huge distances in
ry people. Also, there was a weak application of the site these kinds of services would have helped
the concept of “Better City, Better Life” in terms of in moving around in an efficient way. It would be
transportation and energy use in the Expo. There nice to receive instant information (for example on
were ecological buses, new green areas, recycling Bluetooth devices) about what is going on in the
bins but not significant use of others like photovol- pavilions in order to be able to decide either to vi-
taic sources or services like bike sharing. We think sit it or not, hence optimizing the experience and
it is important to develop meaningful content that the queue time.
allows the visitor to interact with the theme, brin-
ging home some new learning. Another element
missing was an active interaction of the visitors.
We believe that everyone should have been able
to input his own “better city” experience to lea-
ve a footprint (at the event should be a progress
and deep learning) and maybe leave to the visitor
a souvenir of experiences.
Information and Communication. We noticed a ge- Picture 9: Digital Screen, Equipment of some Taxis in Shanghai
neral lack of information and communication tools
In relation of innovative solutions we felt that no
both in the city and in the Expo site; contents, or-
unitary action and cohesive use of innovation wi-
ganization, events, accommodations, facilities and
thin the Expo intervention was present; neither
logistic info were not clearly and easily conveyed.
conceptual nor technological intervention upon
Traditional info points have been placed throu-
the theme has been realized, for example two “in-
ghout the whole site; but the volunteers working
novative” experiments have proved to have been
there were not efficient. Furthermore, paper ba-
unsuccessful: 1. Taxi screens giving only tourist
sed documentation was limited and incomplete
oriented information (shopping, leisure, etc.) 2.
and it didn’t give any useful information about the
The ICT Pavilion proposing a superficial personal
contents of the pavilions, so that the choice of en-
device oriented interactive experience. From our
tering in a pavilion was only decided upon the ex-
viewpoint, concrete, accurate and user-oriented
terior appeal, and in this way useless queue were
technological devices, in order to personalize pe-
often done. Moreover no interaction between the
ople’s experience, activities and mobility patterns
pavilions and the hosted events, if present, becau-
should be incorporated in this type of events.
se there was no real time communication about
what was happening in the different pavilions and
in general in Expo site. The only working interactive The problem of the scale of the Expo. The Expo site
communication tool has been placed in taxis, whe- is in the city centre, so it is easily to reach by visi-
re a digital screen gives very few static information tors thanks to a well connected transport network
about the Expo and the city, it doesn’t give any both into the Expo site and Shanghai city. Further-
help with the communication with the taxi driver, more, in this case, the Expo site is closed to a cre-
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ative area, so that the opportunity of reusing is colossus. Since a new bridge/tunnel connecting
improved. However, although the Expo is near the Chongming to Shanghai has being planned, the
city centre, there is no interface between the city island has been placed directly in the path of the
and the site. In fact there are no events in Shanghai seemingly unstoppable Shanghai sprawl. For this
that involve citizen and visitors together. Even if reason, in 2004 a competition for the urban de-
the masterplan is well organized the perception of sign of the island was promoted and the SOM
the visitor is confused. That situation is due to a (Skidmore, Owings and Merrill LLP) team won it
gap between the Expo scale and the human sca- with a “green” proposal based almost completely
le. Regarding Milan Expo 2015, even if the scale is on best-practices principles of sustainability. SOM
not comparable, the masterplan should consider uniquely focused on Chongming’s agrarian orien-
the perception of the site from the visitor point of tation as the key to sustainable plans for new envi-
view and consider better the post Expo phase. ronmentally-based communities that allowed the
preservation of farming as the core function.
In relation to the visitors target, the Shanghai Expo Among the objectives planned for this new urban
has a didactical aim for Chinese people and other expansion there is the creation of a new offer in
“common” tourist, in order to make them know the tourism field addressed to a target of people
more about the other countries and cultures of who enjoy the outdoors and new contexts. Speci-
the world. To improve this aim the exhibition could fic structures like European country’s houses are
join learning and make experience, while for ex- about to be built. In the original plan a good per-
pert visitors the exhibition should give more tech- centage of them should have been ready to host
nical and technological information and innovative the flow of Expo’s visitors but some delays made it
projects. impossible. We managed to visit anyway the only
one almost complete. It’s real news for the Chine-
se touristic market and it seems to be able to inter-
cept a very big portion of it. The tendency already
clear in the western countries of the “coming back
to nature” spirit is fashionable even in the less en-
vironmental eastern country. It has been for us the
confirmation that the investments in the sector
have well perspectives of success.
2.4 Why is it better to face the hospitality
Picture 10: UK Pavillion at the Shanghai International EXPO 2010 with temporary structures and not with
new massive buildings
Chong Ming Island: During the trip to Shanghai, one
day has been dedicated to the visit of Chongming We analyzed deeply the pros and cons between
Island, the seat of a new utopian urban plan, which the two proposals, which are two options that
involves also an innovative offer in terms of holi- the actual hosting situation offers to users. These
day accommodation. Located some 20 miles east analyses aimed to get the best features of both so-
of Shanghai’s downtown Financial District and se- lutions by integrating them in the design process
ven miles across the Yangtze by ferry, Chongming’s and in the creation of the entire service system.
extraordinarily rich, flood-replenished soil had for
decades made the island-district the agricultural With the description “massive buildings” we refer
“rice bowl” for China’s burgeoning commercial to the common hosting structures like hotels, re-
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sidences which are located inside buildings as we invitation and is happy to get in a deep relation-
usually are used to think about. The pros of these ship with him/her. The hosting place is a physical,
structures are those of durability of construction social and cultural context that is generated by the
materials through time, static and permanent po- host and that may be enriched by the guest. Public
sition on the urban territory which is seen as a kind spaces in this perspective recover the role of phy-
of guaranty to people who think about hotels as sical and symbolic meeting place between guests
a temporary home, the costs of construction and and hosts: beautiful places, expression of the lo-
material transportation is done once while buil- cal historical and cultural values, but also places
ding the project, but there are also some cons like for relaxation, entertainment and for events. Ho-
the stability of the offer to the increasing demand sting during great events is a temporary action but
of hosting, so presented as a limited capacity of should be thought as an opportunity for further
accommodation and on the contrary to a low de- development. Thus, we think temporariness not as
mand the offer is high and so these structures be- an isolated provisory moment for the city but as an
come useless and the maintenance costs raise up. explosion that could leave meaningful blueprints.
Now days, when green and recreation areas are We approach the design for temporary hospitality
few and very important and very required places as regenerative solutions that valorizes the hosting
that give value to the territory, it becomes impor- places (i.e. the local existing resources), offers the
tant not to occupy them with impacting structures residents new opportunities (i.e. new services for
of concrete or other common construction mate- the residents and for the guests), promotes new,
rials. In order to go through all these existing ne- deep forms of intercultural relationships like bet-
gative aspects we saw in the temporary structures ter understanding of the place and people, on the
the flexibility due to the management and design guests’ side, and more open and cosmopolitan
process; the synchronized system offer-demand; ideas, on the hosts’ side. Contemporary cities that
the fair impacting aspects on the urban and ru- want to remain attractive in the global competition
ral areas; the low maintenance costs in terms of and play a welcoming role internationally have to
storage, transport and assemblage; and, the most equip themselves in response to the new tourism
interesting aspect that this solution allows was behaviors and demands. The goal of welcoming
the experiencing of new accommodation forms by cities should be: to include the heterogeneous,
camping near unusual contexts like city centers, individual demands rather than select and foca-
rural houses, parks etc. It also offers a new way of lize just on one specific (high) target; to develop
optimizing the relation of the user in approaching new solutions that are economically accessible,
the city and its activities. The temporariness of the to find ways of integrating local communities and
hosting structures becomes coherent to the tem- foreigners rather than keeping them in two diffe-
porariness of the event itself allowing to the ho- rent environments without contact and sharing
sting cities to enlarge their accommodation capa- of experiences; to spread the tourist flows over
city without risking to build great structures which the territory rather than limiting them to the city
would be empty and useless structures once the centers. Accommodation strategies in welcoming
event finishes. cities have to offer a system of solutions that is:
highly differentiating and able to answer to the in-
creasingly heterogeneous demand; “flexible”, able
2.5 What do we intend as “Temporariness”
to adapt with the changing flows of arrivals during
and “Hospitality”
the whole year; “inclusive” and “disseminated”,
able to connect visitors of different ages and from
For us ideally, a host is an actor living in a place in
different backgrounds and link them to the local
which he/she is happy (and proud) to invite some-
community and to different local realities.
body else. A guest is an actor that accepts the host’s
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3. USERS’ REQUIREMENTS
In order to elaborate an adequate problem setting landscape and environmental interest. Moreover,
from the general topic proposed “EXP-HOST: Great the region is promoting new environmental and
events and hospitality. Milan Expo 2015 and Tu- landscape paths strictly linked with national and
rin Italia 150: new concepts and formats for new international initiatives that will bring new touri-
populations”, great events experienced have been stic attractiveness to the area.
studied through dedicated bibliography, web in-
formation and on-site visits. The previous events
The Milan Expo will not occur in an isolated man-
information as well as the meetings with academic
ner. Its program of events will integrate seamlessly
and external tutors who follow the project allowed
into the overall national program of events in Italy.
us to understand their approach to hospitality, the
The country is already planning a great number of
legacies and its main impacts on the city and eco-
activities of international scope during the Expo
nomy. After the problem setting phase, the rese-
period that will exert a strong draw both for Italians
arch was focused on the selected specific theme:
and for visitors from abroad. The Expo will offer ex-
the design of innovative hospitality structures for
cellent opportunities for partners hips with other
Milan Expo 2015. We decided to narrow the project
Italian cities or sister events that will catalyze the
to Milan Expo 2015 because we think it presents
interest of millions of potential visitors. Examples
larger unsolved issues to absorb the demand on
range from food events in Rome to Music and Li-
hospitality. Thus we aim to propose a system that
terature events in Umbria, in the period from May
could be adapted to smaller events such as Turin
to October.
Italia 150 but we find that Milan Expo 2015 would
be a better context, due to the resources and time-
frame, to explore new concepts. Other important projects are being developed for
the great event, which include the revalorization of
existing areas and the building of new infrastruc-
3.1 Milano Expo 2015 and its receptivity
ture. An interesting example is this project, loca-
ted away from the main Expo site, is based on the
The Expo provides important opportunities for
idea of creating a post-Expo learning park, where
the city and region. Its urban region has 9 millions
users will be able to pick up appealing information
of inhabitants and economy devoted to services
about water and nutrition. Water as a primary ele-
and knowledge with an interconnected net of ex-
ment of the life and food cycle is the topic that will
cellences. The exceptionality of the functions al-
be developed along this route. A vast network of
ready active in the area create a great source of
green areas (around 800 hectares) will be created
attractiveness in different sectors such as busines-
along and around a trail of around 20 km, which
ses and fairs, health and research, creativity and
can be covered on foot, by bicycle, by low-energy
innovation and, education and culture. Today the
vehicle, on horseback (in some stretches in green
touristic system is focused on the business sector,
areas) or by boat (along the Naviglio Grande). A
leaving with no answer big segments of demand
second project called the “Land Way” consists of
and bringing in action only a minimal part of the
a visitor and theme trail which connects a num-
potential positive synergies with the territories.
ber of locations and buildings of special note, and
Thus, the Expo with its theme “Feeding the pla-
which leads from the Darsena (the docks on the Po
net, energy for life” brings significant opportuni-
river) to the future Expo-site, a symbol of tomor-
ties to promote the territory attractiveness and a
row’s Milan.
sustainable form of tourism through the growth
of a hospitality offer linked with the places with a
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Milan maintains a very widespread and far-rea- we think that a competitive, touristic and syner-
ching network of international relations whose gic strategy is necessary and innovative receptivity
complexity defies exhaustive description. Milan models have to be developed.
is interconnected with the rest of the world via a
quantity of active relations that cannot possibly be
3.2 Data (visitors, site plan)
listed in their entirety. However, we shall cite some
of the best known. La Scala theatre is a world re-
The Exposition, which will cover a total area of ap-
ference point and symbol of lyric opera. Milan’s
proximately 210 hectares, of which 110 hectares
two powerhouse football teams, Inter and Milan
shall be for Exposition areas and other activities,
are always a force to be reckoned with at any in-
will be located on a stretch of land adjacent to the
ternational soccer event. Leonardo da Vinci’s Last
new fairground complex in Rho Pero. The event
Supper is a primary destination for myriads of tou-
will open on May, 1st 2015 and close definitely on
rists from all over the world. Milan is also enga-
October, 31st 2015. One or more visiting days will
ged in flourishing international business relations
be organized before the official opening date, for
via its outstanding and universally recognized
special categories of guests such as press repre-
fashion houses. Its public institutions, such as the
sentatives.
Milan Trade Fair and the Chamber of Commerce,
are very active in developing international trade According to BIE** estimates, the number of exhi-
relations. Fiera di Milano has established 43 fo- bitors requesting to participate in Expo 2015 Milan
reign offices, which maintain stable relations with will fall into the range of 175 to 190. The above
64 different countries around the world. Through total includes at least 120 guest countries, the Ita-
its Promos network in 17 different countries, the lian Government, 20 Italian Regions and national
Milan Chamber of Commerce implemented more organizations, 10 international organizations, and
than 100 internationalisation initiatives. 25 corporate exhibitors, for a total of 175 partici-
pants.
According to Istat* , in Lombardy, tourist come in
first place for Business travels, second for 1 to 3 As a general quantitative reference, we take into
days trips and just then the region is recognized account the information in the Dossier from BIE of
as an attractive pole for leisure activities with an the expected demand for the Expo 2015 (29 mil-
over 4-day stay. Milan offers in terms of hospitality lion visitors), updating it with the last news on the
around 1000 receptivity structures including ho- expected demand. Focusing on our target defined
tels, Bed and Breakfast, Renting Housing, Hostels as “new populations” we will use as a reference
and Farm Accommodation, which represent a very the research done by the Team A about the visi-
small part of the total. In Lombardy, 4 to 5 stars ho- tors’ profile and forecast. From our focused rese-
tels represent 54 per cent of the offer (Rome 48%), arch, we have found that these “new populations”
while 1 to 2 stars hotels represent just 8% of the are interested in non-traditional accommodation
total accommodation (Rome 15%). such as camping or couch surfing in cities like Milan
mainly because they seek a different experience.
Summing up, there is a significant gap between Other reasons expressed are related to the lower
demand and supply. In the urban regions most cost, to way to socialize and meet new people and
of the touristic structures are not adequate both an enjoyment of the outdoors and new contexts.
from a qualitative and quantitative point of view
for all targets. Moreover, there is a lack of abili- Observations
ty in answering to new populations’ needs. Thus, This chapter has pointed out the existence of an
* www.istat.it ** Bureau International des Expositions
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unsolved demand of a new kind of accommoda- • Chamber of Commerce of Milan and Turin
tion to host the emergency situation of Expo 2015 Private Companies:
visitors in the macro-region Milan-Turin that till • Oneworks (private construction company) has
been seen as a potential developer of the solution
today isn’t answered. The request is bounded to
proposed and is therefore interested in its feasibil-
“new populations” who are looking for an alterna- ity in technical and economical terms.
tive solution to their needs: experience, engage-
ment and networking. Expo 2015 is an opportunity Public/Private Partnerships:
for the city to promote its image of host-city in a • Assolombarda (institution gathering industry and
meaningful way that will leave a trace for future entrepreneurship organizations in the territory)
development. Thus it must build up an accommo- has the aim of increasing the economical, social
and cultural value of the macro-region to attract
dation system to satisfy the demand of its tempo-
new investments.
rary citizens but giving an answer to the after-Expo • Investors
scenario. In the present work, an innovative an-
swer to such question is proposed; sketching out Developers and Consultants:
the main characteristics of an innovative typology • Boston Consulting Group, Accenture, Mc Kinsey.
that could be added to existing resources of the They would confirm the effectiveness of the busi-
macro-region to expand their hospitality offer but ness plan proposed and therefore the return on
the investment.
also that could be a flexible asset for the region for
future needs. Users
• Macro-region citizens, who have been considered
the true owners of the output, especially in its
3.3 Stakeholders
post-event phase. For them it is necessary to cal-
culate the after event legacy so to maximize its op-
Since the first meetings we were asked to identi- portunities and reduce the costs
fy the stakeholders of our project, some of them • Visitors, who are the temporary owners of the out-
were already involved in our meetings as external put of the project; they have expectations regard-
tutors and started contributing on the definition ing their Expo experience that need to be fulfilled
of the project since the beginning, it was therefo- through a particular (customized/ personalized)
re just during the 2010 ASP Winter School, leaded product-service systems.
by Professor Bruno Dente, that we made a more
Together with that it was listed also a series of
refined analysis about that. The actors that at that
practices, useful to improve the Expo positive ef-
stage we had identified as involved in our project
fects also in long term perspective:
are the followings:
Government: Public Policies to encourage Territorial Develop-
• Ministry of Tourism, which will have to pro- ment:
mote the Milan macro-region, spread information Territorial Promotion: Valorization of Milan territo-
about the event and the macro-region opportuni- ry
ties, especially in terms of accommodation.
Transportation: Encourage public transport, inte-
Local Administration: grate public/private transport, develop ecological
• Municipality of Milan (governmental institution in means of transport (bike sharing, car pooling, taxi
the region) which will have to deal with the loca- sharing).
tion of the solution according with the Urban Plan
laws, will have to promote the Milan macro-region Guarantee a Certain Level of Demand: Strong mar-
and optimize the already existing resources on the keting commitment with effective advertising.
territory.
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Security: Provide more forces to face the possible about the definition of new populations to which
risks incresed by the flow of visitors in the city. address our proposal. The requests of this target
had emerged from the questionnaire sent to the
Economical incentives: Encourage in an economi- selected sample of respondents***
.
cal point of view the different iniciatives proposed
by the private investors.
Some of the stakeholders listed have shown during
the further development of the project an increa-
sing active participation and interest.
Dr. Maria Teresa Broggini (Municipality of Milan)
raised up the possibility of the creation of a society
of services for the management of the hospitality
solution which, she stressed, couldn’t be done by
the Municipality itself by just financing it; moreo-
ver she approved our idea of a link between the
existing Cascine’s network and the new hospitali-
ty structures, and encouraging us to deepen that
path she put us in contact with people working in
the census of all the existing structures.
Assolombarda as well has always been very care-
ful in noticing the feasibility of our project and has
pointed up to us the importance of some steps of
the business plan.
EXPO2015 S.p.A., the institution in charge of the
development of the Expo site, was moreover con-
sulted when it was under discussion the potential
location of our interventions. The meeting was
useful to have a better understanding of the Expo-
site in its extended urban planning and approach.
Together with them, other external tutors were in-
terviewed according with the new aspects arisen
by the deepening of the project. It is the case of
the firm Ferrino with which we get in touch du-
ring the design phase, when we start facing some
technical problems. Thanks to the meeting with
Dr. Rabajoli (Ferrino S.p.A.), who gave us the con-
solidated experience of who works in the field, we
solved important doubts. The visit to the 50° Salo-
ne Nautico in Genoa helped us as well about parti-
cular technical solutions.
For what concerns our users we decided to adopt *** A broader explanation of the target was done by Team A
the results of the research conducted by Team A and is further developed under the title “Target”
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4. DESIGN PROCESS
4.1 First ideas on possible solutions: An-
nexes, Pay per Sleep, First booking,
Temporary Hosting Camps
Objectives assigned to the team
The project explores a topic which will be in the
agenda of public actors and at the same time at
the attention of private developers in the next ye-
ars. The Milan Expo 2015 event will attract millions
of people (20 millions are expected according to
the official documents of the Expo board) and the
impact on public policies - on one side - and on
real estate sector strategies- on the other side -
will be very strong. In 2011 Torino (together with
Milano, Firenze, Roma) will host the celebrations
for the 150th anniversary of the Unity of Italy. The-
se events will be characterized by important urban
transformation and by exceptional incoming of vi-
sitors.
Our object of study, the theme of Innovative ho-
spitality typologies, has been introduced in the
Project program raising the following questions:
how can we experiment innovative formats of
structures for hospitality, which allow to better
match the demand of different people attracted
by great events, especially non-traditional “popu-
lations”? Can we think about new typologies of
physical structures, integrating different functions
and activities, with characters of flexibility, possibi-
lity of re-use according to the changing demand?
From the starting point to the different phases of
the problem setting of the project we were fasci-
nated by key words like flexibility, innovation, ho-
spitality, sustainability in relation to the architec-
tural and business aspects of the project. In the
contemporary city community dynamics are very
strong, with difficult effects to forecast on traffic
and mobility services and on tourism services. We
were as well intrigued to understand which new,
non traditional actors could be included in an in-
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novative pattern of profit and non-profit entrepre-
neurship to realize innovative typologies. This kind
of project may be faced as a typical innovation
process: the focus is on the actors that may help
us to design something new and not only on the
final users.
The present Milanese region does not provide a
hospitality option to “new populations” in order to
host the visitors during Expo Milan 2015. Moreo-
ver we understood that there is a need for true su-
stainable solutions in terms of absorbing the peak Picture 11: System Map_Cell Management
demand in great events thinking in the future of
the investments done. We see that, it is an oppor-
tunity for the city to improve its offer. We aim to
develop a long-term strategy for re-using the ho-
sting structures built up for the event, promoting
a sustainable paradigm of receptivity based on exi-
sting resources, building a legacy in terms of cul-
tural exchange among young people, citizens and
foreigners, connecting new stakeholders.
First possible outputs related to the specific theme
of our ASP project
Picture 12: System Map_Cell Re-use
• Meta-projects of innovative hospitality structures
• Repertoires of innovative formats
• Site specific projects in Milan and Turin and in their
metropolitan areas
• Low budget innovative and non-traditional hospi-
tality proposals for specific targets of users
• Innovative models of hospitality structures man-
agement
Starting from this first attempt of explaining the
theme of hospitality and temporariness, we came
up with different scenarios as possible approaches
to the issue of hosting the temporary Milan Expo
Picture 13: Overelevation - Annexes Concept
visitors but also thinking on the future implications
for the city.
Chain Reservation
We brainstorm about innovative hospitality solu-
tions thinking about the impact and opportunities:
Before-During-After Expo scenarios. We came out
with different proposals of architectural configura-
tions and services :
Picture 14: Chain Reservation Concept
• Annexes, Over-Elevations, Attached Spaces. Use the
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top of the buildings to set either fixed of temporary ry Hosting Camps.
hospitality structures, according with the “Piano
Casa” new prescriptions, which attract particular 4.2 Places Where to Locate our Hospitality
targets of visitors and make the locations part of a Offer
circuit of interest for the callers.
Some areas have been found that could be promi-
• Pay per Sleep Service. Basic accommodation to give
sing for the location of the proposed accommoda-
accommodation on the move paying just for the
usage time for short time visitors. tion solutions during the Expo. The chosen areas
are interesting due to the relation with the theme,
• Full Booking. Develop a way to manage booking us- the possibilities to create new relations and renew
ing strategies like last minute - low rates in order to the image of the region looking towards new pos-
be able to absolve the demand changes. sibilities in the future. Moreover, these areas are
currently developing projects on hospitality for the
• Macro-region Chain Reservation. Development of
2015 Expo Milano and are backed by our reflection
a chain of hotels located in the macro-region that
gives the opportunity to have access to the differ- on the research done together by the Team A who
ent branches while discovering the macro-region focus on the target and the localization. After the
circuit-tour. meeting with Dr. Maria Teresa Broggini (Munici-
pality of Milan), potential localization place were
• Temporary Hosting Camping. Basic structures easy suggested could be some selected farmhouses
to assemble, for the accommodation of groups. An out of the 58 cases* as well as the park areas as
accommodation in between the already existing
the Green Way Lombardia or Parco della Via d’Ac-
basic tents or the more fixed containers, both from
the structural point of view and in terms of costs. qua, which are part of the valorization research
A new concept of unit that will go to compose the projects of the Municipality of Milan. Our propo-
emergency camps, reusable for great events or as sed solution will act as a support to existing activi-
first shelter for immigrants / refugees / militaries. ties to extend the offer and give a better response
to the peak demand. The locations where to set-
Our first idea was to create a business model which tle it could be promising points to set temporary
allows us to develop all of the five concepts in pa- hospitality offers, expanding the knowledge of the
rallel fulfilling the total amount of hosting demand visitors about the region and creating new local
through different percentages of each proposed opportunities for future development.
solution. However, after deepening the approa-
ches, we have realized that each proposal was too
different from the others and needed a separate
study. We found conflicting elements and very di-
verse objectives. For instance, the solution which
involves the Piano Casa would need a legal consul-
tancy to understand how we could take advantage
of it in our idea of annexes and over-elevations in
the Piemonte-Lombardia macro-region. We soon
realized that its feasibility would be compromised
by the difficulty of the management of a multipli-
city of private micro-intervention all different one
from the others. Picture 15: Settlements’ Typhologies
The proposal that, together with the tutors we de-
* Stefano Boeri (Multiplicity.lab), Le Cascine di Milano Ver-
cided to follow was finally the one of the Tempora-
so e Oltre Expo 2015, AGF, Milan 2009
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The Expo will be a great opportunity to exploit the Transitional shelter: shelter which provides a ha-
experiential marketing, that means to leverage on bitable covered living space and a secure, healthy
the Expo as a window to guarantee visibility to the living environment, with privacy and dignity, to
solution proposed and the places where it will be those within it, during the period between a con-
located. The customers hosted in those places may flict or natural disaster and the achievement of a
want, after their stay, to come back in the future or durable shelter solution.
at least share their experience to a bigger network
of people. Settlement: a community of covered living spa-
ces providing a healthy, secure living environment
with privacy and dignity to those groups, families,
and individuals residing within them.
4.3 Different Definitions of Temporariness
Related to Accommodation Solutions Shelter sector: abbreviation of the term ‘site selec-
tion, planning and shelter sector’, describing that
The term ‘transitional settlement’ (TS) has been
part of the ‘transitional settlement sector’ which
defined by a peer review process initiated by Shel-
responds to the transitional settlement and shelter
ter Project and continued by Shelter Centre. It me-
needs of refugees, within the mandate of UNHCR.
ans:
Shelter: a habitable covered living space, providing
“settlement and shelter resulting from conflict and
a secure, healthy living environment with privacy
natural disasters, ranging from emergency respon-
and dignity to those within it.Shelter system: the
se to durable solutions.”**
combination of structural shelter items and ‘shel-
The word originates from an approach which ex- ter NFIs’ (non-food items) which create shelter,
tends beyond the traditional response, with its such as tents with locally procured blankets and
limited focus on the provision of planned camps. mattresses, and possibly stoves, appropriate to a
The new approach considers the wider impacts cold climate.
of settlement and the options for settlement, em-
Provisional: that is not definitive, long-lasting, sta-
phasizing the need for a transition to durable set-
ble, to be replaced or modified.
tlement solutions and local development.
Temporary: that has limited duration, which is not
Transitional settlement: settlement and shelter
final.
resulting from conflict and natural disasters, from
emergency response to durable solutions. Temporary home: can be regarded as such a home
lived in temporarily for a specified period, you can
Transitional settlement sector: the field of pro-
identify it with the holiday home or the rented
viding settlement and shelter in the context of
house
conflict and natural disasters, from emergency
response to durable solutions. Aim: communi- Provisional home: is an answer to an emergency
ties, families, and individuals affected by conflict (floods, earthquakes), to an exceptional event. It’s
and natural disasters should be afforded, together an emergency home, prefabricated, built quickly
with any hosting populations, TS support to ensu- and destined to perish.
re their security, good health, privacy, and dignity,
appropriate to their needs. Ephemeral home: is a prototype, a model that can
be real or virtual, and retaining an image always
new. It uses perishable materials because it has to
** Sphere Project, Humanitarian Charter and Minimum
last a short time, such as prefabricated houses and
Standards in Disaster Response, Genève 2004
demountable exhibition pavilions.
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Transitional Home: is a dynamic evolving system, al, and international relations;
the transition from a conventional to a new way • Specialists sector effectiveness; strategic, govern-
of living.*** ment, and donor relations
• Other sectors of response sector effectiveness, de-
pendent on settlement options
4.4 Stakeholders present in Disaster Re- • Development workers operational continuity and
sponse (a possible scenario where to use the assessment, monitoring, and evaluations
hosting units ) • Suppliers / contractors economic stability; capac-
ity; government and international relations
• Media economic stability; local, national and inter-
It is useful to consider the similarities and differen-
national relations
ces in the interests of stakeholder groups affected
by transitional settlement. This might help to de- International:
velop common operational guidelines which could • Donors, which control strategic effectiveness, local,
improve co-ordination and co-operation between national, and international relations
different organizations in the field. • United Nations bodies, that lead strategic effective-
ness; local, national, and international relations
Stakeholder groups which stake in transitional set- • International non-government organizations (IN-
tlement includes: GOs), which focus on local, national and strategic
effectiveness; impact through sector range; local,
Local: national, and international relations with popula-
• Displaced and local populations, whose stake in tions, governments, donors, and the media
transitional settlements includes: security; surviv- • Peace-keeping forces, which guarantee internal
al and health; social needs, including privacy and and external security and stability; population mo-
dignity; livelihoods, including economic stability; bility.
natural-resource management; communal service
infrastructure, including transport. In the year 2004, the United Nations High Commis-
• Community-based organizations (CBOs), which sioner for Refugees (UNHCR) estimated that there
have: capacity and skills; relations with local popu-
were 20 million refugees living worldwide . In ad-
lation, local and national government, national and
international aid community, and donors. dition, 25 million people were displaced within the
borders of their own countries and were thus clas-
National: sified as Internally Displaced Persons (IDPs). The
• Host governments, which stakes internal and ex- provision of well-planned settlement solutions for
ternal security and stability; political and economic people who have been displaced by conflict or na-
stability; national service infrastructure; national tural disasters is crucially important.
construction industry
• Police and military, which provides internal and ex-
ternal security and stability; population mobility
• Local non-government organizations (LNGOs),
which have capacity and skills; relations with popu-
lations, CBOs, local and national government, in-
ternational aid community, and donors
National and international:
• Coordinators strategic effectiveness; local, nation-
*** Daniela Cardace, Elisabetta Quaglino, Dall’esperienza di
autocostruzione ad Arcosanti alla progettazione di un modulo abi-
tativo, Master Thesis, Politecnico di Torino, Relator: Comoglio Mari-
tano N., Correlatore Aghemo C., Turin, July 2008
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4.5 A reflection on the Creative Dynamics We did find that, from the consulted bibliography
of our Design Process* as well as from the meetings with involved actors
like Municipality of Milan, Milan has important un-
ASP projects have the characteristics of joining solved issues to absorb the demand on hospitality
different disciplines in a group to push innovative during the coming EXPO. However to set the pro-
solutions. In our case, our subgroup was formed blem more questions have to be made since we
by a manager, economics and industrial engineer, had to define the uncertain environment; e.g. the
3 architects who were drowned to, what seemed number of expected visitors went down by 10 mil-
an architectural based project: EXP-HOST, Great lion during the project development; the forecast
events and hospitality - Milan Expo 2015 and Turin of the real effect on the city of the event can only
Italia 150, and a product-service system designer. be measured by the experience itself.
Behaviorists link creativity with ability to genera- After a general research on past Expos and their
te new associations with different semantic areas solutions we brainstormed possible outcomes of
that are distant from the problem to solve. Thus, the project. This creative session brought many
joining different disciplines and countries as in the interesting elements, even if not all the mem-
ASP group provides a flourishing environment for bers were used to use this “not judgment” tool.
divergent thinking. However, it also poses a bigger We were able to freely put out ideas that did not
challenge for cooperation. Choosing from propo- come out from pure analytical deduction. First, the
sed tracks was one of the first social conversations distinct discipline’s approaches brought different
on the multidisciplinary group. It was clear that, ideas which allowed us to see many possibilities
in a group formed mainly by architects, there was for innovation. Second the interdisciplinary aspect
a preference on the track: Innovative Hospitality played an important role to build on each others’
Typologies. Other proposed tracks such as the Ap- ideas, creating innovative concepts to explore.
plying tracking technologies in urban design and
planning were less popular. After putting out our In this “social conversation” we probe several ways
preferences our group agreed to focus on innova- of defining and dealing with the problem. We used
tive hospitality structures. analogies and built “possible worlds” which helped
us to diverge and find new associations to appro-
Even if the project was outlined by the tutors, a ach the problem and to reduce the ambiguity of
big part of the design process was the problem the topic. Starting from this first attempt of explai-
setting. With mainly an architecture and design ning the theme, we came up with different scena-
background we were aware that the process of rios to approach the issue of hosting the tempora-
design, as Lanzara** explains, has characteristics ry Milan Expo visitors and its future implications.
that cannot be easily deducted functional analy- For instance, we proposed a scenario where the
sis of a complex problem. So, in the first stages Milanese urban context would grow with attached
of this compound process, at the core of the di- spaces, over-elevations of existing buildings. Ho-
scussion were the relevant problems themselves, wever, we decided to focus on another scenario
more than how the problems were to be solved. that we saw had a greater potential for the city.
We adopted the strategy of the “as if”, focusing
* Extract from the Paper “Creating a social Conversation”
on the metaphor of “great events as an emergen-
by Yanina Guerzovich, presented for the 2010 Summer ASP School
cy for the city”, since the Expo has an incredible
on The Dynamics of Creativity.
social, economic and institutional implications for
** Giovan Francesco Lanzara, La progettazione come indagi-
the hosting city. So, in an iterative way, we tried
ne: modelli cognitivi e strategie d’ azione, s.l. 3:335-367: Rassegna
to know the Expo through an emergency situation
Italiana di Sociologia, 1985, Vol. 26.
and solution and vice versa, using our pre-analyti-
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cal ability of thinking metaphorically in terms of si- relation. Going to the Shanghai Expo allowed to
gnificant imagines of scenarios that even if simple, link ideas and data to sketch a solution that could
illustrated the complex relations of the city, the vi- expand the hospitality offer and be a flexible futu-
sitors and the event. re asset for the region. Especially in this phase, as
Lindblom would say, we made use of scientific and
As Balducci explained, even “the given problem ordinary knowledge to question our project. The
definition is challenged”***. The different meetings academic and data input given by the professors
made us question if it was coherent to develop a at the Tongji University were as useful as experien-
solution for the Turin Event or to focus on the EXPO cing first-hand the city with its language barrier, its
and even to just use the EXPO as the opportunity infrastructure transformation and economic living
to launch the proposal but to think in innovative growth.
solutions for emergency situations in general. The
initial “metaphors and frames [were] mobilized”. In the process of “sense-making”, the meeting
Designing meant to make the right links between with the stakeholders was the added element that
cognitive resources, our acquired and background made us go back to the process of inquiry to fra-
knowledge, and our ability to act and take deci- me our decisions as they were discussed among
sions based on the interest and directions given by the different actors. It was a process of collective
the different actors. inquiry. As Lanzara explains, the problem of design
consists in coordinating the decisions and actions
The proposals lead us to a new research on inno- of the many actors that move based on mixed in-
vative typologies. We needed to reconstruct the terests. We had to cope with our own mixed inte-
problems and build new combinations, going from rests as well as the diverse stakeholders that the
divergent moments to convergent ones to genera- EXP-HOST project involves. We had to be ready to
te new solutions. Making an extensive research of quickly change the path and reformulate the con-
the state of the art, as suggested by the tutors and cept and decide what we thought was the best
group members, was useful to understand what direction. We cooperated trying to transform the
was done to the date, clustering the existing cases problematic situation in a problem to which we
to see advantages and disadvantages. We could could propose a solution, taking the collected in-
say that “we use a method to save effort in the puts collected and re-thinking the outcome. It was
incoming work. With it we choose something, we only possible through a not linear design process.
reject something, as furiously does a pig’s face, as
it separates potential food in real food and waste” Furthermore, as Tagliagambe explains, an impor-
Carlo Emilio Gadda, Meditazione milaneseii. Ho- tant part of the design process was mastering the
wever it hindered our process of creation. Thus, as ability to “make the right questions” to the actors
C. Zucchi stated in his lecture, methods have to be involved and to ourselves (part of the auto-refle-
taken thoughtfully, using them critically knowing xive activity). This was key to “draw the right con-
what we need from them. clusions” in order to “see” the real object of study
and to understand the particularities of the case.
As Tagliagambe explains****, experience and Seeing gave us a scheme of action to create more
theory are two aspects of a single and indivisible controllable hypothesis, Wall_s, as an approach to
the solution, that attack a clearer network of ac-
*** Reflecting on practice or reflecting with practice? Inter-
tors, the Expo as an opportunity and a new asso-
face, in Planning Theory & Practice. Balducci, A. and Bertolini, L. 4,
ciation as a manager of the solution.
2007, Vol. 8.
**** S., Tagliagambe. L’albero Flessibile, la cultura della pro-
gettualità. Milano : Dunod, Masson, 1998.
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5 . S TAT E O F T H E A R T
5.1 State of the Art of Temporary Shelters.
Comparison Table with Focus Charac-
teristics for Each Examples
When the Temporary Hosting Camp option has
been finally chosen as the one that needed to be
developed, the design process started from an ac-
curate analysis of the existing examples already
designed.
It was decided to adopt some general criteria to
select just few of the many projects found so to
Picture 16: Swisstube by Wanger AG
start a comparison from which to collect impor-
tant suggestions and good practice examples.
Those criteria are:
• Contain some innovation, in terms of use, func-
tional or technical characteristics
• Being successful examples
• Being note, having acquired some fame
• After the selection each example has been evalu-
Picture 17: Markies by Edward Bohtlingk ated on the basis of a Comparison Table, enlight-
ening the aspects we wanted to focus on.
We analyzed some interesting cases, which gave
us some input for further development. However,
the presented cases cannot be simply moved to
the particular situation of the EXPO 2015. The Mi-
lanese macro-region enables new opportunities
for innovative development taking into account
the theme of the EXPO, the new populations’ ne-
eds and the region characteristics. Moreover it is a
must to create a flexible solution that can be adap-
Picture 18: Refuge Wear by Lucy Orta ted to the region and to the post-Expo moment as
an asset for the city.
Picture 19: Desert Seal Tent by A.Vittori A.Vogler
29

29. 1964 1972 1973 1977 1990 1993 1994 1995 1996 1998 2001 2004 2005 2008
Ariech S., Eldar Daniel Ferrara, Mia
Sir Norman Foster_Creek Marco Zanuso_Unità Shigeru Ban_Tende per il Shigeru Ban_Paper Log Edward Sean Godsell Dre Wapenaar_Tree Stutchbury & A. Vittori, A.
S._Fiberglass Bini D._Binishelter Wenger AG_Swisstube Lucy Orta_Refuge Wear Ferrara Pelosi_Global Kadar Balint_Memo N55_Micro Dwelling L. Astorri_Casa Alveare
Vean House and Retreat d’emergenza Rwanda House Bohtlingk_Markies Architects_Future Shack Tents Pape_Cardboard House Vogler_Desert Seal Tent
Octaherdral Bungalow Village Shelter
COMPARISON TABLE OF SHELTER EXAMPLES
NATURAL • • • • • • • • • • • •
EMERGENCY
ARTIFICIAL • • • • • •
SEASONAL •
TOURISM
MOBILE • • • • •
FINAL USE PRIMARY • •
HOUSING
SECONDARY • • •
DEPENDANCE • • •
EXHIBIT DESIGN
USE
OTHER • • • • • •
TEMPORARY • • • • • • • • • • • • •
TIME OF USE PROVISORY • • • • • • • • • •
EPHEMERAL • • • • • • •
REAL • • • • • • • • • • • • • • •
NEED
EPHEMERAL •
FLEXIBILITY: ONE • • • • • • • • • •
FUNCTION MULTIPLE • • • • • • •
ABLE TO GROW • • • • • • • • • •
DIMENSIONS
NOT ABLE TO GROW • • • • • • • • • • • • •
STABLE • • • •
MOBILITY TRANSPORTABLE • • • • • • • • • • • • • •
SELF MOBILE •
FLEXIBILITY: SINGLE • • • • • • • • • • •
MODULARITY ADD UP • • • • • • •
COMPLETELY ORGANIZED NETWORK • • • • • •
BIG GROUPS RADIAL CENTERED •
FUNCTIONAL
CHARACTERISTICS RADIAL NOT CENTERED
MUTUAL
RELATIONS
TETRIS EFFECT
SEMI ORGANIZED NETWORK • • • • •
SMALL GROUPS WIDESPREAD AND DISPERSED • • • • • • • •
RANDOM • • • • • • • •
RECYCLABLE • • • • • • •
FLEXIBILITY:USE SUSTAINABLE REUSED • • • • • •
EVOLUTION REDUCE • • • • • • • • • • •
NOT SUSTAINABLE • • •
FLEXIBLE • • • • •
PANTOGRAPH
COMPACTING • • • • • • • •
COLLAPSIBLE
CONTAINER •
CAPSULE • •
EXTREME SOLUTION •
CONSTRUCTION • •
FIELD TENT
TYPE
TENT SAILING TENT •
CIRCUS TENT
REPEATING UNITS • •
SET UP KIT
ACCORDING TO THE CONTEXT
INDIVIDUAL • •
SOAP BUBBLE
COLLECTIVE
TRADITIONAL • •
BUILDING
PREFABRICATED • • • • • • • • • • •
METHODS
OTHERS • • •
SPECIALIZED • • • • • • • • •
ON SITE LABOR
NOT SPECIALIZED • • • • • • •
PILE STRUCTURE • • • • •
HANGING •
TECHNICAL WHEELS
CHARACTERISTICS PICKETS • • •
HORIZONTAL • • • • • • • •
PLATFORM VERTICAL
VACANT
FLEXIBILITY: INDIPENDENT • • • • • • • • • • • • •
RELATIONSHIP WITH
• • • •
THE WEATHER DEPENDENT
RELATIONSHIP • • • • •
FLEXIBILITY:
F XI I ITY: AESTHETICALLY INTEGRATED
WITH THE SOIL
REALTIONSHIP WITH NOT INTEGRATED • • • • • • • • • • • •
THE CONTEXT INDEPENDENT • • • • • • • • • • •
TECHNICALLY
DEPENDENT • • • • • •
Light foldable structure, Structure in cardboard Pneumatic structure,
Prefabricated hall in collapsable like a tubes, covered with Central self supporting exploits local available
Container with doors Self supporting structure 92 cardboard tubes with Tensile structure to hang
fiberglass made of package, custom frame Tent and thermal jacket canvas recyclable, similar Skeleton of steel Container with metal Self supporting folding Self supporting structure cylinder containing Truncated octahedron One piece prefabricated resources cre
Concrete base, capsule horizontally sliding, 2 made of cylindrical rings polyurethane liquid, to trees fully openable
STRUCTURE AND TIME OF ASSEMBLY/ DISASSEMBLY sandwich panels,
d h l made of b b / l and
d f bambu/clay d made of polyester and to the traditional tent,
d f l d h d l sections, extensible parts
bl frames to support the
f h structure made of sheets in elements of recycled services and d l bl
d f h l f l d d deployable with triangular f
h l free made of sandwich
d f d h ating an agreeable
bl
glass frame shell structures are in laminated wood and plinths made of beer with internal wood
tetrahedron shaped natural polyamide easily mountable, made in fabric bellows roof of polypropylene 13mm cardboard elastic walls for extra standing panels panels, custom coatings internal climate in
extracted telescopically longitudinal axes cases + sand, pvc roof elements
trunk fibers/wood/durok or of poor and recyclable spaces hostile
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6. TOWARDS THE SOLUTION
6.1 Key words 6.2 First Explorations and Approaches to
the Cell Concept
The design process started from a brainstorm of
keywords we wanted to follow during the shape All the ideas emerged at this phase of the design
definition phase of our concept. process were bounded together by the same cha-
racteristics we decided to apply and which are the
ones synthetically illustrated in the picture below.
The examples that follow are the ones through
which our final concept has passed through, each
one has been analyzed in its pros and cons ele-
ments so that in the following design phase some
elements could be maintained and others overco-
me. It will follow a short description and comment
to the ideas we produced in order to define the
definitive solution: Wall_s.
Picture 20: Cell’s Characteristics Scheme
XSCellul
For this very first concept we focused on the chan-
ce to aggregate more light and flexible modules
into a fixer structure containing all the plants ne-
cessary during the guest’s stay.
The weaknesses of this idea were dimensions and
weight of the fixed structure which would have
lead to serious transport problems. The strength
of the concept was instead the high-tech core of
the cell, seen as separate entity at the service of a
lighter structure.
Picture 21: XSCellul Concept of High-Tech Core
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Picture 22: XSCellul Concept
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Tubes & Fabric Concept
The second strong concept emerged from our The initial spatial configuration of this concept was
brainstorms was the one related to the use of very simple because of our goal to design an ex-
simple, modularly joinable elements to constitu- tremely basic structure which would have needed
te the structure of the cell. The tube shape was the less maintenance as possible (See Picture 26 next
our choice also for the opportunity it gave to host, page).
rolled inside, pieces of fabric. The textile element
would have slid into special guides in the floor
After this phase it came the one in which we tri-
and the ceiling of our shelter, forming its vertical
ed to apply to the basic structure all the features
partition. The base and the top elements would
and devices that our target guest would require.
have been the strong parts of the cell, giving to it
Moreover a reflection on the experience that our
a more stable aspect and also the general image
guest would have lived inside our hosting module
of something more resembling a little cabin than
was taken into account. We decided that the rela-
a common tent.
tionship with the surroundings would have been
the first thing to work on. The general shave pas-
sed through different radical changes so to give a
more appealing external aspect to the cabin. We
re-thought about our concept as a visual buffer, a
telescope toward the sky, which was the only un-
contaminated view that could be seen from the
inside, assuming that our object could have been
Picture 23: Basic Elements constituting Wall_s First Concept placed virtually anywhere.
The origin of this concept came from the view of a
barrier pole and its reworking into an upper scale Simultaneously a deep research on the materials
structure. in terms of performances, costs and technical cha-
racteristics was conducted. In particular the tex-
tile element was the more delicate one because
of the thermal performance that it would have to
guarantee combined together with some particu-
lar dimensional and physical characteristics (little
thickness so to be rolled inside the tubes, possibi-
Picture 24 : Concept Element_Barrier Pole
lity to be cut in different shapes, fireproof, possibi-
The tube elements were moreover thought as lity to be colored or printed in order to guarantee
possible medium where to locate the necessary more chances of customization). Some innovative
plants. synthetic pneumatic materials have been valua-
ted, like the ETFE, already use for the covering of
the Beijing Water Cube, but discarded after a cost
analysis which revealed its economical unsustaina-
bility.
Then it was evaluated the possibility to create a
double skin made of an inner layer of fabric and an
external additional covering made of polycarbona-
Picture 25: Tubes Which Hosts Rolled Fiber and Plants te panels. The solution disregarded though our in-
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tent of compactness and didn’t guarantee enough
thermal performances so it was abandoned.
The final solution is very similar to this last one,
but contains some substantial differences repre-
sented by the addiction of a more stable element
in the back of the structure which has the double
function of box for all the pieces of which Wall_s
is formed and of an equipped wall inside the cell
itself. The textile element will be constituted by an
advanced fabric made of inorganic Phase Change
Material added to fireproof textile fibers. The last
concept foresees moreover a ventilation unit, pro-
grammable by each guest, working with innovati-
ve use of PCM’s plates. (Picture 27 next second page)
Amorphous Photovoltaic panels are moreover ad-
ded to the ceiling of the structure to enhance its
energy self sufficiency and its high tech aspect.
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Picture 26: Basic Cell Concept
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Picture 27: Wall_s’ First Shape
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7. WALL_S
Wall_s is an accommodation unit designed to host 2015 Milan Expo. The Expo event will be just the
one person for limited periods. The flexibility of the testing field for Wall_s, whose features have been
module allows however its aggregation in multiple design to allow its reuse also in different contexts.
units so to compose a virtually infinite number of
combinations, according to the customers’ needs.
The reuse scenarios that we selected as more fea-
The target-user to which Wall_s is addressed is a sible and with more interesting economic returns
low budget customer, particularly sensitive to the are the followings:
environmental issue and used to interface with
• The employment of Wall_s as emergency shelter
high-tech devices. after natural catastrophes. Thanks to its compact-
ness, lightness and easiness of montage it can be
Wall_s conjugate high-tech devices, innovative sy-
seen as interesting alternative to promiscuous
stems of energy production and advanced mate- camp tents or expensive containers.
rials with the aim of improving its energy efficiency
and guarantee to its guest the maximum thermal • Another important sector of possible reuse has
comfort in every season. According to the target been suggested by Ferrino S.p.A. itself which has
user expectations, Wall_s has been designed so seen in the last years an always growing request
from Camping sites to provide more stable accom-
to make immediately clear its technical compo-
modations, like cabins, to their clients (occasional
nent but also making use of natural materials, like
travellers interested in the environment and eco-
wood, that show its intent to be easily located also sustainability).
in natural environments. The customization of The reasons are an objective raise of request of
Wall_s has been moreover made possible by the such kind of lodging but also a will to increase their
textile component, which can be provided in diffe- incomes through more a costly offer. The request
rent colors and designs. of the camping owners is however of a more flex-
ible solution that the container or the bungalow
unit, because their renting season is limited and
7.1 Destination of use they don’t want to face maintenance costs. A dis-
mountable and storable solution like Wall_s would
Wall_s is born to supply the need of already per- fulfill their requirements.
manent receptive structures, to enlarge their ho-
• Wall_s minimal dimensions and its flexibility of ag-
sting offer during the peak demand period of the gregation make it reusable also as exhibition stand
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in occasion of trade fairs.
• Finally, maintaining its original purpose Wall_s can
anytime become addiction to already existing sta-
ble hosting structures.
Any use that will guarantee the location of Wall_s
nearby a structure able to provide services like toi-
lets and food will be feasible.
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7.8 Plants since the production of microcapsules (more pre-
cisely micro-encapsulated phase change materials
Wall_s will be provided with amorphous PV panels MPCM), which represented a milestone in the de-
located on the sloping roof which will collect enou- velopment of PCMs. In the 1980s the NASA under-
gh solar energy to be sold to the public net and took basic research and development into PCMs,
guarantee a free use of electricity for the guests’ entering into partnership with industry from 1988
needs. The devices inside Wall_s which will need onwards.
electric energy are:
• A PCM ventilation unit providing fresh air, heating Thermally adaptable spacesuits and gloves for
and cooling, individually controllable astronauts were developed that enabled the wea-
• Two plug-ins for charging personal devices
rer to withstand the extreme temperatures of ou-
• A Wi-Fi router
• Two lights
ter space. Important patents followed in the early
1990s. In the context of building and construction,
7.9 Durability the main application area is for conserving ener-
gy.
Plastic and polycarbonate panels together with
aluminum tubes are long lasting materials, with
PCMs are invariably made of paraffin and salt
low maintenance requirements. The textile com-
hydrates. Minute paraffin globules with a diameter
ponent which forms the external enclosure is as
of between 2 and 0 nm are enclosed in a sealed pla-
well made of a durable fiber but it can be more
stic sheathing. These can be integrated into typical
easily damaged. Anyway its volubility can be taken
building materials, whereby around 3 million such
as advantage using it as customizable elements of
capsules it in a single square centimeter. As PCM is
Wall_s, planning a periodical change of it accor-
able to take up energy (heat) without the medium
ding to the client and the occasions.
itself getting warm, it can absorb extremes in tem-
perature, allowing indoor areas to remain cooler
7.10 Phase Change Materials for longer, with the heat being retained in the PCM
and used to liquefy the paraffin. As the tempera-
Latent heat storage, also known as Phase Change ture rises, melting the waxy contents of the micro-
Material (PCM), can be used as an effective means capsule, the paraffin changes from solid to liquid.
of regulating indoor room temperatures. The good The same principles also functions in the other di-
thermal retention of PCM can be used as a passi- rection: rooms that are cooling down stay warm
ve means of evening out temperature fluctuations for longer, while the molten paraffin gradually har-
and reducing peak temperatures. It can be used dens, before losing warmth. The temperature level
both for heating as well as cooling (e.g. to protect of the materials remains constant. The amount of
against overheating). energy that is taken up or released is considerable
so that even a comparatively small mass has a lar-
ge thermal retention capacity, with which tempe-
The use of phase change materials is not new. In
ratures inside buildings can be regulated. During a
ancient Baghdad, rooms were kept cool with the
phase change, the warmth is retained latently for
help of a natural PCM: ice. Research into PCMs
as long as is required to change from one physical
has been undertaken for many years. In the 1940s,
state to another.
first attempts were made to use PCM in buildings
in the USA, and in 1953 the first microcapsule was
patented, also in the USA. The widespread appli- During this process, the PCM absorbs a particular
cation of the material has only become feasible amount of heat, the specific latent heat, equiva-
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lent to the amount of energy required to melt the
paraffin. Instead of rising, the temperature of PCM
remains constant. The process functions according
to the same principle in the opposite direction –
during a phase change PCMs are able to store war-
mth as well as cold (known also as “free-cooling
principle”).
Energy is therefore stored while the material chan-
ges from one state to another, whether from solid
Picture 28 : Families of phase change heat storage materials
to liquid of from liquid to gaseous. The latent war-
mth or cold, which effectively fulfils a buffer fun-
ction, can be used for temperature regulation.
Depending upon the PCM used, to regulate a 5°C
increase in temperature, only 1 mm of phase chan-
ge material is required in comparison to 10-40mm
of concrete. The PCM has a far greater thermal
capacity: a concrete wall warms up much more
quickly whilst the temperature of a PCM remains
unchanged. PCMs are available with different
switching temperatures for different application
areas. An added advantage, particularly on-site, is
due to their small size, the globular PCM contained
in materials are practically resistant to damage.
Picture 29 :PCM textile
In addition to conserving energy by reducing the
energy demand for heating and cooling, PCMs are
also recyclable and biologically degradable. With
regarding to the need to reduce CO2 emissions,
PCMs offer a further nanotechnology-based op-
portunity to achieve this aim. Latent heat storage
systems are already successfully used in transport
containers for sensitive materials, in outdoor clo-
thing, as a base component for creams as well as
for food wrappers*.
7.10.1. Classification of PCM
PCMs are categorized as Organic, Inorganic and
Eutectic materials. Organic materials are further
* Sylvia Leydecker, Nano Materials in Architectu-
re, Interior Architecture and Design, Birkhauser, Berlin Picture 30 : Heat storage system (ZAE-Bayern)
2008.
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described as paraffin and non-paraffin. Inorganic meet demand of heat recovery from the storage
compounds have a high latent heat per unit mass system.
and volumes are low in cost in comparison to orga-
Chemical properties
nic compounds and are non-flammable.
• Complete reversible freeze/melt cycle.
• No degradation after a large number of freeze/
An eutectic is a minimum-melting composition of melt cycle.
• No corrosiveness to the construction materials.
two or more components, each of which melts
• Non-toxic, non-flammable and non-explosive ma-
and freeze congruently forming a mixture of the terial for safety.
component crystals during crystallization.
Among the commonly used inorganic PCMs in the 7.10.3. Thermal Storage Unit and Air Exchanger Appli-
range of 20–32°C we decided to use in Wall_s’ fa- cations
bric vertical partition the salt hydrate named Clim- Air heating systems are frequently used in indu-
sel C23, which has a melting point temperature at strial buildings, offices, hotels etc., and are also
23°C. Being an inorganic PCM, it is fireproof so that, becoming increasingly popular for private homes.
added to fire resistant textile fibers, it will guaran-
tee this important requirement for structures that
will be necessarily placed in public places. The form of the latent heat storage material, for
example granulate or plates, allows the material
to be placed in any conceivable container and en-
7.10.2. PCMs’ Properties sures a large heat transfer surface area, but low
The PCM to be used in the design of thermal sto- pressure losses. The heat storage capacity is 3 to 5
rage system should own desirable thermophysical, times higher than that of alternative thermal sto-
kinetic and chemical properties, which are recom- rage materials such as stone, gravel or sand. Con-
mended as follows sequently, the latent heat storage unit is relatively
lightweight and requires limited space.
Thermophysical properties
• Melting temperature in the desired operating tem- The PCM ventilation unit in particular is a very
perature range. innovative element that we decided to apply to
• High latent heat of fusion per unit volume so that Wall_s.
the required volume of the container to store a
given amount of energy is less. The unit is composed by:
• High specific heat to provide additional significant 1. PCM Plates
sensible heat storage. 2. Heat Exchangers
• High thermal conductivity of both solid and liquid 3. Fans
phases to assist the charging and discharging en- 4. Space for Electronics
ergy of the storage system.
• Small volume change on phase transformation and
small vapour pressure at operating temperature to
reduce the containment problem.
• Congruent melting of the phase change material
for a constant storage capacity of the material with
each freezing/melting cycle.
Kinetic properties
• High nucleation rate to avoid super cooling of the
liquid phase.
• High rate of crystal growth, so that the system can Picture 31 : PCM Ventilation Unit
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Operation: Dott. Rabajoli (Ferrino S.p.A.), during the meeting
• Fresh and stale air enter in the unit at the company, listed us which were the most
• Airflows exchange heat in the Heat Exchanger common requests that people hosted in tents do
• PCM polishes the air temperature to comfortable
after few days spent in there:
levels, stale air is removed.
• More privacy (people are usually hosted in promis-
Working principle of the PCM (Phase Change Material) cuous spaces for 7/8 people which means at least
• It has high thermal mass at 20-23°C 2 households).
• It can store energy during its phase change (e.g. • Lockers where to store personal belongings.
water and ice)** • More control on the inner thermal comfort.
7.11 Comparison between Wall_s and Al- Usually to obtain such improvement of life-condi-
ready Existing Solution in the Tempo- tions the solution proposed is the minimum habitat
rary Shelters’ Market Share container. The table though underlines that those
elements are much more expensive and have the
For a rough market analysis we compare Wall_s to important drawback that need to be transported
two categories of products, very distant from each and moved by massive or very expensive vehicles
other, but that are the most common solutions (cranes or helicopters),and in places where an
used in case of emergency. emergency just occurred, it is not always possible
to use such means.
The examples selected are both produced by Ita-
lian firms, located in the Piedmont area: Ferrino All the requirements of above are instead perfect-
S.p.A. and SICOM. We choose particularly those ly fulfilled by Wall_s, which is moreover transpor-
two products because of the contact we had with table by simple trucks and assumes much more
the producing firms themselves and because we affordable costs***.
thought that an analysis focused on local existing
offers would have presented more realistic and
comparable data, also in the perspective of simu-
lating the creation of a concurrent product, at first
launched in the market of this specific geographi-
cal area.
Trough the comparison emerge pros and cons of
each of the three products and it is easy to see
how Wall_s responds to a market share in betwe-
en the two examples thanks to its higher privacy
and comfort standards (if compared to the tent so-
lution) and its lower cost and easier storability (if
compared with the container solution).
** Marco Perino, Annex 44_Integrating Environmental-
ly Responsive Elements in Buildings, State of the Art Re- *** Wall_s’ cost above has been deducted by a compari-
view, Vol. 2A Responsive Building Elements, IEA-ECBCS, son analysis with already existing structures suggested by Ferrino
2005. S.p.A.
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Picture 32 : Comparison Table Camp Tent/Wall_s/Container
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50. W A L L _ S Innovative Hospitality Typologies
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7.12 Wall_s’ Experience around.
Wall_s ‘ description, beside the explanation of its Beyond the settlements a big flexibility is contai-
structural and technical characteristics, pass throu- ned in Wall_s itself: just collapsing the textile ver-
gh the experience that the customer will live, once tical partition multiple units can be arranged so to
decided to be hosted in it. host different kinds of households or groups of
friends.
What Wall_s guarantees to its guests are a basic
(and consequentially cheap) kind of accommoda- The equipment provided to each customers inclu-
tion, improved in comparison with similar typo- de another object that will allow a further persona-
logies (campings, youth hostels,...) thanks to the lization in Wall_s use by its guests: the hammock.
technological equipment of which it is provided It has been analyzed the use that Latin American
and the link to the naturalistic environment where people do of this object, for whom it is daily em-
it will be located. ployed not just for short naps but also as adding
Those two aspects together will represent an in- bed in case of need. Wall_s guest will therefore be
tresting hosting solution for all those people invol- able to take advantage of a double mode of rest
ved in environmental issue but that can’t renounce and to host an extra person.
being always connected with their contacts’ net-
work and that expect to live an EXPO experience
really in line with its theme.
Assuming that many Wall_s will be rented by tho-
se hosting structures that want to improve their
accommodation offer, articulated settlements will
be realized. The multiple possibilities of aggrega-
tion that Wall_s offers will make possible the rea-
lization of different shapes of camping, according
to the customers’ requests. Circular aggregations
will be realized for those who prefer a shared ex-
perience: the circles will be both private for groups
or families or heterogeneously composed by many
Wall_s rented by singles or couples.
More private options are composable by sprawling
Wall_s on the area that the structure choose to oc-
cupy.
Once inside Wall_s, doesn’t matter which spatial
configuration assume the settlements, privacy is
guaranteed. Introspection is in fact been avoided
by placing the window on the sloping roof and the
textile partition will guarantee the necessary vi-
sual protection. From the inside, the guest is not
isolated from the surroundings: the visual connec-
tion is always proyected towards the outside in
view from the bottom up of the sky and the nature
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Picture 33 : Storyboard: Wall_s Customer Journey
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BUSINESS PLAN

53. W A L L _ S Innovative Hospitality Typologies
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8. BUSINESS PLAN
8.1 Executive Summary after the Expo). Hypothesising to get the units of
product with the leasing formula and estimated all
Wall_s is an innovative way to provide hospitali- the main costs, the following results have been ob-
ty in different cases, thanks to its easy assembly tained in the expected scenario:
and disassembly. It is addressed to a low budget
customer, particularly sensitive to the environ-
mental issue and used to interface with technolo-
gy. The product units is able to provide hospitality
especially enlarging the offering of already existing
structures such as Cascine, Hotels and any other
kind of structure that is able to provide services Picture 34 : Estimated Costs Table
such as toilets (Parks, Stadiums etc..).
Wall_s conjugates high-tech devices, innovative Anyway, after the Expo and beside the Milan area,
systems of energy production and advanced mate- it will be possible to extend the usage of Wall_s to
rials with the aim of improving its energy efficiency different countries and for different usages.
and guarantee to its guest the maximum thermal
comfort in every season. 8.2 Product Description
The design and the management of the “hospi-
Wall_s is an accommodation unit designed to host
tality cells” is a way to cope with the demand of
one person for limited periods. The flexibility of the
hospitality, hard to estimate, that is typical of the
module allows however its aggregation in multiple
great proportion and sudden events.
units so to compose a virtually infinite number of
The Expo event is a great opportunity to lunch combinations, according to the customers’ needs.
the product on the market and to increase the re-
venues, leveraging on the impressive quantity of
tourists that will be attracted by the event. Besi-
des, many of them will be interested in the Expo
theme, so they will be more sensible to the nature
and will be more likely to test a different type of
hospitality such as the one provided by Wall_s.
Picture 35 : Wall_s
The business is carried out by a firm that will be re-
sponsible for the management and promotion of
this new kind of hospitality supply. In practice, the
booking means and the interface with the possible
customers is provided by a website, through which
it will be possible to verify the availability and the
possible locations of Wall_s.
Among the different types of revenues that can
be made thanks to the great flexibility of usage
Picture 36 : Double Wall_s
of Wall_s, three of them have been pointed out:
travellers, exhibitions and emergency (during and The target-user to which Wall_s is addressed is a
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low budget customer, particularly sensitive to the frames a view of the environment, focused on the
environmental issue and used to interface with sky and other high elements like trees or buildings.
high-tech devices. In this way the visual experience from the inside of
Wall_s is the most natural as possible, preserved
Wall_s conjugates high-tech devices, innovative from artificial contaminations of the surroundings.
systems of energy production and advanced mate- The roof itself provides moreover a protection at
rials with the aim of improving its energy efficiency the entrance thanks to its prolongation over the
and guarantee to its guest the maximum thermal floor panels.
comfort in every season. According to the target
user expectations, Wall_s has been designed so 8.2.3 Equipment
to make immediately clear its technical compo- Wall_s’ refurbishment includes a single bed (2 x 0,8
nent but also making use of natural materials, like m), a folding table and a lockable cabinet (1 x 1,5
wood, that show its intent to be easily located also x 0,57 m) where to store personal belongings. To
in natural environments. The customization of each guest it will be provided a cylindrical contai-
Wall_s has been moreover made possible by the ner inside which they will find a mattress, a pillow,
textile component, which can be provided in diffe- personal linen and a hammock. In this way high hy-
rent colours and designs. gienic standards will be guaranteed. Moreover the
container itself it has been designed to be turned
8.2.1 Destination of use
into a seat.
Wall_s is born to supply the need of already per-
manent receptive structures, to enlarge their ho- The hammock in particular is an extra feature pro-
sting offer during the peak demand period of the vided to allow a more dynamic, personalized and
2015 Milan Expo. The Expo event will be just the informal use of Wall_s, according to the experien-
testing field for Wall_s, whose features have been ces of use of hammocks traditionally made by La-
design to allow its reuse also in different contexts. tin American people.
It will be possible to employ Wall_s as emergency
8.2.4 Plants
shelter after natural catastrophes, as cabinet for
Wall_s will be provided with amorphous PV panels
dependants and guests of camping sites intentio-
located on the sloping roof which will collect enou-
ned to improve their offer, as exhibition stand in
gh solar energy to be sold to the public net and
occasion of trade fairs and, maintaining its original
guarantee a free use of electricity for the guests’
purpose, as addiction to already existing stable ho-
needs. The devices inside Wall_s which will need
sting structures.
electric energy are:
Any use that will guarantee the location of Wall_s
• A PCM ventilation unit providing fresh air, heat-
nearby a structure able to provide services like toi- ing and cooling, individually controllable
lets and food will be feasible. • Two plug-ins for charging personal devices
• A Wi-Fi router
8.2.2 Dimensions
• Two lights
The dimensions of the floor platform is 2 x 2,5 m
and the average internal height is of 2,35 cm. The The PCM ventilation unit in particular is a very
inclination of the frontal wall, where the access is innovative element that we decided to apply to
located, makes the inner perception dilated, espe- Wall_s despite it is still a prototype developed by
cially when the person is lying. The sloping roof Delft University of Technologies.
(front height 2,9 m, back height 1,8 m) hosts the
only open towards the exterior (apart from the The unit is compose by:
access); the choice to put the window in this po-
1. PCM Plates
sition guarantees more privacy for the guests and
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2. Heat Exchangers walls.
3. Fans • Two pieces of PCM fabric (Climsel C23 salt hy-
4. Space for Electronics drate added to fireproof textile fibers), rolled inside
each tube, which, sliding into special tracks on the floor
and in the stiffening elements, shapes Wall_s’ vertical
partitions. Those elements can be collapsed so that a
bigger Wall_s can be composed by the juxtaposition of
two or more modules.
• The fabric chosen combines the inorganic PCM
(Phase Change Material) named Climsel C23 (salt hy-
drate) with fireproof textile fibers. In this way it is guar-
anteed its fire resistance and a melting point tempera-
ture at 23°C.
• A wooden box constituting the back element of
Picture 37: PCM Ventilation Unit Wall_s, which from the inside appears as an equipped
wall containing the ventilation unit, the folding table
Operation: and the lockable cabinet together with the plug-ins
and the lights. This element is moreover an important
- Fresh and stale air enter unit structural element.
- Airflows exchange heat in HE
- PCM polishes the air temperature to comfortable lev- 8.2.6 Transport
els, stale air is removed When disassembled Wall_s is contained into a sin-
gle parcel measuring 2 x 1,8 x 0.57 m, and weigh-
Working principle PCM (Phase Change Material) ting 150 Kg. This means that it can be easily tran-
- High thermal mass at 20-23°C sported by truck or container. Into a container 20’
- Stores energy in phase change (e.g. water and ice) box can be stored up to 14 Wall_s, while into a con-
The thermal storage capacity of PCM between 18 tainer 40’ box can be loaded the double amount
and 23˚C is about 40x larger than concrete. (28 parcels).
8.2.5 Structure The weight of the box allows its handling by just
Wall_s is made of several elements all storable two people.
into the 2 x 1,8 x 0,57 m box which once emptied
8.2.7 Assembly
constitutes itself part of Wall_s’ structure.
All the elements that form the structure of Wall_s
The components of Wall_s are: can be mounted by just two non specialized on-
site labor through simple grooves. The only tools
• 15 adjustable metal supports which distribute
required to do this operation are simple wrenches,
the weight of the cell and are adaptable to different
screwdrivers and hammer.
ground conditions
• A raised floor made of four snap-together plas- 8.2.8 Durability
tic panels (1,25 x 1 x 0,15 m each), which can be filled
Plastic and polycarbonate panels together with
with water to increase the stability of the structure.
• A sloping roof in polycarbonate panels (2 x 0,4
aluminum tubes are long lasting materials, with
x 0,1 m each), two of them are transparent and can slid low maintenance requirements. The textile com-
into guides and be opened from the inside becoming a ponent which forms the external enclosure is as
window, the other five are instead covered with amor- well made of a durable fiber but it can be more
phous PV panels which collect the energy needed by easily damaged. Anyway its volubility can be taken
Wall_s’ guests during their stay. as advantage using it as customizable elements of
• Two aluminum tubes fixed in apposite holes
Wall_s, planning a periodical change of it accor-
in the floor and joined to special metal stiffening ele-
ments, which give the inclination at the perimeter
ding to the client and the occasions.
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8.2.9 Aggregation
Wall_s module is a single unit apt to host just one
person. Juxtaposing the longer side of two Wall_s
and removing the textile elements can be created
a double unite and so on for a triple, quadruple,
etc without requiring the addition of any other
element.
Wall_s module is designed in order to be aggrega-
ted into multiple conformations. The simplest one
is the juxtaposition of more units forming a row.
Then there is the aggregation in more private cir-
cles thanks to the adding of a textile element that
creates an external angular. The minimum number
of Wall_s required to form a circle is 12 but big-
ger ones can be adapted. In the circle aggregation
it is guaranteed more privacy in the internal spa-
ce while the view from the inside of each Wall_s
is projected towards the outdoor. Finally organic
aggregations are possible which form “S” shaped
rows and multiple kind of courts open on one side
to the surroundings.
According to what stated until now, the following
table summarizes the main pros and cons related
to the usage of Wall_s.
8.2.10 Pros and Cons
Picture 38: Pros and Cons Table
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8.3 Strategic Plan te on a segment that is slightly different from the
previous ones, for the needs it satisfies and for the
8.3.1 Mission way it does it. For this reason, there is no one di-
The design and the management of the “hospi- rect competitor, but there are some substitutive
tality cells” is a way to cope with the demand of products that may jeopardize its business. The cri-
hospitality, hard to estimate, that is typical of the tical issue to understand is that wall_s is not simply
great proportion and sudden events. It is neces- a place where to spend some time, but it is a place
sary to provide a low cost alternative to host peo- where the customers live a completely different
ple that can’t afford or even don’t want to stay at experience of hospitality, in direct contact with na-
hotels. Besides the attention for the single custo- ture but without renouncing to technology.
mer, it is important to provide a structure that can
be easily reused for other intents after the end of Said that, it is not difficult to find suppliers for this
such great events. Therefore, it becomes very im- business, because the cell is made of simply to as-
portant assure other characteristics such as being semble parts that are easy to produce. Besides,
easy to assemble and disassemble, transportable, the material used to compose the furnishings and
all of these mixed with an attractive and functional the sideways shelter is easy to find and even if it is
design. expensive for its high tech fabric, it can be reused
after dismissing the product, with a high terminal
value. It means that it is quite easy to find a sup-
8.3.2 Objectives
plier that will want to manufacture wall_s.
The mission of this vision can be divided into the
following objectives:
8.3.4 Strengths&Weaknesses
• Enter the market with an innovative product,
Wall_s, for its nature, is easy to assemble and di-
for usages and structure
smount, so easy to move and stock. At the same
• Provide a hospitality cell to cope with the de- time it is a high tech product since thanks to its
mand for accommodation of a specific target (low cost) components is able to guarantee an adequate at-
and related to great events (such as Expo or Olympics) mosphere and temperature to live a great hospi-
tality experience. It is possible even to leverage
• Provide a cell that can assure possible future on the feature to auto produce electricity for the
usages: place for temporary exhibitions, enlargement
most common needs (cell phone charge, Internet,
of already existing places and shelter during disasters
etc…).
• Take advantage of the Expo as a great “win-
On the bad side, it is not right a hotel, so it will
dow” for the product, in a such way the future demand
can be stimulated, in order to make this project more
suffer for comfort, safety respect to fix structures.
profitable Besides, it is possible to locate wall_s nearby other
structures that provide utilities and hygienic servi-
8.3.3 Business analysis ces. Anyway, the fabrics and the materials of which
Wall_s aims to be the first mover of its new mar- wall_s is made up are excellent to satisfy all the
ket. Its target is to satisfy the needs of precise kin- needs and expectations of the customers hosted,
ds of customers: low cost and low budget travel- as stated before.
lers, green related experience interested people,
integrated in the city and flexible customers.
8.3.5 Opportunities&Threats
The similar markets are the ones referring to the Moreover, the business seems to be very intere-
low cost hotels such as hostels, and the one refer- sting because there are a lot of opportunities that
ring to the camping. But, wall_s wants to compe- can be exploited. Here a list of the most relevant
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ones: 8.3.6 Strategy
The firm that promotes wall_s is in charge of the
Cascine: a great possibility to explore is the possi- purchase and of the management of the cells, both
ble market presented by the “Cascine”. The owners during the Expo period and after it. The idea is to
are experiencing a planning period of great expan- generate a sort of distributed centre of hospitality
sion in order to make profit by the Expo events and throughout the territory, according to the custo-
all its consequences. Wall_S is a great way to ex- mers needs and expectations, in terms of location,
pand the demand for hospitality in these cascine, cell shape and possible services.
without jeopardizing their structure: in this way,
the owners can host more people in the periods Therefore, the following phases are defined:
of peak of demand and not invest into permanent
structures that may result not economically sustai- Expo Phase:
nable after the peaks. Similarly, this concept may
be applied to different situations such as stadiums, In this phase, the principal target is represented by
universities and parks, private or public ones (all the travellers, arrived in Milan for the Expo. A key
these possible businesses – to install the cells - aspect is the proper location of wall_s in order to
need agreements between the parties, that have integrate them with the surrounding urban textu-
been considered in the financial plan). re, leveraging on the idea of eco-sustainability that
is the main theme of the Expo.
Neo-nomadism: it is a new opportunity that can
be exploited, in fact there is a remarkable tenden- Therefore the principal objective is to attract those
cy of people to meet a new life style that is not visitors, hopefully international in order to contri-
made up of permanent assets but it aims to collect bute to the re-evaluation of Milan as a green city,
experiences, findings, emotions, like those ones and not just connected to the industry, finance or
provided by a hosting experience as in Wall_s. fashion, visitors that are interested in the environ-
ment and want to live an experience in direct con-
The greatest threat for this kind of business is the
tact with nature.
market related one: after the Expo, and any kind of
similar great events, the overall demand can decli- In this phase, a great opportunity to exploit is the
ne. The usage of Wall_s is mostly related to great experiential marketing, that means to leverage on
events. Anyway, the usage of subassemblies and the Expo as a window to guarantee visibility to the
the simplicity to disassemble and reuse for a wide cells for potential customers, that may want to try
range of purposes, make this threat lighter and ea- the cells in the future.
sily controllable.
To summarize: Besides Expo:
This second phase is focused on attracting other
targets such as temporary exhibitors, occasional
travellers interested in the environment and eco-
sustainability, and finally the possible customers
coming from the usage of the cell like an emergen-
cy house. In this phase, it will be possible to esta-
blish some agreement with universities, stadiums
and other institutions that want to expand their
offering of hospitality or want to hold exhibitions
Picture 39: Strength/Weakness/Opportunity/Threats Table in new spaces such as the ones that are possible to
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create thanks the union of more cells of wall_s. gardens and refreshment or dining spaces. Besi-
des, this green path puts in connection different
The two phases are not necessary following: they parts of Milan, from the centre to the suburbs,
may partially overlap, but a different allocation of then flows up to regional areas, crossing the Expo
resources seems proper because the first phase settlement.
would last just 6 months, in accordance with the
Expo period, during which a lot of marketing ex- Therefore, it would be very favourable to locate
penditures will be done, while the second one may some cells throughout some parks in the north of
last many years, until when the business plan re- Milan (Parco Nord, Bosco in città etc…) taking ad-
sults economically convenient: it is clear that the vantage of the “green way”, transports and green
main revenues are collected during the period in environment, all aspects that contribute to live a
which the greatest flow of visitors is hosted. completely “green” experience.
8.3.7 Positioning (Brand) 8.4 Marketing Plan
The materials that have been used, the possibility
to easily move and re-use the cells without crea- Wall_s can be used as a temporary structure to
ting eco-monsters, the opportunity to take advan- host people (such as mostly during the Expo pe-
tage of cycling roots and transports have to be the riod) and then it can be used for a great range of
key points of a marketing campaign with the aim targets (“green trips”, exhibitions, disasters). In this
to generate a positioning in the customers’ mind, section, the analysis focuses on the principal re-
aligned with the eco-sustainable idea, interest in venue streams, in terms of quantities per month,
the environment and at the same time practicality that is possible to estimate for the next future, du-
and design. The comfort and experiential side of ring and after the Expo.
the cell is not neglected thanks to the high tech
materials and functions, provided by the compo-
8.4.1 Expo Visitors
nents used to develop a unit of Wall_S.
According to data collected, 29 millions of visitors
So the image that the potential customers should are expected to go to visit the Expo. From the ove-
build in their mind is related to a cell that is able rall visitors, 14 millions (48,3%) are from the north
to host people to live a great experience in direct Italy, and it can be deducted that they are difficult
contact with nature without renouncing to the to attract for being hosted in our cells. Just a little
comfort provided by the high tech embedded in percentage of this segment can be considered.
the cell. Beside, from the overall visitors, the 30% is expec-
ted to be foreign. This is an important target to
8.3.8 Location improve the image of Milan as a green city. And
The location of wall_s is an important strategic fac- finally, another profile that seems to match the
tor to consider. During the Expo phase and for all ideal customer is the “green researcher”. Accor-
those travellers interested in the green aspect, the ding to the data collected, in the following table,
proximity to the cycling roots and low impact me- the results of the different visitors quantities will
ans of transportation is crucial. It seems suitable be presented:
to find synergies in terms of location (and maybe
marketing) with projects like “Green Way Lombar-
dia” that tracks a path internally to the urban area
of Milan that is going to be settled to be complete-
Picture 40: Green Target Visitors Table
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According to this flow of visitors, if they will stay it can be inferred that about 1600 cells are neces-
for an average period of 4 nights in the Milan area, sary to satisfy the estimated demand, since 1 cell
they will be 418 different people for each group of covers about 5 square meters. The results of the
four nights, that means on average 418 cells per
month needed to host this type of visitors, during
the six months of the Expo. Picture 42: Visitors-Wall_s’ Number Analysis Table
8.4.2 Travellers (After Expo)
analysis are illustrated in the following table:
To estimate this number, it has been considered
the average number of visitors that arrive in Milan, Considering that the average duration of an exhibi-
during the “normal” periods (without great Events tion is 10 days, it can be inferred that the average
such as the EXPO). On average the visitors are 1 need of cell per month is 200 units.
million per month, instead during the Expo they
should be almost 5 millions per month: it means After the Expo, it can be expected an average de-
that the Expo caused and increase of 400%. Star- mand of about 100 cells for this purpose.
ting from this data, we’ve reduced proportionally
the flows of green visitors, to estimate the number 8.4.4 Disasters
of the green travellers that may arrive in Milan all The last quantity to analyze is the one referring to
the year along. The results of this analysis indica- the disaster. Normally this kind of emergency are
tes that an average number of “green” visitors may managed by the Government and the Institutions
be as following: like Protezione Civile. Because of the clear difficul-
ty in the estimation of an approximate number of
this flow, it has been considered that just the 5%
of the overall annual revenue is due to this target:
Picture 41: Green Visitors Table
emergency.
8.5 Market strategy
The numbers refer to six months.
Starting by this analysis, it can be inferred that 8.5.1 Product
about 83 cells per month may be requested, consi- Wall_s conjugates high-tech devices, innovative
dering that each cell is suitable to host one person systems of energy production and advanced mate-
and the average number of nights spent in Milan rials with the aim of improving its energy efficiency
is four. and guarantee to its guest the maximum thermal
comfort in every season.
8.4.3 Temporary Exhibitions For further information about the product, please
In order to calculate the number of the possible read the description at the beginning of this busi-
temporary shows that may be held thanks to the ness plan: product description.
employment of wall_s, it has been conducted an
analysis to verify how many exhibitors attend the
8.5.2 Promotion & Place
main events on per year basis, and how many of
Wall_s is an attractive product that may be used
them are oriented towards issues such as Environ-
in different ways, with the main objective to host
ment and Green themes. Among the “green rela-
people. As a consequence, the most appropriate
ted” exhibitions (refer to the table), we target at
way to promote this product is to start a marketing
about 15% of them. Calculating an average surface
campaign through the classic channels such as the
of 80 square meters needed for a single exhibition,
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internet and the travel agencies. Besides, another
way to promote wall_s could be introducing the
product during the main fairs held in Milan and all
over the world, possibly the ones which are rela-
ted to the Expo. In this way, the visitors can have a
look at how wall_s looks like and how practice and
comfortable it is. Besides, these stands, located in
the fairs, may be used to collect ideas and prefe-
rences about the precise locations of the cells, in
the Milan area. In this way, ahead of time, it can
be predicted which are the zones more requested
and, if among them, for example, there are some
“Cascine”, it may be presented a request to the Ca-
scina manager to place some of wall_s units.
Moreover these channels, there should be an on-
line platform, belonging to the firm in charge of
promoting wall_s that illustrates in depth how it
looks like, how it works, the prices, the possible
locations and the direct booking service. On the
website, it will be allowed to select one of the pos-
sible location where to locate wall_s, to check the
availability of cells for that precise dates and look
for alternatives. A possible rendering of the websi-
te booking area is the following.
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8.5.3 Price 8.6 Operating and Organization Plan
Wall_s is a cell that provides hospitality for many
people a year and has to be moved or enlarged In this section, there will be provided information
according to the customers needs. For this reason, about the firm, the location of the offices and wa-
it is important to fix a daily price for person, like rehouses, together with the explanation of what
the hotels business model. For this purpose, it has the society is precisely in charge of carrying out
been conducted a market investigation to know this business, and what is done externally.
how much people would be willing to pay to be
First of all, the business is carried out by a firm that
hosted in a cell like wall_s. The results of the in-
will be responsible for the management and pro-
vestigation show that the respondents would be
motion of this new kind of hospitality supply.
willing to pay € 24 to be hosted in wall_s, as the
following table illustrates: The nature of the firm may be a “Limited Liability
Company” (Società a responsabilità limitata) be-
cause of the dimension of the business and becau-
se in this way the partners have their assets not
affected by the analysed business and it will be
possible to retain the profits in order to distribute
Picture 43: Prices Analysis Table
them during favourable fiscal periods. The firm will
be in charge of buying the cells by a supplier and
Other indications about the price have been de-
managing the business during and after the Expo
ducted carrying out a benchmark analysis with the
period.
“substitutive products”, that is the closest availa-
ble form of hospitality: hostels and “green” hotels. All the activities of cells manufacturing will be car-
The investigation has been carried out through an ried out at the plants of the principal supplier.
analysis of the prices for single room of 100 hostels
and hotels from 1 to 3 stars. The average price paid On the other hand, all the activities of manage-
for hosting a person in a single room is: €57, as ment and administration will be developed in hou-
shown by the following table: se, at the principal office in the suburbs of Milan,
where it is possible to locate even the warehouse.
In fact, it is sufficient to rent a small office where
the marketing, management and administrative
personnel can develop their tasks, not needing an
office in plain centre of Milan, since most of the
activities are to be carried out on the web or on
Picture 44: Hotel Prices Analysis Table the phone.
The most viable way seems to be first fixing a price The following activities have been identified and
per day per person and then to verify in how long developed in house:
the business is able to cover the expenditures.
• Designing and planning: at least one engineer
Considering the results of the analysis carried out
will be responsible for the design in depth of the cell,
and the features and the characteristics of wall_s and of its possible manufacturing process.
that on one hand are worthy of a premium price, • Logistics: the cells have to be transported from
but on the other hand are somehow lower com- the supplier plants to the stocks.
pared with an hotel, it has been fixed the average • Assembly, Disassembly, Maintenance: It is a
price of a per day and per person hosting: €20. task of a specialized team to move the cells, according
to the location desired by the clients (to choose on a
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possible location map), to assembly them (at least the sible location of the cells.
main component) and disassembly. The same team is • Maintenance Manager: He is the principal re-
in charge of the maintenance of the cells. They may be sponsible of the teams that are in charge of moving the
two or three teams by geographical zones. cells, locating them, and provide maintenance servic-
• Booking: Through an online platform, it will be es.
possible to book the location and the period desired, to • Maintenance personnel: They are responsible
visit Milan and the Expo. This task is carried out inter- for the transportation of the cells and for the mainte-
nally, thought a website that runs on a server. There are nance services.
many firms that offers this kind of service: the manage-
ment of the website will be internal, but the server and 8.7 Financial Plan
the online space will be bought from a proper firm that
is specialized on these services. Flexibility is one of the key word of the concept on
• Marketing and customer service: All the phas-
which is based wall_s. This aspect is well reflected
es of booking and providing information will be carried
out by internet and by phone by trained personnel.
even at the cost level, in fact it has been decided
to keep fix cost somehow low and take advantage
For what concerns the hierarchy of the professio-
of techniques such as leasing to make the initiative
nal figures involved in this project, here following
more convenient.
it is presented an organization chart and after it,
each figure will be explained: In this section, there will be an estimation and a
breakdown of the main costs related to the deve-
lopment of this business idea.
The personnel costs that are needed to face in or-
der to carry out the business are listed below:
Picture 45: Actors Dyagram
• Project Manager: He is the principal respon-
sible for the planning, developing according to the time
Picture 46: Personnel Costs Table
and costs estimated, and he controls the progress og
the project.
• Marketing Manager: He is in charge of the de- The main fix costs are related to the renting of the
sign and implementation of the marketing strategy offices and the warehouse. The offices are rented
and of the budget allocation on the different communi- in a special formula that lets to use some shared
cation channels. space with other firms’ offices. Another cost is the
• Supplier Manager: He is in charge of maintain-
one related to the design of the cells that will be
ing the relationship with the suppliers, expecially with
developed by the suppliers, but according to the
the one that provides up with cells.
• Engineer: He is in charge of designing the prod- features defined by the hired engineers. The trucks
uct and the manufacturing process of the cell. He is di- that are needed for the maintenance team are ren-
rectly interfaced with the Supplier Manager and with ted taking advantage of the leasing formula.
the supplier firm.
• CRM Manager: He is responsible for the com-
munication with the possible costumers, that is, the vis-
itors and the possible Cascine (or other proper spaces)
owners. Thought his team, it will be possible to book
and to require information about availability and pos-
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The following table recaps the main fix costs: the experience to be hosted in a place like wall_s
rather than in hotels. Another channel to attack is
the internet: the banners, in proper websites, are
very important to promote wall_s, and the firm’s
website should play a central role in this task.
Through the website, it should be possible to pro-
Picture 47: Fix Costs Table
ceed with the reservation and see all the informa-
tion about features and qualities of wall_s. Here
the marketing costs are presented:
The cost of a single cell is estimated to be between
4000 and 5000 euro. Such a great initial investment
may raise the risk of the project and will need a
greater initial financial effort. Since there is a big
terminal value of the products, that is, it is easy to
reuse all the materials used to develop a cell, it can
Picture 49: Marketing Costs Table
be inferred that there will not big problems to find
a manufacturer willing to provide us with the cell
products since he will be able to reuse the mate-
There are even other costs that are related to this
rials if the business fails.
business: the firm should ask the municipality and
Thanks to these considerations, it has been deci- other institutions for the permissions to settle the
ded that the most proper form to be supplied of cells in their space: main universities, parks, sta-
the cells is the leasing formula. It means that the diums, proper spaces. Finally, even the costs rela-
society will pay a fix amount per month for a cer- ted to the usage of hygienic services of external
tain number of cells required. Basing on the data structures have been considered. Here the main
of the quantity estimated about the possible cu- costs related to these issues are summarized:
stomers and given a single leasing contract price
per cell per month of 111 € (based on the estima-
ted lifecycle of the product), the estimated costs
for the leasing contracts are:
Picture 50: Other Costs Table
Picture 48: Estimated Wall_s’ Costs Table
After synthesizing the main costs, it is possible to
estimate the financial need: € 1.245.700.
Since the business is new and may look risky for
These costs refer to the average demand estimated
the banks, it may be hard to collect money from
per month and consolidated on per year basis.
the financial institutions. This is the reason why
Another important centre of cost is the marketing: this business plan represents an opportunity to in-
it is important to promote wall_s through proper form eventual business angels willing to contribu-
channels such as show rooms during the most im- te to the development of this idea, together with
portant fairs, in fact during these events it is easier the partners.
to contact those people that are more comfortable
In addition, it does not seem proper to illustrate
with trips, hotels, exhibitions and may appreciate
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the balance sheet since thanks to the leasing for- cost of capital of 15%. The results are listed in the
mula, there are not any permanent immobiliza- following table:
tions and all the assets are in shape of cash while
all the liabilities are represented by the risk capital
of the partners (founders and business angels).
That is the reason why the focus is on the Income
Picture 52: Cash Flow Analysis Table
statement and cash flows.
8.7.3 Investment analysis
8.7.1 Income Statement
According to the estimated data in the past sec-
In this section, there have been estimated the pos- tion, some efficiency indexes have been calcula-
sible revenues in the following 3 years after the im- ted, for the following three years. The results are
plementation of the business idea. In the first year, summarized in the next table:
the revenues are pumped up by the EXPO that for
the first six months of the business assures a great
flow of demand. Picture 53: Investment Analysis Table
In the following table, the revenues, costs and the
earnings (before and after taxation) are summari- 8.7.4 Sensitivity analysis
zed, as a projection of the following three years: In this section of the Business Plan, the main pa-
rameters that influence the business revenues
are analyzed and modified to establish a range in
which the initiative can be considered as economi-
cally sustainable. The following table summarizes
the revenues, costs and profits according to the
values attributed to the price and quantity (num-
ber of cells).
First, it has been changed the quantity of the co-
Picture 51: Income Statements Table
stumers per month. They have been reduced of
50% in the pessimistic scenario and increased of
50% in the optimistic scenario. The following table
summarizes the obtained results:
Picture 54: Scenario 1 Table
Pessimistic scenario:
8.7.2 Cash flow analysis Picture 55: Pessimistic Scenario 1 Table
In this part of the Business Plan, the cash flows
have been estimated. These flows are those that In this way, after 3 years from the first positive pro-
will repay the capital used to make the business fit, the business becomes to be in loss (perpetuity
work. To discount the flows, it has been used a
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loss).
Optimistic scenario:
Picture 56: Optimistic Scenario 1 Table
Second, the price of the per-night hosting has been
changed, giving the following results:
Picture 57: Scenario 2 Table
Pessimistic scenario:
Picture 58: Pessimistic Scenario 2 Table
Even in this case, it is possible to notice the impact
of a price reduction up to €15. Even if in the first
year the profit is pretty positive, starting from the
second year, when a much smaller flow of costu-
mers is forecasted, there is a very light profit that
is flat in the following year, but meaning that after
3 years, the profit gained in the year one will be
eroded and it will result in a net loss after the year
4.
Optimistic scenario:
Picture 59: Optimistic Scenario 2 Table
This is an optimistic scenario, that is hard to realize
but it lets understand the potential of this business
that may produce a € 4M profit, if exploited and
carried out in the best way.
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Picture 60: Service System Map_Scenarios A-B-C
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Picture 61: Service System Map_Scenario A
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9. CONCLUSIONS The merit of this project is the one of having shaped
a complete picture that goes from the production to
The output of this project has been reached after a the fruition, management and finally the reuse of the
quite long period of research which has been neces- product: a good base for the implementation of the
sary both to deepen our knowledge about the hospi- concept.
tality topic and to learn how to optimize our personal
background experiences and competences.
The result of this process is a product that conjuga-
te some important innovations on different points of
view: the more evident improvement in comparison to
the already existing products on this market share has
concerned the technical equipment and the choice to
apply to this product last generation materials; another
advancement has been done in terms of service. The
EXPO experience lived through Wall_s implies a way of
approaching the vacations that responds to the trend
of new segments of demand, still now fully satisfied in
terms of accommodation.
Wall_s has moreover been developed from its concept
to its design in detail. Wall_s’ management and the dif-
ferent scenarios of its re-use have interested the last
phase of the project that resulted in a detailed business
plan.
The Milan Expo 2015 has been used as testing field
for Wall_s’ basic use as temporal accommodation, but
other hypothesis of re-use has been drawn, which go
from the emergency shelter to the space for exhibi-
tions.
All this process has worked in consequential and always
well targeted phases thanks to a constant contribution
from our tutors and useful first hand advices from the
external tutors, who have actively followed our design
process. The experience on the field of the Internatio-
nal EXPO of Shanghai 2010, and the metings with the
Tongji professors involved in its preliminary studies has
been another fundamental contribution to the output
of the project.
The heterogeneous team has revealed its potentiality
in terms of richness of cues and effort in the adoption
of not usual means of work. Each one of the partici-
pants has had the chance to test the value of his com-
petences and the increase of its potentiality in a dyna-
mic contest.
The result of this research doesn’t have the presum-
ption to be considered completely developed: it is a
first proposal that deserves further studies to reinforce
each of the areas in which we entered.
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