Goal: The Milano Film festival is a one-week public event organized annually by Esterni, a placemaking studio based in Milan, Italy. This cultural event known at the international level has been part of the city’s fall activities since 1996 when it was first created. The purpose of the event is to “promote the aggregation and rediscovery of the community dimension through the revaluation of public spaces and the involvement of different aspects of culture, art and the most effective and innovative communication tools” (https://milanofilmfestival.it/en/festival/).
During the event, public spaces such as the Sempione Park located in the city of Milan are occupied as an open-air public cinema. Various international film artists have the opportunity to showcase their most recent films in this production. This project as well as the studio’s values and vision highly resonate with my interest to transform public spaces into spaces of culture, exchange, interactions and knowledge.
Logistics & Planning
I collaborated with Esterni’s Design & Production team as an assistant (internship) in various projects including the Milano Film Fest. My tasks included: producing all relevant graphic & communications material for the festival such as wayfinding signage, branding, promotional material, urban furniture, spatial set-up of screens and equipment; managing content and layout of sponsorship proposals for internal & external stakeholders.
The logistics phase consisted in researching and hiring contractors and vendors for the various services offered during the event (food, bar, security, garbage/recycling systems).
Punto(i) Bar
Finally, another important task assigned was the management of content and layout of sponsorship proposals for internal & external stakeholders. The elaboration of event-related marketing portfolios and partnership plans included the “Punto Bar” design proposal. A terrace bar exclusive to the sponsors and their clients (see plan, design and dimensions). Some of the most important industry partners for the 2015 festival were the Commune di Milano (City of Milan), Red Bull and Lavazza.
PROJECT SPECIFICATIONS
Client: Project for the City of Milan
Place: Milan, Italy.
Year: 2015
My Role: Project facilitator, designer, researcher.
Sector: Urban planning, Desing, Social programming, active participation.
Project Time: 3 months.
Challenges: Working with already existing plans. Flexibility.
Outcomes: 3D modelling, sponsorship proposals, signage.
