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BRANDING FORLANINI Visual value of the space

ARCHITECTURE LM A.Y. 2017-2018 Town Planning Design Workshop


GROUP 7

ANDELA

KATHERYNE R. PANTA BELLIDO

FABIO SEGHEZZI

882773

883000

883025


Index 1 .Abstract ................................................................................................................................................................................................................................... 2 .Analysis ................................................................................................................................................................................................................................... 3 .Concept .................................................................................................................................................................................................................................. 4 .Strategy .................................................................................................................................................................................................................................. Recognition system ....................................................................................................................................................................................................... Big scale - Light houses Small scale - Folies Orientation system ........................................................................................................................................................................................................ Entrances Axes / Internal paths Signals 5 .Masterplan ............................................................................................................................................................................................................................ 6 .Postcard .................................................................................................................................................................................................................................. 7 .References ..............................................................................................................................................................................................................................

pag. 4 pag. 5 pag. 15 pag. 16 pag. 17 pag. 26

pag. 29 pag. 30 pag. 32


1. Abstract

4

Branding Forlanini is a project that have the purpose of give an identity to Grande Parco Forlanini using a system of elements that work in different scales and in a strong relationship with the existing elements in the area to make recognizable the park, be a support for different cultural and leisure activities, attract new users and reinforce the important ecological system in the Est part of Milan.

The work is developed in two parts, a recognition system and an orientation system. The first system is divide the area in tree zones that are composed by potential elements called TERRITORY LANDMARK, the LIGHTHOUSES that are existing buildings visible from long distance outside the park that after an intervention can work as attractor to announce the park to potential new users called and finally, THE FOLIES, new elements that connect the territory landmarks along a system inside the park.

The second system works in a human scale for the orientation in the entrances and along the paths inside the area, important because create a unit and link the existing elements and activities inside the park.


2. Analysis

5

VISUAL IMPACT OF VERTICAL ELEMENTS FROM THE BORDERS TO THE INSIDE / Impatto visivo degli elementi verticali dai bordi verso l’interno

Concentration of Elements

VISUAL IMPACT OF VERTICAL ELEMENTS FROM INSIDE MAIN AXES / Impatto visivo degli elementi verticali dai principali assi interni

VISUAL IMPACT OF LIGHTHOUSES FROM RAILWAY AND HIGHWAY / Impatto visivo dei Lighthouse dal treno e dall’autostrada

Max


AVERAGE SPEED

6

SLOW

Pedestrians and cyclists 5 km/h

MEDIUM

Pubblic transport and cars 15 km/h

FAST

Highway 50 km/h

FAST SPEED

HIGHWAY

TRAIN TRAM BUS

MEDIUM SPEED

CYCLES PEDESTRIAN

SLOW SPEED

01

02

03

04

05

0

KM/H


VIEW FROM THE HIGHWAY

lighthouse - [L] park, for highway, marketing tool [cars]

7 Ligresti’s Towers

lighthouse - [L] park, for highway, marketing tool [cars] Gasometer

Ligresti’s Towers Ligresti’s Towers

Gasometer

lighthouse - [L] park, for highway, Ligresti’s marketing tool [cars] Towers LEGEND edge pathway district landmark park node


VIEW FROM THE TRAIN FROM: Segrate - Forlanini FS / Forlanini FS - Segrate FS

8

Gasometer Ligresti’s Towers Highway Amusement park

Sport center Saini Novegro exposition center

Amusement park Highway

Sport center Saini

Novegro exposition center

Ligresti’s Towers LEGEND

Gasometer

edge pathway visual district landmark park node


VIEW FROM BORDER STREETS - CAR FROM: Via Forlanini - Via Circonvallazione Idroscalo / Via Circonvallazione Idroscalo - Via Forlanini

Cavalcavia in Via Forlanini

9

Highway

Foot bridge

Gasometer river

EA

E2

E3

E1

EA EA EA

Cavalcavia in Via Forlanini

Highway

Foot bridge

railway

Cavalcavia in Via Forlanini

Gasometer LEGEND edge

Foot bridge

pathway visual district

Highway

landmark park node


VIEW FROM THE BORDER STREETS - CAR FROM: Cavalcavia Buccari - Via Rivoltana / Via Rivoltana - Cavalcavia Buccari

Highway

Amusement park

Foot bridge

Novegro exposition center

Ligresti’s Towers

Sport center Saini

10

Gasometer Amusement park Idroscalo entrance

Foot bridge

Highway waay way ay

Cavalcavia Buccari Sport center entrance

Sport center Saini Ligresti’s Towers

Novegro exposition center

E1

river

Gasometer

LEGEND edge pathway district landmark park node


VIEW FROM BORDER STREETS - PEDESTRIAN

FROM: Via Forlanini - Via Circonvallazione Idroscalo / Via Circonvallazione Idroscalo - Via Forlanini

PV2

lighthouse - [L] park, marketing tool [pedestrian, bicycle, car]

Highway

Gasometer

PV2

lighthouse - [L] park, marketing tool [pedestrian, bycicle, car]

VIA FORLANINI

river E1

Cavalcavia in Via Forlanini

VIA CIRCONVALLAZIONE IDROSCALO

Gasometer

E2

Highway

Foot bridge

LACK OF PEDESTRIAN PATHS

PV1

railway

Cavalcavia in Via Forlanini

11

lighthouse - [L] park, orientation - [L] park, marketing tool [pedestrian, bycicle, car]

Foot bridge

LEGEND edge pathway district landmark park node


VIEW FROM THE BORDER STREETS - PEDESTRIAN FROM: Cavalcavia Buccari - Via Rivoltana / Via Rivoltana - Cavalcavia Buccari

lighthouse - [L] park, marketing tool [pedestrian, bicycle, car]

Gasometer

Amusement park

PV3

12 lighthouse - [L] park, marketing tool [pedestrian, bicycle, car]

Ligresti’s Towers

lighthouse - [L] park, marketing tool [pedestrian, bicycle, car] PV1

E9

Amusement park

E12 E11

LACK OF PEDESTRIAN PATHS

Cavalcavia Buccari

E3

E7

river

Highway

E2

Foot bridge

E5

E10

E6

E4

E1’

E1

Novegro exposition center

expo center

Ligresti’s Towers

railway

Cavalcavia Buccari

Novegro exposition center

E13

Gasometer

LACK OF PEDESTRIAN PATHS lighthouse - [S] single activity, attractor [pedestrian, bicycle, car]

Sport center Saini

Foot bridge

lighthouse - [S] single activity, marketing tool [pedestrian, bicycle, car] PV5

LEGEND edge

Highway

pathway PV6

district landmark park node


VIEW FROM INTERNAL STREETS - CARS AND PEDESTRIAN

Gasometer

Ligresti’s Towers

Highway

Novegro exposition center

13

Amusement park

E3

LEGEND edge pathway district landmark park node


ENTRANCES ANALYSIS

P

I’m park? what? where?

x x x

E1’

I’m park? what? where?

E2

vx x x

RE-USE OF LIGHTHOUSE [TOWERS]

I’m park? what? where?

E3

x x x

NEW LIGHTHOUSE

-Re-use of existing elements for ‘where’ to reach ‘what’

I’m park? what? where?

E4

vx x x

RE-USE OF LIGHTHOUSE [COLUMNS OF HIGHWAY]

-Re-use of existing elements for ‘where’ to reach ‘what’

-New elements for ‘where’ to reach ‘what’

ENTRANCE SECTIONS

E1

P

E1 I’m a park? what? where? CONCLUSION

ENTRANCE SECTIONS

14

v x x

E2 I’m a park? what? where?

v x x

NEW LIGHTHOUSE -Re-use of existing elements for ‘where’ to reach ‘what’

-New elements for ‘where’ to reach ‘what’

E3 I’m a park? what? where?

v x x

RE-USE OF LIGHTHOUSE [BRIDGE] -Re-use of existing elements for ‘where’ to reach ‘what’

I’m park? what? where?

vx x x

NEW LIGHTHOUSE


3. Concept

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Look for ELEMENTS TO SPATIAL ORIENTATION

STRENGTHEN

NEW

SYSTEM

New

Potential Existing

Where is the park? Where exactly am I?

FORLANINI PARK

ID.

BRAND


4.Strategy

16

.1

.2

.3

Idroscalo

eg ro ov N a Vi

Pr .T av er a

Vi

a

Ca

vr

ia

na

Parco Forlanini

na

FORLANINI LINE

Vi

Novegro QT

Lambro River

Cascinas System

Saini Sport Center

ANNOUNCE / Annunciare

POINT OUT / Indicare

CONNECT / Connettere

Provide more visibility to the existing territorial identity with its ighthouses, by using Lights and Colors

Introduce Folies to activate the areas and mark out their positions.

Link together existing and new elements to create the very Parco Forlanini System.


4.1. Recognition System Potential lighthouses to announce the park

17

AMUSEMENT PARK

NOVEGRO EXPOSITION CENTER

SAINI SPORT CENTER

UNDER PASS

GASOMETER

LISGRSTI’S TOWER

HIGHWAY

FOOT BRIDGE


LIGHT HOUSES

18

Gasometer, view from the highway

Foot bridge, view from via Corelli


FOLIES - L SCALE

19

L

Long distance > 200 m


FOLIES - M SCALE

20

M Medium distance > 50/100 m


FOLIES - S AND XS SCALE

21

S

XS Small distance < 50 m

Small distance < 50 m


FOLIES ELEVATIONS

XS

S

M

L 22

E1

E2

E3

E4


CASCINAS SYSTEM - LAMBRO RIVER AREA

23

Via Cavriana Entrance

M O

N A IL

Forlanini QT Entrance

L Large Size Folie .2

New Planting

M Medium Size Folie

S Small Size Folie

Saini Sport Center - Parco Forlanini

Signals / Direction Points

XS Extra-Small Size Folie


PARCO FORLANINI - SAINI SPORT CENTER

24

Saini Sport Center Entrance

Parco Forlanini Entrance

L Large Size Folie .1

M

New Planting Medium Size Folie

S Small Size Folie

Cascinas System - Lambro River

XS Extra-Small Size Folie

Signals / Direction Points


NOVEGRO QT - IDROSCALO

25

A SC

RO ID LO

Novegro Entrance

Linate Airport Entrance

L Large Size Folie .3

New Planting

M Medium Size Folie

S Small Size Folie

Novregro QT - Idroscalo

Signals / Direction Points

XS Extra-Small Size Folie


Kiosk

Unit

shelter/station

possible multliplication

existing element painted in red

existing element painted in red

lighting

green

ENTRANCES

26


AXES / INTERNAL PATHS

27

MAIN AXIS

VERTICAL AXIS

Forlanini Line

New Planting

New Planting

6,00 m

1:200

Via Cavriana Via P. Taverna Via Novegro

SECONDARY PATHS

New Planting

1,50 m

7,00 m

2,00 m

3,00 m

Pedestrian and Bicycle Path

Sidewalk

Street

Bicycle Path

Pedestrian and Bicycle Path

Red Draining Gravel

Asphalt

Asphalt

Red Asphalt

White Draining Gravel


SIGNALS

28

Signal along the path

Signal in a node

(main path and secondary path)

New Planting

Signals / Direction Points

Signal in a node (two main paths)


5. Masterplan Segrat

e

0 100m

500

1000

29 Segrate

MILANO Peschiera Borrromeo

MILANO

Entrance

Park Green Areas

S

Small size Folie

Sport Green

M

Medium size Folie

L

Large size Folie Light-houses Directions Point

Permanent Green Agricultural Fields Lakes River Wooded Area Trees Concentration Trees Line

Infrastructure connection Main Axis Forlanini Park System

Train-line Stop

Secondary Paths

Subway Stop

Peschiera Borrome

o


6. Postcard

30


Representative Image

31


7. References

32

Parc de la Villette Bernard Tschumi Architects 211 Avenue Jean Jaurès, Parigi, Francia, 1982-1998


33

Glow, Velasca Glow! Ingo Maurer Milan, Italy 2016


34

Metropolitana di Milano Franco Albini, Franc Helg and Bob Noorda Milan, Italy 1964


35

Tianjin Bridged Gardens Turenscape Design Institute as Architects Tianjin, China 2010

TPDW 2017-18 - 07 Branding forlanini  
TPDW 2017-18 - 07 Branding forlanini  
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