Ricostruire no 3 2017

YEAR XL

ricostruire

No. 3/2017

ISSN 1593-4535 RICOSTRUIRE intends the information of theses and works in the field of Architecture, Arts and Design, as a mediation between the technological and spiritualistic tendencies of our age. It expresses the need to give architectural design and Design itself a new value, for a more open dialogue with the social and cultural context, by widening its space of intervention to the world of Communication, in order to express its "duties of criticism". The promotion of this e-magazine requires a new form of dialogue with the reader, starting from the belief that professional training and the production of buildings, objects and landscape architecture, today need the work of a typical architect, builder and designer, indefatigable revealer of "formulae" and impressions, which translate into an architecture and a design made of orders, proportions, harmonies, to communicate the culture of Man and Nature. It is renewed in the moment in which modernism and its utopian ideology have shown Man not having been able to fully exploit the existing technological potential and the arsenal represented by the historical experiences in each place. Finally, we wish to orientate the field of intervention also towards the study of integrated communication systems, to be used in the architectural design of interiors, exteriors and urban furniture and in designing objects and services. In fact, in the analysis of future architectural structures, it will be increasingly necessary to take into account the needs dictated by the growing use of new media (new-media) and, in particular, technical equipment, installation of new technologies, such as the wired area, the intelligent building, home automation and many other applications. Ergonomics Applied to Industrial Design will be the basis and the facilitator to win the future challenges.

The lecture of Prof. Franco Grossi at the University of Architecture of Venice (IUAV) on “ErgoCity, the Next Future City, Green, Smart and Human Centered Dssigned”……………………………...Page 2 The power point of the lecture……..Page 9

EST 1977

RICOSTRUIRE (Реконструировать, Rebuild), is a non-periodical magazine. Its mission is to spread out the "Culture of Rebuilding", concerning: Architecture, Applied Ergonomics, Design, Communication, Green & Smart Town. Editor in Chief: Prof.

Franco Grossi, reg. journalist no. 141055.

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 1

REGISTERED IN ITALY WITH THE NO. 33/90 TRIB/UD

ErgoCity, the Next Future City, Green, Smart and Human Centered Designed Эрго Город, Далее Город будущего, Зеленый, Умный и человека по центру Разработанный Prof. Franco C. Grossi Kazan State University of Architecture and Engineering, ul. Zelenaja, 1 St., Kazan’, Republic of Tatarstan, Russian Federation ABSTRACT This project aims to refute the negative aspects related to the stereotype of the "Smart City", which favors mainly the sale of IoT technologies and the use of Big Data, declaring them necessary for its growth, following the lines of Fritz Lang’s "Metropolis". Our purpose, on the contrary, is to propose a sustainable city on a human scale, to improve the quality of life and work, which will abstract itself in an urban environment Green and Smart, with “invisible” ICT tech at the service of man.

Our reference model is the "Green Smart Village", from McLuhan’s Global Village, which must be enhanced, so in addition to be "Smart", that is integrated with the "New Media", should be also "Green", in other words, sustainable, environmentally friendly and with a HumanCentered Design.

FOREWORD It is, today, a lot of talk about the concept of "Smart City" and, in this way, to "transform" the cities into "Smart". All we know that it is not possible, unless to create them "from scratch", as well as Innopolis, the new town of Kazan'1, in Russia and this because of the costs that would be unsustainable. All of this stems from the problem that surrounds us in recent years, that is to fit technologies to man, for achieving a better

lifestyle, designed to facilitate working, which is becoming increasingly mobile and flexible for the globalization continuously in progress.

The evolution of the media, understood as "extensions" of our senses are, in fact, facilitating the interaction between people and companies with cost and speed interconnection more and more tending to zero.

Hence the idea of "smart cities", which should reconcile and meet the needs of residents, businesses and institutions, thanks to the widespread and innovative use of ICT, in particular in the areas of communication, mobility, environment and energy efficiency, and this with a particular attention to a careful management of resources. However, the main requirement is to ensure the "welfare" for citizens, which stands out in an urban environment and can act proactively to improve their quality of life, and mainly positively improve the way they live and work, both on a personal level, and social. Insecurity regarding personal and generational achievement, originated from the development of capitalism in the era of industrialization, introduced the idea of a mythical welfare state, which should meet either the end of the social and personal benefits traditionally guaranteed by the extended family, both the risks that the standards of production had contributed to the social welfare state.

The central question in dealing with the implementation of "Smart Cities" is not, therefore, both in technique, which is now present, but in social welfare and in funding. It is, in fact, more and more frequently that public resources are not sufficient, and that the use of private capital is being hindered by the fact that the investments to be made have a generally low profitability or difficult to quantify, because it gives economic return partly economic and partly social. The correct way, therefore, is to improve a "smart" economy for the city, meaning it from "foundations", focusing first on creating a solid overall profitability and then move to fund social interventions. In a globalized economy, we cannot exist without to compete with the international dimension of competitiveness. Accordingly to this statement, this project will be

Kazan’ is the capital of the Republic of Tatarstan, which is located in the European part of the Russian Federation at the confluence of the Volga and the Kama rivers.

1

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 2

more feasible as there we will include interventions that improve the efficiency of connective services, logistics and financial business, with the global market available to the business community of companies that gravitate around the city area. Contrary to a recent past when competitiveness played between individual companies, today, and presumably more and more in the future, competitiveness will play, especially internationally, between territories with business combinations, especially through efficient systems and services that these groupings will be able to acquire, to share and to offer.

THE SATISFACTION OF HUMAN NEEDS The first topic to consider in the design of an "ErgoCity" is to meet the needs of citizens, for their living and work. Here we find solace in Abraham Maslow with his hierarchy of needs2

More satisfaction we will get among citizens, the greater the achievement of the targets we set.

THE IDEAL CITY Many architects and philosophers have grappled in the proposal of ideal cities in the course of time. An ideal city is the conceptual prototype of a settlement, for more often than not only utopian, in which the urban project reflects, according to a harmonious composition, criteria and abstract principles of rationality, beauty and functionality. The theme of the ideal city, has pervaded the feelings of the entire history of humankind, since the beginning, but is in the period of the Renaissance, which draws its strength and where is evident for new ideations. Take, for example "Sforzinda", the fictional town in which develops the Treaty of Architecture, dated around 1464, written by Filarete3. The theme of the ideal city also fascinated also Leonardo da Vinci4, who located it along a river with a course fast enough for not creating stagnation that can pollute the air. However, are three the paintings of the end '400, which best describe the concept of the ideal Renaissance city.

Fig. 1. Abraham Maslow’s Hierarchy of Needs

Fig. 2. The Ideal City in Urbino’s Museum

Maslow, A.H. (1943). "Psychological Review 50 (4) 370–96 - A theory of human motivation". psychclassics.yorku.ca.

3 Antonio of Pietro Averlino, or Averulino, called Filarete (Florence, 1400 - Rome, 1469), was an Italian sculptor, architect and theorist.

4 Leonardo di ser Piero da Vinci, more commonly Leonardo da Vinci, (15 April 1452 – 2 May 1519) was an Italian polymath. His areas of strength included invention,

painting, sculpting, architecture, science, music, mathematics, engineering, literature, anatomy, geology, astronomy, botany, writing, history, and cartography. He is widely considered to be the most diversely talented person ever to have lived in the Western world as well as one of the greatest painters of all time.

2

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 3

The first, a tempera painting, dated between 1480 and 1490 is in the "Galleria Nazionale delle Marche" in Urbino. The second one can be seen at the Walters Art Museum in Baltimore.

Fig. 3. The Ideal City in Baltimore

A third one (1477), is located in Berlin, in the Gemäldegalerie.

Fig. 4. The Ideal City in Berlin

Following were numerous the ideal city projects expressed by famous architects such as Kenzo Tange (The floating city), Frank Lloyd 5

"The Gutenberg Galaxy: the Making of Typographic Man", is a 1962 book by Marshall McLuhan, in which he analyzes the effects of mass media, especially the printing press, on European culture and human consciousness. It popularized the term Global Village, which refers to the idea that mass communication allows a village-like mindset to apply to the entire world; and Gutenberg Galaxy, which we may regard today to refer to the accumulated body of recorded works of human art

Wright (Broadacre City), Ivan Leonidov (The City of the Sun) and many others.

THE “GLOBAL VILLAGE” However, the real revolution that took place within the concept of the ideal city derives from birth and proliferation of new media, which allow today to eliminate the constraints of space and time to benefit by information and knowledge anywhere in the world immediately and with costs the tending to zero. The creator of the abstraction expressed under the name of "Global Village" was Marshall McLuhan, the great scholar of mass communications, which coined it in his books "The Gutenberg Galaxy: the Making of Typographic Man"5 (1962) and in the later "War and Peace in the Global Village" (1968). For “Global Village”6, McLuhan means a small territory, with the size of a village, where the physical distance are cancelled and where cultural, lifestyles, traditions, languages, ethnic groups are becoming increasingly international. The "New World" that has opened up in the twentieth century is, for McLuhan, characterized by decentralization, which moves the primary point of interest and observation by the subjective view of the size of the village, towards a depersonalized global vision.

INNOPOLIS, THE SMART CITY OF KAZAN’ After sixteen years of teaching of Applied Ergonomics and ICT at the University of Trieste, I was called, at the beginning of 2013, as "Ergonomics and ICT specialist" by the Rector of the prestigious State University of Kazan' (founded in 1804, 220,000 students and the second in importance in the Russian Federation after Moscow), the town where a and knowledge, especially books. McLuhan studies the emergence of what he calls Gutenberg Man, the subject produced by the change of consciousness wrought by the advent of the printed book. Apropos of his axiom, "The medium is the message," McLuhan argues that technologies are not simply inventions, which people employ, but are the means by which people are re-invented.

6 Cfr.: https://en.wikipedia.org/wiki/Global_village_(term).

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 4

"Smart City" is being built, which was called Innopolis (The Innovation City/Polis).

The design of this new city was set to achieve the following results: education, training, better living conditions and welfare of the working people.

In other words, "Innopolis" is, first, a city built to meet the needs of its inhabitants and this, "using" modern technologies for Information and ComFig. 5. Presentation of Innopolis in Milan munication.

Fig. 6. The Development Area of Innopolis/Kazan’

The basic principle of Innopolis is to create a comfortable place, both for living and for working, inside an effective welfare and a highly educational habitat. That is why the first buildings ended in December 2014 are used for education and accommodation of students and researchers.

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 5

Fig. 7. The Masterplan of Innopolis

Fig. 5. Innopolis – The ICT University inaugurated in December 2014

THE “GREEN SMART VILLAGE” PROJECT It is, currently, a great debate and “talk” regarding the "conversion" of some existing cities in "Smart" and this is, unfortunately, not possible, unless you build them "from scratch", as well as that the case of Innopolis/Kazan and this, as already mentioned, due to the costs that would be unsustainable. Starting, instead, from a smaller reality, such as in the case of municipalities of about 10,000 inhabitants, the challenge to replicate this project, in mode "corrective ergonomic", could be possible.

In addition, as well as "smart”, that is integrated with the "new media", could also be "green", in other words environmentally sustainable. The project bases itself on the model proposed by the Ergonomic discipline.

Ergonomics purpose is the identification of a design oriented towards man and results in satisfying the real needs of users regarding products, systems or services. A practice application of this idea suggested the launch of a "Green Smart Village", at the little town of Gemona del

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 6

Friuli, the sole place in Italy completely rebuilt, with a wise type of philological reuse, after a devastating earthquake.

THE “ERGOCITY” MODEL We all know that the Ergonomic action begins before of the design stage, and the verification tests will carry out throughout the design process, in a constant search to verify the balance between the quality of the product and its characteristics of "usability" (effectiveness, efficiency and user satisfaction)7. Regarding project work, as well as considering the specific functional needs of the city, it is also equally important to consider the physiological and psychological aspects of its citizens, taking due account of the characteristics of a beautiful and harmonious design. This discipline was born and developed (according to the criteria set out by Wilson: foundation, assimilation, diffusion) in an era of profound transformation philosophical and scientific, which affected predominantly on the "modus vivendi" of man, since technological innovations recent years have produced, especially in the field of communication, a total change in the transmission and use of information and knowledge, enabling the creation and development of the McLuhan’s Global Village. The project includes two aspects: the "Green" and the "Smart", both require a specific training program for "citizens". The green aspect involves all that is "environmentally friendly", and then both the style of life, both construction materials, both the study of the insulations to prevent leakage, both the respect for the environment and, of course, the production of energy from renewable sources. The "ErgoCity" combines and meets the needs of citizens, businesses and institutions thanks to the benefits of urban green and of the widespread use of digital and innovative technologies. The "Ergo City" is an urban environment where:

1) Urban green and trees are re-evaluated to reduce air pollutants, to stimulate the physical and psychosocial activity and for sound absorption.

2) All the environmental and energy efficiency technologies will be used, also with renewable sources.

3) Telecommunications infrastructure, both wired and wireless, computing infrastructure and data storage, will talk to sensors and field devices through a data integration platform, that can enable the transformation of the mode of delivery regarding traditional services, or capable of giving birth to advanced new services, in order to simplify the lives of citizens in public places, offices and homes.

CONCLUSIONS We have seen that it is quite impossible to change cities in "Smart", mainly for the costs that would be unsustainable. Starting, instead, from smaller human settlements, such as in the case of municipalities of about 10,000 inhabitants, the challenge to replicate this project, in mode "Corrective Ergonomics", could be imaginable. In addition, as well as "Smart", that is, integrated with the "new media", it should be "Green", in other words eco-compatible, respecting the environment. The suggested project is based on the model proposed by the ergonomic discipline. Ergonomics purpose, in fact, is the identification of a user-oriented design and results in satisfying the real needs of users of products, systems or services. Precisely because of these practices, the proposal is the launch of an "ErgoCity", ecological, but supported by the most advanced technologies. Passed the post-industrial era and the anachronistic set of Futurism, it is now necessary to focus studies and attention on human-centric dimensions, trying to regain the lost habitat and to concentrate speculation on man, in order to promote a definitive affirmation of the pact of alliance between man and the environment.

CD ISO 9241 international quality standard, part. 11.3, "Guidance on specifying and measuring usability", 1993.

7

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 7

REFERENCES Giddens A. (2000) Il mondo che cambia, Il Mulino, Bologna.

Grossi F. (1999) Tecnologie per l’Informazione e la Comunicazione, Franco Angeli, Milano.

Grossi F.C. (2001) Web Marketing & New Media, GTC editrice, Udine.

Grossi, F.C. (2001) “A Communication Model for Ergonomics”, su “Ergonomics & Communications” n. 2/2001, http://www.univ.trieste.it/ergocom/.

Grossi F. (2003) Artigianato & Comunicazione, le nuove competenze del giovane imprenditore, GTC editrice, Udine.

Grossi F. (2003) Comunicazione ed Ergonomia, i nuovi strumenti di lavoro per l’imprenditore artigiano, dallo “sboom” della New Economy alla condivisione delle risorse, Confartigianato cultura, Pordenone.

Grossi F. (2006) L’imprenditore artigiano nella società digitale - Dal modello socioeconomico post-industriale all’artigianato del “villaggio globale” - Compendio, CNA Cultura, Udine.

Grossi F. (2006) La mobilità della conoscenza. Il modello di Tavagnacco, cuore del Friuli, GTC editrice, Udine.

Grossi, F.C. (2000) ”Ergonomic Evaluation of Audio Components and Systems”, presented at the AES 108th. Convention – Paris, 19-22 February 2000, published by the Audio Engineering Society, New York Preprint No. 5086 (C – 3).

Grossi F. (2015) Green Smart Village, G.T.C. editrice, Udine.

Mc Luhan, M. (1992) Il villaggio globale, Sugargo, Milano.

McLuhan M. (1997) Gli strumenti del comunicare, EST, Milano.

Negroponte N.P. (1995) Essere Digitali, Sperling & Kupfer.

Packard V. (1958) I persuasori occulti, Einaudi, Torino.

Popper K. (1981) La società aperta e i suoi nemici, Armando, Roma.

Popper K.R. (1998) Come io vedo il Duemila, Armando editore, Roma.

Rifkin J. (2000) L'Era dell'Accesso, La rivoluzione della new economy, Oscar Mondadori, Milano.

Watzlawick P., Beavin H. e Jackson D.D. (1971) Pragmatica della comunicazione umana, Astrolabio, Roma.

RICOSTRUIRE - YEAR XL - No. 3/2017 – Page 8

Prof. Franco C. Grossi - Проф. Франко К. Гросси

10

1

Prof. Franco C. Grossi - Проф. Франко К. Гросси

11

2

Prof. Franco C. Grossi - Проф. Франко К. Гросси

12

Prof. Franco C. Grossi - Проф. Франко К. Гросси

13

All we know that it is not possible, unless to create them "from scratch", as well as Innopolis, the new town of Kazan', in Russia and this because of the costs that would be unsustainable. Kazan’ is the capital of the Republic of Tatarstan, which is located in the European part of the Russian Federation at the confluence of the Volga and the Kama rivers.

Prof. Franco C. Grossi - Проф. Франко К. Гросси

14

3

Prof. Franco C. Grossi - Проф. Франко К. Гросси

15

Prof. Franco C. Grossi - Проф. Франко К. Гросси

16

Prof. Franco C. Grossi - Проф. Франко К. Гросси

17

Prof. Franco C. Grossi - Проф. Франко К. Гросси

18

Web 1.0: Search Web 2.0: Social Media Web 3.0: 3D Spatial Web 4.0: UI agents

Prof. Franco C. Grossi - Проф. Франко К. Гросси

19

Making use of new media Prof. Franco C. Grossi - Проф. Франко К. Гросси

20

Prof. Franco C. Grossi - Проф. Франко К. Гросси

21

1. IT: Information Technology, the «world» of computers 2. TLC: Mobile, wired and wireless communications.

3. Digital World: audio, video, etc.

Prof. Franco C. Grossi - Проф. Франко К. Гросси

22

Prof. Franco C. Grossi - Проф. Франко К. Гросси

25

Prof. Franco C. Grossi - Проф. Франко К. Гросси

26

Prof. Franco C. Grossi - Проф. Франко К. Гросси 27

Prof. Franco C. Grossi - Проф. Франко К. Гросси

28

Prof. Franco C. Grossi - Проф. Франко К. Гросси

29

4

Prof. Franco C. Grossi - Проф. Франко К. Гросси

30

Prof. Franco C. Grossi - Проф. Франко К. Гросси

31

5

Prof. Franco C. Grossi - Проф. Франко К. Гросси 32

6 Prof. Franco C. Grossi - Проф. Франко К. Гросси

33

Prof. Franco C. Grossi - Проф. Франко К. Гросси

34

This term was introduced by Marshall McLuhan by his book «War and Peace in the Global village» (1968) 22/10/2014

7

Проф,Франко К. Гросси

35

is the idea that also people of a little village are worldwide connected throug ICT New Media, becoming a shared community.

22/10/2014

Проф,Франко К. Гросси

36

8 Prof. Franco C. Grossi - Проф. Франко К. Гросси

37

Prof. Franco C. Grossi - Проф. Франко К. Гросси

38

Prof. Franco C. Grossi - Проф. Франко К. Гросси 39

Prof. Franco C. Grossi - Проф. Франко К. Гросси

40

Prof. Franco C. Grossi - Проф. Франко К. Гросси

41

INNOPOLIS MASTER PLAN

RSP started out as a small

partnership, Raglan Squire & Partners in 1956 in Singapore. It has since then grown in scope and scale, to become one of the largest architectural practices in the world.

A team of 1,300 professionals worldwide

Prof. Franco C. Grossi - Проф. Франко К. Гросси 42

RSP Partners Singapore 6

Prof. Franco C. Grossi - Проф. Франко К. Гросси

43

Prof. Franco C. Grossi - Проф. Франко К. Гросси

44

Prof. Franco C. Grossi - Проф. Франко К. Гросси

45

Prof. Franco C. Grossi - Проф. Франко К. Гросси

46

Prof. Franco C. Grossi - Проф. Франко К. Гросси

47

Prof. Franco C. Grossi - Проф. Франко К. Гросси

48

Prof. Franco C. Grossi - Проф. Франко К. Гросси

49

Prof. Franco C. Grossi - Проф. Франко К. Гросси 50

Prof. Franco C. Grossi - Проф. Франко К. Гросси

51

Prof. Franco C. Grossi - Проф. Франко К. Гросси

52

Prof. Franco C. Grossi - Проф. Франко К. Гросси

53

Kazan State University of Architecture and Engineering

grossi-uni.kazan@yandex.ru http://www.facebook.com/ProfessorGrossi Prof. Franco C. Grossi - Проф . Франко К. Гросси

54