Issuu on Google+

4 GROUP

BENEDETTA ANGHILERI

ELISA BERZUINI

ELEONORA MONZANI

NICOLAS NOBILE

- Product Service System Design Studio POLITECNICO DI MILANO

RANNY MONITA

YUWEI SHEN


FRAME ZERO


Coffee in Italy is more than a beverage. For the majority of Italians it is a true lifestyle and cultural phenomenon. The traditional preparation of coffee with moka at home requires a series of gestures made with care and precision. The moka coffee is, also, an important part of italian national identity. Italians love to think that they are the only ones who know how to do coffee with moka so well.


BRANDS


PAVILION


LOCATION / TOUR 1. BEIJING Xiangshan Park

CHINA


LOCATION / TOUR 1. BEIJING Xiangshan Park

CHINA

Century Park 2. SHANGHAI


LOCATION / TOUR 1. BEIJING Xiangshan Park

CHINA

Century Park 2. SHANGHAI

3. NINGBO Jiangxia Park


LOCATION / TOUR 1. BEIJING Xiangshan Park

CHINA

Century Park 2. SHANGHAI

3. NINGBO Jiangxia Park 4. HONG KONG HongKong Park


LOCATION / TOUR 1. BEIJING Xiangshan Park

CHINA

Century Park 2. SHANGHAI

3. NINGBO Jiangxia Park

5. CHENGDU People’s Park 4. HONG KONG HongKong Park


TECHNICAL DRAWINGS

1500 1000

300

1320

580

460

500

67

0

1500

80 m2 + 80 m2


MATERIALS

ALLUMINIUM

PVC

TEAK

WOOD

GLASS

CERAMIC

kaet cvp


STRUCTURE

Floor: modular structure 200 x 100 cm 80 panels


STRUCTURE

Basic structure: 24 modules block 300 x 150 x 20 cm


STRUCTURE

Basic structure: 24 preassembled modular framework aggregate on site Block 300 x 150 x 20 cm


STRUCTURE

Storage: 6 preassembled framework aggregate on site


STRUCTURE

4 preassemble framework aggregate on site


STRUCTURE

2

3

1

4

1

4

2

3

8 preassembled framework aggregate on site


STRUCTURE

2

3

1

4

1

4

2

3

8 preassembled framework aggregate on site


STRUCTURE

2

3

1

4

1

4

2

3

8 preassembled framework aggregate on site


STRUCTURE

40 preassembled modular framework aggregate on site

2

3

1

4

1

4

2

3


STRUCTURE

2

3

1

4

1

4

2

3


STRUCTURE x 19

320x8cm

x4

240x 8cm

x56

x4

140x 8cm

x8

x2

40x8cm

x8

x2

Basic tube structure

300x 8cm

180x8cm

x4

135x8cm

x2

CEILING 40 preassembled modular framework aggregate on site.

STRUCTURE 42 preassembled framework aggregate on site.

25x8cm

x4

x44

TRANSPORTATION 2 trucks (LxLxH): (7,4+8,20) x 2,5 x 2,90 mt o 3 mt

215x8cm

160x8cm

x2

200x8cm

x 116

150x8cm

145x 8cm

20x8cm

x6

FLOOR

100x8cm

x2

x4

190x8cm

120x8cm

x6

80x8cm

x80

DISASSEMBLE AND REASSEMBLE 2 days / 10 people


OUTSIDE DAYLIGHT


OUTSIDE NIGHTLIGHT


PUBLIC EXHIBITION


OUTSIDE - SELLING POINT


INSIDE


INSIDE


INSIDE


NIGHT TABLE


COMMUNICATION


BRAND

AROMA

beyond italian traditional coffee


BRAND

COLOR

Black 100 %

Black 50 %

TYPOGRAPHY

LOGO LAYOUT

type: Futura Light type: Times italic

Positive


GUERRILLA MARKETING ITALIAN RESTAURANT Chinese people are not used to drink coffee at the end of the dinner.

PREGO The Westin Bund Center 88 Henan Central Road. THE KITCHEN No.2967 West Lujiazui Road. PALLADIO NanJingXiLu 1376 Hao BoTeMan DaJiuDian 1Lou. DA MARCO 103 East Zhu An Bang Road.


GUERRILLA MARKETING ITALIAN RESTAURANT Chinese people are not used to drink coffee at the end of the dinner.

PREGO The Westin Bund Center 88 Henan Central Road. THE KITCHEN No.2967 West Lujiazui Road. PALLADIO NanJingXiLu 1376 Hao BoTeMan DaJiuDian 1Lou. DA MARCO 103 East Zhu An Bang Road.

COFFEE Put the coffee powder near salt and peper (cause we can cook and flavour with coffee).


GUERRILLA MARKETING ITALIAN RESTAURANT Chinese people are not used to drink coffee at the end of the dinner.

PREGO The Westin Bund Center 88 Henan Central Road. THE KITCHEN No.2967 West Lujiazui Road. PALLADIO NanJingXiLu 1376 Hao BoTeMan DaJiuDian 1Lou. DA MARCO 103 East Zhu An Bang Road.

COFFEE Put the coffee powder near salt and peper (cause we can cook and flavour with coffee).

STAIN Flyer with a stain of coffee to catch the attention. “What is missing?” / “Be more italian, visit our website and discover the real italian lifestyle.


GUERRILLA MARKETING MADE IN ITALY STORE RELATED WITH FOOD IN SOME WAY Depending on the expenses that a customer will do in the shop (different in every store), people is allowed to try to win an invitation to our pavilion (exclusive area) trough this “game”: choose your spoon, if it’s gold you win.

SMEG 3033 Kaixuan road, Xuhui District. ALESSI No 4 Lane 310 Wulumuqi Zhong Lu. KARTELL 88 Yuqing Road, Xuhui District.


GUERRILLA MARKETING MADE IN ITALY STORE RELATED WITH FOOD IN SOME WAY Depending on the expenses that a customer will do in the shop (different in every store), people is allowed to try to win an invitation to our pavilion (exclusive area) trough this “game”: choose your spoon, if it’s gold you win.

5

Winners during the Opening.

5

Winners during the Closing.

6

SMEG 3033 Kaixuan road, Xuhui District. ALESSI No 4 Lane 310 Wulumuqi Zhong Lu. KARTELL 88 Yuqing Road, Xuhui District.

Winners for morn. / aftern. each day.


GUERRILLA MARKETING MADE IN ITALY STORE RELATED WITH FOOD IN SOME WAY Depending on the expenses that a customer will do in the shop (different in every store), people is allowed to try to win an invitation to our pavilion (exclusive area) trough this “game”: choose your spoon, if it’s gold you win.

5

Winners during the Opening.

5

Winners during the Closing.

6

SMEG 3033 Kaixuan road, Xuhui District. ALESSI No 4 Lane 310 Wulumuqi Zhong Lu. KARTELL 88 Yuqing Road, Xuhui District.

Winners for morn. / aftern. each day.

37

Winning spoons.


GUERRILLA MARKETING SPOON CHOPSTICKS Chopstick with spoon as a way to introduce coffee to chinese people.

MARKS & SPENCER 20 Guangqi Rd, Huangpu. OLE 1 Hongqiao Lu, Xujiahui.


GUERRILLA MARKETING SPOON CHOPSTICKS Chopstick with spoon as a way to introduce coffee to chinese people.

MARKS & SPENCER 20 Guangqi Rd, Huangpu. OLE 1 Hongqiao Lu, Xujiahui.


GUERRILLA MARKETING FASHION WINDOW DISPLAY Using the window display from existed italian fashion stores as the media to publish a teaser advertisement.

FENDI 1266 Nanjing Xi Lu, Nanjing Xi Lu. GUCCI 1601 Jing’an, Nanjing West Rd.


FORMAL INVITATION


FLYER


AFTER EVENT GIFT

A ROM A beyond italian traditional

coffee

THANK YOU

for coming to our event.

We present this gift exclusively for our special guest so you may continue embr acing our philosophy of coffee. We recommend you to visit

BOX Contains a seed equip with soil and pot to grow coffee.

LETTER Thank you note & invitation to taste coffee recipes at partnership local restaurant.

our in-partnership restaurant to try our spec ial dishes and keep living the good life to the fullest. www.aroma.cn

supported by :


ACTIVITIES


PERSONAS

THE GUEST LIST He’s the General Manager at Fairmont Peace Luxury Hotel He loves to discover new customs and traditions of other cultures. In his hotel, before the event, he propose to his clients to visit Aroma Italian Pavilion. He will be invited directly, (by invitation), to the dinner with an italian chef, Massimo Bottura.


PERSONAS

THE PUBLIC She is a journalist for Zhuangshi, a chinese design magazine. At work, it was commissioned to her to write an article about Aroma, the italian pavillion in town. She spent her afternoon there, trying to understand deeply the italian tradition of coffee, from seeds to tools to get the best coffee. She only can access the exhibition part and, on the website, she can download the press-kit.


PERSONAS

THE WINNER She is an interior designer at Dariel Studio. She usually attends the Italian design stores in Shanghai for updates on new products, new collections of different brands. The last time that she went, she found a surprise. With an expenditure of more than $ 200 at Alessi store, she was able to has the chance to partecipate to an exclusive event at Aroma Italian pavilion (coffee breakfast). She picked up the golden spoon and she is going to partecipate to the event.


TIMETABLE

10.00 11.00 12.00 13.00 14.00

DAY 1

DAY 2

DAY 3

DAY 4

DAY 5

OPENING CEREMONY

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

(25 guests by invitation)

(25 guests by invitation)

Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.

17.00 18.00

THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.

Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori

Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.

Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.

Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

THE STAFF SET THE INTERIOR OF THE PAVILION

19.00 20.00 21.00 22.00

(25 guests by invitation)

(40 guests by invitation)

15.00 16.00

(25 guests by invitation)

Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)

Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.

Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.

Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.

(15 guests by invitation)

(15 guests by invitation)

(15 guests by invitation)

(15 guests by invitation)

CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.

23.00 (40 guests by invitation)

00.00


ORGANIZATION OF THE INTERIOR

10.00 11.00 12.00 13.00 14.00

DAY 1

DAY 2

DAY 3

DAY 4

DAY 5

OPENING CEREMONY

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

(25 guests by invitation)

(25 guests by invitation)

Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.

17.00 18.00

THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.

Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori

Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.

Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.

Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

THE STAFF SET THE INTERIOR OF THE PAVILION

19.00 20.00 21.00 22.00

(25 guests by invitation)

(40 guests by invitation)

15.00 16.00

(25 guests by invitation)

Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)

Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.

Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.

Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.

(16 guests by invitation)

(16 guests by invitation)

(16 guests by invitation)

(16 guests by invitation)

CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.

23.00 (40 guests by invitation)

00.00


ORGANIZATION OF THE INTERIOR DAY 1

DAY 2

10.00 11.00 12.00 13.00 14.00 15.00

OPENING CEREMONY CLOSING CEREMONY

16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 00.00

40 Guests by invitation (included 5 guests that won the “gold spoon”). Day 1: 10 am to 2 pm Day 5: 8 pm to 12 pm

DAY 3

DAY 4

DAY 5


ORGANIZATION OF THE INTERIOR

10.00 11.00 12.00 13.00 14.00

DAY 1

DAY 2

DAY 3

DAY 4

DAY 5

OPENING CEREMONY

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

(25 guests by invitation)

(25 guests by invitation)

Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.

17.00 18.00

THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.

Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori

Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.

Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.

Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

THE STAFF SET THE INTERIOR OF THE PAVILION

19.00 20.00 21.00 22.00

(25 guests by invitation)

PUBLIC EXHIBITION

(40 guests by invitation)

15.00 16.00

(25 guests by invitation)

Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)

Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.

Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.

Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.

(16 guests by invitation)

(16 guests by invitation)

(16 guests by invitation)

(16 guests by invitation)

CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.

23.00 (40 guests by invitation)

00.00


ORGANIZATION OF THE INTERIOR DAY 1

DAY 2

10.00 11.00 12.00 13.00 14.00 15.00 16.00

COFFEE O’ CLOCK AFTERNOON EVENTS 25 Guests by invitation (included 3 guests that won the “gold spoon”). MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm

17.00 18.00 19.00 20.00 21.00 22.00 23.00 00.00

BEYOND ITALIAN TRADITIONAL COFFEE EXHIBITION Public. MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm

DAY 3

DAY 4

DAY 5


ORGANIZATION OF THE INTERIOR

10.00 11.00 12.00 13.00 14.00

DAY 1

DAY 2

DAY 3

DAY 4

DAY 5

OPENING CEREMONY

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional products.

(25 guests by invitation)

(25 guests by invitation)

Start the day with a coffee (a biscuit for each kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.

17.00 18.00

THE STAFF SET THE INTERIOR OF THE PAVILION Made by Moka: enjoy the traditional way to make your coffee with Bialetti Moka.

Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori

Coffee Hour: Mediterranean drinks with coffee and fruits. Granita Siciliana al caffè.

Coffeesphere: Coffee in different state: solid, gas, liquid. Molecular Coffee caviar.

Gelato al caffè: Coffee as an ice-cream and as a cream. Ice cubed coffee.

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

(25 guests by invitation)

THE STAFF SET THE INTERIOR OF THE PAVILION

19.00 20.00 21.00 22.00

(25 guests by invitation)

(40 guests by invitation)

15.00 16.00

(25 guests by invitation)

Illy Dinner: Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka)

Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.

Meet the chef: Dinner (meat) with a special guest: the italian Chef Massimo Bottura.

Meet the artist: Dinner with a special guest from Italy: the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.

(16 guests by invitation)

(16 guests by invitation)

(16 guests by invitation)

(16 guests by invitation)

CLOSING CEREMONY Design your coffee: a way to create your personal best coffee with the help of a great chef.

23.00 (40 guests by invitation)

00.00


ORGANIZATION OF THE INTERIOR DAY 1

DAY 2

10.00 11.00 12.00 13.00 14.00 15.00 16.00

DINNER

17.00

16 Guests by invitation.

18.00

Day 1 - Day 4: 7.30 pm to 11 pm

19.00 20.00 21.00 22.00 23.00 00.00

DAY 3

DAY 4

DAY 5


FOOD TIMETABLE DAY 1 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 00.00

DAY 2

DAY 3

DAY 4

DAY 5


FRAME 1


MEET THE CHEF - DINNER

THE CHEF PREPARES THE RECIPE


MEET THE CHEF - DINNER


MEET THE CHEF - DINNER

THE RECIPES ARE BASED ON COFFEE


MEET THE CHEF - DINNER

EACH GUEST PREPARE ITS OWN MOKA


JOURNEY MAP

DRINKS HIS USUAL BREAKFAST WITH TEA

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP

RECEIVES THE FORMAL INVITATION

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP

SEARCH FOR MORE INFORMATION ON THE WEBSITE

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP

PREPARES FOR THE EVENT

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP

GOES TO THE PAVILION

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP FLOW

ARRIVES TO THE PAVILION

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP FLOW

VISIT BEYOND ITALIAN TRADITIONAL COFFEE EXHIBITION

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP FLOW

ENJOY THE DINNER WITH THE OTHER GUESTS

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP FLOW

PREPARES HIS OWN MOKA

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP

RECOGNIZES THAT WAS A GOOD TASTE EXPERIENCE

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP

RECEIVES A GIFT AFTER FEW DAYS

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


JOURNEY MAP

STARTS TO INCLUDE THE COFFEE IN HIS ROUTINE

7.30 am

AUGUST

11th.

8.30 am

11.00 am

5.30 pm

16th.

6.30 pm

6.50 pm

6.55 pm

7.30 pm

9.30 pm

11.30 pm

9.30 am

21th.

7.30 am


STAKEHOLDERS - SYSTEM MAP Special guest (dinner)

Architects and designers Administration of each location in cities

Brand managers and “Made in Italy” association

Restaurant

Food shop

Structure and furniture provider

REFERENCES Transportation

App

Website

Pavilion

Invitation

Univocal flow One-to-one flow Information flow Material flow

Disassemble and reassemble

People

(public exhibition)

Guest

(private event)

Financial flow

Design store


THANK YOU


Aroma presentation