Tech in Italy - n. 3/2015 by Energia Media

TECHINITALY EXCELLENCE IN ITALIAN INDUSTRY

SPECIAL ISSUE

N.3 / 2015

TECH IN ITALY N.3/2015 Special Issue EXPO 2015

CONTENTS

Editor-in-Chief Emanuele Martinelli Advisory Board Marcello Capra, Raffaele Di Stefano, Diego Gavagnin Editorial Staﬀ Marta Mazzanti Alessandro Seregni Advertising email: comunicazione@energiamedia.it Tel: 02/78622540 Energia Media srl Via San Marco 46 20124 Milano Tel. 02/78622540 Fax. 02/84254632 email: redazione@energiamedia,it Websites www.industriaenergia.it www.smartcityitalia.net www.acquaoggi.it www.cybersecurityenergia.it

EXPO 2015: A New Starting Point Emanuele Martinelli.......................................................................3 The success of EXPO, a Reward for Italy's Effort Editorial Staff..................................................................................7 Italian Taste? It Is Also a Matter of Technology Editorial Staff.................................................................................11 The Made in Italy Factor You Did Not Expect Carlo Tamburi, Enel......................................................................17 Measuring Smartness for Better Understanding of Its Benefits RSE Staff.......................................................................................22 EXPO Stories Editorial Staff.................................................................................25 “Clean Cooking”, a Commitment for the Right to Safe and Clean Energy for All Marta Mazzanti.............................................................................33 Precision Agriculture to Optimize Resources and Production Alessandro Matese.......................................................................37 “Light is Life” Alessandro Seregni......................................................................41

For sustainable energy.

Tech in Italy is edited by Energia Media in cooperation with the International Affairs Department of Federazione ANIE and WEC Italia. i

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EXPO 2015: A NEW STARTING POINT Emanuele Martinelli*

*Tech in Italy Editor-in-Chief

The reflection that the EXPO has proposed both to the countries participating at the event and a great deal of visitors stems from the subject of food leading to the matters that have directly to do with sustainability and development. This issue that we are presenting offers the readers outstanding examples of Italian technologies that allowed for a series of applications, above all within the Smart City. That is why, the growth of some emerging countries has offered a new connotation to the progress lines in the sector of agriculture owing to the continuous evolution of diets oriented to a better quality and an increasingly urgent need of raw materials. Both in the case of agriculture and the Smart Cities, the aspect of technologies able to respond to new global trends has marked a wide range of meetings organized at EXPO. We believe that never before has the issue of synergistic vision between city and countryside, related to the human ability to develop systems to improve the planet, been dealt with in such a comprehensive manner. Now there is hope (and in this respect the “Chart of Milan” may be a helpful recap to those who will take the lead of the “new world”) that the asset of ideas, experiences and models, which not only have been visible, but also applied at EXPO, will pave the way for a real evolution and growth, taking for granted that the concept of environmental, economic and social sustainability should reach all stages gradually shifting the limits. The examples presented in this issue of “Tech In Italy” are just a small part of potential that human intelligence can develop to regenerate the world that without radical rethinking currently appears to be highly at risk. Certainly, it is justified to believe, with a surfeit of optimism and a pinch of realism, that EXPO may constitute a new starting point to reboot the development.

FEEDING THE PLANET, ENERGY FOR LIFE 6 MONTHS: MAY 1 TO OCTOBER 31 2015

OVER 20 MILLION VISITORS

MORE THAN 140 PARTICIPATING COUNTRIES

1.1 MILLION SQUARE METERS OF EXHIBITION AREA

THE SUCCESS OF EXPO, A REWARD FOR ITALY'S EFFORT The subject chosen for the Universal Exposition which takes place in Milan, “Feeding the Planet, Energy for Life”, was interpreted by Confindustria (the main association representing manufacturing and service companies in Italy) through an exhibition entitled “Fab Food. The Factory of Italian Taste, inaugurated on May 28, 2015 at the Annual General Assembly of the Confederation. The exhibition interprets the message that the Italian industry wants to convey to the world: its undisputed role in providing efficient solutions to the challenge of our times, allowing for sustainable production of quality food at a right and reasonable price. We discussed that topic in-depth with Maria Antonietta Portaluri, Director General of ANIE , the federation representing the Italian Electrical Engineering and Electronic Industry, partner that organEditorial Staff

We have reached the core of EXPO 2015. How is it going? The event has brought Milan and our country into the spotlight. The numerous audience rewards the effort of Italy which has put the resources and experiences into action in order to offer the Italian and foreign visitors the greatest event on food and nutrition of all time. EXPO is a showcase to the world, an occasion to highlight the national pride and the place where all the operators may evaluate business opportunities in different countries and favor rebooting Italy's economy and image.

food production chain in an innovative and involving manner. Through a route consisting of games and installations, we want to explain the visitors, above all young people and families, that the challenge of EXPO which is feeding 9 billion people by 2050, may be adequately faced through the industrial production ensuring healthy and safe food that would be sustainable and economically accessible to all.

Also ANIE is partner of Confindustria's project. What do you expect from this experience? Fab Food is a privileged moment also to analyze in depth and familiarize the public Confindustria has chosen to be present at with the input of technologies that ANIE repreEXPO. Why? Confindustria is the main association represen- sents in the entire food production chain, from ting the manufacturing and service compathe seed in the field to the product on a plate. nies dealing in Italy. For this reason, it cannot They may contribute to increase the crop yield have missed such an event as EXPO to put, and farming productivity as well as reduce losyet again, the focus on the business, as it is ses related to processing, distribution, and the driving force of economic and social deve- consumption of foodstuffs at the same time. lopment of the country. Precisely, when it coThe made in Italy electrical, engineering and mes to the topics of EXPO, Confindustria has electronic technologies that ANIE represents adopted a more factual than ideological apmay be applied to enhance the efficiency of proach to the sustainable food. There are no industrial processing, in terms of reduction in simple solutions to that matter and it can be losses, efficiency improvement of the chain vadealt with only through a dialog and cooperalue and production flexibility, increasing the tion between institutions, industry, research, competitiveness of the end-product and ensueducations, science and technology. The Uni- ring security and traceability in order to improversal Exposition is an essential time to exve the quality of life. change the expertise. Our country has the po- Our technologies are present in a great deal tential to tackle the global problem of nutrition of fields: from increasingly performing agriculas it is able to skillfully combine sustainability, tural machines customized for every single quality, tradition and innovation. Confindustria client to the smart farm; from the remote conhas chosen to convey its messages through trol of irrigation systems to the increasingly the exhibition entitled â&#x20AC;&#x153;Fab Food. The Factory controlled husbandry; from the automation of of Italian Tasteâ&#x20AC;? which shows the agricultural crops to the traceability of the product and its

packaging; from the green transportation to the kitchen appliances that cook or preserve the product. Our technologies are applied also in the so-called â&#x20AC;&#x153;zero mileâ&#x20AC;? food production chain, above all in the power supply through the use of renewable energy sources and the remote control systems of the water supply system. The messages of this exhibition are mainly aimed at young people. This is an unconventional approach for the industry representation. What are the reasons for such a choice? Confindustria has always paid particular attention to the youth. However, in the recent years the effort in the field of education has been reinforced through numerous initiatives that always arouse a great deal of interest. The goal of Fab Food is to be a project of educational and cultural type. Culture can be spread also in an entertaining manner, which certainly does not discredit it. It is worth reminding that the initiators of the exhibition are the National Museum of Science and Technology in Milan and a high-level scientific committee. Moreover, the event is being held under the patronage of the Presidency of italian Republic and the italian Prime Ministerâ&#x20AC;&#x2122;s Office. We want that young people and their families understand that the industry has played a crucial role in ensuring food and health to all the people in our country and that in the next years this role will be even more important for the efficient management of resources and the quality, the security and the distribution of food in the world.

ect promoting the industrial offer of Italian electrical engineering electronic companies with an international delegation consisting of 80 operators from the sector of utilities, private companies, electricity distribution and industry selected by some countries in the Balkan Area, Saudi Arabia, Algeria, Russia and Brazil. The initiative of incoming will be articulated at different levels: the participation at seminars intended for presentation of Italian technologies represented by ANIE; the visit of foreign delegations to the initiatives that ANIE is arranging at the time of EXPO 2015; the visit to the FabFood Exhibition and business visits to the most representative manufacturing companies in the region.

EXPO is an event of a comprehensive international scale. What initiatives are aimed at the foreign visitors? ANIE, with the support of and in cooperation with ICE-Italian Trade Agency, is implementing a proj-

ITALIAN TASTE? IT IS ALSO A MATTER OF TECHNOLOGY Editorial Staff

Food as nourishment, taste, flavor, pleasure and also as a result of advanced technologies and industrial processes.

In the Italian Pavilion at EXPO Milan 2015, Confindustria – the main association representing manufacturing and service companies in Italy – is promoting the exhibition “Fab Food. The factory of Italian taste”. The main objective is to show the visitors of the Italian Pavilion how industry and technologies have come together to make safe, top-quality, affordable, ecologically sustainable food in sufficient quantities for all. The project will be held in a 900 square-meter exhibition hall on two levels, within the Italian Pavilion, with creative but well-researched attractions to illustrate the complexities and connections of the Italian agro-food sector. The name Fab Food was chosen precisely to underline the strict and virtuous connection between the abundance of typical products, the uniqueness – due to the variety of flavors – of the Italian culinary tradition and the modern technologies that mark the food industry of “the Boot”. Fabulous Food, like Italian food which is fabulous and Fab Food, like fabricating food, in the sense of wholesome, safe sustainable food, created by the food industry for all. Fab Food is a journey through 10 different rooms, designed mainly for young people, schools and families, as well as for an international audience, will be giving visitors an experience that is both inspiring and interactive, individual and collective. Immersed in an atmosphere of an old-school American amusement park, the visitors are now prompted to observe and explore, then to internalize and listen. Like in a delicious dish, with welldosed ingredients, Fab Food combines play with education. The reason for it is that food is a serious thing and it implies work, research, professionalism, important matters that concern our fu-

ture and our health. But there is also pleasure, especially in the case of flavors of products and dishes of the Italian cuisine. The logic of learning through playing (and becoming aware) is revealed at numerous points of the exhibition (or rather different carousels if we consider the setting); it is a captivating and involving path, which based on a Food Jukebox, leads us to a great challenge of “Nourishing the planet,” the heart of Fab Food. In that case we are called to deal with the issues and work out possible solutions relating to the aspects of EXPO (precisely, “feeding the Planet”) in order to feed 9 billion people in 2050. In the middle of the room there is a large planet Earth in a position of imbalance: the task of the visitors – each of them making a little effort – is to find a solution to restore the balance and thus to find the most harmonious and sustainable possible form of development. The visit to Fab Food offers therefore another possibility to reflect on how individual requirements influence the common ones as well as to understand the complexity (in terms of research, work, production and distribution) of what the food implies, the food that we buy and consume on daily. “Is the food healthy? Is it safe? Is it sufficient for all? Is it sustainable?” – these are the great questions that regard the future of the planet and its inhabitants.

The project is curated by the National Museum of Science & Technology in Milan, Ten of Confindustriaâ&#x20AC;&#x2122;s associations have come together to make this project a reality, in conjunction with the Ministry of Health: Federchimica, Federalimentare, Anima, Assolombarda, Acimit, Anie, Assica, Assocomaplast, Federunacoma and Ucimu-Sistemi per produrre. The exhibition is being held under the patronage of the President of the Italian Republic and of the Italian Prime Ministerâ&#x20AC;&#x2122;s office.

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THE SMART GRID OF THE FUTURE IS ALREADY A REALITY AT EXPO EXPO 2015 is not only an international event, and occasion for the host city to do business or the possibility of communication and visibility for the expositors, but also an extraordinary laboratory to test technologically advanced systems to be reproduced on a broad scale. The EXPO site is an area of one million square meters where 75 MW of power must supply 160 buildings in a smart, efficient and uninterrupted manner. Also with an eye on the smart city. The smart grid infrastructure that lies behind the EXPO city was designed precisely from that perspective. In this important project Enel Distribuzione, built the electrical power distribution grid, whereas Siemens Italia elaborated the management software based on a cloud platform, Energy Management System. The system allows monitoring of energy consumption and demand of each pavilion and the entire complex, integrating renewable energy sources, the energy accumulation plants, the e-vehicle charging stations and LED lighting infrastructure. The project aims to create an efficient and sustainable system that should allow for saving and avoiding losses, also in terms of the environment. The software makes it possible to monitor the grid and intervene in real time in case of defects or faults controlling the operational status of all the smart grid devices. A further step ahead is the Web and multilingual interface which makes it easy to use the system also by means of a dedicated app available for Android and iOS, so that the energy managers of the countries participating in the exhibition could check out power consumption of lightning and air conditioning in their pavilions.

THE MADE IN ITALY FACTOR YOU DID NOT EXPECT Carlo Tamburi Enel - Head of Country Italy

Expo 2015 offers an opportunity to describe innovation, a kind of vision of the future, the business landscape, a way of envisioning the city of tomorrow, and the ability to design. In all respects, it is a showcase of Italian excellence, and also a â&#x20AC;&#x2DC;schoolâ&#x20AC;&#x2122; for visitors and the many countries that are participating; the chance to talk about Italy and a product that you did not expect: the energy of the future.

Numerous studies and several operators agree that Expo 2015 represents a great opportunity for Italy’s economic recovery and attraction of investments: €2.7 billion, equal to 0.2% of the national GDP and 0.3% of total consumption, are some of the data which, according to Confcommercio, measure the positive impact that the Expo will have on the Italian economy. Foreign countries are investing €1.2 billion to attend, and according to organizers, the event is bringing a wave of positive productivity to the national system that, starting from 2012 (the year Milan was awarded the Expo), will reach €23.6 billion of additional production by 2020, with 191,000 people employed directly or indirectly, and about €4.5 billion of ad-

trical network built from scratch that occupies a space comparable to a city of 100,000 inhabitants, like the majority of Italian urban centers. In nearby Rho, the smart grid consists of 100 cabins connected by fiber optics which transport the electricity and information in real time and supply the ‘city’ 100% with electricity. The Expo only uses electricity for all of its activities: for lighting and powering the exhibition technologies, ensuring ideal temperatures in the pavilions, for cooking, and getting around in the peripheral areas; and all the energy of the Universal Exposition is monitored and managed intelligently by the Energy Management System, which governs the entire site, right up to the single

ded value from tourism, with more than 20 million visitors. That is what Expo 2015 represents for Italy. It is, however, also interesting to try to see what Italy is bringing to the World Expo and all its visitors: an experience that goes far beyond its universally recognized food culture. In fact, in Milan, a far less well-known Made in Italy factor can be discovered: its technological and industrial excellence in sectors that are seemingly unrelated to food, but which are very topical and have global relevance. One of these is energy, an ‘ingredient’ that is instrumental in the development of all economies. Enel has chosen the Expo precisely for creating the first ‘green field’ smart city in the world, consisting of an elec-

pavilions. This is the first time that these technologies have been applied together in such a large space and have contributed to a completely new and concrete urban experience: it is an actual smart city, one that is cleaner, more efficient, digital, and custom built for the people who are living in it. It is no coincidence that this model of sustainable urban architecture was created in Italy: Italy is the country with the most automated and digitized power grid on the planet. Enel is an international leader in the field and the first in the world to have introduced solutions such as remote monitoring and digital meters, which have radically transformed the way energy is distributed. This smart grid model will also be applied in

other countries, in some of which Enel is present with its distribution network, so that it becomes an Italian solution exported worldwide. This is the ‘Made in Italy you did not expect’: technology and innovation that can be exported and are a way of driving domestic industry. At Expo 2015, we are presenting all our innovations in the electrical system, starting from the network and involving the entire production chain, from power plants to consumption and the tools in citizens’ hands. Thanks to them, we have had opportunity to redesign the production model and adapt it to the new market dynamics and the greater involvement of consumers: power plants are smaller and geographically distributed, the consumers themselves produce the energy they need, and green production is increasing. In Italy today, over a third of the electricity consumed is already renewable and the smart network that we are showing at Expo will support even more growth. Electricity is being extended to more and more new applications in people’s everyday life, including in areas such as mobility and home heating, just as at the Expo site. Software and new generation devices are transforming the role of consumers, who have more information on their energy consumption and are therefore able to make more efficient and more aware choices. Consumption awareness is one of the great themes of Expo 2015: the scarcity of resources for a population that is growing at a steady rate and a greater environmental sensitivity are making people become more responsible and seek an active role, informed, consume better, and be reconciled with their local area. This is the direction in which energy consumption model is headed, and Italy has achieved a high level of cultural and technological maturity, thanks to the solutions for energy efficiency available to citizens. We want all the visitors to Expo 2015 to have the opportunity to become aware of these issues and we have worked to render the new concept of energy visible in our exhibition pavilion, so as to let everyone know how technology transforms our daily lives. Located in the control room in the center of the pavilion, the Energy Management System is an information tool that visitors can see on a large display, and a 107 meter-long pathway through panels and videos describing the evolution of energy and the solutions that people now have in their own hands. Our goal is not only to

make the energy that nourishes life inside and outside the Expo visible, but also to try to make all of us aware of what intelligently managing a valuable resource means. Enel developed not only the electricity grid, but also the lighting of the entire Expo: 8,500 smart LED light sources, along the Cardo and Decumano main streets and the internal roads, combining Italian design and energy saving with a consumption reduced by 36% compared to traditional solutions. Many pavilions, including the Italian Pavilion, the flagship of the Expo, are also illuminated with Enel’s technologies and visitors can enjoy the beauty and the artistic form so flighting that respect the environment. Through its energy, Italy becomes an example for all those who wish to further a more responsible kind of behavior: the Expo is a small town that, in six months, will have become a multicultural megalopolis visited by approximately 20 million people. If individual visitors can learn some small gestures, many countries present can learn of the latest technologies to import in order to renew the energy systems underlying their development. The Expo is an opportunity to share and circulate culture, knowledge, and technology, even for the participating companies. The Universal Exposition set a challenge to Enel which, in rising to meet it, completed a project never attempted before, at least not of this size, and Enel has also exploited it as a growth opportunity for those who work for the company. Next to the smart city, we have created a field school for technicians, where those who will manage electricity in our cities in the near future can learn about and field test the technology. For Milan Expo 2015, Enel has created its latest technology, which is crucial for the evolution of the power system: in the very heart of the Italian Pavilion, which after the Expo will become a center of excellence for permanent innovation, we have built a large 270 kilowatt battery, an innovative storage system guaranteeing constant energy that, hopefully, helps to fuel the new ideas that will arise here. Innovation, research, the ability to build long-lasting goods and to design services that improve the quality of life of people and the planet: this is Italian energy and this is the industrial and consumption model that Italy is bringing to Expo.

29 October 2015

Hotel Parchi del Garda Pacengo di Lazise - Verona, Italy 2nd EDITION

TECHNOLOGICAL INNOVATION, ENGINE OF GROWTH IN ITALY Free admission. Sign up and see the program of the day on www.forumeccatronica.it

PARTNER & EXHIBITORS ABB B&R Automazione Industriale Beckhoff Automation Bonfiglioli Mechatronic Research Bosch Rexroth Delta Energy System Emerson Industrial Automation Italy Eplan Software & Service

Esa Automation Festo Heidenhain Italiana Lapp Italia Lenze Italia OC Lab Omron Electronics Panasonic Electric Works Italia

Phoenix Contact Rittal Rockwell Automation SEW-Eurodrive Siemens Weidm端ller Wittenstein

MEASURING SMARTNESS FOR BETTER UNDERSTANDING OF ITS BENEFITS RSE Staﬀ

Can the smart technologies generate benefits for the environment, energy, economy and society? Do they really provide better performance than those already present in the cities? Is it justified that the public administration in-

In order to answer those questions the researchers of RSE (Ricerca sul Sistema Energetico – Research on Energy System) have formulated a new paradigm of assessment of the smartness and sustainability of such solutions. It is about Smartainability, the idea which unites – or rather, brings together the concepts Smartness and Sustainability. Such an important as well as structured and complex project as EXPO 2015 in Milan is a perfect occasion to give specific answers to the questions asked above.

In fact, the website of the event – that is the physical space where the pavilions are located – aims to be an example of technological city planned at 5 different levels of infrastructure designed in an integrated manner and equipped with SMART technologies. They in turn, in accordance with their “smartness” should be able to offer better, more accessible and a higher number of services than traditional technologies. Smartainability® is actually based on two methodologies: that of the Joint Research Center of the European Commission applied to assess the smartness of smart electrical power distribution grids (the smart grids), and that developed in the framework of the “European Smart Cities” project to assess the European smart cities. The goal of the Smartainability® approach is to measure through qualitative and quantitative data if and how much the smart cities are more sustainable, owing to the use of smart technologies and the services that they enable. Each Smart technology is analyzed in terms functionalities (services) that it enables, by its own or along with other technologies. The functionalities enabled by the installed technologies generate benefits through the use of adequate KPIs (Key Performance Indicators).

In practice, after obtaining the necessary data, the researchers choose a level of technological infrastructure on the EXPO website and break it down to single units and assets that are analyzed in order to understand which functionalities they enable or rather what they allow us to do. For each functionality they select benefits produced in four scopes (money saving, reduction in CO2 emission, energy saving and service quality). For each benefit in turn they determine relevant performance indicators (such as particulate matter, acid gas and carbon dioxide). Then integration of all those aspects is analyzed. Finally, for each indicator a value is obtained. It quantifies the benefits of sustainability of smart technologies with respect to the traditional ones. The advantage of Smartinability? The approach applied in the Italian research center, if adequately extended, may give valuable indications on possible technologies also in more complex structures such as the cities of the future. It takes patience to have the complete picture as to get it, it is necessary to wait until the end of the event held in Milan.

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The Tree of Life built by companies based in Brescia The Tree of Life, designed by Marco Balich, is the work of “Orgoglio Brescia” consortium, which was established by 19 companies in December 2014. The inspiration for the project was drawn from Michelangelo’s design of the pavement of Campidoglio Square in Rome, which was reinterpreted into a three-dimensional version. Construction of the Tree, which has become one of the symbols of EXPO 2015, cost €3 M. All the expenses were incurred by the Consortium.

The structure, located next to the Italian Pavilion, has a base called “skirt” of a diameter of 45 meters, its height is 35 meters and the foliage diameter is 42 meters. Its inner skeleton is made of steel, produced in the foundries based in Brescia. In order to ensure stability, it is also covered with larch plywood. In turn porphyry and marble from Botticino were used for the base and the gangway providing access to the structure. Between the roots of the structure there is space for exhibitions, so that the visitors could interact with the surrounding space.

Important guests and journalists have a privilege to visit the Tree from the inside and admire the view from the terrace located on the top of the structure. On sunset the Tree seems to become alive, thanks to the play of light, water and laser graphics. Those different elements are coordinated through the software also developed by a company of the Consortium. It is connected to 30 switchings supplied by Cisco.

restock the products.Moreover, through an app COOP also offers a service of suggestions or promotions that may be received directly on smartphone. Another tool ensuring traceability and quality of food is provided by the producers, Barilla in the first place, whose pasta and sauce packaging have a QR code. Reading the code allows receiving information about the phases encompassing from the raw material to the distribution.

The supermarket transformed through technology

Water kiosks for refreshment to visitors

Visiting the Future Food District, of a surface of 2,500 square meters with a real supermarket, where it is possible to buy products from 5 different chains: fruits, vegetables and wine, meat and fish, milk and dairy products, cereals and beer, coffee and colonial goods, is an anticipation of the future change of doing shopping at the supermarket. The Supermarket of the Future was developed by Carlo Ratti, Director of the MIT Senseable City Lab di Boston, along with COOP, Official Food Distributor Partner. In turn custom-made furnishings and equipment for the point of sale were provided by Cefla, Zenith Shop Design and Inres. The project transforms the purchase on the market in a high tech experience: sensors, software, database and networks operate simultaneously in real time prompting and guiding the customer through the buying process, owing to numerous information on the features and origin of the chosen product. LED-backlit perimeter and central shelving of the supermarket are equipped with Video LEDs and touch screens, programmed in a way to provide information on the productâ&#x20AC;&#x2122;s chain and the presence or the absence of allergens.The user experience as buyer of the future was defined and dealt with by Accenture, which is in charge of management of information architecture, IT infrastructure implementation and touchpoint analysis and development. The application architecture and technological infrastructure are based on Microsoft technology and the Microsoft Azure cloud. However, the supermarket will not change only for those who do the shopping, but also for its employees. Owing to another project of Accenture and development of a Shelf Replenishment solution, the staff of a given department will be able to conduct a real time dialog with the warehouse, monitoring the need to

During the summer months 32 water kiosks quench the thirst of visitors at EXPO 2015. Each kiosks distributes about 2,700 liters of still and sparkling water every day.* It is estimated that in the course of six months of EXPO duration a total of 40 million liters of water will be distributed, whereas up to 7 thousand liters of water will be delivered from each fountain on daily basis. They were provided by CAP Group, water services operator of the province of Milan and MM, water services operator of the city of Milan.Similar refreshment points are not new to the Universal Expositions. They were at the previous editions in Paris, Brussels and London. They have been also present in the region of Lombardy for a few years. What distinguishes these kiosks from the previously installed models are smaller size, the number of visitors who may be served at the same time, and the capacity of distributing both still and sparkling refrigerated water, considerably limiting the consumption of plastic beverage containers. The effect of the environmental impact reduction is even more evident if the following positive consequences are considered: avoiding the consumption of 372 kg of oil and emission of 427 kg of carbon dioxide and other contaminating substances generated in manufacturing of PET that composes the bottles. (*data reported on June 1, 2015)

Morocco relies on Italy The pavilion of Morocco, the construction of which will cost â&#x201A;Ź1 M will be built by SACE Group and Italiana Costruzioni, the company operating in the fields of public and private constructions as well as infrastructure.

In the operation, divided in two stages, Italiana Costruzioni first insured its own supplies with SACE, obtaining coverage against non-payment by the Moroccan Ministry of Agriculture and Fishery, and then SACE Fct, the Group’s factoring company, granted it a discount without recourse (that is monetization) of the insured trade receivables. However, the contract with Morocco is not the only one that Italiana Costruzioni was awarded within EXPO. They actually include the tender for construction of the pavilion of Italy and the Cardo axis, which relates the northern and southern parts of the exposition site, of a total value of about €40 M. Last but not least, SACE along with Deposit and Loan Fund (DLF) and the Italian Strategic Fund (IFS) is the Official Partner for Italy’s International Growth for EXPO Milano 2015.

Also comfort break features technology and design At EXPO 2015 there is nothing as it seems. Also sitting on a bench is an occasion for exploring different technologies. At the Samsung TIM box, in pavilion no. 127, visitors may check out a Smart Bench, designed and manufactured by Canavisia Srl based in Strabino. The bench allows for listening to the information and music, connecting to WI-FI and Internet as well as charging smartphones and tablets. As it is powered by a connectable photovoltaic light, the Smart Bench may be located in parks, open spaces and gardens, replacing a traditional bench. Apart from EXPO, smart benches have been installed at the Open Air Lab of TIM in Turin and the Telecom Italia Tower of Pero. All the active items are integrated into an experimental platform supporting the IoT (Internet of Things) elaborated by TIM which is also compliant with the international standard of the ETSI (European Telecommunication Standard Institute). TIM collects and manages the data generated by the user traffic creating in that manner the Smart Urban communication Infrastructure (SUI), the nervous system of the future Smart City. That architecture acts as technological enabler and accelerator of new ecosystems that would develop new value chains involving for instance, third parties smart city application developers (SMEs and web entrepreneurs).

China opts for Italian competences in the creation of one of its pavilions Different Italian companies worked on the creation of the Vanke pavilion, one of the three Chinese pavilions for EXPO. The project, designed by Daniel Libeskind, costing €3 M, was completed by a construction company based in Turin Bodino Engineering in cooperation with Casalgrande Padana and SMEG. To be more precise, the result of cooperation between Libeskind and Casalgrande Padana, a company based in Reggio Emilia, is manufacturing of over 4 thousand three-dimensional fractal ceramic sheets that constitute the facade.Special red coating covers about 1,000 square meters and it was designed in a way to change colors and shades depending on the reflected light, resembling the color and shape of scale of the Chinese dragon, the symbol of fertility and great harvest. The company based in Reggio Emilia also provided some parts of the pavilion’s internal flooring for bamboo forest of a surface of 310 square meters, designed by the studio Ralph Appelbaum Associates. The forest consists of 1,200 stems on which 200 screens were inserted. Their operation will ensure 2.5 km of the optical fiber installed. Last but not least, SMEG, the manufacturer of household appliances from Emilia Romagna, supplied some devices for the internal fitting-out.

Venetian company for Oman and Qatar The sultan of Oman and the Emir of Qatar chose Tecnostrutture based in Noventa di Piave, in the province of Venice, as contractor of structural works. The Venetian Company designed and manufactured for the 1,500 square meter pavilion of Oman all the elements of metalwork fabrication that is 1,000 meters of Beams NPS® Basic and 800 meters of Pillars PDTI®. The interior of the pavilion includes the stairs, elevator landings and a selfsupported gangway connecting two different areas. Those elements are completed with some flat roofs. In turn the pavilion of Qatar has a surface of 2,700 square meters, distributed on two floors. For its construction 1,400 meters of Beams NPS® and 1,000 meters of Pillars PDTI® were used. The project also encompassed woodwork to create the central conical body, an accessible

element with exposition space, of a maximum diameter of 11 meters and the height of 8 meters. Last but not least, both pavilions decided to entrust Tecnostrutture also with demolition and disposal of materials upon the end of the Universal Exposition.

Visitors to be received by a safe access control system The first contact between the visitor and the Universal Exposition are the swivel rings. The company in charge of access management was CAME, a company based in Treviso, specializing in automation of entrances to residential and industrial sites, car parks as well as development of home automation and burglar resistance systems. Every day around 100,000 visitors go through the tripods called XVia. The peaks reach 250,000 on the days of higher attendance, whereas 60% of them take place in the first two hours. The swivel rings, thanks to the Ethernet, are constantly connected to the box office on the one hand, and monitored for all the plant functionalities in real time, on the other hand. In the four gates providing access to EXPO site, CAME installed different automatic devices, especially: 20 gateways, 230 swivel rings, 40 bollards, 10 openings for vehicle access, 30 automatic road barriers and distributed 70 palmtops to control the credentials.Particularly swivel rings are equipped with a single reader of different types of ticket types such as the printed ones, QR code, RFID, Itinero, NFC Credit Card Contactless and NFC mobile phone.

At EXPO also transportation is sustainable IVECO Bus, the trademark of CNH Industrial for collective transportation of passengers, specialized in production of autobuses powered with natural gas, will provide EXPO with 7 urban autobuses Urbanway driven in an eco-sustainable manner with compressed natural gas (CNG). The vehicles designed to reduce smog and noise pollution will be used for transportation of visitors from and to the car parks as well as within the EXPO area. Moreover, AMSA â&#x20AC;&#x201C; Milan-based Company in charge of waste collection, road cleaning and primary city hygiene services â&#x20AC;&#x201C; will supply 18 road sweepers Eurocargo e 7 trucks Stralis Hi-Way equipped with interchangeable tipper bodies. The sweepers and the trucks will operate as support of the external sites connected with EXPO.

The United Arab Emirates entrusts Italy with realization of their project At least two Italian companies, SIL engineering and Tecton, are involved in construction of the pavilion of the United Arab Emirates. The first one is going to deal with the selection and accreditation of the suppliers (the total of 128 companies) as well logistic management related to building of the pavilion. In turn Tecton is in charge of carrying out the project of architectural studio Foster+Partenrs, occupying the surface of 4,368 square meters, and involving 280 people for 8 months.

EXPO MILAN 1906 2015

1906 Milan International Exposition of Sempione - Transport. The Simplon Transalpine Tunnel was completed in 1906, a huge infrastructural construction that provided for the first time in history a railway connection between Paris and Milan. It was a huge event celebrated by building many pavilions in an area of Milan that from 1923 was named Fiera di Milano, the exhibition center of the city. This Expo had transportation as its central theme. Inside the pavilions visitors could find cars, aerostats and train locomotives. It was the celebration of the new, of speed and of movement. It was also the time when photography started to replace drawings, especially within newspapers. A huge fire that completely destroyed one of the pavilions also characterized the event, even though the Italian builders managed to rebuild it in 40 days and re-open it during the Exposition. 32

FOCUS/

“CLEAN COOKING”, A COMMITMENT FOR THE RIGHT TO SAFE AND CLEAN ENERGY FOR ALL Marta Mazzanti

Access to energy means also the right to safe cooking. In order to make known this aspect of the problem on the occasion of EXPO 2015 an association called WAMEWorld Access to Modern Energy was established. Pippo Ranci, President of WAME, explains us the association's tasks and the scope of the problem in the world.

Mr Ranci, in the recent years, Access to Energy has been one of the most hotly debated issues concerning developing countries. What is it all about? The International Energy Agency uses the term “Access to Energy” to include two critical issues, which affect many countries with a high poverty rate. On the one hand, absence of access to electricity that regards one billion three hundred million people in the world, and on the other hand, the lack of adequate and modern cooking appliances and fuels, that is absence of Clean Cooking Solutions. The latter, less known, is not less widespread: according to the World Health Organization, every year four million premature deaths are caused by harmful effects of cooking food on an open fire, fuel-

led by wood or charcoal, inside the homes. Apart from the fatal diseases, there are also negative impacts on the environment such as increasing deforestation, due to large quantities of wood employed,and low quality of life, which particularly refers to women, who are in charge of collecting wood for cooking. Approaching and hopefully solving the problem of Clean Cooking would have positive effects on three different fields: human health, the environment and life conditions of women and girls. Thus it is an important issue. What is the state of the Clean Cooking issue with respect to lack of electricity, and why is there so little talk about it? According to the data of the International Energy Agency, the problem refers to two billion six hundred million people in the world, which is twice as many as the people without access to electricity. There is less talk about clean cooking because the problem is not immediately understandable. It is clear to everyone that it is impossible to charge a mobile phone without electricity, or that after the sunset it is impossible to read, study or do any type of activities. Yet, the discomfort and effects caused by cooking with inadequate fuels and appliances is not so immediately comprehensible. In the developed countries when you mention cooking with wood, people thoughts go to a pleasant cooking solution such as a wood-fired oven for pizza. Moreover, the harmful health effects are produced in the long-run and they are not noticeable immediately: this contributes to the lack of understanding and appreciation of the problem. What are the most concerned geographic areas? The problem is found in Sub-Saharan Africa and Southeast Asia, around the Indian and Pacific Oceans. Clean Cooking is distributed in both regiones, whereas the lack of access to electricity mostly applies to Africa. In overall numbers, Asia is ranked first, followed by the African continent and Latin America. Now that we know the issue, could you please introduce WAME to us? What are the reasons for the establishment of this association and who are its partners? WAME is the acronym of World Access to Modern Energy. The association was founded in anticipation of EXPO 2015 â&#x20AC;&#x201C; and it will be dissolved upon its end â&#x20AC;&#x201C; to take the opportunity of making as many people as possible familiar with that issue. The problem of the Access to Energy is related with that of the extreme poverty and hunger in the world. This is why a great global event on nutrition appeared to be an ideal

time and place to focus on the problem of extreme poverty, including energy poverty, in the world. The slogan “Feed the Planet” indicates a duty of making available the minimum necessary to live, which includes eating, drinking and treating diseases. To put it briefly, it is about acceptable life conditions. The partners of WAME are large-sized enterprises, including the two Italian energy groups ENI and ENEL, and also A2A – the local initiator of the initiative, Edison, E.ON, GasNatural, ENGIE (GDF Suez), Tenaris, and the EXPO company.

In the framework of an exhibition related to food, the humanitarian aspect attracts attention only of the most sensitive people. Yet, for us EXPO has provided an occasion to successfully discuss and analyze the issue indepth, also with those who did not know it exists. In addition, as an entity that gathers and spreads information on active projects in the world, we have had opportunities for contacting people in charge of initiatives, and for establishing or promoting contacts among them, even when they would have met difficulties in getting to know each other otherwise.

Which are the activities of the Association? The mission of WAME basically consists in informing the public on the issue and on the existing projects to overcome it. The instruments applied are two small exhibitions in the EXPO site and in town, a series of conferences, a call for case studies which has thrown light on many interesting projects, and possibly stimulated others. A presentation of the issue and all materials from the conferences and on the projects have been loaded on a website (www.wame2015.org ).

THE PROBLEM REFERS TO TWO BILLION SIX HUNDRED MILLION PEOPLE IN THE WORLD, WHICH IS TWICE AS MUCH AS THE PEOPLE WITHOUT THE ACCESS TO ELECTRICITY

Now that, after a few months, we are halfway through, is it possible to present a first report? So far we have been able to perform all the initiatives that we had planned in due manner and course, and we have met considerable interest, especially of people and entities already sensitive to social problems. Moreover, the press and the media have echoed our initiatives, helping us to make that matter known and comprehensible also to those who were not aware of it at all. For the time being we are satisfied with the results achieved, although there is still room for improvement. How have the issues of WAME been integrated into EXPO? The focus of the exhibition is food, whereas Clean Cooking is a corollary aspect. The large dimension of EXPO and the wide array of activities offered to its visitors have made recognition of a small initiative difficult. Nonetheless, the presence of EXPO among the entities that are part of the Association made some logistic and organizational operations simpler.

You are able to see EXPO from within. Do you believe that the Universal Exhibition works? The event is an overall success, especially if we consider that some initial delays, that could have compromised everything, have been overcome. Certainly, some aspects could have been better taken care of, with benefits to the exhibitors and the participating organizations. Specifically, I am referring to the issue of coordination between the numerous events and conferences arranged within the EXPO. Visitors and experts have found it difficult to pick and choose from such a vast offer. If the proposals had been better harmonized and the meetings scheduled more evenly over time, this would have been useful not only to the participants, but also to the organizers who would have benefitted from a higher visibility of their own event. This idea may sound utopian for an exhibition on such a spectacular scale.

Getting back to the issue of Clean Cooking, which is the role of the private actors in achieving the goal of Access to Energy? Are they active? Private actors play an important role and they promote the better part of the existing initiatives. They are significant in the framework of the Clean Cooking projects, as this issue is not about the extension of a physical network or the implementation of infrastructures, as in the case of electricity (where cooperation with public administrations is necessary), but it deals with the way everyday life and home of each family is organized. In order to be effective, it is necessary to know the culture and the markets of country where one operates. Do you think that companies consider undertaking projects of Access to Energy and Clean Cooking as business opportunities, or only as operations of Corporate Social Responsibility? Undoubtedly, this type of activities offer a great opportunity to increase a companyâ&#x20AC;&#x2122;s visibility and thus generate business opportunities, with particular reference to large-sized companies. I believe that the large industrial groups that operate in a specific area, should plan their operations by including the improvement of the local life conditions among their targets, even in the case of business-oriented operations. Only in this way both goals, CSR and profit generation, could be accomplished. Moreover, to the advantage of inhabitants, â&#x20AC;&#x153;humanitarianâ&#x20AC;? operations have a strong power to attract other investors. Can only big enterprises achieve good returns or is there also room for small- and middle-sized companies? I believe that middle-sized companies have a chance of attaining good results, even better than large ones. Smaller size and lighter structure may allow such companies to get to know the area and culture of the place better, to establish relations with NGOs operating in the area and undertake cooperation with local governments. Moreover, opening new offices by means of local resources may be simpler for middle-sized companies.

On the other side, such operations might be too expensive for a small company and the scope of activity could exceed the company's capacity. Do local governments welcome such activities? The reactions differ by country. In some countries where a closed attitude was expected, this fear proved unfounded and establishing a dialogue was easier. What will happen to WAME after the EXPO 2015 ends? The association was created especially for EXPO and thus it was established for a definite time. The legal structure will be dissolved, but the project, appreciated and deserving credit, could be transferred into another structure.

PRECISION AGRICULTURE TO OPTIMIZE RESOURCES AND PRODUCTION Alessandro Matese Researcher at Consiglio Nazionale delle Ricerche - Istituto di Biometeorologia (CNR-Ibimet)

The Institute of Biometeorology of the National Research Council has presented at EXPO, in the framework of the event “Precision Agriculture and Sustainable Use of Resources”, some technologies to increase agricultural production limiting losses.

According to the estimates of FAO the global population will reach 9.2 billion by 2050 and the demand for food will increase by 70%. This will inevitably entail major plant production for human and animal food. Observing the evolution in agriculture, especially in the developed countries, since 1960s the productivity growth has taken place owing to new, more productive varieties, more efficient agricultural techniques and the widespread use of agrochemical substances. Nonetheless, higher productivity has entailed a serious risk for natural resources and the environment: 45% of European soil has serious quality problems due to low levels of organic substances and one fourth of them shows evidence of moderate to high levels of erosion processes. In addition, 40% of agricultural land is vulnerable to nitrate contamination which threatens the quality of water resources and 9% of greenhouse gas emissions in the countries of the European Union is of agricultural origin. It can be easily deduced that nowadays the agriculture needs to face a challenging task of combining major demand for production with the requirement of sustainable management of human resources and preserving the environment at the same time.

From this point of view, the technology applied to agriculture that is the precision agriculture is the most efficient instrument to achieve the new objectives of resource optimization in order to increase profitability and sustainability, reducing the impact on the environment and improving the social aspects of agriculture. It is an innovative agriculture that changes the existing technique and introduces the new ones to provide the farmer with the tools of target assessment. They may help run the proper company, with the aim of achieving the maximum economic return abiding by the environmental restrictions. The instruments that the precision agriculture applies include: Geographic Information Systems – GIS, differential GPS, digital land analysis, geostatistical analysis, remote sensing, geoelectric and radiometric detectors, dynamic and stochastic simulation models. They also encompass land probes to monitor the state of soil, drones that take aerial photographs of the fields and each tree to check for their condition and the presence of parasites. Variable rate manure spreaders, which upon receiving the data from the drones and the GPS, precisely dose the quantity of fertilizers necessary in each area. Irrigators managed through software – always connected to the GPS - which spray water on the basis of humidity levels determined in the soil. Weather stations, smartphone apps, algorithms for the projections of harvests or possible spreading of parasites. The use of automated machines and specific technologies make any action precise and targeted, increasing the possibility of successful operations. Also the route of tractors can be calculated thanks to the GPS coordinates, which minimizes the surface of land

flattened by the machine and reduces the travel time and work. Participation of CNR in the study and application projects in the wine sector led to establishing, within the Institute of Biometeorology, of a research group for precision viniculture that would provide scientific support to the Italian wine-producing companies. The Institute of Biometeorology IBIMET-CNR began to gather its experience in that respect in 2007, through the project of Tuscania Consortium aimed to understand the impact of foliage management practices on the quality of grapes. In the framework of that project, in which important Tuscan production companies such as Antinori, Mazzei, Folonari and Ricasoli were involved, the task of IBIMET was to develop a wireless sensor network (WSN) for monitoring of the plant microclimate and remote monitoring system form the air platform SkyArrow with multispectral and thermal sensors. In 2011, in the scope of the C.I.S.I.A. project (Conoscenze Integrate per Sostenibilità ed Innovazione del Made in Italy Agroalimentare – Integrated Knowledge for Sustainability and Innovation of the 'made in Italy' Agro-Food Sector), IBIMET developed an innovative high resolution remote monitoring system based on the UAV technology (Unmanned Aerial Vehicle) using a drone equipped with the sensors intended for monitoring of vineyards. Those projects, along with other activities, entailed intensive cooperation with different Italian companies, research institutes and universities, such as the Universities of Turin and Florence, CRA-VIT, and companies from the viticulture sector in the regions of Brunello di Montalcino, Chianti Classico and Barolo.

Recently, the group has established cooperation with European partners such as SupAgro / IRSTEA Montpellier in France. In the framework of research activities, the group at IBIMET studies the remote and proximity sensing technologies by means of ad hoc developed, low-cost and open source systems. They allow analyzing the relations between the microclimate of grapevines, physiology and management techniques of the foliage. Such information makes it possible to develop quality indexes and new growing models for the projection of product quality by means of information received through remote sensing and proximity monitoring. Actually, a series of research products have been implemented. They include the systems of wireless monitoring of micrometeorological parameters for the networks present in agricultural systems and the drones for very high resolution (5 cm/pixel at 150 m of altitude) remote monitoring. They allow for elaboration of variable rate (VRT – Variable Rate Technology) prescription maps, mapping of the plant vegetative stage (seed, olive, and grapes) shortcomings in the vineyards, development of models of risk of thermal stress and pathogen attacks. The great potential of technologies for the precision agriculture lies also within the possibility of combining those instruments in accordance with the specific needs of the agricultural companies. In the recent years, personalization has been combined with another important element: the prices of such technologies have gone down which renders them increasingly affordable. This in turn speeds up the processes of optimization of consumption and resources which has immediate effects also on the environment.

In order for the precision agriculture and their technologies to work in the best possible manner, closer cooperation between the research sector and the entrepreneurs is necessary so that the former could work out targeted solutions.rural electrification, and integration of components and systems, which ABB views as part of the evolving ‘Internet of Things, Services and People’. A significant cause of change to today’s grid, for example, is the increase in generation from renewable sources. This can be accommodated by the evolution to smarter grids, which are capable of coping with more distributed and intermittent generation, such as that from renewables. Smart grids are highly automated and innovative and offer a significant level of system reliability, flexibility and accessibility. In addition to supporting the integration of more renewable energy, it is hoped that these intelligent power solutions will help mega-cities address the growing need for reliable power as ABB demonstrates its commitment towards a better world. These years Smart Lab has been visited by Universities, Research Centers and international consultants; at the same time, the plant's potential allowed for elaboration of numerous master's degree theses. The entity organizes University Days and ITIS Days on regular basis. Those events are dedicated to the students from the main universities located in Northern Italy and technical colleges of the province of Bergamo, offering also trainings aimed to introduce young people into the job market and favor contacts and competencies also with a view to selection of new resources.

“Light is Life” The exhibit that “brings to light” how light and home automation are integral parts of our every day lives Alessandro Seregni

ICE– Italian Trade Promotion Agency and ANIE – the Federation representing the Italian Electrical Engineering and Electronic Industry – will exhibit Italian lightning and home automation solutions in a sequential tour of strong emo-‐ tional impact. The exhibit is scheduled to take place in Dubai, October 6-‐8, 2015 within the framework of Light Middle East 2015, the most in-‐ “Light isimportant Life” ternational lightning solutions fair in the Middle East. Gory Pianca, Creative Director of the agency YAM112003, who is the curator of this exhibit, shares with us the reasons for the exhibit and its goals.

Even the title of the exhibit indicates the great importan-‐ ce light has in our everyday lives. However, combining technological elements, which are the cornerstone of the fair, with those most emotional ones, necessary to involve visitors, is not a simple task. What was your star-‐ ting point for creating the exhibit? First of all, personally I want to thank ICE (Italian Trade Promotion Agency) for choosing us between different companies that participated in the request for bid pro-‐ cess for the creation of the exhibit. This occasion repre-‐ sented for us an important challenge not only from a pro-‐ fessional but also from a personal side as well. Regarding the project, our point of departure was the actual ordina-‐ ry reflection of light which is an inextricable component in the life of every creature. This is what allows people to live, work and gather experiences at a pace and manner which did not exist before. The exhibition, arranged by ICE with support of ANIE, aims to create an emotional and human tour within a highly specialized technology focused fair. This in turn should underline the value of the effects which light has on people’s lives and to show the determining importance of technological and scienti-‐ fic component of this process which enables us to use energy in a sustainable and efficient way. I and my collea-‐ gues working on the project have grown to realize that a great deal of things that render our life fascinating and rewarding happen through light and its responsible use. These considerations have determined the choice of the exhibit’s title –“Light is Life”. Considering the subject’s universal appeal, the interna-‐ tional scope of the fair and the public attending the exhi-‐ bition, how have you managed to make the contents available to everyone? What has helped us was the use of symbols and topics that are universally comprehensible and shared. In that sense the choice to use the light bulb icon seemed the most appropriate, also because it combines both con-‐ cepts that are exhibit’s key themes. On the one hand,

the bulb is the symbol of light, and on the other that of ingenuity, which is what characterizes “Made in Italy” technologies. The unique symbol that encom-‐ passes simplicity, creativity, ingenuity and techni-‐ que, which promotes the value of Italian products abroad. It is an important goal, if we consider the fact that it has been decided that our exhibit tour will not refer to any individual product or brand.

It is not easy to create a room for reflection within a busy and chaotic backdrop such as a major fair. What will be the themes of the exhibit? The choice of topics and the arrangement of space posed an interesting challenge, especially in that context. The exhibits takes place in a room of 60 square meters, where the visitors will enter a “fo-‐ rest” of bulbs with new paths to help them discover again some spheres of human history where lightning technologies have made a crucial impact. These nine paths will be concluded with the start of the next one which will then focus specifically on Ita-‐ lian excellence within the sector of lightning solu-‐ tions. Followed then by an eleventh path, that will illustrate how home automation allows for the effi-‐ cient use light, energy and resources. In the middle of the forest there will be a “clearing” where a black cube of about 2 meters will play a video descri-‐ bing the exhibit. It’s a place which will provide the

most emotional moment for its visitors, away from the noise and chaos of the fair, inviting them to re-‐ flect, through the means of images and sounds, on the subject of light and related technologies. The “forest” and the video in the “clearing” have been created with a view to establishing dialog between them, although at the same time each element will have its own sense of dignity and autonomy. Telling the story about light and its beneficial effects on everyday life has led us to imagine a suitable show-‐ case where also physical and tactile experiences play a significant role. We would not like the visitors to have had only an exclusively digital approach offe-‐ red only by a monitor per se. In everyday life, it is actually impossible to ignore the presence of light which both surrounds and in-‐ cludes us in every aspect possible. Exactly. And precisely for this reason, in order to in-‐ volve even more people who will visit the exhibit and in order to create the most emphatic relation-‐ ship possible, one of the walls of the stand will be used as blackboard. Those who will feel like doing so, will be able to write their thoughts and emo-‐ tions leaving traces and testimonials of their presence. Are there any prominent subjects among the sta-‐ tions proposed, apart from the focus on lightning

solutions? For instance, the role of light in urban areas or its roles in the scope of learning, medical treatments or workplaces? There is no prevailing focus, we have attempted to include and present as many elements as possible, considering the fact that all of them are intercon-‐ nected. For urban areas, we have identified the core of the concept of “liberty.” It was owing to the ad-‐ vent of public lightning that led the concept of a city as we define now arose, which is namely an ur-‐ ban space where one can live both day and night. When it comes to other subjects you are referring to, from education to workplaces, also in these ca-‐ ses light has played a crucial role: a neon lamp al-‐ lows reading, discovering and growing things even after the sun has long set. In the medical field as well, light in the form of X rays or lasers is what al-‐ lows the diagnosis and treatment of many diseases and aliments. Even such a brief list of means and actions indica-‐ tes that the light is part of everybody's life. Yes, and it is also evident how some of those ac-‐ tions have become automated, assimilated and ta-‐ ken for granted. Actually, nowadays over 1.5 billion people in the world do not have access to electri-‐ city. For them, they are deprived of numerous bene-‐ fits advantages which we take for granted in our everyday lives. Thinking in terms of light, technologies and life, the compilation encompassing different and funda-‐ mental elements from which to draw upon is huge. What selection and choice criteria have you adop-‐ ted for the fields analyzed within the exhibit? The quantity of materials on light and its technolo-‐ gies is exhaustive, but the profile we have chosen for the exhibit, has made us automatically exclude a large part of excessively technical, yet relevant sour-‐

ces. The fact that during the year of fair, the Interna-‐ tional Year of Light and Light-‐based Technologies was announced by UNESCO also contributed to the selection we decided upon to incorporate. Finally, the intention to put the focus on the connection between light and “Made in Italy“ enabled us to further describe the exhibit. Would you define that installation as a work of art? No, I would not say it is about art. Art frequently creates a distance between itself and the viewer. In this case we intended to abolish the distance betwe-‐ en and establish a close and almost intimate dialog between the exhibited elements and the viewer. Considering the type of public and target audience at which ICE and ANIE are aiming , and the delibera-‐ te choice of not showcasing a highly technical exhi-‐ bit, what reactions do you expect on the side of companies that will visit the exhibit? Both ICE and ANIE are convinced that the choice of a different interpretation than usual, will be meet with positive feedback. Moreover, in my opinion it will be also a different manner of showing Italy’s ex-‐ cellence in these technologies encouraging reflec-‐ tion and referring to the practical competences that clearly underlie everything which will be presented in a subtle way without “trumpeting” that we are leaders in this field. What will happen to the exhibit after the fair ends? The exhibit has been created in a way which is easily replicable allowing for its use at future exhibitions anywhere within the world which ICE and ANIE would deem appropriate. It would be an honor for us if they would call upon us to work with them again in presenting it at such events.

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ENERGIAMEDIA Energia Media â&#x20AC;&#x201C; EM was established in Milan in 2013, based on almost 20-year experience that its founders gathered in the field of information and relations in the energy, utility and Smart City sectors EM develops communication strategies, elaborates contents and information as well as facilitates relationships.

Energia Media srl Sede di Milano Via San Marco, 46 - 20121 Milano Tel. 02.78622540 Fax. 02. 84254632 Sede di Roma V.le Trastevere, 40 - 00153 Roma Tel. 06.5810501 email redazione@energiamedia.it

WWW.INDUSTRIAENERGIA.IT WWW.SMARTCITYITALIA.NET WWW.ACQUAOGGI.IT WWW.CYBERSECURITYENERGIA.IT

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