dergano shopping experience research

Msc. in Product Service System Design Final Studio | Beatrice Villari Silvia Ballerini Felipe Iglesias Yanti Li Federica Villa Xing Wang

presented by

concepts highlights

insights

mind mapping
rst approach

context

super mini

supermarket stands

temporary street market shopping restaurant commerce center wholesale market bars Service agency outlet B2C C2C B2B Italians foreigners / Kids teenagers boyfriend & girlfriend university students adult / parents widow living alone elderly people disable people peddler unemployment people tourists businessmen workers the people can't speak italian happy/sad? safe/unsafe? convenient/inconvenient? achievement social effect extra value online clothing & fashion daily supplies food entertainment health care education and knowledge electronic products
handcrafts

places

Categories

WUDIc media & Info

doing shopping
Target Users

Experience

overview
General Research

doing shopping
creating new possibilities

places + categories + target users + experience

desk research

Find links between cases & Dergano, to discover opportunities of creating new experiences about shopping

eld research

context
Spaces + Facilities

Via Imbonati / Beautiful houses from the beginning of the century , in contrast with Maciachini Centre and the wild diffusion of shops.

Libri di Luna / Cozy athmosphere. Warm colors Playful workshops Toys and games

The sh market / has been here from 1958. It is now open twice a week, on Wednesday and Friday.

Virgin Active / Corporate building not well connected with the aesthetic of the area. Hermetic appearance makes you wonder whats happening inside.

Via Caianello
between via Maffucci and Via Guerzoni
Urban Area
> The most predominant realities that exist now in Dergano: the old and decadent reality and the new and condent one. > Abandoned and occupied house > Nice gardens > New lofts and apartments

Maciachini Business Park

Along Via Imbonati
Business Oriented
> Before constructing new buildings, it would be better to rearrange the ones that fall apart in the neighborhood. > Creating new shopping possibilities new services and restaurants to supply workers needs > Hermetic appearance makes you wonder whats happening inside > Green areas that could be enjoyed by everyone

Zaini
Via Imbonati
Shopping Oriented
> Zaini is an historical factory of Milan. It was founded in 1913 by Luigi Zaini. The outlet is very small and old fashioned, we imagined something bigger and brighter. > local & diffused knowledge factory is known all over the world > Old fashioned they could have renovated their outlet to be more appealing

personas
Derganos aborigins + Immigrants + Mothers + Artisans

Hussain, 50
Owner of a minimarket via Imbonati
> He often complains about the competition from their own compatriots in the same area

Too many similar activities and not enough far from each other

Angelo & Maria, 69 / 65

Retired Bausan market
> They represent the views of a large number of elderly Italians.

We have been living in Dergano for 50 years, we had a grocery store

Ilaria, 27
Mother and Housemaid
> She represents the view of a young mother of the neighborhood.

I think this is a well furnished area, the offer is wide: from the discount to more particular businesses

activities
Not explicit + Craftmen + Business + Sports

Terra del Fuoco

Via Guerzoni
for Everyone
> Very interesting but very humble workshop, not easy to nd it. it is in line with the temperament of this area. It needs some of modern promotion to increase its effect. > New service linked to Derganos tradition but with a new approach > Create bonds in the neighborhood > Non prot but could be linked to shopping oriented experiences

D.O.C.
Around Dergano
for Everyone / Craftmen
> Many creative laboratories and craftsman shops: they nd that the common problem is the economic environment in Dergano. > Local and diffused products made by D.O.C. are known and sold worldwide > Create bonds in the neighborhood > Creative zona 9 in the same renovation wave of Politecnico and Triennale BVS

Percorsi di Arte e Cultura in Zona 9

Diffused through zona 9
for Everyone
> Many creative laboratories and craftsman shops: they nd that the common problem is the economic environment in Dergano. > Unknown out of Zona 9 area difcult to nd the advertisement of the initiatives > Create bonds and networks > Corporate image well designed corporate image to communicate the initiative to the neighborhood

?
? case studies ? ?

The Shopping Box

New York City, USA
for Wealthy people, urban planners, designers www.shoppingboxny.com
> The Shopping Box are dozens of stores in one. Anyone is welcome to rent out a box and ll it with whatever they wish to sell. The Shopping Box sells everything, from cheap toys and jewelry to Louis Vuitton bags carefully locked behind a plastic case. Sellers can rent out a box for $1.66 a day and sell whatever they want. > Creates bonds in the neighborhood and interest in second hand products since they are placed in a nice environment. These things can places can become useful for someone else and people can be sure that they will always nd something different and stuff of every kind.

Somerset CityLoft
Downtown Detroit, USA
for Wealthy people, urban planners, designers www.thesomersetcollection.com/ SomersetCollectionCityLoft on Facebook
> A series of mini-boutiques collectively known as Somerset CityLoft has been opening for one weekend each month in Motor Citys downtown for summertime shopping, fundraising and urban renewal. The pop-up mall is allowing retailers to test out demand and generate excitement for high-end shopping in whats been an economically depressed area of the city. > This activity it's interesting because it brings luxury stuff, that you can usually nd in expensive shops in the center of the cities, to the shops in the suburbs of the city. These are furnished in a very elegant and warm way and the contrast between the suburban environment and the shop brightens both of them.

A Start Up Store
New York, 144 Tenth Av., USA
for People start ups, creative people www.astartupstore.com
> Five New York-based startups kicked off A Startup Store leading up to the holiday season with merchandise-driven installations that introduced them to consumers while giving shoppers a chance to take care of some holiday shopping. Following that initial six-week shopping exhibition, the project plans to completely reinvent itself every four to six weeks with a completely different group of participating startups. These startups are Artspace, Birchbox, Baublebar, Joor and Quirky. > The activity and environment is continuously changing, this gives the opportunity to these new business to evolve and show themselves to a new audience.

Kimpton Hotels
San Francisco, USA
for Wealthy people, environment committed people www.kimptonhotels.com
> Is a Hotel with a strong sustainable ethic. Kimpton doesnt advertise its green initiatives: what they save in the marketing department, they spend on programs for employees and enhancing guest experience. They provides in-room recycling, donates beverage bottled to local charities, prints with soy-based inks on recycled paper, offers organic snacks, gives guests the opportunity to re-use towels and linens, and serves only organic, shade grown and free trade coffees. > Kimpton is combining the concept of luxury to the one of sustainability: they don't spend so much money in ADV campaigns, but instead they prefer to improve the quality of the guest experience through special initiatives.

RE:Start
Christchurch, New Zealand
for People living in suburban areas www.restart.org.nz
> Is a a temporary retail center on the site of the shopping mall destroyed in the Christchurch earthquake.Having received funding from the Christchurch Earthquake Appeal and ASB bank, Re:START created the project in order to stimulate economic recovery and tourism in the city center while plans are made for a more permanent use of the space. > It could be an interesting reference for building "pop up stores" in degraded/deteriored parts of Dergano, using containers from the factories around could be an interesting and feasible idea for renovating the neighborhood and bringing people from outer parts of the city.

Wall Mart App

USA
for Men and women, 20-60 years www.walmart.com
> Is an IPhone application and a new iPad app, in an effort to better connect customers ofine and online shopping experiences. The iPhone app in particular brings a number of new features, including voice-enabled shopping list creation, barcode scanning and integrated manufacturers coupons, while the iPad app offers the ability to nd items both online and at the local store. > Offers the opportunity to do online and ofine shopping; bringing many new features, including voice-enabled shopping list creation that can be useful for elderly people or simply people who dont like to go around buying things. It also offers integrated manufacturers coupons, that can be useful in an area like Dergano.

scenarios
present & future

derganos present scenarios

Handcraft identity
Strong relationship with the area, traditional components, belonging with Dergano, want to stay there and reject integration with new neighbors, as the immigrants. In this point, is interesting that original services and business are starting to change for other that are not connected with the identity of the neighborhood.

Social decay and migration

Neighbors are older, between 50 to 80 years or more. Oldest neighbors are starting to die and its families starting to put their houses on sale or renting. Traditional families migration. Immigrants are start to lling the demographic pool. Feeling of decadence but the area is full of nice buildings an well serviced. Urban facilities in regular conditions.

City Pressure
Near neighborhoods in renovation as Maciachini (business/services), Isola (culture/entertainment) and Bovisa (education/culture) are starting to pushing Dergano. Nowadays the area is quite isolated, keeping its own urban distribution itself not allowing integration with Milan or just existing in the boundaries with other neighborhoods.

derganos future scenarios

Complete Renovation
City pressure and new inhabitants Dergano will change completely in another neighborhood with new social dynamics, economy and urban facilities in order to bring benets according its new society.

Milano Integration Expo 2015

Because of works for Expo 2015, the area will be improved and connected to the city in order to bring more possibilities for the actual and future inhabitants of Dergano.

Impoverishment and Devaluation

The continuous traditional social decay, immigration and isolation from city, Dergano will pass from a middle class area to a poor area, with the consequent Real State devaluation.

Opportunities to bring new shopping experiences to Dergano or work with the identity of Dergano to export its potentials

Thanks!
Msc. in Product Service System Design Final Studio | Beatrice Villari Silvia Ballerini Felipe Iglesias Yanti Li Federica Villa Xing Wang