POLITECNICO DI MILANO

POLO TERRITORIALE DI MANTOVA

ACADEMIC YEAR 2018 • 2019
M. SC. IN ARCHITECTURAL DESIGN AND HISTORY
HERITAGE MANAGEMENT
Dr. Guillermo Aranda-Mena
Associate Professor RMIT - MELBOURNE

VINEHAB
VERONA INNOVATION DISTRICT FOR WINE DEVELOPMENT

VALENTINA CATTANEO CATERINA FALCIDIENO VALENTINA MANTOVANI FRANCESCA MENEGHELLI BARBARA VENTURINI
 INTRODUCTION 1

HISTORY OF VERONA 2

SITE LOCATION 5

MAGAZZINI GENERALI 7

PROJECT AREA 8

WINE PRODUCTION 9

WINE EVENTS TIMELINE 10

EATALY 11

VINITALY 12

VISION, OBJECTIVES, IDEAS 13

ANALYSIS - SWOT 18

ANALYSIS - SURVEY 19

ANALYSIS - DEMOGRAPHICS 20

STAKEHOLDERS CIRCLE 21

VVINEHAB PROJECT 22

CONCLUSION 26

SITOGRAPHY 27
INDEX

i
 Verona.
An incredibly beautiful city with
an extraordinary history, visited yearly by a
growing number of visitors coming from every part
of the planet.
Known worldwide to be the city of wine because of the beautiful
position near the lake Garda and the Valpolicella hills, where some of
the best wines are produced.
Verona was and still is one of the most important European hubs for the food
and wine sector commerce. Thus, there is an important part of the city which
preserves the buildings of a glorious industrial past.
Our innovation district wants to recover part of the Ex Mercato Ortofrutticolo
(Magazzini Generali), who has been recently involved in some restoration activities, in
order to create a place where the local wine and food producers can meet , sell their
products and get to know each other.
We aim also to provide an educational function thanks to the partnership with Università di
Verona to settle some wine research laboratories. Furthermore, we consider important to
involve the inhabitants of the neighbourhood where our innovation district is meant to be
settled, providing useful services and place to gather different generations.
The area in which we are acting presents many criticites but also some advantages, so our
projects aims to enhance the good features and minimize as much as possible the bad
ones. To achieve this goal, we made analyses to better understand the territory, its story
and its evolution.
Our task involve an industrial heritage to preserve and precious traditions to keep
spreading, both to foreigner people and new generations.
INTRODUCTION

We think that we cannot talk about innovation without including the tradition
of a city.
As F. Hundertwasser stated:
“If we destroy our roots we cannot grow”.
We are letting the roots of Verona to be preserved and
project them into the future.

Alla salute!

1
 Verona is a city located in the northeastern part
of Italy, provincial capital of the Veneto region.
It has been declared a World Heritage Site by
UNESCO in 2000, because of its urban structure
and architectural heritage.
The city is located in the lowland, at the base of
the Lessini mountains, in a very interesting
BRENNERO
position due to the convergence of important
traffic routes. Indeed, the city is crossed by the
north-south connection of the
Brennero-Modena road axis and the east-west
connection of the Venice-Milan-Turin road and MILAN/-
TURIN VENICE
railway line. The city is also served by the Valerio
Catullo and the Milano-Bergamo airports, to MODENA

connect the city also outside the country. The

strategic relevance of the position of Verona has
been important since the age of the Roman
emperor Augusto, when the city was at the
center of the intersection of four main roman
roads.
HISTORY OF VERONA • 1

Verona is a Roman city, planned during the
years of Giulio Caesar’s Empire and, so,
characterized by the typical orthogonal
roman grid which is still visible nowadays
looking at the historical center. Moreover,
the entire city was surrounded by defensive
walls, which were demolished and
reconstructed following the development of
the city and leaving some traces in the
current urban landscape. The original
historical nucleus was located on the San
Pietro hill, now hosting the structure of the
medieval castle.
During the Empire of Vespasiano, the city
reached the apex of the richness and
splendor, symbolized by the construction of
one of the symbols of Verona: the “Arena”,
the third big amphitheater in Italy and the
best maintained.
power, passing from the Barbarian, through
the Carolingian, the German and French
domination, ending in 1866 with the
insertion of Verona in the Reign of Italy.
Particularly, the city is well known for the
domination of the powerful family of Della
Scala, with Cangrande, and then the
Visconti, during the 13th-14th century.
During the first years of the 19th century, the
city suffered an economical crisis which led
to the first big emigration of the population
and, on the other side, the slow growth of
the industries.
After the Second World War, the city was
characterized by a policy of expansion and
reconstruction which interested a lot of the
historical monuments of Verona. The
demographical expansion increased and a
movement of population from agriculture to

2
After the Roman Empire, Verona suffers a industries happened, with the development
continuous changing of the population at the of the mass tourism and specialized culture.
 FIRST
Verona cathedral
NUCLEUS

San Zeno church

San Pietro castle

Archeological museum
with Roman theatre
Ponte Pietra

Piazza dei Signori

with Arche Scaligere
Piazza Erbe

Ponte Scaligero
Juliet’s house
HISTORY OF VERONA • 2

Arena
in Piazza Brà

Piazza Brà door,

with museum and theatre

ADIGE
RIVER

Castelvecchio museum

CITY
EXPANSION

3
 Speaking about Verona, everyone would
think about “Romeo and Juliet”, the famous
Shakespeare novel set in Verona. The play
has made the fortune of Verona and a good
part of the city’s economy is based on the
“romantic tourism”, which finds its perfect
ending below the famous balcony of Juliet.
With the “Arena”, the balcony is the symbol
of the city all over the world, even if a real
presence of Shakespeare in the city has not
already been confirmed.
Verona is also known for the presence of
important squares like “Piazza delle Erbe”,
the most ancient square in the city, with a lot
of medieval buildings and the town hall;
“Piazza dei Signori”, where the
administrative power has always been
focused and Piazza Bra, one of the largest
squares in Europe, hosting the big “Arena”.
The urban landscape is characterized by the
presence of many bridges overpassing the
Adige river. The oldest of all is the “Ponte
Pietra”, made in original roman stones
thanks to the restoration which reconstruct
the original features of the bridge, with the
same stones, after the Second World War.
HISTORY OF VERONA • 3
Verona is the second Venetian city for
economical relevance and one of the main
productive centers in Italy. Thanks to the
strategic position, in the intersection of the
main routes, the city is a commercial node od
industrial handworks and agricultural
products. The retail trade is concentrated in
the historic center where the tourists are
attracted by the monumental heritage and
the cultural events that may take place in
Verona.
One of the main sectors is the agricultural
one, mainly focused on the cultivation of
fruits, vegetables and grapevine, devoted to
the production of precious wines, known
everywhere and produced according to an
ancient tradition. The production of wine is
assured by a fertile soil, rich of mineral salts,
which is a tradition that goes on since the
roman age. To give value to the local
production of wine, the municipality of
Verona organize every year the “Vinitaly”
fair, which attracts a lot of tourists and
visitors from everywhere.

The other main bridge is “Ponte Scaligero”,

with three unequal arches and it was rebuilt
with stones and original bricks as well as the
“Ponte Pietra”. “Ponte Scaligero” is placed
in front of Castelvecchio, another important
monument for the city, consisting in a castle
built by Cangrande II della Scala and hosting
a museum re-arranged by Carlo Scarpa in
1950’s.

A very important aspect of the

geomorphology of Verona is the presence of
the Adige river, which determined the urban
structure of the city, with its double loop in
the form of a narrow “S”. The importance of
the presence of the Adige is related to its
navigability, which determined the
development of commercial and industrial
activities. For this reason, since the ancient
ages, the city of Verona became a strategic
point of the transportation system of water
and ground of the north-east of the Italian
peninsula.
In 1882, the flood which invaded most of the
city, destroying bridges and houses, forced
the municipality to change the structure of

4
the water system, positioning new
embankments and containing walls.

Piazza Brà and the Arena Adige overflowing in 1882 Piazza delle Erbe
SITE LOCATION • 1

Our project is Located in Verona, a city of

258000 inhabitants in Northern Italy.
Founded in ancient times, it is considered as one
of the most beautiful Italian cities, recalling a
great number of visitors from every part of the
world every year. Railway line
A22
Verona’s position is strategic on two sides:
Secondary road
environmental and infrastructural. It is located on
the Southern part of Lessinia mountain chain and Main road
Valpolicella hills and it is very close to the Lake A22
Highway
Garda, the biggest in Italy.
Urban area
Furthermore, the city is easily reachable by many A4
infrastuctures, as it is located in the intersection Airport
point between North and South Europe and East Train station A4
and West Italy. Here the highways A4 Milano-
Venezia and A22 Brennero Modena intersect.
A4
Plus, there is also the conjunction of the principal

5
railways lines and the presence of an A22 A4
international airport.
All the various types of connection, with a look in
deep to the urban settlement, will be shown in
another map that focuses on the project area. 0 1 2 3 4 5 km
 Shuttle bus to Airport VALERIO CATULLO VERONA PORTA NUOVA
AIRPORT TRAIN STATION
direct connections with: direct connections with:
Verona Porta Nuova Train Station ROME MILAN
CATANIA BRESCIA
PALERMO MANTOVA
NAPOLI VENICE
PARIS TURIN
MADRID TRIESTE
LONDON BOLOGNA
OSLO FLORENCE
DUBLIN ROME
FRANKFURT MUNICH
MUNICH INNSBRUCK
MOSCOW WIEN
SAINT PETERSBURG GENEVA
AMSTERDAM PARIS
CHISINAU
TIRANA

ATV BUS LINES HIGHWAYS

S. P. IN CARIANO-S. G. LUPATOTO A4 MILANO - VENEZIA
41 VILLA MONGA-S. G. LUPATOTO
A22 BRENNERO - MODENA
21 BORGO NUOVO - CA’ DI DAVID
22

51 VIA CARINELLI-SACRA FAMIGLIA

52 STALLAVENA-VIGASIO

61 NAVIGATORI-ZAI-ALPO
SITE LOCATION • 2

SERVICE PROVIDERS:

As mentioned, Verona is kilometres away.

located in a good position and
it is also connected with the
most important infrastructures.
The train station can be
reached thanks to the ATV
buses, that stop in the nearby
of the project area.
For car users, Milan can be
reached in 1h30, and Venice in
1h10.
The airport provides a good
number of domestic flights on
a daily basis, along with
connections with Munich and

ATV buses Furthermore, there is a shuttle
bus that can carry people
Highways to/from the airport and the A4
highway toll booth “Verona
sud” is just a couple of
6
Frankfurt airports, where many
other important world cities
can be reached from.
 Verona has been for four centuries a fortified city of the Venetian Republic and it preserved its agricultural territory
"outside the walls". Only with the start of industrialization, the formation of the first residential
suburbs began in the 1920s., when it was opened the way to urban development in the southern areas
infact, between 1924 and 1926 the first expansion plans were drawn up, which
gave rise to the development of the districts of Borgo Roma and Golosine.

Exactly in a suburban area, in 1924, it started the realization of

the Magazzini Generali of Verona, as the city needed a
The first warehouses, needed for food conservation, were built in 1927, while the most important intervention complex of centralized structures to be used
MAGAZZINI GENERALI • TIMELINE

was implemented later with the construction of the Specialized Refrigeration Station, dedicated to for conservation of fruit and vegetables and cereals.
the storage of food products, with its innovative aspect, the "pre-cooling":
the wagons were cooled before loading, so that the temperature inside
remained low for longer. In this way quintals of ice kept
in the wagon could be kept longer, so that it allowed
the transport of food products to other European Nations.
In the following years, between 1930 and 1940,
until the beginning of the Second World War, following
the growing development of the activities,
At the end of the Second World War, in the phase of reconstruction and of the city, the Magazzini Generali had further expansions with
in 1949, a Consortium was set up for the establishment of an Industrial Agricultural Zone (ZAI) the construction of new warehouses in the southern
which involved the establishment in Verona of an agro-industrial production part of the area.
area capable of hosting a mix of mixed manufacturing activities.

The most important event of Z.A.I. was the settlement in the central areas of the Verona Fair, that was transferred
in 1949 from the city center over an area opposite the Magazzini Generali.
This fair was first settled in the historical centre from October 1897 starting with a Horse Fair.
The event grew over the years, becoming a reason for economic development and prestige for Verona,
making the city one of the most important Italian exhibition centers in the agricultural sector.
Now the fair has been expanding its offers more and more with exhibitions linked to those that
are the sectors for which Verona has always been dedicated: like wine with Vinitaly.
It is now among the 40 most important exhibitions in the world, 12th in Europe by surface exhibition and
13th by number of visitors.

In 1952 the Verona Fruit and Vegetable Market was transferred in a large area adjacent
to the Magazzini Generali, in front of the Fair district.
The Fruit and Vegetable Market also represents an important presence for the ZAI:
the four large pavilions that form the main part are supported by a series of reinforced concrete structures
arched parabola of bold formal profile.

In 2020
Magazzini Generali

7
will hold
VVINEHAB
 1925-1927 1927-1938 1938-1945 1945 2018
PROJECT AREA • DEVELOPMENT

The project of the Magazzini Generali certainly constituted an effective response

to the ever more pressing needs of the expanding Verona’s fruit and vegetable sector.
But at the same time, precisely the cutting-edge technical solutions in the field of fruit and
vegetable refrigeration deployed by the Magazzini Generali, represented an incentive of
fundamental importance for a reallocation of Verona’s agriculture towards more profitable
products.
Magazzini Generali were designed from the beginning as a project in continuous
evolution.
The basic idea was to give shape to a technologically innovative "tool" at the service of
Verona’s agriculture: a tool that had to be necessarily flexible and able to adapt to the
dynamics of a sector that in those years presented visible signs of change.
It was therefore set up a path full of steps that initially should have been led to the
construction of warehouses that, according to the needs of agriculture, would be
progressively expanded, but also transformed, if necessary, by the new technologies of the
refrigeration.
The area destined to VVINEHAB is that of the four large pavilions, as, in addition to its
strategic position with respect to the fairgrounds, it takes up the same concepts that the
initial project had been designed to be a flexible instrument, adding new functions within
it without going to intervene, however, on the existing historical building. In fact, due
to their size and great internal flexibility they are interesting covered spaces full of

8
multiple potential possibilities of use, that allows to satisfy the numbers foreseen by the
fair events and to contain inside all the spaces necessary for VVINEHAB.
 VERONA
WINE
UNIVERSITY

VVINEHAB

VINITALY

NEW EVENTS
WINE PRODUCTION

This research aims to identify

the most productive wine
areas in the province.
The results show that the
largest part of the wine
production is settled in the
Northern part of the province,
especially on the Valpolicella
hills (57%).
It is important to seize this
opportunity to group the wine
producers and propose them
to join the VVINEHAB to split
the costs between the
different producers and to
have the possibility to sell the
products in a strategic place.

9
source:
consorziovalpolicella.it
intravino.com
bereilvino.it
itinerari nel gusto.it
 Bassano del Grappa Bassano wine festival
Eno-gastronomic tasting

Negrar Palio del Recioto Marano di Valpolicella Val Polis Cellae

Wine tasting Wine tasting

Bardolino Bardolino and Vinitaly Ponte di Barbarano Gustus - wines and flavors of the Iberian hills
Wine tasting Eno-gastronomic tasting

Verona Vinitaly and fuorisalone Verona Hostaria Verona

Wine tasting Eno-gastronomic tasting

Monticello di Fara VinNatur Vicenza Cosmofood 2018

Wine tasting Eno-gastronomic tasting

Cerea ViniVeri Verona Biologic - Wine & Street Food Festival

Wine tasting Eno-gastronomic tasting

Castel d’Ario Fuorisalone of compliant wines Bardolino Bardolino grape and wine festival
Wine tasting Wine tasting

February May June August November

January March April July September October December

WINE EVENTS TIMELINE

Amarone Preview Shadow of the walls Sweet & Wine

Verona Bassano del Grappa Villafranca di Verona
Eno-gastronomic tasting Wine tasting Eno-gastronomic tasting

Isola Vicentina VIeNI in Villa

Wine tasting

Verona Soave Versus

Wine tasting

This timeline shows how the

enogastronomic themed events that take
place in Verona province and in the adjacent
territories.
There is a lack of events in January,
March, June, July, August, September,
November and December.
VVINEHAB intends to function all-year long,
thanks to new events, workshops and much
more.
The VVINEHAB space is meant to be open to
everyone, from the residents to the
external visitors, as a place that can

10
help the producers to share
experiences and knowledge about the
wine production.
In this way, it is possible to guarantee an
ongoing activity that can promote
the gathering of people.
 Our proposal had to consider also the
retraining works of the ancient Project area Main building to remanage
“Rotonda”, the ice-house of the former
“Magazzini Generali” in the south area of
the city. That intervention will lead to the
opening of a large Eataly point of sales in Residential area
2019.
The project is developed by the Swiss
Mario Botta’s project
architect Mario Botta and it is composed
by the commercial area of Eataly, but also
by spaces for meetings, conferences, and
rooms for art exhibitions.
The redevelopment of the “Rotonda” led
also to the redesign of the entire area
where the building is located, nowadays
characterized by poor conditions. The
result will be a site with a wide parking
area, the presence of an historical
Vinitaly
building retransformed interiorly in its
functions and a green area to provide a
new space for the citizens.
The opening of a well-known chain in the
area could reveal itself as an important
attraction that could revitalize the area,
even though it is located outside the
Verona city center.
The negative aspect might be that the
new function results to be not strong
enough to be able to bring tourists from
the city center to the South area of the
city. The determining factors are related
to the expensive costs of Eataly,
compared to the restaurant activities in “Eataly”, 2019 “VVINEHAB”, 2020
EATALY PROJECT

the city, the transports to the area, that

actually are not so good, and most of all
that actually Eataly is not strictly related to
the local food or eno-gastronomical
“Ordine dei Dottori Commercialisti e degli Esperti
production of the city. Contabili di Verona”, 2017
To bring tourists in the southern part of a
city it is important to create something “Ordine degli Ingegneri di Verona e provincia”, 2017
that could function all the year, showing
them something directly connected to the “UniCredit”, 2016
city itself. With our proposal, related to
the production of local wine, we want to
put beside Eataly the local element, that
can be more attractive to the visitors and
tourists. “Nuova Accademia del Design”, 2018

“Ordine degli Architetti Pianificatori

Paesaggisti Conservatori della Provincia di
Verona”, 2017
11
 1967

was born as a conference

about wine
1969

hosted
more than 100 winery
that exposed their products
Vinitaly is the most important fair about wine recognized all around the world. Born in the 1960s as
1978
a conference in city center when the italian wine sector started to structure itself through
became international and legislation, during the years reached international importance adding events and contents about wine
opened the partecipation sector.
to foreign wineries In 2018 Vinitaly was attended by a growing number of buyers and characterized by high level of quality.
The 52° edition has closed with 128.000 visitors from 143 nations. Buyers coming from abroad
1998 increased by 6% that is 32.000 people. For example with respect to 2017 there was an increase of
started of the exposition agents from United States (+11%), China (+34%) and many others. In the buyers top ten we find
around the world USA, Germany, United Kingdom, China, France, North Europe, Canada, Russia, Japan and
Netherlands.
2004 For Vinitaly and the City almost 60.000 wine lovers attended the events between Verona,
Bardolino, Valeggio sul Mincio and Soave.
rebranded of the fair Vinitaly
with increase of event in the city
Vinitaly has also an international program that covers different nations in the world, like Russia,
Holland, Canada, Poland, Germany, China, United States, Mexico, Thailand and England. These
2009 nations joined a program to host expositors and buyers during some events scheduled to connect to
Vinitaly during the year.
fair buildings expanded
to over 150.000mq
Beside wine there is also a sector dedicated to distillates and during the fair there is also an Olive
thanks to the great success
Oil exposition and food competition. It is important to point out that Vinitaly is not only significant for
2015 the wine sector public. During this fair, as the number of visitors can show, the city of Verona benefits in
term of tourism because hotels, bed&breakfast but also restaurants and shops are full. Events and
participated at Expo Milano 2015 visits are organized so many people get to know Verona better.
VINITALY

The great fame and importance of this fair and the opportunity to grow for the sector have convinced
us to choose this area for the VVINEHAB.
2020

12
VVinehab
 VINEHAB
VERONA INNOVATION DISTRICT FOR WINE DEVELOPMENT

V stands for Verona

V+VINE recalls the word “wine”, as the district will be mainly wine-centered

IN is marked in green to suggest the idea of the “innovation district”

HAB is a different writing of “hub” and it recalls the rehabilitation (”rehab”) work

that has to be performed in the project area

VISION, OBJECTIVES, IDEAS

Creating a Creating a hub Working with

useful space for capable of Università di
local community being important Verona to
(services, nationwide and develop and
gathering) abroad spread
knowledge

Reusing a part Joining the

of the industrial wine and food
heritage of producers of
Verona to avoid the province of
degradation Verona

Providing a
connection with

13
the new project
of Eataly
VISION, OBJECTIVES, IDEAS

14
VISION, OBJECTIVES, IDEAS

15
VISION, OBJECTIVES, IDEAS

16
VISION, OBJECTIVES, IDEAS

17
 S W
STRENGTH
• A4 highway exit Verona sud
• large area extension
• VeronaFiere in the nearby
• good feasibility, according to
the PTCP prescriptions
The
strength points in
analysed, are mainly
dealing with the presence of
infrastructures and the area
extension. Thus it is possible to
exploit all these good qualities in
ANALYSIS • SWOT
the context. Furthermore, since the
project area has not a high
historical value, it is possible to
do intervention without any
presence of particular
restrictions.
WEAKNESSES
• circulation problems
• half dismissed area
• lack of identity
• not well planned driveability
• not optimal public transport
connection
Unfortunately, as an
area filled with industries
and offices, there many issues
related to car traffic. Plus, when
there are important fairs, the
circulation is problematic. The public
transportation needs some
implementation to provide a better
functioning. There is also a lack of
identity due to recent history
of the area.
O T
OPPORTUNITIES
• give back an important site
to the neighbourhood
• possbility to ease the traffic
• good place for local produ-
cers because of the position
of the site
The
large extension of
the area allows to design
almost “limitless”,
transforming a part of the
industrial heritage of the city and
giving it back to the citizens with
new and useful functions (and also
the promotion of local products). A
system of shuttle buses can
possibly be settled, to avoid
the traffic to collapse
during major
events.
THREATS
• pollution
• traffic
• cyclic circulation due to big
fairs (Vinitaly, Marmo+Mac, ...)
• spreading of degradation of
area if not refurbished
Viale
del Lavoro is a big
street that crosses a part
of the area and it has two
lanes for each driving direction.
But this is not enough during the
busiest days, in this way the area
results to be often polluted with
smog. As the site is unused or
partially unused, there is the
necessity to interveen on it to
avoid the spreading of
decay.
18
 Those are the results of a survey (Le tue idee oggi per la città di domani in un click!) handed
on in 2009 by Comune di Verona. The citizens have been asked to point out the critical
points that affect the life quality in the different city districts (called “circoscrizioni”). The
following graphics are related to the project area, that is placed right on the border of two
neighborhoods (4^ and 5^ circoscrizione).
The issues related to environment, green areas and mobility have gained the highest
number of advisories in both districts. There are some specific issues highlighted by the
citizens of both districs:

4^ CIRCOSCRIZIONE: necessity of redeveloping dismissed industrial areas

5^ CIRCOSCRIZIONE: necessity of cycling paths in order to provide good connections to
the other part of the city, footpaths and other intervention to enhance mobility and safety
for pedestrians

This tool has been useful to plan the interventions in the best way, taking into account the
real needs of the people who live in the area.

4^ circoscrizione

5^ circoscrizione
source: https://www.comune.verona.it/
ANALYSIS • SURVEY

4^ CIRCOSCRIZIONE 5^ CIRCOSCRIZIONE The major issue deals with the

mobility system. As explained
also in the SWOT analysis,
there is the need to provide a
solution to the intense traffic
that insists on the area.
Environment The municipality is currently
working on the Filobus project
Spaces for collectivity and it recently stated that the
connections are going to be
Education improved in order to solve this
problem in the area.
Green areas The need of green areas is also
a topic that the people has
Mobility pointed out. The recovery of
dismissed areas is still on its

19
way and part of them has been
recently converted in a green
park near a residential block.
 4^ CIRCOSCRIZIONE 5^ CIRCOSCRIZIONE
0-4
5-9
#4** 9,47% #5**
10-14
15-19
11,72%
20-24
25-29 Italian females
30-34
35-39 35,28% 39,48%
40-44 Foreigner females
45-49
50-54
55-59
Italian males 41,72% 41,74%
60-64
65-69 Foreigner males 11,26%
70-74
75-79
9,29%
80-84
85-89
90-94 total: 25747 inhabitants total: 36805 inhabitants
95-99
100+

12000 10000 8000 6000 4000 2000 0 0 2000 4000 6000 8000 10000 12000

Total Verona inhabitants #1*

4^ CIRCOSCRIZIONE = 10% of Verona population

5^ CIRCOSCRIZIONE = 14,3% of Verona population TOTAL VERONA
ANALYSIS • DEMOGRAPHICS

0-4
that summed together... POPULATION:
5-9 form the 24,3% of the population
257.275
10-14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
These graphs gives us a specific insight about the population of the entire city of Verona. It
65-69 is possible to read that there is a significative presence of people with an age span between
45 and 59 years of age [graph #1]. As most Italian cities are experiencing, the ageing of the
70-74
75-79
80-84
85-89
population is a widespread phenomenon. Despite this, there is anyway a sizeable number
90-94 of younger people: this fact is mostly due by the presence of immigrants, that are usually
95-99
100+ way younger than the local population.
2500 2000 1500 1000 500 0 0 500 1000 1500 2000 2500 It is possible to go in deep and verify the composition of the foreigner population of
Verona: a different graphic shape means another type of age distribution [graph #2]. In fact,
Total foreigner inhabitants #2* it is possible to notice that children between 0 and 9 years of age are way more than
teenagers and people in the Twenties. Then, there is a significative increase in the Thirties
slot and this is followed by a decrease in the elderly segment. It is noteworthy to ascertain
that the population with more than 70 years of age is almost entirely composed by Italian
200000 people.
65+
According to a survey that covers a 16-year span [graph #3], it is clear that in this period
150000
15-64 there has been a decrease of the number of the people in the 15-64 range, while the
0-14 people over their 65 have increased in number.
100000 There are also two graphs [graphs #4 and #5] which give us a hint about the composition
of the population by sex and provenience. There is a more marked presence of Italians in
50000
both circoscrizioni, while the population is almost equally divided into males and females.
In conclusion, we can reasonably foresee a significant ageing of population: that means

20
0
that it is necessary to look forward to the necessities that the elderly may have in the
future. In such a dense inhabited neighbourhood there should not be a lack of basic
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018

services, so the people can easily benefit from them in their everyday life.
Ageing trend in Verona #3*
data sources: *ISTAT (issued 1st January 2018) and **Comune di Verona (issued 15th March 2018)
 PUBLIC INS
TITU
TIO
NS

A. UNIVERSIT
ERE S.P. À DI VE
RONAFI RON
VE A

A
ON Presentation of
ER AT
D I V
V preliminary project idea
E
UN
M
CO

S
ER
ILD

CO
Analysis of the

NF
BU
current situation

AG
ER
ILD

RIC
BU

OL
TU
RA
Development of the
desiging process
NERS
S
DESIGNER

ARCHITECTS/DESIG

SPONSOR
STAKEHOLDERS CIRCLE

Executive design and

S
delivering of the project

PRIVAT
INTER
NAT
Building operations
IA

ION

E
MED
DIA

P
A

A
L
ME

BU

RTI
YE

CIP
RS

A
Opening of the

NT
LO
entire complex

CA

S
L P
S

RO
SER

D
UC
U

ER
S
Crucial involvement
RE
Using of the complex
TS SID
Significant involvement RIS EN
TOU TS

STUDENTS

Moderate involvement

21
N
LATIO
Minimum involvement PU
SERVED PO
VVINEHAB PROJECT

22
VVINEHAB PROJECT
LOCATION
The area we decided to use is in the
southern part of Verona only few
kilometres from the city center. It is in
front of the fair building, around
a kilometre far from the entrance
of Milano-Venezia motorway and
also near to the connection
with Brennero-Modena motorway.
In the nearby there is the train
station reachable in few minutes by
bus. Of course the connection by
bus are provided with many lines
stopping in front of the fair and in the
next 5 years a new line of filobus will
be realised.
DIMENSIONS
The whole area for VVINEHAB is
almost 54.000 sqm wide.
51.500 sqm main area
21.000 sqm for temporary exhibition
1 building of about 1000 sqm
2 buildings of 2100 sqm on three levels
each
2 building of 1575 sqm on two levels
each
12.000 sqm of green area already
existing
PROJECT STEP BY STEP
1. Restoration of the entrance hall building in which will be placed
reception and administrative offices
2. Substitution of the existing temporary boardwalk crossing the street
with a stable pedestrian bridge connecting to Veronafiera
3. Restoration of the main buildings with implants and all of the
necessary to make it suitable for research laboratories, study classrooms,
meetings, events, etc
4. Recovery of the buildings to create the market and services for
population like community center, library and shops
5. Recovery of the external areas and creation of a plaza for open air
23
events both for the Vinitaly fair, for VVINEHAB and for the city in general
6. Creation of an underground parking to avoid traffic affecting the area
7. Reuse of the park with expansion by planting also wineyards
8. Use of the area on the east to place temporary exhibitions and events
VVINEHAB PROJECT

Great distribution market Great distribution market

University workshop Laboratories

Spaces for research
Market Conferences

Storage Meetings

Underground parking
24
 Rendered images
of the market and
research pavilion
(terrace and inside
VVINEHAB PROJECTS

view)

25
 The idea
of VVINEHAB was born because
every year in Verona the “Vinitaly” fair, the most
important wine fair in Europe, and probably in the world,
takes place. It has become so important that in the latest years the
city of Milan decided to create a similar one to be able to attract people in
a more modern and suitable structure, that was built few years ago.
The reputation of “Vinitaly” is still untouched and in oredr to be be able to contrast this
competition against Milan, the city of Verona needs to activate some strategies. Luckly the
area in front of the fair gives important possibilities in this view. That place and the buildings in
it have a long story started exactly with commerce and deposit for food to be imported and
exported.
After the buildings became obsolete for commerce and storage the area has suffered a big decay and
was attended by homeless, and drug addicteds. For decades the municipality and also private investors
have attemped to propose some strategies to be able to recover this place. The main problems that stopped
the ideas at the beginning were lack of money and the fact that the proposals were always weak, that we could
resume mainly with more residential areas and a museum or an auditorium and a park.
We think that the proposal of the wine hub could solve all the problems connected with the difficulties
dicussed before by inserting there a series of activities connected to what is already existing and needs to expand
in an nearby area both to the city and to the main infrastructure connections.
In the latest years some building in the area near have been restored and reused, UniCredit has taken 4 buildings to
use them as its headquarterts in Verona, the Architects, Engineers and Business Consultants Professional Orders have
taken a building each, and Eataly has an agreement with the city to use the round building there, but still tarries to
actuate it because economically not sustainable.
VVINEHAB will work as a catalyst in the area that, as explained before, is in a strategic position. First of all, it will
strenghten and be also strenghtened by the brand “Vinitaly” by bringing all the wineries in the province of Verona
using a common space and structure for research, meetings and studies. By giving to the different universities the
possibility to have a venue there, the development will be mutual, as the universities could know and answer
better to the needs of the wineries and on the other hand winery will have experts to work for them in a close
exchange. Also little and medium size activities could improve themselves keeping the costs low.
The objective was also to create a place with some services for the big residential area that suffers the
great problem of traffic in the days of the fair but during the rest of the year lacks in shops and
aggregation points for young and old people.
CONCLUSION

Finally, the fact that this place and the function are thought to be used all days of the week and
both
during the day and during evening, keeps it from the danger of criminality which took
the control of the area in the past.

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 https://www.comune.verona.it/nqcontent.cfm?a_id=22089

https://www.comune.verona.it/nqcontent.cfm?a_id=22345

https://www.comune.verona.it/nqcontent.cfm?a_id=22356

http://www.valorinvitis.eu/#

http://www.inumeridelvino.it/category/area-geografica/52-italia/527-veneto

http://www.diwinetaste.com/dwt/it2005042.php

http://www.linthout.it/magazzinigenerali.html

https://issuu.com/ingegnerivr/docs/notiziario_ingegneri_verona_2bis-20

http://www.paolocogotti.com/Architettura/concorsi/verona/Relazione%20tesi%20di%20laurea%202.htm

https://www.infowine.com/it/novita/le_10_startup_piu_innovative_in_campo_viticolo-enologico_sc_17380.htm

http://www.architettiveronaweb.it/tag/magazzini-generali/

https://www.comune.verona.it/nqcontent.cfm?a_id=4176

https://www.domusweb.it/it/arte/2017/10/13/gabriele-basilico-architettura-e-memoria-agli-ex-magazzini-generali.html

https://www.archiportale.com/news/2007/03/concorsi/verona-riqualifica-l-ex-mercato-e-gli-ex-magazzini-generali_9554_30.html

http://www.veronasera.it/cronaca/verona-eataly-farinetti-sgarbi-sboarina-15-settembre-2017.html

http://www.larena.it/territori/citt%C3%A0/farinetti-sgarbi-nasce-alleanza-per-eataly-1.5960385

https://corrieredelveneto.corriere.it/verona/cronaca/18_gennaio_23/partono-cantieri-all-ex-ghiacciaia-vista-dell-arrivo-e

ataly-7dc6348c-001b-11e8-be4f-f7cff69b5df5.shtml
SITOGRAPHY

https://www.pressreader.com/italy/corriere-di-verona/20180415/281522226674119

https://divisare.com/projects/200487-mascq-architects-stazione-frigorifera-specializzata

http://www.vinitaly.com/

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