San casciano smart place @ National Council on Public History Annual Meeting 2014

Presentazione del progetto “San Casciano Smart Place” al

National Council on Public History Annual Meeting

Monterey, California, 19-22 marzo 2014

Local Communities Becoming Global The Case of the “Augmented” 500th Anniversary of Machiavelli’s Prince in Tuscany

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In this presentation:

. CONTEXT

. TEAM

. STRATEGY

. PROJECT

. TECHNOLOGIES

San Casciano Val di Pesa

•  About 17.000 citizens •  In the Chianti region,

about 15 km from Florence •  Tipycal Products: wine

(Chianti), olive oil, hospitality…

•  International tourism

San Casciano Val di Pesa •  Inhabited by Etruscans from

the VIII Sec. A.C.

•  IIn 1513 Machiavelli wrote The Prince in his estate in Sant’Andrea in Percussina;

•  On 26 July 1944, an allied bombing and the German mines reduced the town to a heap of ruins.

Niccolò Machiavelli •  Florence 1469 – 1527

•  Writer, politician, diplomat

•  Secretary to the Second Chancery of the Republic of Florence (1498 – 1512)

•  At the return of the Medici he was accused of conspiracy and he was imprisoned, tortured and exiled (1512 – 1514)

Il Principe It’s considered the first contribution of modern political sciences.

«Il carattere fondamentale del Principe è quello di non essere una trattazione sistematica, ma un libro “vivente”»

Antonio Gramsci, Note su Machiavelli

Machiavellian…

Machiavellianism…

In 1513, during his exile in San

Casciano Val di Pesa, Niccolò

Machiavelli wrote The Prince…

…and 500 years later,

again in San Casciano,

Machiavelli and The

Prince come to life

through the San

Casciano Smart Place

project

TEAM

. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES

Comune di San Casciano Val di Pesa Municipality www.sancascianovp.net

3Logic Private company – software development www.3logic.it

Over 30 farms…

1 museum 3 civic and cultural associations

STRATEGY

. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES

Generative Communication

A communication environment oriented to knowledge generation

To re-create and to promote the territory through its history and traditions

To use the charm of an historical figure to promote San Casciano in the world

To support local producers (wine, oil, etc)

San Casciano Val di Pesa in the world…

…and the world in San Casciano

PROJECT

. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES

Problem! San Casciano is a place of transit or short stays

Solution Exploiting the occasion of the celebrations for the 500th anniversary of The Prince to associate Machiavelli to San Casciano, enhancing at the same time the economical and social fabric

Relationship between the real (people with their

culture, history, economy…) and symbolic (genius

loci) to design the future (district of knowledge)

We can improve innovative strategies of territorial marketing focusing on the value and the main charateristics of typical pruducts, taking

advantages from the historical culture of the territory and its

traditions

We create a network of local agricultural producers, from the smallest to multinational corporations

Towards a district of knowledge: history, culture, agriculture and territory = an

unique and unrepeatable lifestyle

A model to be reproduced… … even in California

In summary: a political project

ü  Networking ü  Create a district of knowledge ü  Strenghten social capital ü  Renew the image of the area ü  Increase tourist flows

TECHNOLOGIES

. CONTEXT . TEAM . STRATEGY . PROJECT . TECHNOLOGIES

Mobile app

The first official app for smartphone and tablet for the promotion of the Chianti’s region

Augmented Reality

Multimedia contents (audio-stories, photos, video, etc.) for an augmented experience of San Casciano

Geotagging Some contents are unlocked when you reach a specific location (eg Machiavelli’s home), because the on-site use provides added value to the user experience

See you soon on your mobile device…

…but, above all, in San Casciano (because we are beautiful…)

Luca Toschi Director of Communication Strategies Lab – University of Florence

www.csl.unifi.it