Presentazione del progetto San casciano smart place al National Council on Public History Annual Meeting, Monterey, California, 19-22 marzo 2014

1. Presentazione del progetto
“San Casciano Smart Place” al
National Council on Public
History Annual Meeting
Monterey, California, 19-22 marzo 2014

2. Local Communities
Becoming Global
The Case of the “Augmented” 500th
Anniversary of Machiavelli’s Prince in
Tuscany
2

3. In this presentation:
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES

4. 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

5. 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.

6. 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)

7. 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…

8. In 1513, during his exile in San
Casciano Val di Pesa, Niccolò
Machiavelli wrote The Prince…

9. …and 500 years later,
again in San Casciano,
Machiavelli and The
Prince come to life
through the San
Casciano Smart Place
project

10. TEAM
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES

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

12. 3Logic
Private company – software development
www.3logic.it

13. Over 30 farms…

14. 1 museum
3 civic and cultural associations

15. STRATEGY
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES

16. Generative
Communication
A communication
environment oriented to
knowledge generation

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

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

19. To support local
producers (wine,
oil, etc)

20. San Casciano
Val di Pesa in
the world…

21. …and the
world in San
Casciano

22. PROJECT
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES

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

24. 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

25. Relationship between the real (people with their
culture, history, economy…) and symbolic (genius
loci) to design the future (district of knowledge)

26. 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

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

28. Towards a district of knowledge:
history, culture, agriculture and territory = an
unique and unrepeatable lifestyle

29. A model to be reproduced…
… even in California

30. In summary: a
political projectü Networking
ü Create a district of knowledge
ü Strenghten social capital
ü Renew the image of the area
ü Increase tourist flows

31. TECHNOLOGIES
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES

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

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

34. 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

35. See you soon
on your mobile
device…

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

37. Luca Toschi
Director of Communication
Strategies Lab – University of
Florence
www.csl.unifi.it