italy has suffered one of the deadliest COVID-19 outbreaks in the world and has endured europe’s longest lockdown. may 4th marked the first day of phase 2, shedding a little light into a society in desperate need of it. to help with the transition, the city of milan has launched a new campaign called a new start. one step at a time inviting citizens to respect the rules in the gradual reopening of the city. the northern italian city, which has announced an ambitious plans to reduce car use, will also launch a new initiative aimed at architects and designers, asking for ideas that envision a safe back to normal — or new normal — city.
the YESMILANO campaign is part of a creative initiative where italian singer ghali invites the milanese to face the end of the lockdown with caution, awareness and serenity
milan, the financial capital of italy, is also known for its forward-thinking and design-oriented attitude. since the crisis started, italian creatives and companies alike have changed their usual doings and transformed their efforts in order to help the country face the crisis. some examples include fashion giant prada producing medical overalls and masks for healthcare personnel and carlo ratti building emergency hospitals from shipping containers. engineers turned a decathlon snorkeling mask into a respirator while the maker community 3D-printed multipurpose tools designed to slow the spread of the virus.
‘we must be careful. but not afraid. we are masked, not blindfolded,’ says the singer
now that people are allowed to go out, the commune di milano is asking designers and architects to envision solutions to help citizens safely transition into phase 2 — one that asks for the use of personal protection and social distancing. projects should include practical solutions that allow business to stay afloat with citizen’s being safe. that means spacers to ensure the social distance measurements, separators for restaurants and even new floor plan developments among others.
‘this is the phase in which we understand the value of freedom. together we are more human than ever before.’
‘in recent weeks many professionals and companies have offered to make their skills available to the city to face the emergency together,’wrote cristina tajini, milan’s councillor for commerce, on her tumblr page.‘during thursday’s meeting, we decided to start a public consultation aimed at planners, designers, and architects to roll out of their ideas: from spacers to signs that manage access, passing through new furnishings and innovative solutions that optimize the outdoor space, to the layout of markets, shops, public businesses and covered public spaces, in order to guarantee distance, without sacrificing conviviality.’
these final verses describe the spirit, the attention and care required for milan’s return to the new normality
‘there will be no time limit to submit proposals, the invitation will remain open for the duration of the emergency,’she concludes. ‘the projects will be periodically evaluated, discussed and inserted into a virtual catalog that can be consulted free of charge by traders and operators, through the institutional channels of the municipality of milan. in the next few days we will publish the notice, meanwhile start thinking about it!’
stay tuned as we will share the news once more information is available.
anew start. one step at a time
name: a new start. one step at a time
directed by: davide gentile
with: ghali, ida marinelli, thora keita, giada lanzotti, marco mazzei
created by: TBWA italy group
chief creative officer: nicola lampugnani
creative director and copywriter: sara ermoli + ghali
art director: tommaso espinosa
copywriter: manuel bonardi
production: a tapelessfilm
produced by: daniele gentili
executive producer: luca legnani
director of photography: alessandro ubaldi
editor: matteo motzo
costumes: sara costantini
make up: silvia murciano
music by: a.carnevali, fm ruffert, m.pozzi, n.barozzi
with the special collaboration: SÄMEN