The metropolitan city of Milan has ranked among the best positions on a European level among the cities able to go through the economic crisis without losing its leadership role. The forecasts for real estate investments, both foreign and Italian, to commercial funds, anticipate a further increase of 7 billion at the end of the year 2018. The urban/construction transformation projects underway or planned in Milan are mainly focused in the commercial sector, (Dec. 2017 - registered 1.2 million square meters) and commercial (Dec. 2017 - registered 800 thousand square meters). Having carried out research on the strategies of the large Corporates and of the many new investors who have turned their attention and capital to the city of Milan, two main trends have arisen regarding new settlements, especially for the commercial sector and for the fashion sector, of which Milan is the most representative city in Italy. The first is identified by new settlements that characterize the most technological and innovative areas of the city, which have been subject to numerous investments in recent years, such as Garibaldi, City life, Porta Nuova, Isola etc. The second is identified by an important segment of the new settlements that involves the recovery of the decommissioned industrial areas of the city, by the most famous fashion brands such as Gucci, Armani, Zegna, Versace, Prada etc. This thesis has the objective of identifying the settlement dynamics and the needs in terms of space that justify the relocation investments on the territory of the companies. The analysis of these data turns out to be a fundamental step to establish the requirements and needs that companies seek to improve their productivity and the quality of their employees' work. Initially, this research has been based on the analysis of the Commercial real estate market of the metropolitan city of Milan, and it has been carried out by reading reports and statistics about some emblematic cases study. In a second phase, a questionnaire was prepared and distributed to a sample of twenty companies, together with a track for a semi-structured interview. This second phase of the investigation studied in deep the existing differences after the relocation of the major companies in the commercial and the fashion sectors of the Milan market in order to compare these two large market sectors. The analyzed data refer to the models of the space use and distribution of the company size, number of employees and the reasons that led those major companies to make relocation choices in the emerging districts of the city. The verification and comparison of the data obtained, first with the bibliographic analysis and the existing tools, the, with the interviews of the leading companies of the two sectors, show how the market keeps changing and the trends that characterize it, clearly manifest themselves. It comes up that the increase in turnover, together with the number of employees is no longer directly proportional to the increase in square meters dedicated to the office space. As a matter of fact, a new standard for per-capita sqm has been applied, equal to 14 square meters for the commercial sector and 20 but for the fashion sector. The data processing makes possible to establish the sector indicators for defining a decision support process characterized by five useful phases in order to facilitate the match between the demand and the supply side of the corporate real estate market. Since companies live with a constant need to expand in new office spaces, a standard data list is useful to help those in charge of choosing and asset management in the first phase of identification. This shows a great advantage, as it can be done before the preliminary design phase through an internal audit and obtaining the number of employees and the per capita sqm, relating to the costs of renting the selected spaces, you get a first view of the available offer that more adapts to the designated needs. The simple use of the decision - making support process for the analysis and data collection by the company, turns out to be the innovative element that this thesis was intended to achieve.
La città metropolitana di Milano si è collocata tra le migliori posizioni a livello europeo tra le città in grado di attraversare la crisi economica senza perdere il suo ruolo di leadership. Le previsioni per gli investimenti immobiliari, sia esteri che italiani, a fondo commerciale, prevendono un ulteriore incremento di 7 miliardi a conclusione dell’anno 2018. Gli interventi di trasformazione urbana/edilizia in corso o previsti a Milano sono concentrati prevalentemente nel settore terziario, (Dic. 2017 – registrati 1,2 milioni metri quadrati) e commerciale (Dic. 2017 – registrati 800mila metri quadrati). Dopo aver condotto una ricerca sulle strategie delle grandi Corporate e dei numerosi e nuovi investitori che hanno rivolto la loro attenzione e i propri capitali alla città di Milano, sono emersi due principali trend riguardanti i nuovi insediamenti, in particolar modo per il settore terziario e per il settore moda, di cui Milano ne è la città più rappresentativa in Italia. Il primo è identificato da nuovi insediamenti che caratterizzano le zone più tecnologiche e innovative della città, le quali sono state soggetto di numerosi investimenti negli ultimi anni, come Garibaldi, City life, Porta nuova, Isola etc. il secondo è identificato da un importante segmento dei nuovi insediamenti che interessa il recupero delle aree industriali dismesse della città, da parte dei più noti marchi di moda come Gucci, Armani, Zegna, Versace, Prada etc. Questa tesi si pone l’obbiettivo di identificare le dinamiche insediative e il fabbisogno in termini di spazio che giustificano gli investimenti di rilocazione sul territorio delle aziende. L’analisi di questi dati risulta essere un passo fondamentale per stabilire i requisiti e i bisogni che le aziende cercano per migliorare la loro produttività e la qualità del lavoro dei propri dipendenti. La ricerca si è basata inizialmente sull’analisi del mercato terziario di Milano, effettuata tramite lettura di report e statistiche e studio di alcuni casi emblematici. In una seconda fase, è stato preparato un questionario e distribuito a un campione di venti aziende, accompagnato da una traccia per un’intervista semistrutturata. Questa seconda fase di indagine ha approfonditolo studio delle differenze presenti in seguito a rilocazione delle maggiori aziende nell’ambito del terziario e della moda del mercato milanese con il fine di mettere a confronto questi due grandi settori del mercato. I dati analizzati fanno riferimento ai modelli di distribuzione e uso degli spazi in relazione alle dimensioni aziendali, al numero dei dipendenti e alle motivazioni che hanno portato le leader company del mercato milanese a effettuare scelte di rilocazione negli emergent districts della città. La verifica e la comparazione dei dati ottenuti, in primis con l’analisi bibliografica e dei tool esistenti, successivamente con le interviste alle aziende leader dei due settori, mostrano come il mercato sia in continuo movimento e i trend che lo caratterizzano si manifestano in modo chiaro e differenziato per settore. Emerge che l’incremento del fatturato insieme a quello del numero dei dipendenti, non è più direttamente proporzionale all’ aumento di mq dedicati allo spazio ufficio. Ad oggi infatti risulta essere applicato un nuovo standard per il mq procapite, pari a 14 mq per il settore commerciale e 20 ma per il settore fashion. La successiva elaborazione dei dati ottenuti permette di stabilire gli indicatori di settore necessari per la definizione di un processo di supporto decisionale caratterizzato da 5 fasi utili al fine di facilitare l’incontro tra il lato della domanda e quello dell’offerta del mercato del corporate real estate. Infatti, poiché le aziende vivono con una necessità costante di espandersi e quindi aprire nuove sedi, è necessaria una lista di dati standard, utile ad aiutare coloro incaricati nella scelta e nella gestione dei patrimoni strumentali, nella prima fase di identificazione. Questo denota un grande vantaggio, poichè può essere svolto prima della fase preliminare di progettazione tramite un internal audit e ricavando il numero degli impiegati e i mq pro capite, relazionandoli ai costi di locazione degli spazi scelti, si ottiene una prima visione dell’offerta disponibile che più si adatta alle esigenze designate. La semplicità d’ impiego del processo di supporto decisionale di raccolta e analisi dei dati interni all’azienda, risulta essere l’elemento innovativo che questa tesi si poneva come obiettivo da raggiungere.
The evolution in planning and design of new headquarters in Milan : a critical comparison between the commercial and fashion sectors
PANFILIO, SIMONE;BERTONI, FEDERICA LUCIA
2017/2018
Abstract
The metropolitan city of Milan has ranked among the best positions on a European level among the cities able to go through the economic crisis without losing its leadership role. The forecasts for real estate investments, both foreign and Italian, to commercial funds, anticipate a further increase of 7 billion at the end of the year 2018. The urban/construction transformation projects underway or planned in Milan are mainly focused in the commercial sector, (Dec. 2017 - registered 1.2 million square meters) and commercial (Dec. 2017 - registered 800 thousand square meters). Having carried out research on the strategies of the large Corporates and of the many new investors who have turned their attention and capital to the city of Milan, two main trends have arisen regarding new settlements, especially for the commercial sector and for the fashion sector, of which Milan is the most representative city in Italy. The first is identified by new settlements that characterize the most technological and innovative areas of the city, which have been subject to numerous investments in recent years, such as Garibaldi, City life, Porta Nuova, Isola etc. The second is identified by an important segment of the new settlements that involves the recovery of the decommissioned industrial areas of the city, by the most famous fashion brands such as Gucci, Armani, Zegna, Versace, Prada etc. This thesis has the objective of identifying the settlement dynamics and the needs in terms of space that justify the relocation investments on the territory of the companies. The analysis of these data turns out to be a fundamental step to establish the requirements and needs that companies seek to improve their productivity and the quality of their employees' work. Initially, this research has been based on the analysis of the Commercial real estate market of the metropolitan city of Milan, and it has been carried out by reading reports and statistics about some emblematic cases study. In a second phase, a questionnaire was prepared and distributed to a sample of twenty companies, together with a track for a semi-structured interview. This second phase of the investigation studied in deep the existing differences after the relocation of the major companies in the commercial and the fashion sectors of the Milan market in order to compare these two large market sectors. The analyzed data refer to the models of the space use and distribution of the company size, number of employees and the reasons that led those major companies to make relocation choices in the emerging districts of the city. The verification and comparison of the data obtained, first with the bibliographic analysis and the existing tools, the, with the interviews of the leading companies of the two sectors, show how the market keeps changing and the trends that characterize it, clearly manifest themselves. It comes up that the increase in turnover, together with the number of employees is no longer directly proportional to the increase in square meters dedicated to the office space. As a matter of fact, a new standard for per-capita sqm has been applied, equal to 14 square meters for the commercial sector and 20 but for the fashion sector. The data processing makes possible to establish the sector indicators for defining a decision support process characterized by five useful phases in order to facilitate the match between the demand and the supply side of the corporate real estate market. Since companies live with a constant need to expand in new office spaces, a standard data list is useful to help those in charge of choosing and asset management in the first phase of identification. This shows a great advantage, as it can be done before the preliminary design phase through an internal audit and obtaining the number of employees and the per capita sqm, relating to the costs of renting the selected spaces, you get a first view of the available offer that more adapts to the designated needs. The simple use of the decision - making support process for the analysis and data collection by the company, turns out to be the innovative element that this thesis was intended to achieve.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/143020