Milan is a hidden reality, a city that goes beyond daily appearances to reveal its deepest soul. It is not just a place to pass through but lives through stories, legends, and memories that deserve to be preserved and told. The objective of this thesis is to demonstrate that taking action to preserve the stories and traces of the past is fundamental to the city’s culture. Learning to appreciate the history that wear and time bring with them allows for the appreciation of every flaw and imperfection. Through an engaging narrative with a contemporary and direct visual style, this message can reach even those who experience Milan only for its professional and social opportunities. This approach aims to awaken a sense of belonging and awareness in all those who cross the city, turning them not just into residents but into custodians of a shared history. The story of Palazzo Carminati is used as a model here. During the 20th century, the building was adorned with luminous advertising signs on its facade, which are shown to have been more than just marketing tools but true visual storytellers. These lights not only promoted businesses but also shared their stories, creating an emotional and cultural connection with those who observed them. In an era of rapid transformations, rediscovering and valuing Milan’s history and narratives becomes an act of cultural resistance, one that can forever change the way we experience the city.
Milano è una realtà nascosta, una città che va oltre le apparenze quotidiane per rivelare la sua anima più profonda. Non è quindi solo un luogo di passaggio ma vive di storie, leggende e memorie che meritano di essere preservate e raccontate. L’obiettivo di questa tesi di laurea è quindi quello di dimostrare che agire per preservare le storie e le tracce del passato siano azioni fondamentali per la cultura della città. Imparare ad apprezzare la storia che l’usura porta con sé permette di valorizzare ogni difetto e imperfezione. Attraverso un racconto accattivante, fatto di un visual contemporaneo e diretto, questo messaggio può essere trasmesso anche a chi vive Milano solo per sfruttarne le potenzialità lavorative e sociali. Questo approccio mira a risvegliare un senso di appartenenza e consapevolezza in tutti coloro che attraversano la città rendendoli non solo abitanti ma custodi di una storia condivisa. Viene preso come modello in oggetto la storia di Palazzo Carminati il quale, durante il XX secolo, è stato dotato di insegne luminose pubblicitarie sulla facciata, e viene dimostrato come queste non fossero solo strumenti di marketing ma veri e propri narratori visivi. Queste luci non solo promuovevano aziende ma raccontavano anche le loro storie, creando una connessione emotiva e culturale con chi le osservava. In un’epoca di rapide trasformazioni, riscoprire e valorizzare la storia e i racconti di Milano diventa un atto di resistenza culturale per cambiare per sempre il modo in cui vediamo e viviamo la città.
Raccontare Milano: la memoria come strumento di radicamento urbano
Miduri, Sarah
2023/2024
Abstract
Milan is a hidden reality, a city that goes beyond daily appearances to reveal its deepest soul. It is not just a place to pass through but lives through stories, legends, and memories that deserve to be preserved and told. The objective of this thesis is to demonstrate that taking action to preserve the stories and traces of the past is fundamental to the city’s culture. Learning to appreciate the history that wear and time bring with them allows for the appreciation of every flaw and imperfection. Through an engaging narrative with a contemporary and direct visual style, this message can reach even those who experience Milan only for its professional and social opportunities. This approach aims to awaken a sense of belonging and awareness in all those who cross the city, turning them not just into residents but into custodians of a shared history. The story of Palazzo Carminati is used as a model here. During the 20th century, the building was adorned with luminous advertising signs on its facade, which are shown to have been more than just marketing tools but true visual storytellers. These lights not only promoted businesses but also shared their stories, creating an emotional and cultural connection with those who observed them. In an era of rapid transformations, rediscovering and valuing Milan’s history and narratives becomes an act of cultural resistance, one that can forever change the way we experience the city.File | Dimensione | Formato | |
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2024_11_Miduri_Tavola.pdf
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2.97 MB
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2024_11_Miduri_Tesi.pdf
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19.59 MB
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2024_11_Miduri_Progetto.pdf
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13.96 MB
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https://hdl.handle.net/10589/229862