Name Stefano Age 35 Profession ceramist Meeting place Stefanos workshop, via Guerzoni

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How long have you been living in Dergano? What do you do? I have been always living here, this is the workshop of my father and I continued in his tradition. Since Im working here I never felt the need to move to a different neighborhood. Does people from the neighborhood come here? Not so many people from the neighborhood come to this workshop to buy ceramics, most of them are ceramics lovers from outer parts of Milano. Is there anything that you dont like about shopping in Dergano? I dont have big complaints about that, but I dont like the fact that ethnic stores are losing the creative and hand-crafted peculiarities.

Stefano is a craftsman, keen to protect local culture tradition. As the indigenous people of this region, some of them hold the rejection opinion for the immigrants and ethnic stores since they changed the original culture of the place.

PEOPLE

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Place name Maciachini Business Park Where is it Along via Imbonati Description Maciachini Center is the new business park at the former Carlo
Erba: in this area of 100 thousand square meters the sidewalks have been widened, the road surface restored andsome of the facades of the houses cleaned. The concept that inspired the entire redevelopment is a multi-purpose park including offices, commercial premises and accommodation, multiethnic catering, cultural activities (including a theater and the Museum of Puppets and Puppet) and other services. The Maciachini Center is already the head office of several complete buildings, which host 4,000 operators of tertiary, like Mont Blanc, Sorin Group, Socit Gnrale, Zurich, which owns an entire facility.

Someone during the interviews said: Before constructing new buildings, it would be better to rearrange the ones that fall apart in the vicinity" Despite the concerns raised by some residents, the park has been applauded by many citizens: "Our streets come to life with dignity." The hope is that the Maciachini Center was only the first of a long series of redevelopment to one of the oldest and least protected area of Milan. "

CONTEXT

Highlights Corporate building that has nothing in common with the neighborhood Hermetic appearance makes you wonder whats happening inside Green areas that could be enjoyed by everyone

Terra Del Fuoco Where is it Via Morigi 8 Target people students, elderly people (in general who wants to fix something-learn how to do it) Description

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Very interesting but very humble workshop, not easy to find it. it is in line with the temperament of this area. It needs some of modern promotion to increase its effect.

FACILITIES

Highlights New service linked to Derganos tradition but with a new approach Create bonds in the neighborhood Non profit but could be linked to shopping oriented experiences

ACTIVITIES, SERVICES,

Terra Del Fuoco is an open workshop accessible to everyone who wants to join. In Terra Del Fuoco is possible to find an equipped space and assistance when its about repairing furniture or other things, help and suggestion about techniques and materials and the possibility to have a chat between craftsmen.The association is interested in promoting the importance of handcraft activities in the nowadays society: the workshop aims to become a meeting and knowledge-sharing point. It was born in 1996 and since then it worked in furniture renovation, traditional techniques, musical instruments repairing. Terra Del Fuoco worked with public associations linked to social rehabilitation, organized neighborhood festivals, organized meeting with experts. Desks, tools and the experience of the service providers are available for everyone.

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Place name Via Imbonati- the boulevard of the suburbs Where is it Delimitates the East of Dergano. We reached it from via Baldinucci Description Via Imbonati was a working class street: loads of people working
in the pharmaceutical brand Carlo Erba used to live and work here. Where Carlo Erba used to be, now rises Maciachini Centre. On this street there are loads of shops and activities (hair dressers, Pizzeria, ethnic food shops, electronic stores, gadget and decoration stores), most of then run by immigrants: only 143 shops on 266 are run by Italian people.

in contrast with Maciachini Centre and the wild diffusion of shops.

This is a new regional office centre, surrounded by the traditional architecture. It represents the totally different lifestyle comparing with other parts of the region: modern, fast and efficient.

CONTEXT

Highlights viaimbonati.it website/blog about the street Beautiful houses there are very nice houses from the beginning of the century ,

Bausan square Market Where is it Bausan square Target people Description

Bovisa-Dergano inhabitants

A very common form of market in Italy, mobile vendors sell goods by vans in every corner of the city. very efficient and sustainibility.

FACILITIES

Highlights Traditional activity that survives and it is enjoyed in the neighborhood Create bonds in the neighborhood Inspiring experience for creating services and understanding peoples needs.

ACTIVITIES, SERVICES,

The Bausan Market it is an activity in the sense that it is the place and the moment where the needs of Dergano-Bovisa inhabitants and the offer from the different sellers meet. It takes places on Wednesday morning, and it is very crowded and loud. It was interesting to see the sellers yelling and shouting like in the most traditional italian market. Offer: fruit and vegetables, fish and meat, dairy products, seeds and flours, clothes, house accessories, toys and electronics, etc. People we met/observed: many of the sellers were immigrants from different nationalities (Indian, Chinese, African etc.). Most of the purchaser were elderly people, mothers with children, some Politecnico students. Most of the people we interviewed told us that they enjoy going to the market because some things are much cheaper than the discount and have good quality. The elderly in particular said that its easier for them to go to the market because becomes an occasion to see friends and buy things easily.

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Place name Zaini chocolate and sweets factory Where is it Along via Imbonati, towards Maciachini Description Zaini is an historical factory of Milan: it was founded in 1913 by
Luigi Zaini. He wanted to create a very wide offer of product, a visionary idea for that times of war and harshness. Zaini died in 1938 and his wife Olga took control of the factory: she was one of the first Italian female entrepreneur. Nowadays the factory is still run by Zainis progeny, and sells chocolate in 50 countries in the world. It is a very consistent business reality connected to Dergano and it could lead to promising shopping experiences. Unfortunately, it is not possible to visit the factory but just the shop outlet. This one is very small and old fashioned, we imagined something bigger and brighter.

Its a bit difficult to notice Zaini if you don't know about its existence before; the shop that sells chocolate is visible only if you go inside the courtyard of the factory (there was the word "chocolate shop" written on a piece of paper posted on a wall). It's a pity because it's a nice place and a "different" activity among all the other in via Imbonati.

CONTEXT

Highlights local & diffused knowledge factory is known all over the world Old fashioned they could have renovated their outlet to be more appealing

Name Xu Yue Age 30 Profession owner of a restaurant Meeting place via Caianello

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How long have you been living in Dergano? Do you work here? I arrived in Italy more than 10 years ago and I have lived in via Imbriani for 4 years. Im working at my own restaurant, Wenzhou Snack Shop in Via Imbriani. Where do you usually go for shopping? What do you usually buy? I usually works in the daytime, and do shopping after finishing my job at 7-8 pm. I usually shop in Esselunga or in the small shops in Certosa, but Esselunga is cheaper and fresher. Since I have a 17-month-old kid, I usually buys the Baby Products from Binpo Store. What would you do to improve the shopping activities in this area? The business these years is worse than the formers, mainly because of the economic crisis in Italy. I think that immigrants living in Dergano are willing to work and renovate the area.

As an immigrant have lived in Milano more than ten years, XU has a steady income and peaceful life. Based on the foundation of the previous generation, the new second-generation immigrants are becoming an important part of backbone of society. They not only want to become more Italian, but also want to influence the way of life of the region.

PEOPLE

Name Angelo & Maria Age 69 & 65 Profession Retired Meeting place Bausan market

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How long have you been living in Dergano? What did you do? We have been living in Dergano for 50 years, we had a grocery store. We closed it 10 years ago, due to health issues. Do you like living in Dergano? Where do you usually go for shopping? Yes, we like it and we find that Dergano has everything, it is a nice place. The supermarket is close and it is reachable by feet, but generally we buy food where its possible to save money. For example we came to this market to buy onions, since here are cheaper. What would you do to improve of the shopping experience in Dergano? If we had more money from the government, we could improve a lot (laughing).

As old residents living in this community, they usually buy everything in the neighborhood. Because of the insufficient income and the consumption habits, the price is an important factor they consider. They represent the views of a large number of elderly Italians.

PEOPLE

Name Hussain Age 50 Profession Owner of a minimarket Meeting place via Imbonati

How long have you been living in Dergano? Have you always worked in this shop? It's almost 20 years that i've been living in Italy, i come from Bangladesh, but before opening my shop here in Milan I have also been in Rome and in Rimini. Which kind of clients come to your shop? Every kind: Italian, Latin American, Asian, but right now we have not so many clients because of the economical crisis. What would you do to improve the shopping activities in this area? I think we need a law that should distributes the shops in a better way, because there are too many similar activities that are not enough far from each other. In this sense we need a law that decide where, when and to who give the authorization to open new shops.

An immigrant with middle-range income has his own shop. He often complains about the competition from their own compatriots in the same area. Perhaps their business really needs the intervention of external forces for better planning.

PEOPLE

Name Rosangela Age 67 Profession Retired Meeting place Bausan Market

Do you often shop in the neighborhood? I live in via Imbonati. I mainly buy daily supplies in the neighborhood, I dont often go to the craftmen workshops because I am a widow and I dont go out that often. What would you do to improve the shopping activities in this area? I dont know, but Im willing to participate in new activities and initiatives. I joined the C spazio per tutti initiative at Politecnico Bovisa: I think it is young peoples responsibility to create new activities and improve the lifestyle in the neighborhood.

Rosangela seems happy to live in this area (from the perspective of food shops and markets), but she's missing fashion shops for elderly people and activities to do, Looks like shes very open to new initiatives and changes, she would like to do things not just with elderly people but also with young people.

PEOPLE

Name Ilaria Age 27 Profession housemaid Meeting place Bausan Market

How often do you go to Dergano? I live in via Prestinari, which is still Bovisa. I dont usually go to Dergano for shopping because it is not so convenient for me. I know there are nice craftmen workshop there, but I dont have a car and I have two children, i find it difficult to move around in the city. Where do you usually go for shopping? What do you usually buy? I usually go to the discounts around here for buying daily supplies. I occasionally go to Esselunga What would you do to improve the shopping activities in this area? Hard question! (Laughing) In general I think this is a well furnished area, the offer is wide: from the discount to more particular businesses.

Ilaria is a mother and since she has two little children but not a car she needs more facilities (like specific shops that sell stuff for babies) in this area, because it's difficult for her to move around Milan to search for specific things.

PEOPLE

Name Mauro Age 55 Profession craftman- Terra del Fuoco Meeting place via Imbonati

How long have you been working in Dergano? Ive been here for some years, but the workshop just opened: we still have to hang the shop sign out. Before, the workshop was in another area of Milan. Which kind of clients come to your shop? I think Dergano is interesting for our activity, since it still has handicraft structure: People here understands the value of our activity but it is still not clear the meaning of public workshop: people usually look at the craftman laboratory as something private and protected. People come here to fix their furniture, or paint them, etc. We found out there is a very similar activity in the Netherlands, the Repair Caf. What would you do to improve the shopping activities in this area? This is an aborigin from Terra del Fuoco, naked and with his body painted. He represents for us the absence of superstructures and the consequent will to rely only on ones own resorces. We thought it was interesting for representing what we do. Mauro has a particular activity if we compare it with the other, but he's very proud of it and very keen on making in well known. He would really like to give more visibility to it and we agree with him because it's an useful and free activity, that can be joined by different ranges of people.

PEOPLE

Name Fan Tenghui Age 50 Profession owner of a laundry Meeting place via Maffucci

When did you arrive in Italy? How is business in Dergano? I arrived in Italy more than 10 years ago and worked as a employee in an apparel company. I have opened this laundry three years ago: I offer the service of laundry and modifying the clothes. My business is seasonal: better in September, October and November, as well as May and June. In the summer months business is not so good. Most of the clients are Italian, but there are also some Chinese, Filipinos Japanese, Arabs etc. Where do you usually go for shopping? What do you usually buy? There is a Street Market on Friday every week at the street of her laundry, this is where I buy most of the things. On the other days, Im going to the Esselunga and other supermarkets nearby; What would you do to improve the shopping activities in this area? (Thinking for a while) I dont know, but I am willing to integrate more into the community of Italian people.

Unlike the new generation of immigrants, the old immigrants who grew up from zero, always feel unable to integrate into the mainstream life of the community, due to the experience and the age. But they have a strong desire for integration. For the consumption, they will consider more about the price factor, although sometimes they are not short of money.

PEOPLE

Libri di Luna Where is it Via Livigno 6 Target people children, families, primary school teachers in particular Description
Libri di Luna is a small, but very active neighborhood library: there are many well-selected books for young and elderly readers. It has also assortment of fiction and nonfiction books for adults. They also have a wide selection of wooden toys and cloth, educational games,ideas for a clever gift. They organize activities with schools and also laboratory of ideas, activities and meetings for children and their families. Every month are organized moments of storytelling and workshops for children divided into age groups, meetings with authors and reading groups for adults and children, thematic meetings for parents. They offer a wide and efficient customer service: 1. Book Shop 2. Delivery 3. Loyalty card 4. Gift Certificates

Indoor environment is great, kids and adults will be very relaxed. But the place is a bit small for the activities&laboratories it has to hold. The staff is enthusiastic, and they communicate really well with the users and the clients.

FACILITIES

Highlights Cozy athmosphere that has nothing to do with the neighborhood Warm colors makes you feel at home-in a safe place Playful workshops, toys and games you can do there

ACTIVITIES, SERVICES,

Derganos Fish Vendor Where is it Bausan square

neighborhood

Target people Bovisa-Dergano Description

The fish market has been here from 1958. It is now open twice a week, on Wednesday and Friday. Mauro is the owner of the activity, and his father before him. As he declared in the interview, he loves living in Dergano and running the activity. The fish arrives here from everywhere, in particular Mediterranean seas and Atlantic. It is an interesting facility because it was not easy to find fish in continental Italian cities and it was often quite expensive for the working class. A fish market (qualitative and affordable) in a suburban neighborhood is an important facility and it is indicative of an indipendent and lively reality.

archiviostorico.corriere.it/2010/novembre/19/Bovisa_Pop_Bocciofila_Triennale_vecchi e_co_7_101119048.shtml

It was interesting for us to see a place like the fish market inside Dergano: it is a traditional and vibrant activity, that shifts from Dergano as a fossilized area. The vendor is very proud of his activity.

FACILITIES

Highlights Article about the activity

ACTIVITIES, SERVICES,

Dergano Officina Creativa Where is it dislocated in Dergano Target people Design lovers from Dergano and other parts of the city (world?) Description
Dergano Officina Creativa is the Milanese district of applied creativity, for a zero kilometer consumption of excellence products. D.O.C. association is non-profit and promotes-diffuses expressions of culture and art and knowledge about the contemporary craftmen. D.O.C. also wants to create sinergy between the different realities of Dergano, giving a contribution to the identity of the neighborhood and promoting its resources. They want to preserve the value of Dergano district in a city like Milan- which is definitely depersonalizing.

Many creative laboratories and craftsman shops: they find that the common problem is the economic environment in Dergano. They can't support by themselves even they really wanted to keep this initiative.

FACILITIES

Highlights Local and diffused products made by D.O.C. are known and sold worldwide Create bonds in the neighborhood Creative zona 9 in the same renovation wave of Politecnico and Triennale BVS

ACTIVITIES, SERVICES,

The shops involved in Dergano Officina Creativa are: Efesto Art, Opella, Terra di Bovisa, Arte e Natura, Ceramiche Puzzo, Lorenzo Crivellaro, CeeBee, Ceramiche Libere.

Name Mauro Age 53 Profession Fish vendor Meeting place Piazza Dergano

How long have you been working in this Fish Market? I have always worked lived and worked in Dergano: this fish market is here from 1958. My father founded it, then I continued running this activity. I love living in Dergano, it is my neighborhood and Ill always live here. What would you do to improve the shopping activities in this area? It would be a good idea to bring more people from other parts of the city and let them know about Dergano. We have devoted clients who come here often because they like the fish we sell.

Mauro seems very happy to live in Dergano and he's very proud of his activity, as he has always worked as a fish vendor. It seems that his only desire is to bring more people to "his" neighbourhood, to let them know what a nice area they can discover.

PEOPLE

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Place name Virgin Active Village Where is it via Imbonati Description Virgin Active is a wellness village located along via Imbonati. It is
a big structure with a pharmacy, a caf and some other shops on the ground floor. This places aim is to create a new experience of fitness based on fun, family, friends and detachment from stressful everyday life. The services Virgin Active offers are related to wellness and luxury treatments, and the interface of the building communicates this very well with its texture and dimension. What we felt is that Virgin Active doesnt communicate itself very well, and doesnt fit in the urban pattern of via Imbonati. We wanted to enter the building but the entrance was somehow hidden on the back.

The Virgin Active Village was born with a good purpose, that is improving the services in the area and modernize it, but it still seems not so attractive and not so well exploited. Maybe it can improve and change in the next years.

CONTEXT

Highlights Corporate building that has nothing to do with the neighborhood Hermetic appearance makes you wonder whats happening inside.

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Place name Via Caianello Where is it via Caianello Description Via Caianello is just a short street connecting via Maffucci with
via Guerzoni. It is a particular place because theres an interesting contradiction between renovated, nice buildings and abandoned old houses. It is probably one of the evidences of change in Dergano which is linked to architecture and city planning.

Via Caianello it's a strange and interesting place at the same time. It is possible to face the most predominant realities that exist now in Dergano: the old and decadent reality and the new and confident one.

CONTEXT

Highlights Abandoned and occupied house Nice gardens New lofts and apartments

Associazione Culturale Rosvaldo Muratori Where is it Via Legnone 80 Target people Families, elderly people, lonely people Description
The association Rosvaldo Muratori proposes to engage in social and cultural activities, also along with other associations in the area. Activities: meetings, conferences, debates, seminars, screenings of films and codumenti and meetings. Training and institution: groups of study and research, media guidance to young people and families, computer courses of various levels for the use of computers, the Internet and specific software, various courses. Publishing activities: publication of texts, essays and lecture notes, publication of bulletins and proceedings of conferences, seminars, studies and researches. Recreational activities: exhibitions, lotteries and peaches in the center of the recreation of the association are the festivals as an opportunity to meet and exchange ideas in the area and in the neighborhood. Sports: In cooperation with appropriate institutions and organizations.

Annual Party they held a 10 days-long festival in Parco Passi every year, itll
collaborate a mounts of organization, local shops and art&culture instituition.

tainment are old fashioned.

Small place, quite old fashioned but kind. The activities weren't so fascinating especially for young people. But the yearly festival is a really good opportunity which usually hold in 10 days in June-july. They organize a variety of events during that time, maybe it could be used as a gathering point for shopping promotion service.

FACILITIES

Highlights Lack of vitality no young there, just elderly. Books, movis and other enter-

ACTIVITIES, SERVICES,

Percorsi di Arte e Cultura in Zona 9 Where is it Diffused through zona 9 Target people
Zona 9 inhabitants

to the neighborhood

The original intention is good, but not much effective. It could be attributed to the following reasons: low propaganda, immigrant population increased/local population reduction, geographical remoteness. This initiative was set up by the government of Milan, aimed to promote the artistic and cultural projects in zone 9. They selling the ticket-promotion cards, We believe this activity could be related with shopping, probably we could collaborate with them and make the service much better.

FACILITIES

Highlights Unknown out of Zona 9 area, difficult to find the advertisement of the initiatives. Create bonds and networks Corporate image well designed corporate image to communicate the initiative

ACTIVITIES, SERVICES,

Initiative dedicated to the public of Zone 9 and all of Milan. The protagonists of the Card 9 theaters, Teatro Verdi, Elsinore Theatre Cooperative and / Fountain Hall and many other Reality associations, cultural agencies, exhibition halls, libraries and so on the protagonists of diversified experience in Zone 9 is open for the meeting and the comparison around their "arts and crafts", in an initiative dedicated to an audience of young people and adults, boys and families from the area of the City. Theaters, cultural centers, art galleries, bookstores, libraries open on 27 and 28 October 2012 for the meeting and discussion around their "arts and crafts" to an audience of young adults, teens and families.

Description