Coronavirus – As part of the UN PASSO ALLA VOLTA – ‘One step at a time’ – campaign the City of Milan has invited architects, designers and creatives to rethink public spaces so that they comply with the new safety rules while ensuring social distancing without sacrificing conviviality. ‘What we want to achieve is a catalog of projects and ideas, aimed particularly at small and medium-sized companies,” says Milan’s councilor for commerce Cristina Tajani.
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Launched on May 4 in the wake of the easing of Italy’s strict lockdown, the competition has no deadline and is open to all Italians and foreigners alike for the duration of the emergency. Projects will be evaluated, periodically, discussed, and published on a virtual catalog that can be consulted by anyone free of charge.
In order to encourage residents to safely embrace the gradual end of lockdown Milan has engaged promotion agency YesMilano to create a viral campaign. Under the motto ONE STEP AT A TIME, YESMILANO launched a video featuring Italian-Tunisian trapper Ghali together with residents of all ages. Together they invite to responsibly follow safety rules, including mandatory faces masks when living home.
“We must be careful. But not afraid. We are masked, not blindfolded” says Ghali as he and the other protagonists of the video reach Piazza Duomo, Milan’s iconic city center. “In his words we can trace the climate of suspended life citizens have experienced in recent months, as well as an invitation to respect the rules and not to lose trust in others,” explain at YESMILANO.
“This is the phase in which we understand the value of freedom. Together we are more human than ever before,” says Ghali. The final verses describe the spirit, the attention and care required for Milan’s return to the “new” normality.
The YesMilano communication campaign is a project by Milano&Partners, the promotion agency of the city of Milan, and is promoted by the Municipality of Milan and the Chamber of Commerce of Milan, Monza Brianza and Lodi. “A new start. One step at a time” was conceived by TBWA \ Italia Group, produced by Tapelessfilm under the direction of Davide Gentile. TBWA \ Italia Group, Tapelessfilm, Davide Gentile, Ghali and all the other participants to the project contributed to the initiative free of charge as a gesture of support to the city of Milan.
All photos by Tania Feghali, courtesy of YES MILANO.