PSSD_Product Sercice System Design

2009/2010 Academic Year

Metadesign
Rappresentation and Communication of
the Project System
Material for Design

prof. Luisa Collina

prof. Valentina Auricchio
prof. Gianluca Brugnoli
prof. Fabio Sergio
 INDEX
1. Trends 8 58 6. Scenario
mind map
trends Alternative
2. Scenario 16 64 7. PSSD
System Map
Building Touchpoints

3. Selected 28 73 8. Value & Benefit

Scenario
mind map
mood board
75 9. Credits
motivation and innovation All name and partners

4. Users 34
synthesis of personas analysis
user profile
story board
costumer journey
use cases

5. Stakeholders 44
main stakeholders
actors map
motivation matrix
positioning clients PSS
SWOT analysis
6
1-TRENDS
M atching our datas during the first act, we began to
draw a path, and to get a precise idea about the
notion of welcoming and the several forms it can show
as a trend.
7
 R E A LOA D I N G
Mind

c riti
te c h n o
map

ca r
uni

ca

po

co
ver

l ma
ne

uc
o li n
logie s
tw

id
s

h
a lit

en
ss

se
or

g
ch

t
r
ki n

i tà
y

fi n
it

g ro u p

s
g
no y

oc
m n dl

ia
or ri e

le
e of h

s
wa
ec a lt
NT

th
eg iti he
re ng pe
at at ca
ME

str bu n ds
ee s r la in
tg ou ll w

ECO
WN

am a
e we
E N T E RTO

S
TU M E
8

lo n e li n e s s
Welcom ing wa ste wrap pi ns
ribbu n ba gs
bike m
ines gu e i
happ rri ll
a ga
rd e
ning
p la y cu
ltu
r al
ro fo me
gi o d et i
- ng
+ BC b i ke ce
n wa le b
t yo rm ra
te
ar gr
xi

p ea
ta

ti n
ke

ex
movin g an d mobility

g
ao

pe
ex c
r

ri e
fete
ka

no
ER

S
nc
ha

O
ta
i n yo u

e
des

ng

CI
lo n

H
eati n era n

er

T AL
voi s
fu l l

r sho

GA
o le
u rba n

DIS
u se

ins

TO
es

E HE
t

M S
CO

INSIGHTS STUDY CASES

 Ecostume

More than a good habit, the eco way of life has become an element of style, a
new cool attitude that people want to show off and wear as a green fashion. 
 Social Dishes

10

Some ways of eating and sharing cultural dishes feeds not anymore only your body,
but can be the support of brainfooding. A pretext to learn, meet, create links,
improve your culture or live a special experience.
 Come toGather

11

Instead of moving alone in the city, some people are improving new ways of moving
together, creating links and communities based on transportation!
 Entertownment

12

Playing in the city and feeling for a moment like a child makes you forget your
sorrows and problems, and allow you to get some fun while waiting the bus or
hanging around in the city.
 Realoading

13

Reversing a process of these last years which consisted to transfer reality into
the digital life, the digital habits are now reinjected into the reality in order to take
advantage of our way of life 2.0 in the real world.
Networks, communities and status pushed into the real world!
2-SCENARIO BUILDING
W ith the result of our trend-research we developed
five different scenarios for a possible service-
system solution dedicated to our target group.
 Scenarii

Iranian-Italian Aperitivo
SOCIAL DISHES

Taste the uniqueness of Iranian and delicious Italian

Vision
dishes.
Socializing with other Iranian as well as Italian.
Understanding further Iranian and Italian culture.
16

Wanting to taste new food at the end of the week

Description

is a perfect gateway for the long week. Salamilano

provides a weekly aperitivo blending Iranian and
Italian mouthful recipes. It’s a place where you can
socialize, hang around, knowing more of Iranian and
Italian culture, as well as share your own recipes. Its
really is a perfect way to get in touch with other Iranian
and Italian friends in Milan.
Social Dishes

17
 Scenarii

Run Milano
COME TOGATHER

Getting closer with other Iranian by going and knowing

Vision
new places around the city.

18

There should be a better way of knowing new places

Description

than being a tourist-like and take pictures. Salamilano

provides monthly march to discover cool new Iranian
and Italian places around the city of Milan. Other than
healthy, it’s a great way to get to know more Iranian
and Italian friends in the city as well as knowing more
of their culture. Art exhibitions, shops, dishes are some
of the many things that Salamilano will takes you to.
Come toGather

19
 Scenarii

Play the city

ENTERTOWNMENT

Fun guide in getting your Permesso di Soggiorno.

Vision

20

When the map and local city guide doesn’t helps you
Description

knowing more about Iranian places in the city and

how to get your permesso di soggiorno, Salamilano
provides you the Fun City Guide. It will take you to
your destination in fun way. With the help of QR code,
knowing the city is as easy as a snap on your phone.
Our recommended places will be provided with QR
code that will describe the place and where to go next.
Other than knowing the city, a fun guide of getting
permesso soggiorno is also available, where it will
explain you step by step of what to do to get your
permesso soggiorno.
Entertownment

21
 Scenarii

Transfer the digital Habits

REALOADING

Eliminate the gap and enhance networking between

Vision
Iranian community creating and supportive base which
will help the new comers in the adaptation process
and build a cultural bridge with the city of Milano.
22

In this scenario we have merged all our previous

Description

ideas in a single and integral one, where the Iranian

community feels supported and integrated to the
city of Milano. This initiative enables the community
to keep in touch with each other and transform
many uncomfortable steps in the process of arriving
in new opportunities to create links between the
already established members. This is also a tool that
eliminates the gap between Iranian and Italian culture
framed in a virtual and physical space where they
can exchange the best of each other such a language,
gastronomic behaviors, arts, events, and so on.
Realoading

23
 Scenarii

Share a Cup
SOCIAL DISHES

Socialize simply by offering someone for Iranian tea or

Vision
Italian coffee.
Understanding more about Iranian and Italian culture.
24

Buy a cup of coffee and get a cup of tea or the other

Description

way around then share it with someone next to you.

Salamilano provides the best Iranian tea and Italian
coffee in town. It’s a place to witness how Iranian and
Italian culture blend together. Getting to know more
about Iranian or Italian culture is never been easier
by having access to a library on the café at the same
time sipping your coffee and talk to people from Iran
or Italy.
Social Dishes

25
26
3-SELECTED SCENARIO
W e choose one of our developed scenarios to create
a brand new product service system design for
iranian and italian people in Milan.
27
 Mindmap

iranian feedbacks
event
diffusion language
general
integration

community
support COMMUNITY
LIFE
CITY LIFE

meeting
point food
spontaneous
opportunities
find to meet more
28 italian community common people
involved interests

SALA ILANO

real time
experience

have look
Participative
to other life
community OPEN
WINDOWS

advices
NETWORKED
HELP twin cities

direct
interaction

experience
exchange
 salaMilano
A WINDOW IN IRAN
Selected
Eliminate the gap and enhance networking by enabling scenario

Vision
a self sustained community
Offering a virtual and real meeting point where Iranian
are in touch and feel integrated in the Milanese
context, trough the exposure of ideas they have the
opportunity to have an open space to share their
opinions freely, exchange experiences, get and
give advices. Give to the city life a new meaning of
becoming socially active.

This scenario is developed on the basis of realoading,

Description

social dishes and come togather, trends.

One of the most important motivation exposed in the

personas research was the desire to leave Iran and
29
find a place where social patterns are not imposed, a
place where they can express themselves freely and
not be afraid to rise their voices and experiences.
This is one of the facts that makes Milan attractive
and a welcoming city. However during the process
of arriving and settling down their links with the
community becomes weaker and the opportunity to
meet each other vanishes with time, old generations
already established don´t find the bridge to connect
their root s with the new members who at the same
time feel lost in a changing city. Is necessary to bring
a space where communication within the community
flows and enhance them around common dreams and
expectatives.

The PSS offers the possibility to converge all this

needs trough a digital and real place around an
Iranian space that enables them to interact within the
community and be in touch, fed by a web based door
where all the community can insert their opinions,
ideas, requests, announces and have the opportunity
to share and discuss them in real life, strengthen his
own culture as a bridge with the Milanese city life, and
invite them to take part in a social happening.
 The vision

30
32
4-USERS
A fter our research and the interviews with iranian
people in Milan, we constituted different user
groups with different needs and wishes.
Here we show our representative users for every user
group. They are called "personas"
33
34
Users

35
 Result of
personas
analysis Services Exchange

Deduction
Italian Language
Exhibitions
Cultural meetings
Business Science
Administration
Knowledge

Link the Community

Description

Enable a Networked Help

Provide Administration
36 Advices & Update
Communicate Events
List Places to Meet

A Platform gathering the Community

Needs
A System of Exchange
A Link with the City Hall
An International Showcase
An easy way of communication

People have
Observation

Complementary Needs
Places
Social
Knowledge
 User
Mario Rossi
profile
ITALIAN INTERESTED IN CULTURAL EXCHANGE AND
PERSIAN LANGUAGE LEARNER

26 year-old Italian, anthropologist, single, enjoys

meeting new places, part time job in a magazine.
Mario is preparing his travel for the next six months to
Tehran and he is studying farsi, he would like to be in
touch with native speakers and have some knowledge
in the current life over there.

Nima Akbari
IRANIAN NEWCOMER

22 years, Single, Engineering student , bachelor

degree (Iran)
Is highly interested in doing her master in Italy and also 37
improve her Italian language skills. She also would like
to know more about the life in Milano.

Francesca Aldani
ITALIAN LAWYER

42 years old, Married, works as a company consultant.

Lately she had to work with an Iranian company and
she would like to get more involved in the Persian
culture. She is taking Farsi lessons. Her hobby is going
to the cinema.

Yalal Hamdi
STABLISHED IRANIAN WHO GOES TO THE RESTAURANT
SPONTANEOUSLY

43 years old, married with an Iranian woman, Business

man, lives 8 years ago in Milano. Yalal is a businessman
who lives in Milano 8 years ago. He enjoys the meetings
with his Iranian friends. The meeting point is the Red
Rose Restaurant where he and his friends can have a
taste of Iranian food.
 Stimulation
LANGUAGE LESSONS
FILM SESSION
User COOKING SHARING
GUEST INTERVENTION
journey map MUSIC BANDS
the window SalaMilano

Approching
ENTERING THE PLACE
ORDERING
Perisan Red Rose,
Alef Restautrant

38
Starting Point
NOTICE THE PLACE
website,
advertisment,
culural centers,
guerrilla marketing

Social Interaction
MEETING PEOPLE
NOTICING THE WINDOW
Milan/Teheran
 Leaving
PAY THE BILL
LEAVE SUGGESTIONS
Milan/Teheran
Scontrino

39

RealTime Feedback Sharing

QUESTIONS/REQUESTS GUERRILLA MARKETING
CREATE LINKS WITH PEOPLE MOUTH TO MOUTH
DISCUSSIONS Milan/Teheran/
Milan/Teheran Everywhere
Dining rooms Scontrino
 story
board
40 1. Nima goes to Salamilano,
where his italian course
starts at 16.30.
3. The teachers is the one
who gave him lessons
before he came. It's him
who suggested this place
to Nima.
2. He arrives a bit earlier,
and meet the newcomers
and the iranian community
on the other side of the
window.
4. After the course,
everybody takes a bit of
time to meet the others
and share latest news,
tastes and conversation.
window.
5. A concert live from Teheran 6. Nima has dinner with a 41
was planed tonight. A lot of friend of him and a guy he
italian came to see what's about just met at the concert! It
this live human-scaled show! was a great show!

7. Time to leave and pay 8. ...To stick where it fits

the bill. As always, Nima these next days! This time,
exchange numbers and the Board of the office will
mails, and keep preciously be perfect!
his receipt...
42
5-STAKEHOLDERS
P ersons, groups or organizations that have direct
or indirect stake in an organization because it can
affect or be affected by the organization’s actions,
objectives and policies.
43
 Main
stakeholders Persian Red Rose
As one of the Iranian culture icons in Milan, the

Motivation
Persian Red Rose is a neutral touch point in zona
Tortona where both Italians and Iranians find interest
and feeds the city life. Is the place where slow food
culture is protagonist and a good reference to
invest free time. Due to all this advantages can host
the opportunity to integrate the Iranian and Italian
communities.

-To provide an Iranian experience to the city of Milan

Mission through the richness of Persian food
-To ensure that each guest receives prompt,
professional, friendly and courteous service.
-To be a giving member of the Milan community and
to use our restaurant to improve the city life in Zona
44
Tortona.
 Alef Italian Restaurant in Tehran-Iran
More than provide the most famous Italian food

Motivation
around the world such us pizza and pasta, Alef
Restaurant explores the Mediterranean cuisine
qualities and gives to its customers a different
perception of Italian food, promoting slow food culture
and giving space out of the daily routine in the city life.
Alef Located in Tehran´s heart is recognized by its high
standard of service and due its values can establish a
correspondent partnership with the Persian red Rose
restaurant

-To sell delicious and remarkable food and drinks.

Mission
-The food and drink we sell meets the highest
standards of quality, freshness and seasonality and
combines both modern-creative and traditional Italian
styles of cooking.
45
-To consistently provide the customers with impeccable
service by demonstrating warmth, graciousness,
efficiency, knowledge, professionalism and integrity in
our work.
 Strong
Stakeholders Influence
positioning
1

3 2
Cooperative

46 5

Hierarchical

Weak
Influence

1 System 3 Software 5 Comune di

organizer provider Milano

2 Red Rose and 4 Web

Alef restaurant provider
 Socialize Positioning
innovation

Linked

47

Lonely

Segregated
 Motivation
matrix SalaMilano Red Rose Persian
(system organizer) (venue provider)

Salamilano to find interactive solutions to find new way to attract

to welcome Iranian in customer and create
(System Organizer)
Milan through language creative communities
exchange

Red Rose Persian facilitate salamilano to find new business

to run the system of perspective in restaurant
(Venue)
language exchange and service industry

48 Aesys provides salamilano with competence in screen

the necessary interactive display and to be installed
(Appliance Provider)
screen display. at the restaurants

Beta80 Group expertise to provides provides better and

website and storage for more accessible links and
(Web Provider)
the online platform information to salamilano

Comune di Milano welcome foreigner the city have cultural

better in the city as well events and food that
(Local Supporter)
as integrate them with welcome new people
others
 Aesys Beta80 Group Comune di Milano
(appliance provider) (Web Provider) (Local Supp.)

finding new business a way to give flexible supported the system as

opportunities with the access for user to get a social innovation in the
new trend more information through city
salamilano website

restaurant is enhanced restaurant will gain gives better attraction to

with a screen that more customer from the iranian communities in
connects people website promotion the city

to find new business salamilano website lead receive new market and 49
market and perspective its user to see the screen usage of the screen in the
in providing realtime display and promote the city
interactive screen product

to send the received to complete the current continue to provide its

messages to be displayed offering and satisfy expertise on web services
on the screen. customer needs through
web services

contribute to the social gives the city better to support and give warm
innovation by providing image through the web welcome to foreigner
display screen by integrating with the such as Iranian
system
 Onion Model of
Stakeholders
Comune
di Milano

Beta80
(WebProvider)

System
Organizer

50 Alef Italian
Restaurant

Red Rose
Restaurant

Screen
Provider

Political
Beneficiary
Functional
Beneficiary
Operational
 Stakeholder
Stakeholder Viewpoint Roles
Istitutions
wants to see Iranian being
safe and comfortably
Comune
welcome in the city.
di Milano

Purchasing Viewpoint

Web benefited from the

Provider webspace purchased

Implementability
Appliance Provider wants to implement
more screen to be 51
installed in public as
promotional tool

Operational Viewpoint
Roles
Venue Provider

Red Rose Restaurant wants to see increase

number of customers
of the restaurant in
Milan
Regulatory

System Organizer wants to see strong

Iranian creative com- SALA ILANO
munity in the city
Other Partner

Alef Italian wants to see increase

Restaurant, Tehran number of customers
of the restaurant in
Tehran
 SWOT
analysis

S Salamilano facilitates its users to interact and

Strengths
socialiaze through language exchange, which
benefitted all parties, from the users, restaurants
in Milan and Tehran, as well as other parties. With
Salamilano, people may learn Italian or Persian
language in a low cost, fun and effective way. Users
may also interact with other people in Iran and or
Italy by using the live screen, where they can learn
together as well as share their experience. Other than
language, Salamilano will also held various events such
as cooking exchange, cinema evenings, musical and
many more, which will gives better interest to its users.
52

The system have huge area of opportunities to get

Opportunities

companies to collaborate and integrated. Other than

that, discussion made by the customers will give people
better idea and understanding of certain issues, where
some people believe on something without knowing
the actual reason or objectives. The system also gives
very good opportunities for Iranian new comer to have

O
cultural integration with Italians as well as established
Iranian in Milan. Other than that the system makes
people in Iran being welcome for coming to Milan.
 SWOT
analysis

Users may need to adjust their time to meet with each

Weaknesses
other in the restaurant and the system will only run
when the restaurant is open.

53

Some users may missused the system and some

Threats

discussion may lead to missunderstanding, where

there will be various opinions and different point of
view from each customer. Other than that, the system

T
is also very easy to be duplicated and applied by other
people at different place.
 Existing
cases
Erasmus tandem Project
The project is a mutual help between two people to
improve the knowledge of a foreign language and of
other cultures.
But the tandem is much more than this: the "partner"
will soon become a friend and a guide to know the
habits of a culture different from yours.
Erasmus students can easily meet people at university
so they don't lack native friends; anyway, it can be hard
to fine friendly people who are ready to meet after the
university, too, so Erasmus people tend to get friends
just between themselves. On the other hand, there are
many local people who would like to meet people from
other countries to improve their knowledge of English
54 language, or any other language, too.
After the first meeting, the two "tandem" people have
to manage it by themselves. They are free to meet any
time they want, the programme won't interfere any
more. It just might ask for some feedback.
Language cafés

Language Cafés are being set up all over Europe and

are taking language learning in an exciting direction.
In a Language Café you can meet people to practice
speaking other languages, share cultural interests or
just simply socialize. Language Cafés can be found in
real cafes and also in cinemas, bookshops, libraries
and even online. A Language Café provides a social
space for people to meet, talk
and learn languages together in an informal and
sociable way.
Language Cafes are run for and by the people who
use them and can be found in all kinds of places such
as cafés, libraries, cinemas, bookshops, schools, pubs 55
and restaurants.
56
6-SCENARIO
ALTERNATIVE
W e tried to explore other facets of our system:
trough the installation of an interactive screen,
the following chapter will present alternative solutions
for social interaction.
57
 Scenario
Alternative:
Share Recipe

Getting closer with other people especially

Vision

Iranian and Italian by sharing and enjoying

new recipes.

Having to taste various food is an amazing

Description
experience that one can have. As an
58 alternative, in salamilano the users can share
their recipes from the website, where it’s all
about food. Best recipes will be rewarded
by salamilano and will be available at the
restaurant, where other users can try. The
food category should be a blend of recipes
with the taste of Iranian or Italian.

It’s never been easy for Iranian new comer

Solution

to adapt in a new environment, especially

with various different taste of food and many
also would like to learn more how to cook.
Other than that it is also a need to integrate
with other Iranian as well as Italian in the city.
Salamilano provides online platform as well
as real venue at Persian Red Rose Restaurant
for them to integrate and becoming a creative
community by sharing recipes and food.
 The cultural scene offers Iranian and others

Society
Benefits
to integrate and socialize as well as give
cultural exchange. Other than having new
recipe and enjoying new food, customer may
socialize with other people sharing the same
interest at the restaurant.

59

By learning how to cook, it reduces the high

Economic
living expenses in Milan, as well as they
dont have to spend extra money in trying
new recipes, where the shared recipes are
available. In the other point of view, the
restaurant will not lose their profit, because
it is a sustain activities, where new recipes
will be tried and available at the restaurant.
Because new customers would like to taste
the new selected recipes at the restaurant.

The user need to register their profile on

Context

salamilano website, and they can share their

recipes or enjoy other’s recipes posted on the
wall of salamilano website. On the other hand,
the restaurant provides a huge interactive
screen that shows the wall of salamilano
website, where customers can surf and
interact with other user’s posting.
 mood board

60
62
7-PSSD
T his part presents the different approaches in
designing the Salamilano System.

63
 3
64
System Map
The system links two restaurants through a
visual feedback, creating a window to watch
whatever happens on the other side of the
world 1 . Thanks to a simple technical
support composed of video cameras and
projectors, the two communities are facing
themselves and can share a conversation,
a movie or a concert, and enjoy a common
experience. The iranian restaurant in Milan
2 and the italian restaurant in Teheran
4
3 are then exchanging talents, courses
or events, and help themselves to build a
unique experience, creating a tight community
and providing a very special kind of social
interaction.
The system is organized around language
courses but can easily be the support of
multiple cultural events 4 or simply allow self
entertained social interaction.
 System
map

1
65

2
 Corporate Corporate Identity
The whole layout its strongly linked with the system
identity that is divided in two different acts: on one hand,
the virtual experience and on the other, an Iranian
restaurants in Milan. The logos an the typing forms is
the synthesis of this two opposite worlds.

SALA ILANO

66 Logos
The logo emphasis the word “SALAM”, which means
“HELLO” in Persian, and Milano represent the city. The
word “SALA” also means “room” in italian. The two
meanings give different approaches for Iranian and
Italian yet understandable for each.

Symbol
The symbol in the middle want to explain that we are
still entering in a place, real and virtual, just like our
system. Our goal is create a meeting point, a bridge
between two different cultures, and support them with
a coordinating system. The logos support these ideas.

Font
The typefaces are:
UPPERCASE SALAMILANO

lowercase ommoluptat aute plaut audanihil

eos maximus
 Printer
Want I my share
to experience. products
SALA IL A N O
Language is an important
ly tion as a bridge to cultu part of communica-
20144, Milan Ita language at salamilano ral exchange. Learn
Via Tortona 20,
w.salamilano.it
.
02/280485 ww

Business Card

67

n t I m y sh ar e
Wa nce .
to ex p erie Language is an impor
tant part of communica
tion as a bridge to cultur
al exchange. Learn langu
age at salamilano.

ge to
tion as a brid
rt an t pa rt of communica
Language is
an impo salamilano.
language at
ange. Learn IL A N O
cultural exch
SALA
ly
20144, Milan Ita
Via Tortona 20, t
280 48 5 ww w.salamilano.i
02/

Post Card
 SALA ILANO

About us Where? Events HOME

Persian
WebSite Red Rose
The iranian restaurant in Milan is the only place where
iranian people can enjoy their food from their home country
and meet iranian friends. You have the unique opportunity
to exchange with the iranian and italian culture, learn the
different language and attitudes.
Now this place will become a real window into Iran. You will
find a interactive video screen, where you can see inside a
italian restaurant in Teheran. You can meet your friends back
home and can eat and drink with them together.
These feature will support your exchane between both
countries with all their differences. The people will get closer
during their enjoyment of these inimitable experience.
During eating and drinking you can discuss and share
your thoughts.
Some days in a week are theme nights. These evening
are dedicated to different topics. You will find them
under “Events”.

We placed the logo on the top of the

page. Under this logo is the navigation Next Top Events Cooking with Carluccio
Friday, 05.02.2010 / 18.00

Antonio Carluccio will come

CineClub “Jagwa”
Sunday, 07.02.2010 / 20.00

Jogwa - The Awakening, the

experiences of alumni
Tuesday 08.02.2010 / 14.00

On tuesday we will have to great

bar with our different topics. The center to Persian Red Rose to cook
for you back in Iran and for all
number of participants.
All in Italy and Iran are invited
new movie from Rajiv Patil will be
shown in our restaurant in Milan
and in Teheran. All of you have
the golden opportunity to watch
chance to meet two alumni
students in Milan and in Teheran.
Both of them will talk about their
experiences with their studies

of all pages is booked for the content to join these great event...

read more
these new movie in the same
time. After the presentation will
follow a discussion.
in these different cities. They will
aswer all the questions you have.
Don’t hesitate and be part.

belonging to every topic. read more read more

On the buttom of the page are displayed CONTACT

the next top events. This content will

stay on every page to make it accessible
whenceever you are.
SALA ILANO

About us Where? Events Contact HOME

Via Tor tona 20

20144 Milano
Italia
68 02 45409937
You will find the Persian Red Rose res-
taurant in via Tortona 20, one of the most
pulsating and agile areas in Milan.
Just a footstep away are the great Navigli
with their brilliant night atmosphere.

Second page provide simple information

where you can find the Persian Red Rose.
The links "read more" are working as
Next Top Events Cooking with Carluccio
Friday, 05.02.2010 / 18.00
CineClub “Jagwa”
Sunday, 07.02.2010 / 20.00
experiences of alumni
Tuesday 08.02.2010 / 14.00

crosslinks into the other categories.

Antonio Carluccio will come
to Persian Red Rose to cook
for you back in Iran and for all
number of participants.
All in Italy and Iran are invited
to join these great event...
read more
Jogwa - The Awakening, the
new movie from Rajiv Patil will be
shown in our restaurant in Milan
and in Teheran. All of you have
the golden opportunity to watch
these new movie in the same
time. After the presentation will
follow a discussion.
On tuesday we will have to great
chance to meet two alumni
students in Milan and in Teheran.
Both of them will talk about their
experiences with their studies
in these different cities. They will
aswer all the questions you have.
Don’t hesitate and be part.

read more read more

CONTACT

SALA ILAN O

About us Where? Events Contact HOME

mo tu we th fr sa su
1 2 3 4 5 6 7
Schedule Friday, 05.02.2010 / 18.00

Antonio Carluccio will come to 8 9 10 11 12 13 14

cooking Persian Red Rose to cook for you
back in Iran and for all number 15 16 17 18 19 20 21
teaching of participants.
february

All in Italy and Iran are invited to 22 23 24 25 26 27 28

cinema join these great event.
Antonio Carluccio, OBE OMRI
bands (born 1937 in Vietri sul Mare,
Salerno, Italy) is an Italian chef, mo tu we th fr sa su
experien ces restaurateur and food expert,

This page shows detailed information based in London. 1

8
2

9
3

10
4 5

11 12 13
6 7

14

about one event you selected. You will If you have any advices or sug-
gestions, feel f ree to contact us.
15

22
16

23
17

24 25
18 19 20

26 27
21

28
march

find a lot of information around these 29 30 31

activity.
Next Top Events Cooking with Carluccio CineClub “Jagwa” experien ces of alumni
Friday, 05.02.2010 / 18.00 Sunday, 07.02.2010 / 20.00 Tuesday 08.02.2010 / 14.00

Antonio Carluccio will come
to Persian Red Rose to cook
for you back in Iran and for all
number of participants.
All in Italy and Iran are invited
to join these great event...
read more
Jogwa - The Awakening, the
new movie from Rajiv Patil will be
shown in our restaurant in Milan
and in Teheran. All of you have
the golden opportunity to watch
these new movie in the same
time. After the presentation will
follow a discussion.
On tuesday we will have to great
chance to meet two alumni
students in Milan and in Teheran.
Both of them will talk about their
experiences with their studies
in these different cities. They will
aswer all the questions you have.
Don’t hesitate and be part.

read more read more

CONTACT
SALA ILAN O
logo and address
of restaurant and website
Reciept
vi a T ortona 2 0 . Milan o
w eb: www .salaMilano.it tel: 02/280485

05/02/2010 data and welcoming

sentences
I was in Tehran
and I enjoyed:
EURO
KOBIDEH KEBAB "standard" recepit
x2 12.00 24.00
MIRZA GASEMI 12.00
MOUSSAKA 10.00
PRIMI 12.00
CONTORNI 5.00 69
ACQUA MIN 1.00
CAFFE
X2 0.80 1.60
CAPPUCCINO 1.20

FOR THIS PRICE

66.80
YOU CAN HAVE
A GREAT EXPERIENCE

I can a lso enjoy l anguage

learning, cooking l esson, m ovie codes with reminders of the
evening, and meet new people. message chosen

www.salamilano.it
70
8-Value and Benefit
H ow this project could bring a strong benefit both
for the community and the places we choose to
invest on? And how by creating a dynamic space,
we propose to integrate, promote and gather a
conmmunity.
71
 Value
and Benefit

There are no better way to socialize than

Socialize
sharing the same interest with another
person. In salamilano, customers may learn
Italian or Persian simply by going to Persian
Red Rose Restaurant as well as meeting
and socialize with new people. In this way
salamilano helps people to integrate with
other people sharing the same interest as well
as connects people in two different places.
72

Learning new language is made easier by

Users
Language Exchange

conversation practice with other people.

Here at salamilano Iranian who need to
learn Italian language or Italian interested
to learn Farsi can come and have language
exchange in a relaxing way. Its simply low cost,
fun and effective. The connected screen will
also enhance the learning where people in
Iran and Italy can interact direcly and learn
together.
 Making the city becoming a comfortable and

Comune Di Milano
welcoming city is the main vision of Comune
di Milano. Various projects are progressing to
achieve this vision. Together with salamilano,
foreigner in Milan will feel comfortable and
welcomed, especially people from Iran. This
will attract new people to come to Milan and
give better economy for Milan. The location of
the project is in Via Tortona, a happening and
strategic location where Iranian can blend
with Italian. This also contributes to the city by
giving another cultural exchange in the city.

73

As the only Persian restaurant in Milan,

restaurant
Persian Red Rose
Persian Red Rose become the entry point
and melting pot for Iranian in the city, where
Iranian can meet other Iranian or Italian
sharing the same interest. With the project
more and more people who would like to learn
Italian or Farsi may come to the restaurant,
which means more profit for the restaurant.

Being a foreigner in other country has never

Foreigner
As New

been easy, especially for the new comer.

Salamilano facilitates new comer to meet
with other Iranian or Italian in the city, where
they can also look for other information
aout the city. People in Iran may also look for
information from the people in Italy about
their experiences living in Italy.
74
9-CREDITS
One+Four
one Angelica Bello
75
two Beniamin Gracci Krogel
three Justus Weweler
four Octave de Gaulle
five Dipa Sitepu