Cultivate a Better Milan
The concept to develop with Chipotle was to ” Cultivate a Better World”. The media had to be Unorthodox. But to reinforce the communication with traditional media.
*School project*
The idea
The idea is to transform the bridge in Viale Renato Serra 52, that is about to be abandoned to a magical vegetable garden. To bring more greenery in to the city of Milan. Chipotle and the municipality ofMilan will work together to create a greener and better Milan.
Cultivate a better Milan is a new media to both welcome Chipotle to Italy and at the same time create a beautiful green walk in the city. This will be popular to both the inhabitants in Milan and the tourists.
Shops Under The Bridge:
To further develop the new area, shops will be built under the bridge to attract more visitors. A chipotle store will be build together with other stores under the bridge.
Goals of the Project
- Bring attention to the Italian farmers and help their business.
- Create a greener Milan, to help the bad pollution in the city and bring more education about farming and sustainability.
- Welcome Chipotle to the city and bring attention to their values and their foundation, “Cultivate”.
