Venice - Musile di Piave

Venice - Musile di Piave
INDE X
PP. 4-5
CONCEPT
page 6
Page 8
context
and
A jo u r n e y in Ag r ivilla g e
market
page 9
A NEW
SQUARE
FOR
THE
CITY
PAGES 10-13
The fundamental
values
PP. 24-25
NET
Pages 26-27
PP. 14-17
THE
SPORT
HUB
Pages
18-21
PP. 22-23
PP. 28-29
The project
PLANS
PAGE 33
Page 34
CONTACT
INFORMATION
AGRIVILLAGE IS A NEW
SQUARE FOR THE CITY
“To open a new square has nothing to
do with opening a new road. To open
a new square means giving the city a
new piece of destiny, a crowd of new
possibilities, of new beginnings.
This is the history lesson from the
very beginning. To open a new square
means giving the city a new piece of
memory because, as new as it can be,
a square knows how to quickly fill itself
with memories: handshakes, kisses,
fights, opening stories, ending stories.”
Luca Doninelli
4
5
AGRIVILLAGE CONCEPT
AGRIVILLAGE
AGRIVILLAGE IS A PROJECT DEDICATED
TO GROWTH WITHIN THE TERRITORY. IT
CREATES A PLACE FOR EXPOSITION AND
PROMOTION, COMBINING INNOVATIVE
LOGISTICS
MANAGEMENT
AND
AN
E-COMMERCE PLATFORM.
A JOURNEY IN AGRIVILLAGE
AGRIVILLAGE IS A SHORTSTAY TOURIST PARK
DEDICATED TO ITALIAN
PRODUCTS AND EVERYTHING
RELATED WITH THEM.
01
RETAIL
AREAS
AGRIVILLAGE IS THE FIRST EXAMPLE
OF SMALL DISTRIBUTION ORGANIZED
TO SUPPORT THE AGRICULTURAL AND
ARTISANAL SECTORS.
A FOOD FRONTIER THAT CREATES NEW
BUSINESS OPPORTUNITIES.
The ideas essential to the Agrivillage are
development, preservation, and re-launch of
the territory, as well as increasing the visibility
and expanding awareness of the rich cultural
heritage that is part of Italian history. Agrivillage
is an innovative format that incorporates the
traditions of ‘eccellenze’ - a notion of the
virtuosity of excellence and quality - and
encourages the the exchange between
producers, distributors and consumers.
6
PRODUCTION
The colors, the fragrances, the genuine taste
of the farming products are a tradition that we
consider worth keeping. At Agrivillage, small
producers coexist in synergy with produce
associations.
PROMOTION
Agrivillage promotes and encourages the
direct exchange between producers and
consumers. Thanks to the website with its
e-commerce platform, the small distribution
model can promote Italian “eccellenze” in the
international marketplace and with Ho.Re.Ca
operators as well.
Agrivillage is also a culinary destination
where visitors can taste the local highquality food and wine. You can also
relax in one of the many coffee shops
and savor a gourmet experience in the
restaurants.
Agrivillage offers you a hotel
with a conference center where
you can spend the night or
organize your meetings and
events.
Through a new shopping
experience, you can discover
and enjoy the local products
like wine, food and crafts.
Imagine arriving a village made
entirely of small markets and
workshops.
At the Agrivillage Learning Farm,
children of all ages can discover
where our food originates and the
importance of how it is produced.
The workshops and markets all offer
foods, arts and crafts of the highest
quality respecting the traditions of
production.
Agrivillage arranges
home deliveries and
supplies local bars and
restaurants.
02
INNOVATIVE
LOGISTICS
Producers who choose Agrivillage have a
modular storage space available at their
request. Spaces and costs are reduced at
their minimum and products are safe thanks
to the modern RFID system.
Agrivillage doesn’t have shopping carts: you
simply add your purchases on a magnetic
bracelet. At the end of your shopping
experience, you pick up all purchases at the
warehouse.
THE AGRIVILLAGE’S
EXPERIENCE CONTINUES
ONLINE: BUY FROM YOUR
HOME, EVEN IF YOU LIVE
ABROAD.
03
ON LINE
Agrivillage has
developed a new
logistic platform with
the purpose of providing
typical products in the
right place, at the right
time, and with the lowest
environmental impact.
7
Thanks to its e-platform, Agrivillage can
manage the entire on-line shopping cycle.
This service allows local producers to
increase their business and lets clients order
goods from their home.
On the Agrivillage website you
can find all the producers, like a
virtual showcase.
The multilingual e-commerce platform
allows typical Italian products to reach
the international market.
TYPICAL PRODUCT
“Prodotti tipici” or typical products are
actually specialty foods or distinctive products
originating from specific regions of Italy.
They are known for their particularity which
is ultimately rooted in the territory’s produce
and traditional methods of production.
Food and
farming
sector
The Italian DOP1 and IGP2 are worth*
€ 6.5 billion to producers.
€ 11.8 billion is the value in terms of
consumption on the Italian market.
MADE IN ITALY
ITALY: A COUNTRY RICH IN PRODUCTS OF EXCELLENCE.
THE THREE LEADING SECTORS
*data provided by ISMEA
CONTEXT AND MARKET
The Italian DOCG3, DOC4 and IGT5 are worth*
€ 1.0 billion in terms of consumption on the
Italian market
8
Food
and wine
tourism
Italy is a country truly abundant in products
of “eccellenza”, especially in the wine, food
and craft sectors.
More than € 5.0 billion in sales volume in 2012*
The typical products of Italy are a huge
resource, not only on an economic
level, but also in social, cultural, and
environmental terms. Nonetheless, as a
resource, “prodotti tipici” have not been
utilized to their fullest potential.
4.1 million guests in agritourism structures in
2012 ( + 2.5% compared to the previous year)
The features that give quality to the typical
products cannot be recreated outside of
the territory, the economy, the environment
and the culture in which they where born.
This is the reason why this special heritage
deserves to be protected and handed down.
35% of Italians think that the chance of tasting
local quality food is an important element for a
successful holiday.
Protected Designation of Origin
Protected Geographic Indication
3
Denomination of Controlled and Guaranteed Origin
4
Denomination of Controlled Origin
5
Typical Geographical Indication
6
Traditional Speciality Guaranteed
1
2
278
523
FOOD SECTOR
DOP + IGP + STG6
*Data provided by Coldiretti
At the heart of Agrivillage there are the
typical products, that is to say all of those
local productions that are the expression of
the geography and culture of the territories
that produce them.
*data provided by ISMEA
Wine
sector
DOCG + DOC + ITG
LOCAL CRAFT
9
WINE SECTOR
TOURISM
Not just a tourist attraction but a destination
for national and international tourism and a
promotion center for the territory. A boost
to the local tourism thanks to its strategic
position and its hospitality.
Agrivillage offers:
• Diverse restaurants and emporiums
organized by food and beverage
categories; “gelati” ice cream, pastry
bakeries, salumerias, and chocalate
shops.
• Accommodation facilities; a Hotel and
Guest Apartments for long-stay visitors.
• Learning Farm; an educational center
and play area for children and school
groups.
• Conference Hall; a place for hosting
promotional events related to the food
and wine sector.
10
FOOD AND WINE TOURISM
35%
of Italians think that the chance of tasting
More than
€ 5.0 billion
in sales volume in 2012
local quality food is an important element
for a successful holiday.
11
AGRIVILLAGE CREATES A STRONG BOND
BETWEEN THE PRODUCT,
ITS PRODUCTION TECHNIQUES AND ITS TERRITORY.
12
13
LOCATION
14
15
LOCATION
POPULATION
0 > 15 min
74.907 residents
29.296 families
0 > 30 min
459.133 residents
193.819 families
0 > 60 min
2.684.036 residents
1.093.525 families
0 > 90 min
4.478.224 residents
1.833.238 families
Milano
Torino
Genova
Firenze
Musile di Piave
Milan
V i
Venice
Vicenza
km
111
Padua
km
Treviso
Venice
DISTANCES
min
75
81
min
57
km
30
min
32
km
25
min
25
CIRCULATION
Musile di Piave is just a few kilometers away from important commercial and touristic intersections.
The near-by Venice Airport, the fifth in Italy in terms of passenger volume, counts around 9 millions
transits per year and more than a thousand connections a week.
In recent years, the airports of both Verona and Treviso have also experienced a significant rise in
the flow of travellers.
Genoa
If we look at coastal and marine tourism, Venice is the leading cruise port in the Mediterranean sea
with a traffic of 2,300,000 passengers per year.
Just in the time period from January to October 2014, the Port of Venice registered the passage of:
- more than 3,000 ships;
- almost 2 million passengers (+ 2.8 % compared to 2013);
- almost 2 million cruise passengers (+ 4.8 % compared to 2013).
16
Florence
This data underscores the growth potential of the catchment area around Musile di Piave due to
national and international tourism.
Agrivillage as a destination center and a project well-integrated into its surrounding context,
promises to be a winning format.
CONNECTIONS
It is possible to arrive at Agrivillage:
BY TRAIN: stop at the Fossalta di Piave train station
BY SHUTTLE BUS: from Venice, Venice Airport and the Noventa di Piave Outlet.
Rome
17
THE PROJECT
Venice - Musile di Piave
18
Intervention area:
680.000 smq.
Agrivillage:
Phase 1:
Phase 2:
23,452 smq.
19,683 smq.
3,769 smq.
Sport Hub
15,663 smq.
Learning Farm
Hotel
500 smq.
6,890 smq.
19
TO TRIESTE
TO THE SEASIDE
JESOLO/ERACLEA
20
21
TO VENICE
TO THE A4 HIGHWAY
AGRIVILLAGE NET
VENICE - MUSILE DI PIAVE
THE 1ST AGRIVILLAGE IN ITALY
AGRIVILLAGE
IN ITALY
Agrivillage has been conceived as a nationwide project - a network of numerous and
diverse site-specific structures extending
over the Italian regional territories. Every
intervention is independent and and will be
a local adaptation of the national format in
terms of its architecture. Every center will
be modified and adapted to the “genus
loci” of its local context in order to offer
the best services, events programming,
educational activities and commercial
synergies.
The Agrivillage Centers create a stronger,
more robust network, which at the same
time responds to local needs and is
intertwined with the culture of its local
territories.
22
23
AS OF TODAY MANY
IDEAL LOCATIONS HAVE
BEEN IDENTIFIED FOR
THE DEVELOPMENT OF
OTHER AGRIVILLAGES
THE FUNDAMENTAL VALUES
WE WANT TO PROVIDE A SHARED
FACILITY THAT CAN SERVE AS HOME TO
TYPICAL ITALIAN CRAFTS AND PRODUCE,
AND THAT CAN SERVE AS A PLATFORM
FOR BETTER COMMUNICATIONS AND
INCREASED VISIBILITY,
It’s a place where you can rediscover your culture and origins that are
connected to the territory - a place where you can experience new
emotions, where you can pamper yourself, your family and have fun.
Explore your origins and share
them with your children and
family.
Taste the products of the
land, prepared at its very best.
Enjoy the selection of
your choice when grocery
shopping or simply order from
home.
Fresh, genuine fruits and
vegetables cultivated
seasonally - from the
producer direct to the
consumer.
The fundamental
values
sustainability
culture
passion
tradition
Try new sports with friends
or with the guidance of
staff that can ensure proper
instruction and safety.
Have fun watching your
children learn how to climb,
ride, fly and surf waves.
Relax after a full day of fun
activities and amusement the whole year-round.
Find and choose the perfect
location to host your events.
sport hub
It’s a multifunctional sport center that offers top-level athletic facilities
and recreational activities, as well as amusement for families, young
people and school groups.
24
RESPECTING THE ENVIRONMENT
Agrivillage structures meet high standards of
sustainability and low environmental impact.
The design and construction follow specific
guidelines concerning energy-savings in
order to reduce consumption and optimize
water management.
AN EDUCATIONAL PLACE
Our intention is to offer the agriculture and
artisan sectors a place to update their
internal development and create training
programs for young people so as to preserve
these professions that are vulnerable to the
fast-changing economic landscape.
TRADITION AND CULTURE
We want to develop a flexible project that
is based on the characteristics and needs
of the territory, its institutions and to local
operators. This project aims to provide
greater opportunity for new employment
and at the same preserve and pass on the
working traditions of local Italian culture.
25
SKYDIVING INDOOR
The vertical wind tunnel allows everyone to
safely experience the thrill of flying. Even
beginners can enjoy the inebriating sensation
of floating in air with the assistance of
specialized staff. Professionals are offered
high-tech facilities where they can train.
THE SPORT HUB
A STOPOVER FOR TOURISTS VISTING
THE REGIONAL AREA.
A
GATHERING
POINT
FOR
LOCAL
RESIDENTS.
A DIVERSION CENTER FOR RESIDENTS
OF CITIES IN THE VICINITY.
A multifunctional sports center that offers
athletic
and
recreational
activities
for
professionals and enthusiasts of all ages. The
innovative and technological Sport Hub aims
to promote exercise and physical well-being,
as well as attract those who love challenges.
The Sport Hub is a place of fun and learning.
It is designed to meet the needs of athletes,
families, tourists, the young and not-so-young.
It is also seen as offering new alternatives to
scholastic sport programs.
The Sport Hub doesn’t just mean exercise: you
can enjoy the show offered by the Agrivillage
sports activities while sipping a beer or tasting
a delicious local course.
26
A place where children can climb and move
freely under the supervision of trained
personnel.
We encourage participants to develop their
innate talent and appreciate that simply
having fun has an important education value.
After completing a specialized math test
one can access the vertical paths that are
designed for all ages and aptitudes. The use
of resilient materials aid in “softening” eventual
falls during the learning process, while the
colorful and vibrant ambience makes for a
joyful experience.
INDOOR SURF
A bit of California Surf transported to a corner
of the Venetian Lagoon; a place where surfers
and beach lovers can enjoy the wave all year
round or can just sip a cocktail while listening
to a concert, or watching famous athletes
in performance exhibitions. Thanks to the
technology of two generators, the Sport Hub
offers diverse types of waves; the softest
of rides for beginners and slides producing
waves 3 meters high for surfers who want a
real challenge.
CLIMBING AND
BOULDERING
Agrivillage has an indoor climbing gym
equipped with walls with different difficulties
and various shapes.
LED lighting, colorful innovative materials,
vertical walls, and sculpted 3D rocks
creatively provide the same challenges of
outdoor alpinism.
SUSPENDED PATH
Agrivillage proposes different types of
experiences for the really adventurous, like
rope paths, suspended bridges, climbing
over rock obstacles and water channels
that need to be traversed by jumping from
a cable trolley.
Everything is supervised in order to
guarantee clients’ safety.
CAVES
If you want to be a speleologist for a day,
you can take an adventure along a path that
perfectly recreates a cave - complete with
fossils and discoveries to be made.
F1 SIMULATORS
AND GOLF
In the Sport Hub you can experience the feeling
of driving a Formula 1 car or the sensation
of hitting a golf ball on the course thanks to
the new-generation simulators. These unique
experiences will surely captivate you.
27
A DESTINATION CENTER
OWING
TO
ITS
DISTINCTIVE
CHARACTERISTICS AND OFFERING
- INCLUDING TYPICAL PRODUCTS,
ARTISAN
CRAFTS,
SPORTS
AND
TOURISM - MUSILE DI PIAVE IS
THE PERFECT LOCATION FOR THE
REALIZATION OF A DESTINATION
CENTER.
IT IS A PLACE WITH STIMULATING
SYNERGIES AMONG ITS DIVERSE
THEMATIC PROGRAMMING. IT WILL
CREATE A VIGOROUS AND MAGNETIC
CENTER OF ATTRACTION - ONE THAT
HAS BEEN DESIGNED TO ADD VALUE
TO THE SURROUNDING AREA.
AGRIVILLAGE
SPORT
HUB
The Musile di Piave project will include the
“Agrivillage” and the “Sport Hub”.
Agrivillage is a new attraction for the
community with the purpose of offering cultural
and tourism experiences to visitors, motivating
them to rediscover traditional food and wine
products of quality and the art of fine cooking.
EVENTS
The Sport Hub is the area dedicated to athletic
pastimes, physical endeavor, amusement, and
advances a culture of well-being by creating
an “arena”of shared activities.
Different facilities such as restaurants, guest
houses and a hotel complete the project in
order to offer a pleasant and confortable stay
to every visitor.
28
29
ATTRACTIONS
DESTINATION
CENTER
RECEPTION
AGRIVILLAGE PLANS
Service aisle / Loading
and unloading
MARKET AREA/
TEMPORARY SHOPS
ENTRANCE
GARDENS
Service aisle / Loading
and unloading
ENTRANCE
LOGISTIC
Typical product
MARKET AREA/
TEMPORARY SHOPS
Craft
Food and Drink distribution
30
31
Hotel
ENTRANCE
Museum area
Logistic
GRIVILLAGE MUSILE DI PIAVE (VE)
getto architettonico preliminare
ORTHUB - Schema Funzionale
+0.00
Scala 1:500 [A1]
08B
Data : 15.02.2016
mmittente: ANTONIO SV S.R.L.
Via della Pila n. 3 int. 4, Marghera(Ve) CAP 30175 | PI 04292220276
ENTRANCE
Guest House
gettisti: ing.Luigi Vittorio Ferrari
arch.Marcello Dalla Vecchia | arch.Alessio Montanari | arch.Valeria Pallotta
Toilets, technical area,
offices
GROUND FLOOR
FIRST FLOOR
SPORT HUB PLANS
HOTEL PLANS
SPORT
PRO SHOP
ENTRANCE
FOOD
TECHNICAL COMMON AREAS
North
entrance
ention
Fire prev
SOUTH PROSPECT
EST PROSPECT
MEETING
ROOM
RESTAURANT
PASSAGE TO THE AGRIVILLAGE
EPS
EPS
EST PROSPECT
West
entrance
rs
F1 ulato
sim
WP
Fire
n
preventio
SOUTH PROSPECT
rs
lf
go ulato
sim
Climbing
GROUND FLOOR
WEST PROSPECT
ildren
– Ch
Climbing
GROUND FLOOR
– Adults
FIRST FLOOR
WEST PROSPECT
Climbing
SOUTH PROSPECT
EST PROSPECT
n
– Childre
FIRST FLOOR
32
FLOOR 2/3/4
WEST PROSPECT
ults
– Ad
Climbing
SOUTH PROSPECT
EST PROSPECT
WEST PROSPECT
COVERING
33
CONTACT INFORMATION
AGRIVILLAGE IS...
THE FIRST SHOPPING CENTER
AND TOURISM PARK ENTIRELY
DEDICATED TO EXCELLENCE IN
ITALIAN FOOD, WINE, AND CRAFTS.
The idea is to promote and expand the
culture of local Italian production by
encouraging direct contact between
producers and consumers, and by
providing greater familiarity with the Italian
territories and their culinary culture.
Venice - Musile di Piave
Via della Pila, 3 int. 4
30175 Venezia – Marghera
Ph. (+39) 041.932902
Fax (+39) 041.936557
www.agrivillagevenezia.it
[email protected]
www.agrivillagevenezia.it