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Creative 
Citizens 
A meeting space 
between designers, 
citizens, local 
stakeholders and 
institutions. 
Politecnico di Milano 
Polimi DESIS Lab 
Italy 
Daniela Selloni
Promoters. 
Politecnico di Milano, 
Design dept. 
Ph.D. in Design 
Cascina Cuccagna 
Zone 4 Local - 
Unit Government 
Funders. 
Politecnico di Milano - 
Ph.D. in Design 
Aknowledgements. 
Anna Maggi, Daniela Moretto, Massimo Gonzato, Stefano Manfredi, Elisa Magnagnoli, Inge 
de Boer, Anna Meroni, Marta Corubolo, Daria Cantù.
Context. 
ZONE 4, located in the south-east 
area of Milan, is a 
neighborhood characterized 
by a high number of bottom-up 
activities. The location 
hosting the project is 
Cascina Cuccagna, an old 
farmhouse symbol of 
Milanese activism, because 
it has been revived thanks to 
a citizens’ initiative. Now it 
is a piece of countryside 
within the city and a multi-functional 
centre hosting a 
variety of activities.
The project. 
Creative Citizens project 
is a program of weekly co-design 
sessions 
dedicated to 4 different 
service clusters: food 
systems, services for 
sharing goods and skills, 
cultural services and legal 
and bureaucratic 
services. The program 
started in February 2013 
until June 2013 (16 
sessions of 2 hours), 
generating 6 co-designed 
services that are now 
evolving in different ways.
The design 
process. 
| December 2012. 
Participation to the call 
for the assignment of 
temporary spaces at 
Cacina Cuccagna. 
| February 2013. Open day 
to present the project to 
the community. 
| March 2013. First Co-design 
session. 
| June 2013. Presentation 
to the Municipality. 
|July 2013 - on going. 
Services’ implementation. 
Networking.
Governance and Policy Making 
An hybrid area between top-down and bottom-up 
Zone 4 Local Governance board endorsement 
Creative Citizens project acted as a bridge between citizens and institutions: after the program citizens perceive 
themselves as a collective actor strong enough to get in touch with institutions and potential stakeholders. The 
project enhanced their capacity to collaborate with other strategic players, working on coalition building.
Activism and Civic Participation 
A group of committed people designing 
services for the neighbourhood 
network with local players 
The “Creative Citizens” are a group of veritable activists collaborating to co-design services for daily life in the 
neighborhood. They have been networking with other local associations and movements as Time Banks, Parents’ 
groups, purchasing groups and also with the Local Governance Board of Zone 4.
Social Interactions and Relations 
Co-design is a social activity 
Each co-design session can be considered as a social event, enhancing connections and relations. Some of the 
citizens are now partners in the service-start ups, establishing also entrepreneurial collaborations. Furthermore, 
special events as exhibitions and an Open Day were organized to interact with the local community.
City and Environmental Planning 
The neighbourhood is a “public good” 
A format of active citizenship to be replicated 
Creative Citizens project appeared in a map developed by the Municipality showing the most successful 
initiatives in Zone 4. It is considered as a good practice of active citizenship and as a format to replicate in other 
neighborhoods and cities. It fostered a vision of the neighborhood is as a “public good” managed by citizens.
Production, Distribution and Consumption 
Disintermediation as a key-principle 
Use of the existing assets and resources 
Sharing of goods, skills, and knowhow 
All the services generated within creative citizens are based on the principle of reducing any form of mediation 
between production and consumption. Another crucial factor deals with the shared use of resources in the 
neighborhood, meaning public and private spaces, objects, local knowhow and platforms.
Skill Training and Design Education 
Co-design 
Prototype 
Community Centred Design 
Service design 
Creative Citizens used a set of participatory techniques as co-design and community centered design that are 
crucial to design services involving citizens. This forced designer to become a community coach, that is 
something more than facilitating: it is important to train designers to bring visions and share them with people.
The emergence of local service start-ups 
Complementary job creation 
Job Creation 
Some participants considered Creative Citizens as an opportunity to create a form of complementary job. Three 
of the six services generated during the project are now start-ups run by citizens, aiming at becoming real social 
enterprises. The Regional Job Council contacted Creative Citizens to discuss possible forms of job creations by 
using participatory design techniques.
Storytelling and Visualisation 
Giving substance to what is intangible 
Envisioning in co-design sessions 
ideas sharing 
Storytelling, visualizations and physical mock-ups have been crucial to share ideas with the community. 
Designers are able to give substance to ideas by visualizing and prototyping them and this is particularly relevant 
if we consider services, which are intangible by definition. The ability of designers in creating visions and objects 
is important for managing a conversation among multiple actors, because it offers a common item on which to 
dialogue.
www.desis.polimi.it 
www.cittadinicreativi.it 
info@cittadinicreativi.it 
Politecnico di Milano 
Polimi DESIS Lab 
Italy

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Polimi creative citizens desis

  • 1. Creative Citizens A meeting space between designers, citizens, local stakeholders and institutions. Politecnico di Milano Polimi DESIS Lab Italy Daniela Selloni
  • 2. Promoters. Politecnico di Milano, Design dept. Ph.D. in Design Cascina Cuccagna Zone 4 Local - Unit Government Funders. Politecnico di Milano - Ph.D. in Design Aknowledgements. Anna Maggi, Daniela Moretto, Massimo Gonzato, Stefano Manfredi, Elisa Magnagnoli, Inge de Boer, Anna Meroni, Marta Corubolo, Daria Cantù.
  • 3. Context. ZONE 4, located in the south-east area of Milan, is a neighborhood characterized by a high number of bottom-up activities. The location hosting the project is Cascina Cuccagna, an old farmhouse symbol of Milanese activism, because it has been revived thanks to a citizens’ initiative. Now it is a piece of countryside within the city and a multi-functional centre hosting a variety of activities.
  • 4. The project. Creative Citizens project is a program of weekly co-design sessions dedicated to 4 different service clusters: food systems, services for sharing goods and skills, cultural services and legal and bureaucratic services. The program started in February 2013 until June 2013 (16 sessions of 2 hours), generating 6 co-designed services that are now evolving in different ways.
  • 5. The design process. | December 2012. Participation to the call for the assignment of temporary spaces at Cacina Cuccagna. | February 2013. Open day to present the project to the community. | March 2013. First Co-design session. | June 2013. Presentation to the Municipality. |July 2013 - on going. Services’ implementation. Networking.
  • 6. Governance and Policy Making An hybrid area between top-down and bottom-up Zone 4 Local Governance board endorsement Creative Citizens project acted as a bridge between citizens and institutions: after the program citizens perceive themselves as a collective actor strong enough to get in touch with institutions and potential stakeholders. The project enhanced their capacity to collaborate with other strategic players, working on coalition building.
  • 7. Activism and Civic Participation A group of committed people designing services for the neighbourhood network with local players The “Creative Citizens” are a group of veritable activists collaborating to co-design services for daily life in the neighborhood. They have been networking with other local associations and movements as Time Banks, Parents’ groups, purchasing groups and also with the Local Governance Board of Zone 4.
  • 8. Social Interactions and Relations Co-design is a social activity Each co-design session can be considered as a social event, enhancing connections and relations. Some of the citizens are now partners in the service-start ups, establishing also entrepreneurial collaborations. Furthermore, special events as exhibitions and an Open Day were organized to interact with the local community.
  • 9. City and Environmental Planning The neighbourhood is a “public good” A format of active citizenship to be replicated Creative Citizens project appeared in a map developed by the Municipality showing the most successful initiatives in Zone 4. It is considered as a good practice of active citizenship and as a format to replicate in other neighborhoods and cities. It fostered a vision of the neighborhood is as a “public good” managed by citizens.
  • 10. Production, Distribution and Consumption Disintermediation as a key-principle Use of the existing assets and resources Sharing of goods, skills, and knowhow All the services generated within creative citizens are based on the principle of reducing any form of mediation between production and consumption. Another crucial factor deals with the shared use of resources in the neighborhood, meaning public and private spaces, objects, local knowhow and platforms.
  • 11. Skill Training and Design Education Co-design Prototype Community Centred Design Service design Creative Citizens used a set of participatory techniques as co-design and community centered design that are crucial to design services involving citizens. This forced designer to become a community coach, that is something more than facilitating: it is important to train designers to bring visions and share them with people.
  • 12. The emergence of local service start-ups Complementary job creation Job Creation Some participants considered Creative Citizens as an opportunity to create a form of complementary job. Three of the six services generated during the project are now start-ups run by citizens, aiming at becoming real social enterprises. The Regional Job Council contacted Creative Citizens to discuss possible forms of job creations by using participatory design techniques.
  • 13. Storytelling and Visualisation Giving substance to what is intangible Envisioning in co-design sessions ideas sharing Storytelling, visualizations and physical mock-ups have been crucial to share ideas with the community. Designers are able to give substance to ideas by visualizing and prototyping them and this is particularly relevant if we consider services, which are intangible by definition. The ability of designers in creating visions and objects is important for managing a conversation among multiple actors, because it offers a common item on which to dialogue.
  • 14. www.desis.polimi.it www.cittadinicreativi.it info@cittadinicreativi.it Politecnico di Milano Polimi DESIS Lab Italy