For Future Food District, the futuristic Coop supermarket inside Expo, dotdotdot he designed the interaction design and the fascinating dynamic data visualization system.
Why consumption and food choices tell a lot about us and our lifestyle.
The Future Food District, designed by Carlo Ratti Associati for the COOP supermarket chain, is one of the thematic areas of EXPO 2015 “Feeding the Planet, Energy for Life”. FFD is spread over a pavilion of 2.500 square meters and 4.500 square meters of space
public. The project explores new forms of interaction between people and products within a real, functioning supermarket.
FFD represents an exploration of how information can give voice to products, allowing them to tell their own story, and ultimately to stimulate more conscious consumption patterns.
Goods are not displayed on shelves, but on large tables, as in an old market. Simply by touching them, the visitor activates interactive content appearing on the display to mirror suspended from the ceiling.
In addition, information on the origin of the products on sale and on the purchase data are displayed in real time on a large 28-meter video, made with 6 video projectors, placed above the cash desks.
dotdotdot he edited, designed and built the display of data collected through a complex system of Kinect and touch screen. The exterior facades of the building, transformed into the largest plotter in the world, using real-time information and data provided by the visitor.
The plotter, a tool capable of transforming any surface into a large monitor, draws in real time the faces of the customers profiled inside the photo boot installed inside the pavilion. The photo boot also takes a portrait of the visitor which is transformed into a vector file for the plotter, thanks to a face tracking system.
During the months of EXPO, on the facades the overlapping of consumer faces divided into 6 types (wellness, foodie, easy, ve & veg, italian food lovers, greenðic) will give life to the 'ideal' face of Coop.
EXPO Milano 2015 Future Food District:
curated by Carlo Ratti - MIT Senseable City Lab
Partner - Carlo Ratti Associati
Concept Design: MIT Senseable City Lab
Architecture and interior design: Carlo Ratti Associati
Landscape design: Staubach Capatti Landschaftsarchitekte
Flow analysis: Systematica
Urban design algae folly: ecoLogicStudio
Vertical farm design: ENEA, Ceres, Lucchini Idromeccanica
Graphic design: Studio FM Milano
System integration: Accenture
Interaction design: Avanade, dotdotdot (with Ambhika Samsen, Andrej Boleslavsky, Vittorio Cuckoo).