Florence, Italy
Rejuvenating a plaza as a neighborhood focal point
The Project
In July 2023, Piazza Valdelsa was transformed from a large swath of concrete into a colorful focal point for the Quartiere 5 neighborhood in Florence. Designed by graphic design studio Sale Grosso and local artist Luchadora, the large-scale mural tells the life of the square, its many interaction possibilities, and the intergenerational and cultural coexistence. A river of onomatopoeic sounds, alliterations, and community slang represented graphically with lettering and images floods the ground, signaling the re-appropriation of the space. The aim of the project is to increase a sense of belonging for neighborhood residents and to mitigate an unsafe feeling at certain times of day. Since the mural was installed, the space has become more active with people of all ages playing and interacting with the graphics. Through graphics and various design adjustments, interaction spaces have been enhanced: the rearrangement of seats has created new conversation areas; the basketball court has been designed to be versatile enough for playing soccer as well; and a new space has been created for free play.
“Where there is art, there is community. A revitalized public space creates a sense of belonging and unites the generations.”
Dario Nardella, Mayor of Florence
Use the slider to see the transformation
Best Practice Highlight: Engaging Local Residents
Approximately 240 residents near Piazza Valdelsa were engaged throughout a process coordinated by a local company Avventura Urbana. The process was structured into three main phases:
- Phase 1: Listening and diagnosis through outreach activities aimed at intercepting and identifying the needs of the local community
- Phase 2: Co-design through community workshops aimed at defining the content of the artwork
- Phase 3: Volunteer painting days under the direction of the designers
In Phase 3, the artist team worked with 130 community volunteers over the course of a week to install themural. During the installation process, many other residents came to watch the progress and bring refreshments to the painters. The coordinating team planned strategic breaks each day to share food with the volunteers and explain the purpose of the project and its design, which ended up being particularly meaningful bonding moments for the participants. During the opening event the following month, a calligraphy artist was commissioned to add the names of everyone who contributed to the project onto the mural.
Press
In Florence, urban art changes the face of a suburban square (Art Tribune, September 1, 2023)
“Parole in Piazza” – A tactical urban planning project in Florence (Art Vibes, August 31, 2023)
Philanthropy, the square rebuilt with the “square”: the urban art project (Firenze Today, August 29, 2023)
Piazza Valdelsa is reborn with urban art (Florence TV, August 10, 2023)
Piazza Valdelsa, art becomes horizontal (La Nazione, January 16, 2023)
Florence, an urban art project to give a new look to Piazza Valdelsa (055 Firenze, January 16, 2023)
Art on asphalt, Florence is among the European cities selected for innovative urban projects (gonews.it, October 10, 2022)
For inspiration and tips for the creation of art on roadways and public places, download the Bloomberg Associates Asphalt Art Guide which features successful plaza and roadway art activations around the world, as well as key steps for developing such projects.
