The Milan Digital Week is back again this year, in a completely online edition, live streaming from 17-21 March 2021. An event that IGPDecaux certainly could not miss: As Alessandro Loro - IGPDecaux's Head of Innovation & Communication - recalled during the round table discussion, the city is the playground of IGPDecaux, a company whose mission is ‘making cities more hospitable, pleasant and manageable, i.e. such that everyone can benefit from a better quality of life’ and whose business model is ‘directly providing cities with public services financed by advertising, or helping finance by advertising public services provided by third parties, first and foremost municipalised companies, with no impact on local finances or taxpayers’.

And at the heart of the #MDW2021 online events was the panel discussion organised by IGPDecaux entitled 'Brand Urbanism - in search of good practices', which took place in the afternoon of Wednesday 18 March 2021.

Six speakers took part in the speech: engineer Grazia Concilio - lecturer in urban planning and design at Dastu, architect Anna Moro - researcher in urban design at Dastu, Dr. Rossella Citterio - Director of Communication at ForestaMI, Liviana Sala - Innovation Specialist at IGPDecaux, and architect Matteo Pettinaroli - co-founder of Needle Agopuntura Urbana, a group of architects dealing with public space, land regeneration and participatory design.

There were also many topics discussed by the participants: from urban regeneration initiatives that represent IGPDecaux's mission, to the Convention stipulated with the AUIC school of Politecnico di Milano (supported by IGPDecaux through the Urban Design Studio course and the Urban Playground Workshop), to the Goodvertising projects for Forestami, a physical and digital experience that promotes donations for urban forestation, and Q_ar_tieri, which enhances the use of digital solutions in the field of augmented urbanism.

For the second year running, therefore, IGPDecaux is bringing Brand Urbanism into the spotlight, themed as a field of research and a place for experimentation; an experimentation where academicians, students and brands will test a fair and sustainable approach. Click on the link below for the video of the event: