La Maker Faire Rome offre ogni anno innumerevoli spunti di riflessione (non convenzionale) sugli sviluppi della comunicazione fra esperienza, brand e identità e offre lo spunto per riflettere sul significato della comunicazione integrata.
Avete mai avuto l’impressione di osservare il dietro le quinte di un luogo molto frequentato? Bene, i 12 ettari dell’area del gazometro sono il vastissimo “cortile sul retro” del quartiere Ostiense. È qui che si è tenuta la nona edizione della Maker Faire.
Dopo aver visto e ascoltato le pubblicità della fiera (complice anche l’attenzione selettiva post-acquisto del biglietto) su numerosi media, dalla radio alla cartellonistica stradale, la visita “onsite” è stata meritevole di attenzione, proprio come l’edizione 2019.
Qualche riflessione:
Il luogo della Maker Faire 2021
A mio parere l’area del gazometro è stata la sede più evocativa di tutte e nove le edizioni. Il binomio ferro-vetro e il contrasto cromatico fra vecchi edifici e nuovi coworking crea un contrasto significativo che rafforza il brand Maker Faire. Inoltre le testimonianze di archeologia industriale fanno da sfondo alla rilettura del passato, all’innesco di nuove energie e alla narrativa della ripartenza dopo la pandemia. Per questo motivo lo scarto è fonte di ispirazione e mantiene l’attenzione elevata per tutto il tempo della visita.
Vengono in mente Fallout New Vegas e Tomb Raider, videogiochi ambientati rispettivamente in una California post-atomica e fra la vegetazione lussureggiante delle rovine Maya. E, ovviamente, le piramidi come parenti ancestrali dei tre gazometri “minori”.
Gli stand della kermesse
Secondo me è questo il punto dove occorre intervenire maggiormente. Se nelle prime edizioni della Maker Faire ci meravigliavamo di droni, cani robot e stampanti laser, adesso la loro presenza non è sufficiente ad attirare l’attenzione. Proprio come il giudice Manuel Agnelli spiega a un aspirante concorrente di X Factor: qui ci vuole un salto carpiato perché la gente da te pretende almeno il doppio rispetto alla volta scorsa. E la kermesse, che ha raggiunto quasi il decennio di vita, necessita di una nuova formula espositiva.
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81 comments On Maker Faire 2021, il luogo è ricco di senso ma dai maker ci vuole qualcosa in più (Linkedin)
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