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A smart district for territorial regeneration

ChorusLife is an urban redevelopment and regeneration project that, starting from Bergamo, aims to build a replicable model of interventions capable of regenerating the territory, in several sites in Italy. We have built an end-to-end vision, from the definition of the business and brand, to the design of physical and digital services.

Top-down view of the smart district on construction completion

ChorusLife is an urban redevelopment and regeneration project that, starting from Bergamo, aims to build a replicable model of interventions capable of regenerating the territory, in several sites in Italy. We have built an end-to-end vision, from the definition of the business and brand, to the design of physical and digital services.

Industry

Environment & Mobility

Year

2024

Client

ChorusLife

Services

Bringing value within a complex system

We have collaborated in a multidisciplinary team made up of business, marketing and technology skills to support the complex system of needs linked to the opening of the smart district ChorusLife in Bergamo. In particular, our design contribution focused on building the vision of the services, up to their design and systemisation within the digital ecosystem. All supported by the brand values that we identified and synthesised within a complete and detailed brand manual.

Outcome

A smooth and seamless user experience across physical and digital channels was developed by focusing on the brand’s meaning and value, envisioning and prioritizing the services for the district’s opening, and designing ecosystem strategies to enhance operations and connections among the various tenants in the smart district.

designed digital touchpoints
2
prioritized services for the launch
16
brand guideline pages
100+

A guiding value proposition for envisioning the district's services

Through workshops and collaborative co-design activities with key stakeholders, we defined the value proposition of the digital platform, which was useful for identifying potential responses to the needs of future users of the district. This work was the result of combining marketing and business elements to support the strategy definition.

Text reading "ChorusLife is human regeneration’" with the word "urban" crossed out and replaced by "human". In the background there is a stylised graphic element of the arena.
ChorusLife presentation with text about a new vision in Bergamo, alongside an abstract illustration of buildings and people
ChorusLife manifesto describing the mission to regenerate people and communities with technology, inclusiveness and urban sustainability.
Page describing the brand strategy, focused on urban regeneration, with definitions of regenerate, generate new and invigorate
Slide highlighting the importance of regeneration for individual and community well-being, with graphics of concentric circles and a stylised figure

A brand that acts as a bridge between technology and wellbeing

We conducted an in-depth analysis on brand development, starting from the vision that ChorusLife wanted to convey, which is to be a place of regeneration, balancing human and technological characteristics.  

Defining the brand equity allowed us to outline the foundational principles of the project: from its original concept to the strategic guidelines that have guided its development as a place of balance and well-being.  

Subsequently, all other characteristics were defined: the tone of Voice, the logo, the brand, and finally the various applications of visual and brand elements across different touchpoints in both the physical and digital worlds.

District residential building with large balconies and plants, surrounded by a green area with gardens, fountains and a parked bicycle
Graphic composition with the text "A place to live, dwell and socialise, together", accompanied by an illustration, an image of a basketball player and a photo of a pedestrian area with modern architecture
Composition with a canvas bag with the logo "chorus.life", and a billboard with an illustration of a stylised person and the text "Human Regeneration"
ChorusLife billboard with the text "In the arena, every day you experience great emotions" next to a construction site
Modern building with spacious balconies surrounded by trees, with people walking on curved pathways below and around the structure
Various open brochures and booklets featuring ChorusLife branding, including one titled "The experience of the city of the future"
Nighttime scene of a modern arena with large, curved digital screens displaying vibrant images, as people gather outside

An ecosystem of services for the smart district

We designed the website, the first touchpoint for discovering the world of ChorusLife, to support communication while following strategic objectives and aligning with the brand values.  

Additionally, we designed an app as an enabling touchpoint for all experiences in ChorusLife from an ecosystem perspective. The app thus becomes the access point for fully experiencing the district (purchasing, booking, and scheduling various services).

Laptop on a wooden table displaying the ChorusLife website, with options for the Arena, Shopping Gallery, and Urban SPA

A strategy built around user needs

The activities aimed to define an omnichannel ecosystem strategy, establishing a clear relationship between the main brand and the service providers.  

A mapping of the entire user journey was carried out, from discovery to returning to the district, outlining the various use cases and connections between the different touchpoints.

Ecosystem map diagram of the ChorusLife user experience, showing services like apps, smart assistance, personal agendas, and loyalty rewards

Through our user-focused and needs-oriented approach, we have developed a solid framework for ChorusLife that supports communication and services, both in Bergamo and, in perspective, in the future sites that will give rise to new smart districts in Italy.

Project numbers

iterations
40+
Sketchin Designers
6
areas of expertise involved in the BIP group
7+
stakeholders involved in the project
7
tenants involved in co-design
3
potential visitors to Bergamo
10 mln

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