ATAC - TERRA NUOVA

THE CLIENT

ATAC Rome, also known as Azienda per la mobilità del Comune di Roma, is the public transport company responsible for managing and operating the public transportation system in Rome, Italy.
ATAC often sponsors and allies with cultural events in the city, including art exhibitions, concerts, and theater performances.

THE PROBLEM

Rome is a chaotic city where, According to recent statistics, around 70% of the population in Rome uses their cars as the primary mode of transportation. ATAC is making efforts to change the citizens' perspective about the transport system.
In this case, ATAC allied with IED and gave the students of Arts Management a budget of 40,000 to install a wrap-up on one of the trains of Line A, along with side events.
ATAC’s main concern is to provide the public with information on sustainable mobility while providing an incentive for citizens to use and enjoy the metro.



THE SOLUTION

Introducing Terra Nuova, a visionary project that is transforming Rome into a more sustainable and eco-friendly city. Our objective is straightforward: to transform the perception and utilization of public transportation, making it the preferred mode of travel for all.
Terra Nuova is much more than just a transportation initiative; it embodies a commitment to adopting a greener and more sustainable lifestyle. We are seamlessly integrating Rome's historic charm with green spaces, eco-friendly technology, and art, to reconnect people with nature in the heart of the city.
For locals, Terra Nuova translates to residing in a cleaner and greener Rome. For visitors, it offers an opportunity to witness a world-renowned city leading the way in sustainability. For the city itself, this project represents a significant stride towards a future where history and sustainability coexist harmoniously.

Objective:
1. Promote Sustainable Mobility: To encourage the use of public transportation, making it a preferred choice for both residents and tourists.
2. Preserve Cultural Identity: To ensure that the project enhances Rome’s historical and cultural heritage, maintaining the city’s unique charm.
3. Strengthen Community Engagement: To involve local communities in the development and implementation of the project, ensuring it meets their needs and aspirations.
4. Enhance Urban Green Spaces: To expand and integrate green areas within the cityscape.

HOW

1. Sustainable Awareness and Educational Platform: Creation of a landing page that will feature a map highlighting eco-friendly points of interest and podcasts discussing various aspects of sustainability. All this raises awareness about sustainability, educates the community, and encourages eco-conscious behaviors.
2. Collaboration with Brando Corradini for a train wrap-up: Creates a unique visual narrative that blends Rome's rich history with contemporary art and nature. This approach reinforces the city's cultural heritage while embracing progress and environmental mindfulness