Coop Future Food District
2015 Expo Milan “Feeding the Planet, Energy for Life”

How can information and dataviz give a voice to products?

In 2015 we won the Guinness World Record for the largest plotter image ever made together with Carlo Ratti Associati for the Coop Future Food District at the Milan Expo. The external facade of the supermarket of the future processed the informations and depicted visitors’ figures experiencing the space. Meanwhile, the real-time dataviz and projections on the gigantic wall inside the pavilion examined and gave back data about the new forms of interaction between people and products in a fully operational market.

Concept design:
MIT Senseable City Lab

Architecture, interior design
and supervision by Carlo Ratti Associati

Landscape design by
Capatti Staubach

Interaction Design by
Dotdotdot and Avanade

Flow Analysis by

Urban algae folly Design by

Farm design by
ENEA, Ceres,
Lucchini Idromeccanica

Graphic design:
Studio FM Milano

System integration by

Alessandro Masserdotti
Fabrizio Pignoloni
Vittorio Cuculo
Jib Ambhika Samsen

Andrej Boleslavsky
Lucio La Pietra

Laura Fantacuzzi

Guinness World Records 2015 for the largest plotted image of a total surface area of 878.7466 mq