The regeneration of Milano Santa Giulia is one of the main urban regeneration projects in Milan, located in the south-east part of the city, near Rogoredo station. The overall objective of the project is the regeneration of a peripheral area in the South-East of Milan for years affected by the high presence of illegal drug sellers. Main targets of the neighbourhood regeneration are families, young people and artists. The Masterplan developed by Lendlease, leader in urban regeneration projects in Italy, will create a new mixed-use residential district, incorporating retail, residential, commercial, office, recreation and leisure uses. The masterplan of MSG is based on “Smart City” criteria, already part of the design phase: Smart living, Smart Mobility and Infrastructure, Wellbeing and Social Sustainability.
Our added value
PlusValue is the strategic advisor of Lendlease. Main tasks are the creation and implementation of a bespoke community engagement strategy, the development of a new positive narrative for the neighbourhood, and the development of a social impact strategy for the area.
Stakeholder management: management of strategic institutional relations that generated an added value for the development of MSG;
Management of inhabitants’ relationships in order to collect expectations and attitudes towards the MSG project;
Exploiting territorial potential: stimulation of the civic protagonism of the area;
Involvement of private actors for the advancement of potential initiatives linked to private investors to revitalize the area.