Conceived by Stefano Boeri Architetti and its offshoot interior design studio, along with a team of specialized consultants at the request of Domenico Arcuri, Italian special commissioner for the Covid-19 emergency, the campaign concept is, true to form, botanically themed. Specifically, the proposal revolves around the humble and varied primrose, a perennial described by the firm in a press statement as being the first flower “to blossom after the long winter and announce the reawakening of nature and the arrival of spring.”
“With the image of a springtime flower, we wanted to create an architecture that would convey a symbol of serenity and regeneration,” elaborated Boeri. “Getting vaccinated will be an act of civic responsibility, love for others and the rediscovery of life. If this virus has locked us up in hospitals and homes, the vaccine will bring us back into contact with life and the nature that surrounds us.”
The proposal, which the firm said has been approved by Italian health officials and is now in the process of being finalized, is comprised of three major elements: the campaign logo, which will take the form of a pink primrose and be accompanied by the slogan “Italy is reborn with a flower;” the design for a series of solar panel-topped pop-up pavilions that will be erected in major piazzas across Italy and be used to administer the vaccine to the general public; and the design of public kiosks that will relay information about the vaccine and the crucial importance of vaccination.
“This flower is the element that will link every aspect of the campaign since it shares the same circular pattern as the layout of the pavilions that will be erected in Italy’s squares and public spaces,” explained the firm. “It will be clearly visible from above as large versions of it will be printed on the pavilion roofs, side walls and information totems.”
Cloaked in a durable, water-resistant skin made from a range of different recyclable and biodegradable materials, the timber-framed pavilions will rest atop prefabricated wooden bases and, naturally, be simple to assemble and disassemble to allow for multiple relocations. Each pavilion will be topped with a photovoltaic array so each can operate self-sufficiently off the grid. The interior of the pavilions will all employ a textile partition system to divide the space into three distinct public-facing areas: A vaccine administration area, along with an area for those waiting to receive the vaccination, and a third space for those to wait again once again after they’ve been inoculated. The central core of each pavilion will serve as a hub for healthcare workers complete with administrative space, storage facilities, changing rooms, and restrooms.
As recently reported by Reuters, Italy overtook Britain this weekend to become the European nation with the highest death toll from the pandemic, with 64,036 deaths compared to 64,026 reported deaths across Britain. In September of 2019, Italy was also the first Western country to be impacted by the virus, where the outbreak was initially centered around Milan and the surrounding Lombardy region in the wealthy and industrialized north. Per Reuters, Italian officials plan to start administering an initial 1.8 million doses of the vaccine in mid-January to healthcare workers and the residents and staff of nursing homes/senior living facilities before expanding to the general public. Arcuri told Reuters that the country plans to establish roughly 300 public vaccination sites to start before likely expanding to 1,500 sites as the campaign intensifies.
Officials hope to vaccinate most Italian citizens by next September.