Zona Wagner: Reviving Milan’s Heart Through Community, Innovation, and Inclusion

A new step towards urban regeneration starts from one of the liveliest and most historic areas of Milan: the “Zona Wagner” project has been officially admitted to the Civic Crowdfunding 2024-2025 promoted by the Municipality as part of the Neighborhood Alliances program.

This was announced by the traders of the Wagner covered municipal market, active since 1929, in collaboration with other operators of the Vercelli De Angeli Urban Commercial District, who have been working for months on a proposal capable of uniting local economy, innovation and social inclusion.

Zona Wagner, a neighborhood network for an economy closer to the people

The heart of the initiative is the creation of an alliance between merchants, artisans and historical businesses in the area, which aim to enhance the local economic fabric. Of the 14 proposals submitted, “Zona Wagner” is one of the 7 projects selected in the first evaluation phase and will now be able to access the Produzioni dal Basso platform to start a fundraising campaign.

As Andrea Smidili, the market’s marketing manager, explains, “if we raise 28,000 euros, the Municipality will recognize us a co-financing that doubles the amount. You can donate from 10 to 1,000 euros starting from May 26th.”

Donate to receive: from the key ring to the solidarity basket

The crowdfunding campaign will also be a way to directly involve citizens and customers.

Each donor will receive a personalized gift: from simple key rings with their name to baskets with products from the market or project partners. A way to make those who decide to contribute to the rebirth of a historic area feel part of the community, promoting a circular and participatory economy.

Zona Wagner, technology at the service of neighborhood shops

One of the most innovative proposals of the project is the expansion of the “Centro commerciale diffuso”, a model that combines physical and digital.

Thanks to “Bobox”, a new generation POS, and the digital card already launched, customers will be able to accumulate cashback points with every purchase in the partner stores. Not only that: free home delivery is also planned for residents registered with the neighborhood association and for vulnerable categories, also incentivizing local e-commerce.

Zona Wagner: events, culture and welfare for a more cohesive community

But “Zona Wagner” also looks at the cultural and social dimension . After the summer, events with celebrities and writers are planned, with the aim of livening up the neighborhood and creating opportunities for meeting.

In addition, a digital platform will be activated where residents can take advantage of welfare credits, which can be used at businesses in the neighborhood. A way to make consumption an act of social participation.

Solidarity cashback with the collection of used clothes

Among the initiatives planned, there is also an action with a strong ethical value : the collection of used clothes. Citizens will be able to deliver them to the Wagner market in exchange for cashback, while others will be able to take them by leaving an offering.

A system that not only promotes reuse, but reinvests the collected amount in the activities of the widespread shopping center, generating a virtuous cycle of solidarity and development.

Zona Wagner, a project that unites the city’s past and future

Combining history, local commerce and digital innovation, “Zona Wagner” presents itself as a model of participatory urban regeneration.

Thanks to the support of citizens and public co-financing, the neighborhood will be able to transform itself into a permanent laboratory of proximity economy, smart services and inclusion. A concrete example of how Milan can build its future starting from its neighborhoods.

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(Featured image by Samuel Isaacs via Unsplash)

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