MA Studies > Editorial design > Editorial design alumnus > Juliana Ribeiro Azevedo

Juliana Ribeiro Azevedo

a new format for travel guides

What is a tourist? What are they looking for?
What part does media play in the touristic experience?
Guides have not substantially changed since they first appeared. Their contents still answer some basic questions of “where”, “when” and “what” – the must-see touristic spots, listed up and leaving everything in between aside. The doubt of a “tourist trap” or of a detached place from the real city is present in every item and lack of novelty makes traditional guides boring or unnecessary. All those problems also migrated from paper to screen, as web based guides offer no new approach to travel guiding apart from more accurate time tables and practical information. The way tourists relate with information has changed and guides have missed that.
My proposal for a new touristic guide is in fact a system composed by two main platforms: the "Amsterdam Atlas" and the "Amsterdam Augmented". The atlas and the mobile app work together, to provide to the tourist the big picture and the detail when and as he or she whishes. It is targeted at the post tourist that needs help and guidance but wants to make its own decisions.
The Amsterdam Atlas
The post tourist does not want to be told what to do and avoids iconic, staged “typical” places. Many just claim they need a map to make their own way. Maps are neutral and give the freedom to choose.
The "Amsterdam Atlas" is not a traditional travel guide, but a collection of 8 different maps - bird views that help understand the city dynamics. They map what others do not: the environment, the moods, the relationship within space. The printed version is intended to create interaction between the travelers. Sit, open it, discuss the next move, and enjoy the activity.
The Atlas can be taken rolled up, so it is easy to carry, and its wrapper is also a map that contains the main streets and that can be placed over any of the other ones for a quick location of the nearest main road.
the maps are organized as follow:
water >> Water organizes Amsterdam, so let it speak for itself.
history >> Old maps from the different periods show the different shapes the city has had. Now the shapes show the urban development of the city that since the beginning had to be planed in order to exist.
activities >> Neighborhoods have predominant usage and being able to know what they are is of crucial importance for the decision making of where to go.
places >> Still a schematic map in the same scale as all the other ones, but with a closer view of the streets.  I deconstructed the pictures and rearranged them on a big collage that represents the city as a whole and not as different framed views that do not relate to each other.
transport >> buses, trams, metro, trains, roads, boats and bikes. They all work together as one big system that when viewed separately.
fashion >> walking around the city I took random pictures of passers-by to map how people dress in different areas. This kind of fashion code also constructs the mood of different places.
memory >> I navigate thru space using my memory of past events I’ve experienced in the city. I find my way around space going back to those memories.
translation >> A map constructed using maps from  São Paulo – the city where I’ve been born and raised. Connecting the places and moods of a new city to the one you are very familiar with helps to understand the dynamic of the new city you are exploring. This map also works the other way around: a native amsterdamer can understand the city of São Paulo.
Amsterdam Augmented Application
Once understood the dynamics of the city, more information is needed. Where exactly are you looking to go? For that the mobile application has real time updated information – and it works together with the atlas. Pointing the camera to the area of interest in any of the maps, a detailed layer of information appears on screen. It becomes an augmented map with links and a connection to gps and google maps that will guide you straight to the point.
Each map carries one type of information:
water >> the name of water lines, bridges and canals
history >> historic points of interest
activities >> further explanation of the main activities
places >> remarkable spots in the city
transport >> name and direction of lines and roads
fashion >> shopping
memory >> editor’s choice (my favorite places)
translation >> the correspondent neighborhoods in São Paulo
Juliana R. Azevedo was born and raised in São Paulo, since November, 1981. 25 years later she got her bachelor degree in architecture and urbanism from the University of São Paulo. Although she is not constructing buildings or cities she is always dealing with them in her projects. She has an urban soul and loves big cities – as well as traveling around them. She also loves music, but has no real talent for that.
you can check this and other projects here and contact me here