Milano Unica enters the Metaverse
An increasingly immersive experience for the 37th edition
“The Metaverse is one of the new communication and branding channels and it certainly represents an opportunity for Milano Unica to make its content increasingly effective, not only to its target audience but also to new generations. Our goal is not to recreate reality in virtual reality but to enrich the experience at the trade show and amplify its distinctive values”,
Alessandro Barberis Canonico, President of Milano Unica
Milano Unica aims at expanding its digital services from season to season to provide its exhibitors and visitors with an increasingly integrated and fruitful experience.
After the e-MilanoUnica Connect project and the App designed to facilitate the visit to the trade show, for the 37th edition, Milano Unica will offer, in collaboration with PwC Italia, an even more immersive experience through the Metaverse, the specially created 3D space, within which physical individuals can move, share and interact as if they were physically present, but without any limitations of space.
Furthermore, for the first time visitors were invited to the tradeshow via augmented reality.
The Milano Unica avatar will be the narrating voice of the 37th edition, inviting people to the trade show.
Metaverse corner
Hall 1
Visitors will access the Metaverse directly at the trade show. A corner will be set up close to the Creative Sustainability F/W 24-25 Area in Hall 1, accessible for the three days of the trade show. There are four visors available and dedicated staff. It will remain online also in the subsequent week, with access from the web or from mobile devices.
The journey through the Metaverse will amplify the visitors’ experience, providing access to the emotional rooms of the three MU Community themes presenting the creative cues for the Fall/Winter 2024/2025 season. The MU Hub serves as introduction to the journey, expanding on the founding values of Milano Unica, based on the excellence of Made-in-Italy products, along with the values of creative sustainability, traceability and constant innovation.
Ideal green city in an organic and sustainable world
Visitors will therefore enter an ideal green city with a high perception of an organic and sustainable world. Walking down the aisles, visitors will be accompanied by emotional videos and evocative images leading to environments related to the three themes of the creative concepts for the upcoming season.
Family Community
intimate and relaxing experience
The Family Community will evoke an intimate and relaxing experience. The interiors are strictly organic with sinuous and curvy shapes featuring soft materials and neutral colors of 1960s architecture.
Night Community
underground aesthetic and glittering nightlife
The Night Community is a plunge into an underground aesthetic, inspired by the glittering nightlife. The setting consists of vertical sculptures, materials such as raw metals and concrete, and underground music reminiscent of industrial architecture and brutalist art.
Culture Community
from heritage to innovation
The Culture Community will reproduce an invitation to an eclectic and vibrant reflection that leads to ongoing research based on heritage enriched by innovation. The interiors feature a rigorous, almost museum-like aesthetic that highlights precious materials, such as gold and silver, and the use of clean shapes reflecting the tailoring of fine Italian craftsmanship.
The fine fabrics and exclusive accessories, integrated in the settings dedicated to the three themes, will accompany visitors on the journey, and will be presented in an unconventional way, to stimulate surprise and amazement.
Visitors will also be involved in playful activities: from the panoramic view from above, emulating a flight over the settings, to a liberating dance among sounds and colors, and, last but not least, a selfie mirror for pictures to be taken to make a memory of the experience and narrowing the differences between reality and the Metaverse.
The wait is over: MU Metaverse goes online.
Don't miss out on the opportunity to visit Milano Unica’s Metaverse:
- at the trade show, in Hall 1, with four visors and dedicated staff on July 11, 12 and 13
- via web and mobile at this link until July 25
