An increasingly immersive experience in the world of Made-in-Italy high-end textiles and apparel accessories
The 37th edition of Milano Unica will be held at Fiera Milano Rho from July 11 to July 13, 2023.
With more than 560 exhibitors and its founding values, which have always guaranteed quality, ethics, elegance and authenticity, the high-end textiles and apparel accessories show offers an upgrade of its dedicated services each season.
After the e-Milano Unica Connect project, the B2B marketplace platform, created in collaboration with Pitti Immagine, to increase the visibility of collections and foster international B2B relations, and the App designed to facilitate the visit to the trade show, for the first time in this edition, Milano Unica will offer 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.
PwC Italia developed the project that will let visitors to Milano Unica experience augmented reality in the Metaverse for the first time. The Milano Unica avatar will be the narrating voice of the 37th edition, inviting people to the trade show, providing updates on the novelties and explaining how to best enjoy the experience of the Metaverse.
“We supported Milano Unica in this new experience, unique in the upstream supply chain, with our Innovation and Metaverse fashion specialists. The virtual dimension enables Milano Unica to extend the reach of the event into an immersive space enhancing its accessibility and inclusiveness globally. Thanks to unprecedented storytelling, we have designed an immersive and engaging journey for industry professionals,” commented Erika Andreetta, Partner PwC Italy, EMEA Fashion & Luxury Leader.
The hub dedicated to this new opportunity occupies a space close to the Creative Sustainability area in Hall 1 and will be 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 via keyboard and mouse, 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.
After the first dive into the contents of Milano Unica, the next three rooms accompany visitors along a real journey inside the creative processes, highlighting the ideas and hints that the mind’s eye can generate to represent and suggest the new concepts for the coming season.
The Night Community is a plunge into an underground aesthetic, inspired by the glittering nightlife. The Family Community will evoke an intimate and relaxing experience. The journey will end in the Culture Community, with an invitation to an eclectic and vibrant reflection that leads to ongoing research based on heritage enriched by innovation.
The fine fabrics and the exclusive accessories expressing the three themes will play a central role in the journey. The fabrics will serve as guides to the emotions of the journey, and their textures will become the soundtrack of the surrounding environments. Users will be involved in a playful and immersive way, and the experience will amplify the contents, to the point of narrowing the differences between reality and the Metaverse.
“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,” added Alessandro Barberis Canonico, President of Milano Unica.
We look forward to seeing you and our avatar thanks you for participating.
