FuoriSalone 2017: Milan Virtual Experience and Live the City

From April 3-9, it will be possible to take a virtual journey to the Milan of the future on via Pantano, while on Via De Castillia 23, Live the City will be screened on a huge 26x19 meter screen, serving as an invitation to experience the city of Milan Design Week

Milan, April 03, 2017 PRESS RELEASE

“URBAN UP - Milan Virtual Experience” e “Live the City”.

Urban Up - Unipol Projects Cities will be present at Milan Design Week with 2 initiatives: “URBAN UP - Milan Virtual Experience” and “Live the City”. . It is a striking virtual reality experience that will allow the visitor to interact and become completely immersed in the group’s five significant real estate projects in progress in Milan. HTC VIVE was the technology chosen by Urban Up, which is currently the most innovative in the field of virtual reality. Throughout Design Week, in a dedicated and specially equipped space on via Pantano 26 on the ground floor of Ca ‘Litta (one of the main real estate assets of the group undergoing redevelopment thanks to a project by Studio Vittorio Grassi, Architect & Partners), from 10:00 am to 8:00 pm the FuoriSalone audience will be able to “walk” in a Milan never seen before, interact with the surrounding environment, select video contributions, activate informative graphics and “experiment” with special interactions with the virtual environment. “URBAN UP - Milan Virtual Experience”, also available on some Gear VR by Samsung through a special APP for content in 360° stereoscopic mode, is not just a descriptive project of the Unipol Group’s Milan real estate, but a real innovation in real estate marketing. With this operation, Urban Up is among the few players in the sector to have chosen virtual reality as a new media and communication language for the promotion of its real estate assets.

In the evening of that week, De Castillia 23, a building owned by the Unipol Group that is currently undergoing redevelopment (CMR Project), will come to life thanks to a maxi screen of 26x19 meters on which the video “Live the City”, will be projected, specially created by Urban Up for FuoriSalone in collaboration with Interni. “Live the City” recounts the topic of the FuoriSalone (Material and Immaterial), and Urban Up projects in a succession of images of the city and its beauty, alternating faces of designers and graphic architectures, renderings always combined with the claim “Live the” in different versions. “Live the City”" becomes an invitation to discover and experience the Milan of Design Week from countless points of view: Live the Beauty, Live the History, Live the Future, Live the Virtual, Live the Design ... up to Live the Unipol Projects Cities.

The “URBAN UP Milan Virtual Experience” and “Live the City” projects were created in collaboration with the Proxima Milano studio, one of the most significant companies in Italy in the field of Special Effects and Virtual Reality.

Urban Up- Unipol Projects Cities
Dedicated to the real estate redevelopment of buildings owned by the Unipol Group and aimed at enhancing some of the most significant buildings in the Italian architectural park, the Urban Up project started in the city of Milan with the redevelopment of a few buildings that symbolize the Lombard capital for its history and location. Urban Up is a project that combines innovation and tradition with the aim of enhancing the beauty and importance of true icons across the Italian urban landscape. Through modernization and renovation works, skyscrapers, facilities, and historic buildings will once again take on a prominent role in the urban fabric.


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