Milano Unica enters the Metaverse for its 37th edition

Milano Unica enters the Metaverse for its 37th edition

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 offered, in collaboration with PwC Italia, an even more immersive experience through the Metaverse, the specially created 3D space, within which physical individuals could move, share and interact as if they were physically present, but without any limitations of space.

The Milano Unica avatar was the narrating voice of the 37th edition, inviting people to the trade show.

The journey through the Metaverse amplified 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 served 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.

Visitors entered an ideal green city with a high perception of an organic and sustainable world. Walking down the aisles, visitors were accompanied by emotional videos and evocative images leading to environments related to the three themes of the creative concepts for the upcoming season.

Visitors were also 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 make a memory of the experience and narrowing the differences between reality and the Metaverse.