37th Milano Unica, increasingly immersive

37th Milano Unica
[:it]37th Milano Unica[:]

The 37th Milano Unica will open from 11 to 13 July at Fiera Milano Rho. So the textile and high-end accessories show for clothing returns, with over 560 exhibiting companies, which have always guaranteed quality, ethics, elegance and authenticity. An event that offers every season an upgrade of services dedicated to its numerous visitors.

MU also lands in the Metaverse

After the e-MilanoUnica Connect project, the B2B marketplace platform, created in collaboration with Pitti Immagine, to increase the visibility of the collections and foster international relations between companies and the app designed to facilitate visits to the fair, the 37th Milano Unica will offer an even more immersive experience thanks to the Metaverse.
The three-dimensional space created ad hoc, within which individuals will be able to move, share and interact as in reality, but eliminating its spatial limits, was created in collaboration with PwC Italia. The latter signs the project, which for the first time will invite visitors to the event via augmented reality.
The avatar will be the narrative voice of this 37th edition, inviting to the show, updating on the new products present, accompanying visitors to discover where to live the experience in the Metaverse.

“Having decided to embrace the virtual dimension allows Milano Unica to extend the reach of the event into an immersive space, enhancing its global accessibility and inclusiveness. Thanks to an unprecedented storytelling, we were able to create an engaging and engaging journey for sector operators”, comments Erika Andreetta, Partner PwC Italia, Emea Fashion & Luxury Leader.

37th Milano Unica: visit amplified

The hub dedicated to this new opportunity has been created in a space near the Creative Sustainability area, pavilion 1. It will be active during the three days of the fair with four viewers available and dedicated staff. Furthermore, the hub will also remain online in the following week, with access from the web via keyboard and mouse, or from mobile.

The journey into the Metaverse will amplify the visitor’s experience, who will be able to enter the emotional rooms of the three themes of the community, designed to offer creative ideas for autumn-winter 2024/2025, starting from the hub, which introduces the itinerary, through the narration of the heritage of values of the 37th Milano Unica https://www.milanounica.it/it, which has always been linked to the excellence of Made in Italy, to the values of creative sustainability, traceability and constant innovation.
“The Metaverse is one of the new communication and branding channels and it certainly represents an opportunity for Milano Unica to make its contents increasingly effective not only for its target audience but also for the new generations. The goal we have set ourselves is not to recreate -reality in virtual reality-, but to enrich the experience at the fair and amplify the values that distinguish it”, declared the president of the fair, Alessandro Barberis Canonico.