Urban Up – Milan Virtual Experience
Urban Up - Milan Virtual Experience project is an immersive voyage in the future of the city of Milano, created by Proxima Milano for the Unipol Group.
Milan Virtual Experience is a 3D CGI reconstruction of Milano and the 5 sites that the Unipol Group is working on in the context of the urban renewal project Urban Up - Unipol Project Cities.
Inside this experience viewers are not just spectators anymore, as they are physically and emotionally immersed in a life-sized environment they can interact with.
Every building has been taken directly from the original projects made by the architecture firms and reworked to match a common graphic style, in order for each building to fit in the context of the project.
It should be noted that his is one of the very first italian VR projects ever to use the HTC Vive Tracker, the groundbreaking device that allows real objects to be integrated inside the virtual environment.
All data related to the project, along with all the information that Gruppo Unipol was set out to publicize, were included in the experience in a spectacular and captivating fashion, thus creating a new language to communicate a product that was previously only intriguing for insiders.
The experience has proven to be a huge hit both at MIPIM (the most important european real estate exhibition, held in Cannes) and at the famous Milan Design Week Fuorisalone, visited by designers and architects from all over the world, when the experience was available to try inside one of the most important and fascinating buildings among the Unipol Project Cities offerings, the historical Ca’ Litta.
Furthermore, Proxima Milano is proud to announce that this experience was monitored and thoroughly analysed by scientists from the University of Milano-Bicocca UniMiB, with the purpose of releasing scientific publications regarding the relationship of these new technologies and the user experience.
Project/Urban Up – Milan Virtual Experience
Events/Mipim – Cannes 2017 / Milano Design Week 2017
Devices/HTC Vive, Samsung Gear VR
Concept & VR/PROXIMA VR
Executive Producer/Andrea Masera
Artistic Direction/Claudio Falconi
Head of R&D and VR/Riccardo Gemelli
Main Programmer/Davide Mensi
Head of 3D/Nicola Danese
Lookdev and lighting/Valentina Arcelloni
Modeling and layout/Francesco Ferraresi, Federico Gnoni
Mobile App Development/Davide Mensi, Felice Amoruso