Urban Up – Unipol Project Cities
Leading italian Real estate developer Unipol had a precious opportunity: the construction site for one of the new buildings they had been working on, located in one of the most interesting and up-and-coming locations in town, was concealed with a fabric cover that needed a refresh with a shiny new cover, and at the same time the famous Milano Design Week was drawing near.
What could be more interesting than turning the building in a huge projection screen?
Being already at work on their VR experience, and thus being already very familiar with Unipol’s projects, Proxima Milano was chosen as the ideal partner to bring this amazing idea to life.
The result is a 5 minutes video loop that offers an overview of Unipol’s UrbanUp buildings around the city, narrated by the architects behind the projects, along with Unipol’s vision for life in Milano.
Motion graphics blend with live action in the video, that was projected for the entire lenght of the Milano Design Week on a 26x19,5mt. screen on the facade of the De Castillia 23 building.
An 8 mt. tall tower was built to host as many as two projectors, joining forces to maximize the brightness and visibility of the projection, and it was decorated by Proxima Milano with customized graphics that matched the project identity and communicated the project.
The projection was extraordinarily impactful, being strongly visible from the whole Gae Aulenti and Porta Nuova neighborhood, the new area of the city that is home to skyscrapers like the award winning “Vertical Forest”, that has come to symbolize the future of the city.
The video included an invitation to the Ca’ Litta VR event, where Proxima Milano had set up HTC Vive and GearVR stations to let visitors experience Unipol’s urban vision and their upcoming buildings in first person, in Virtual Reality.
- Event backstage
- Full interview with Andrea Masera (General Manager for Proxima Milano) for Corriere Della Sera, leading italian daily newspaper.
- “Live the city” is a video that Proxima Milano made on behalf of the Unipol Group in the occasion of the Fuorisalone, to tell the story of the Unipol Project Cities urban renewal plan
Project/Urban Up – Unipol Project Cities
Events/Milano Design Week 2017
Executive Producer/Andrea Masera
Artistic Direction/Claudio FalconI
Concept & Motion Graphics Design/Darko Prolic, Luca Taschini
Backstage Shooting & Editing/Amin Ali