“VISIBLE VOICES. HUMAN PATTERNS”
AN OUTDOOR VISUAL AND SOUND EXPERIENCE CONCIEVED BY MIGLIORE+SERVETTO STUDIO AND PRODUCED BY ETT S.P.A.
An interactive video installation that engages with visitors through Augmented Reality in an immersive and captivating way
Milan, April 18, 2024 – Tonight at 7:30 PM in Milan, at Viale Abruzzi 20, attendees of the Design Week will be introduced to a multisensory, immersive, and engaging experience resulting from the partnership between ETT S.p.A., a creative and digital industry, and the design studio Migliore+Servetto.
Initially, visitors will have the opportunity to explore a digital showroom dedicated to ETT’s most innovative solutions for transforming the online and in-store shopping experience. Following this, they can admire on the very facade of the ETT space “Visible Voices. Human Patterns”, an outdoor video projection, a pulsating organism, a dynamic work where patterns and light interact to create an immersive graphic landscape designed by Migliore+Servetto.
Indeed, it will initially be possible to visit the digital showroom dedicated to ETT’s most innovative solutions for transforming the online and in-store shopping experience and, following this, admiring on the very facade of the ETT space “Visible Voices. Human Patterns”, an outdoorvideo projection, a pulsating organism, a dynamic work where patterns and light interact to create an immersive graphic landscape designed by Migliore+Servetto.
Three original patterns designed by Ico Migliore will create a visual and auditory experience that, through augmented reality, adds a layer of interaction and discovery, aimed at sparking public curiosity about themes such as urban living, intersections, and the necessary cross-pollination for communal life.
In this projection, traces of texts by Italo Calvino come to life to become imaginary dialogues among the characters inhabiting the designs, focusing on cities as precious aggregates of memory, desires, and languages.
A QR code, scannable by personal smartphones, will offer visitors the opportunity to access an additional level of animation of the projection’s patterns. The setup of the video projection, animation, and assembly were carried out by ETT.
Giovanni Verreschi, CEO of ETT S.p.A., stated: “We are proud to have formed a partnership with such a prestigious studio as Migliore+Servetto. We believe that the worlds of technology and creativity must closely interact with the goal of creating high added-value experiences. Furthermore, ETT is characterized both by its technological component and by a humanistic and creative background, allowing us to rely on a widely varied staff, spanning from STEM disciplines to artistic or historical-philological fields. In this sense, we see great value in experiences like Milan Design Week, which provide us the opportunity to interpret our role as a creative digital industry in innovative ways, aligning with current communicative dynamics and new language models“.
“We believe that in the future, we will be able to create increasingly integrated projects characterized by a strong multisensory component, capable of expanding the guest’s experience beyond the visual,” – state Ico Migliore and Mara Servetto, co-founders of the studio – “These new possibilities will broaden the theme of awareness with a greater focus on listening to the spaces we inhabit and our cities which, as we have tried to express in the video installation, are based on dialogues between urban patterns, inhabited layers, traces, and memory. We are pleased to collaborate with ETT to merge our common and almost humanistic vision of technologies”.
The interaction with objects continues inside the ETT showroom designed by architects, communicators, marketers, designers, digital strategists, engineers, developers, and storytellers: projections, lightboxes, sensors, digital libraries, and sliders are the technologies that the ETT environment dedicated to the world of retail allows to be tested live.
The virtual showcase of Xpose Forpess revives typical product displays and allows users to interact with the product and initiate a video-illustrative content and a play of lights: the example of setup demonstrates the flexibility of the solution in its use within experience design projects. Impactful visual elements, from the floral-style lightbox that covers a curved wall of the showroom, to the large-scale reproduction of Michelangelo’s David’s eyes in 3D printing, to the digital library made with LED panels that allow for an emotional and innovative exploration of content.
Rounding out the showroom tour is the slider dedicated to automotive: by sliding the vertical screen across the background graphics, visitors can add another layer of knowledge, viewing specific content that details aspects of the car.
Thus, visitors to Milan Design Week will encounter two experiences that, while seemingly distant, actually communicate through the use of new enabling technologies to introduce people to a new and unprecedented face of reality.
“Visible Voices. Human Patterns” is indeed an outdoor visualization of dialogues and intersections in lived space. Contemplating density and void, and individual elements combined in space, the contents form a network and create different scenarios where color and density translate into action, movement, and light.
In the dynamic video on the building’s facade, the patterns, like different worlds to enter, become ‘narrative’ designs that closely reveal the richness of the micro-stories they comprise. Like graffiti, almost significant tattoos to be decoded, Ico Migliore’s patterns represent the search for harmonies and new, more conscious balances between parts.
Migliore+Servetto and ETT thus develop a new synergy to bring to life a memorable installation: the event represents a unique narrative unicum within the rich schedule of Milan Design Week.