Milano Unica lands in the Metaverse



A virtual, immersive journey through the 'rooms' of the high-end textile and apparel accessories show, with its more than 560 exhibiting companies. Through collaboration with PwC Italia, which carried out the project, the 37th edition of Milano Unica, scheduled July 11th-13rd at Fiera Milano Rho, will offer an even more immersive experience thanks to the Metaverse. Within this virtual dimension, physical people will be able to move, share and interact as in reality, but canceling its spatial limits. Protagonists of the journey will be fine fabrics and exclusive accessories declined in three different themes.

The journey through the Metaverse will amplify the experience of the visitor, who will be able to enter the emotional rooms of the three MU Community themes. It will start from the MU Hub, which introduces the journey by narrating the fair's heritage values. The three rooms that follow represent a journey inside the creative processes, ideas and suggestions for the coming season: Night Community, a plunge into an underground aesthetic inspired by night life; Family Community, an intimate and relaxing experience; and Culture Community, an emblem of continuous research as a bridge between tradition and innovation.


"A unique experience in the upstream supply chain, capable of extending the reach of the event, enhancing its global accessibility and inclusivity," explains Erika Andreetta, partner PwC Italia, EMEA Fashion & Luxury Leader. "Visitors will be invited to the event through augmented reality, and the space dedicated to this new opportunity will be active during the three days of the fair with four viewers available. It will then remain online in the following week as well, with access from the web via keyboard and mouse, or from mobile. A way, according to Milano Unica president Alessandro Barberis Canonico, to "enrich the experience at the fair and amplify the values that distinguish it."

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