Milan Insight
#MilanInSight is a rendez-vous and a sharing place for the peolple who live, visit or love the city of Milan. Every single week during 2015 the project has provided information updates and it has permitted everybody to rediscover the city from a different point of view.
The aim of the project was to increase the value of the Unicredit Towers complex to the inhabitants of Milan, it had to be something else than a single element of the new skyline of the lombard capital. Thanks to the thousands of shots made from the roof of the highest tower we created the first 360° panoramic image of the city and the fourth biggest of the world by 2015. Above the image we built a branded content platform designed to let the user feel a new navigation experience in the city. We gave the milanese an opportunity to establish new relationships among them and their city as well as we created an innovative way to tell everyone about Milan during the Expo so they could discover the true identity of the city.
Screenshots
Mobile
Desktop
Stories from Milan:
A publishing plan with several topics each week, every topic is related to the city of Milan and their inhabitants. Interviews, exclusive multimedia content, historical pictures and social media content directly published by users; a choral storytelling in which everyone has had the opportunity to contribute by using the #MilanInSight hashtag.
Stories from the users:
Due to a strong social relation, the platform has been constantly updated with user generated content. The users have always been an active side of the platform and have contributed to keep it alive by adding #MilanInSight hashtagged content in their Twitter and Instagram profiles or taking part on the raffle in which the users have told everyone their own stories and published pictures.
Historical pictures:
Thanks to the partnership with the Alinari archive it has been possible to show in the platform many historic photographs. These images have been properly geolocalized so they could portray the real places where they were taken years ago. All these images have been purchasable using direct links to Alinari's e-commerce website.
Panoramic pictures:
Beyond the great panoramic picture, the platform has also shown other smaller panoramas of geolocalized places among the city. These 360° "Ground Panoramas" lets the user enjoy an inmersive experience.