The 37th edition of Milano Unica
will also be in the Metaverse

The 37^th edition of Milano Unica will be held from 11 to 13 July at Fiera Milano Rho. The high-end fashion textiles and accessories trade show will showcase over 560 exhibitors in compliance with its core values of quality, ethics, elegance and authenticity. Following the e-MilanoUnica Connect project, the B2B marketplace platform created in collaboration with Pitti Immagine to boost visibility of the collections and forge international relationships between businesses, and the app, designed to make attending the show even easier, this edition of Milano Unica will offer an even more immersive experience thanks to the Metaverse – the purpose-built three-dimensional space within which individuals will be able to move, share and interact as in reality, but without spatial limitations. Thanks to the collaboration with PwC Italia, which designed the project, visitors will for the first time be involved in the event through augmented reality.

Milano Unica‘s avatar will be the narrator of the 37^th edition, inviting people to the event, giving updates and helping visitors get the best out of the Metaverse experience. The hub dedicated to this opportunity has been created in a space located near the Creative Sustainability area, in Hall 1, and will be active for the three-day event with four visors and dedicated personnel and is set to remain online for the subsequent week with web access via a keyboard and mouse or from a mobile device. The journey into the Metaverse will give visitors a broader experience, allowing them to enter the rooms of the three MU Community themes, designed to offer creative ideas for Autumn/Winter 2024.25, beginning with Hub MU, which introduces the heritage of Milano Unica, tied to Made in Italy excellence, the values of creative sustainability, traceability and ongoing innovation. “The Metaverse is one of the new marketing and branding channels and is certainly an opportunity for Milano Unica to make its content more effective not only for its target audience but also for new generations. The goal we have set ourselves is not to recreate reality within virtual reality but to enrich the trade show experience and amplify its core values,” adds Milano Unica Chair Alessandro Barberis Canonico.