While working with the agency Sinergie we created an “immersive room” for the annual Unicredit convention inside the space of the Pelota in the Brera district of Milano.

It’s a sort of box at the center of the location, covered with tailored made video projections on the outside; inside it hosts a fashion show-like setup – catwalk in the middle and audience to the sides – enriched by the engaging experience of projections on all four interior walls.

The outside of the box with its projections is the backdrop for the welcome moments and the lunch. Once they walk inside to attend the convention, the guests find themselves immersed in a completely different space, surprising and experential. It’s a new way to think about the company convention by creating two different areas and sensations in one location.