For the opening of the Mutti pavilion at FICO Eataly World we’ve been called by AUGE DESIGN to work with them on a storytelling about Mutti tomatoes history. Under the creative direction of the agency we’ve been in charge of all the animations and the set up the projection mapping. We also directed a 360° video into a tomatoes field.
The installation is composed by 5 Ultra Short Throw projectors to cover a projection surface of 16 meters width and up to a maximum of 4 meters of height, covering 270° of the total width in the circular structure. There are 4 panels that showcase the values of tomatoes for Mutti S.p.A.; one of the panels is interactive, navigable through an analog knob.
The 360° video brings a suggestive view of the tomatoes field directly to FICO fair: a glide realized by using a motorized wirecam takes the visitor in the heart of the Mutti production. Natural sounds and light intensity modulation of the lamps make the experience of the whole pavilion more immersive.
The playful mood of the animations speaks to different audiences and creates a very immersive educational experience even for kids. A journey to discover all the secrets of Mutti excellence, marked by the "Pomopolo", an iconic knob that allows the visitor to explore interactively the tomato plant growth phases. The castle of Torrechiara dominates the hills south of Parma, embracing the Mutti crops, a unique location to shoot the 360° video which, at regular intervals, brings rural wisdom inside the pavilion, expanding the immersive resonance of the whole experience.