On the occasion of the Tour 2018, ASPEN Media Italia called Think Cattleya in order to develop and create the interactive activities of a project that brought Mulino Bianco’s house to the most important italian squares.
The experiences are designed through a customized path based on the user’s selection of their favourite product, chosen from the large sweet and savory line of Mulino Bianco. The user is called to interact with different thematic areas, that can be unlocked through a QR code. By completing mini activities and short games, the tour invites everyone to discover the brand’s secrets, highlighting the use of ingredients, the supply chain lines and issues that Mulino Bianco is pursuing like environmental protection. Every single installation uses different technologies and interactions, designed to best present the content of each area. From simple interactions on touch screens to RFID sensors inside physical cards or analog wheels used to command and move 3D video elements. We have also curated the technical development and a video projection mapping inside an immersive room that, thanks to several 360 videos, gives users the ability to discover the production chain of several factories along the peninsula.
The result was astonishing. Tens of thousands of people have joined the event playing and learning plenty of new things from the activities. The aim to engage people directly through the use of analog and digital hybrid solutions has been reached and the mixture of these two approaches made the event unique in its genre.