Bianchi breaks down boundaries between the physical and the virtual at Milano Design Week


As part of Milano Design Week, where design and innovation converge, Bianchi is unveiling to the cycling world an unprecedented experience made possible by the new Apple Vision Pro headset.

In the heart of the Brera Design District, at the ZampEXTRA space on the Piazza San Marco, Bianchi and the creative agency, Zampediverse, have created an immersive “Phygital” experience dedicated to the Specialissima RC model, which recently earned a Design & Innovation Award.

The holographic installation allows for the visualisation of the complete bicycle in 3D — even exploding into its components set in the physical space where the visitor is located. This perfect union between digital content and physical space can all be enjoyed by wearing the Apple Vision Pro headset and navigating using one’s eyes and fingers (to select and digitally move the object with a pinch).

Bianchi’s vision is constantly focused on the future and seeks to integrate the most innovative technologies,” explained Claudio Masnata, marketing and communications manager at Bianchi. “Thanks to the collaboration with Zampediverse in this experiment, we can reduce the boundary between physical and digital spaces by offering an experience that didn’t exist before and by laying the groundwork for new product presentation methods.”

The experience is open to the public at the ZampEXTRA space on the Piazza San Marco on Friday, April 19thfrom 6:00 p.m. to 9:30 p.m. Info: info@zampediverse.com.

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