Giulia De RossiGiorgio NuzzoElena PiccininiMatteo Renna

Politecnico di Milano | Facoltà di Milano | Corso di Realtà Aumentata | Mauro Ceconello | Davide Spallazzo | Fabio Bergamini | Ilaria Mariani | Francesco Villa

AUGMENTED REALITY //

MISSION/

‘Augmenting’ Piccolo Theatre’s traditionalcontents with digital contents in order to make the product more informative and appealing, possibly increasing its commercial potential. The benefit will be to reach an audience already familiarized with technology.

The Piccolo Teatro della Città di Milano (renamed Teatro Grassi) is a theatre in Milan, Italy. Founded in 1947, it is Italy’s first permanent theater,and a national “teatro stabile”, or permanent repertory company. Piccolo Teatro is considered a theatre of major national and European importance, a “symbol of permanency in Italy”. In addition, the venue hosts cultural events, from festivals and films, to concerts, conferences, and conventions, as well as supporting the Accademia d’Arte Drammatica.

The main paper material:/ poster/ leaflet/ play’s booklet/ annual and monthly programs/ tickets

IL PICCOLO

1/ The first idea aims to promote all the collateral events organised by the theatre like meetings, workshops or books presentations, ...It is based on the theatrical play’s booklet and starts from the concept of ‘tag’ for having a close connection between some words that you are reading and the event annexed. The purpose is to create a more interesting and richer proposal for the audience that could make the best use of everything the theatre o!ers. Some keywords will pop up in the form of buttons that link to the o"cial event page and will suggest other plays that could be of interest.

#il ritorno a casa #idyssey#la leggenda del serpende bianco#1852 #jazz al piccolo

#48 ore con Ulisse

“augmented” with digital content in order to

appealing, possibly increasing its commercial potential. “Augmented” thematic inserts are another ingredient of product innovation that

// example of development

2/ The second concept aims to provide “uno!cial reviews” based on people’s comments to be placed in the last pages of the single performance’s booklet. By watching through the smartphone a sort of guest book will emerge and random posts left from the others spectators. Anyone can express his thought through a button pen that will link to a bulletin board.We wants to go beyond the idea of print media as unidirectional communication circuits in which informations are received by a receiver, who plays a passive role.

// example of development

3/ the third concept works on the promo poster which has the same structure of a photograph of the play in action. The idea is that by pointing the smartphone towards the poster a video teaser from the exact frame contained in the poster picture will start; in this way you can play a preview. Furthermore, by using di!erent buttons placed in the area below, it is possible to purchase directly the ticket, as well as watch interviews and backstages, and read all the reviews.

LINK TO THE VIDEO INTERVIEW

LINK TO THE ARTICLE REVIEW

LINK TO THE ACTRESS’ INTERVIEW

LINK TO THE INSTANT PURCHASE

!"#$%&$'"()*+),,!"%-#./',&"0/11$2#&"!"0.%20$"#/"3-4"#506$#&"511$75%#$84!"9%#0.52:"'$;5$9&