Milan, discovering the origins of the Fashion Quadrilateral with the Bagatti Valsecchi Museum

The Montenapoleone Yesterday and Today project takes visitors back in time to the late 19th and early 20th centuries in what is now considered Milan’s Fashion Quadrilateral. Anaugmented reality experience accessible through an app will reveal its history, and exceptional ciceroni will be the brothers Giuseppe and Fausto Bagatti Valsecchi, who will tell how people lived in the district at that time. The project is realized by Alkanoids with Manolo Turri, Maria Cristina Cipriani and Yuh Kuo Tai, in collaboration with Museo Bagatti Valsecchi and the company eArs, and thanks to contributions from InnovaMusei, Regione Lombardia, Unioncamere Lombardia and Fondazione Cariplo.

Who frequented those streets? When did people stop riding? Are there workshops that have survived over time? Has the Manzoni Theater always been where it is now? What impact did the wars have on the neighborhood? These are just a few questions that the project tries to answer, thanks to sound suggestions, voices, stories, vintage images, old advertisements, and short films.

If we are all aware of how the Montenapoleone district appears now, with its streets and boutiques, not everyone, on the other hand, is aware of its history and what it looked like at the time of the Bagatti Valsecchi brothers, who lived there at the end of the 19th century. From this narrative need and thanks to the technological support of the Aria augmented reality platform, the idea of this project was born, which has a twofold objective: to make the Museum known to new audiences and different types of visitors through an innovative tool and storytelling, and to allow the enhancement of an area of Milan that is currently under-appreciated from a historical-artistic point of view.

To access the Montenapoleone Yesterday and Today project, simply download the free Aria app and follow the step-by-step path in the guide and, by framing the corresponding images with the app, you will be able to immerse yourself in an augmented reality experience that, step by step, will allow the pibblico to take a journey through time. The starting point is the museum itself, a trait d’union between the past and the present, where it will be possible to discover how people lived in the Bagatti Valsecchi house at the time of Fausto and Giuseppe. The museum provides a free printed guide, which can also be found at other various businesses in the area thanks to the collaboration with the Montenapoleone District consortium, which brings together boutiques and hotels in the Quadrilateral.

The technology of Aria, a platform created by Alkanoids, has made it possible to create an unprecedented narrative product, in which various levels intertwine: augmented reality can now be a simple tool that enhances the quality of the storytelling, capable of bringing younger people in particular closer. This type of technology also makes it possible to update the video content at any time while maintaining the same paper medium, so that visitors can be offered new information at all times, stimulating them to return.

Milan, discovering the origins of the Fashion Quadrilateral with the Bagatti Valsecchi Museum

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