1. Giulia De Rossi
Giorgio Nuzzo
Elena Piccinini
Matteo Renna
Politecnico di Milano | Facoltà di Milano | Corso di Realtà Aumentata | Mauro Ceconello | Davide Spallazzo | Fabio Bergamini | Ilaria Mariani | Francesco Villa
AUGMENTED REALITY //

2. MISSION/
‘Augmenting’ Piccolo Theatre’s traditional
contents 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

3. 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 offers.
Some keywords will pop up in the form of buttons that
link to the official 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

4. // example of development

5. 2/ The second concept aims to provide “unofficial
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.

6. // example of development

7. 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 different 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.

9. LINK TO THE VIDEO INTERVIEW
LINK TO THE
ARTICLE REVIEW
LINK TO THE
ACTRESS’ INTERVIEW
LINK TO THE
INSTANT PURCHASE

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