Grand Opening at the Fashion Research Italy Foundation: Senso Immersive Experience presents Icona di Donna and the first Immersive Storytelling for Fashion course

Bologna, October 21, 2017, Icona di Donna created by Sensoä Immersive Experience is the symbol and heart of the Fashion Research Italy project that is currently on display to the general public in the completely renovated spaces of Via Fonditore N.12. A sculpture of light deeply desired by Alberto Masotti, the former patron of the La Perla fashion group, which transmits the values and mission of the FRI Foundation, created to celebrate Made in Italy fashion and innovation in an educational and aggregative perspective. A tribute to femininity and the strong bond that links women to fashion, a universal concept that repeals every cultural and linguistic barrier. Advanced technology, design, and innovation blend together in an installation that seeks to engage the senses through the visual and audio suggestions of a digital dress that dresses the sinuous silhouette of the icon. A fabric of illumination that evokes the glitter of diamonds, thanks to the 21,120 LEDs that make up the statue, which creatively illustrates the archival patrimony of over 30,000 examples of textile design gathered within the Renzo Brandone association acquired by the Foundation in 2015 by a former converter of Milan, then cataloged and digitized. Artwork as well as an innovative marketing tool, the glowing installation “humanizes” a thought by transforming it into a fascinating and evocative visual statement. An icon of light as well as a true sensory and emotional experience that has come to life thanks to the visionary mind of Alberto Masotti, Videoworks (who handled the preparations and staging) and the multifaceted Sensoä team of digital artists, engineers, and architects. Among the largest human figure LED sculptures in the world, the Icona di Donna is over ten meters in height. It has the artistic soul of the Sensoä Immersive Experience, the creative studio headed up by the talented Mick Odelli, that specializes in Immersive Storytelling and in the creation of immersive and interactive experiences with highly emotional content. An important achievement that emphasizes the value of a work of art in which the medium anticipates the message and completes it by transforming the icon into a multi-sensorial experience. The ambassador of an ambitious project aimed at enhancing Made in Italy innovation and the preservation of Fashion Heritage. This is complemented by the Module in Immersive Storytelling for Fashion, held by Senso’s ambassador and academy trainer Andrea Gion, an expert in immersive architecture who currently teaches at the IUAV in Venice and the Universities of Padua and Ferrara. ong the first in Italy, Immersive Storytelling for Fashion is part of the curriculum of the Architecture for Fashion Design course that begins in November. An educational itinerary that was created with the aim of training designers who are able to interpret a brand and mediate it within architectural space, entrusted with representing it.

“We are very excited to be a part of the Fashion Research Italy mission with our contribution”, says Mick Odelli. “Immersive Storytelling for Fashion expresses our idea of a training that is first of all experiential, where action integrates with theory. The work is performed within a team and communication becomes interaction. It’s about experience but also and above all creativity, that creativity which visionary projects like the Icona di Donna are based on. We hope this will stimulate students to observe the world and to imagine their professions with different eyes.” You can see the video: https://youtu.be/jI6ShlA-Me0

Senso Immersive Experience is an innovative company founded in 2015 by Mick Odelli, from the synergy among various know-how in the field of immersive media, new technology, design and architectural planning. A laboratory of ideas and concepts that was created as a spin-off project of DrawLight that aims to create a bridge between the digital world and the real world through mixed reality. Senso creates and realizes custom made immersive and interactive experiences, patented visualization products and integrated systems. By providing Immersive Storytelling solutions, Sensoä helps brands to attract new customers with innovation, create links with brands and to communicate by arousing unique emotions. www.sensoimmersive.com

Icona donna la scultura di led creata da Se
nso Immersive
Icona donna la scultura di led creata da Se
nso Immersive

, curious and in constant movement, Mick Odelli loves defining himself as an “Innovation Consultant” given his unbridled passion for every kind of technology that can generate emotions in humans. In 2008 he founded his first company DrawLight in Padua, specialized in the creation of artistic, emotional and technological installations, which immediately became a reference in the videomapping and immersive media markets. In 2015, he created Sensoä Immersive Experience and registered patents for the retail world for TECA and SCRIGNO, exhibitors with a technological soul, and VEDO, a tool that creates and realizes immersive environments.

Fashion Research Italy (FRI) is a non-profit foundation, educational and innovation center, exhibition and archive center, dedicated to the enhancement of a key sector of the economic-productive system: fashion. www.fashionresearchitaly.org

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