DOOH.IT Shows Off Milano Underground

Giuseppe AndrianĂ²

With a tailor made editorial project, Turin-based DOOH.IT has faced the challenge of creating a videomagazine dedicated to integrate the contents of the exhibition “From tradition to future: communication on the move”, organized by ATM (Milano Underground and transport company) and IGPDecaux.

The exhibition, which opened March 23rd inside Porta Garibaldi’s underground station, can count upon three videowalls and one showscreen installed inside the station itself, and one LED maxi-screen in the nearby Corso Como.

The videomagazine contains video contributions from 8 different content partners, ontop of digital advertisments and animations related to the Exhibition and to the sponsors. All content has been integrated and is being broadcasted usingC-nario; the daily schedule includes over 18 hours of programming, in loops that repeat-with different content every 20 minutes.

The showscreen is also a wi-fi hotspot, promoting the existance of a mobile-optimized website.

The Exhibition will be open until April 30th, and will allow visitors to appreciate the potential of multidevice digital communication.

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