The Gallery
The Power of Immersive Digital Experiences
Immersive Digital Experiences have become a key element in transforming public spaces. These experiences go beyond traditional visual displays, engaging audiences on a deeper emotional level. By integrating cutting-edge digital technology, public spaces can be revitalised, offering visitors unforgettable moments. This approach not only enhances the aesthetic appeal of these spaces but also strengthens the connection between brands and their audiences. Florence, a city steeped in history and culture, has embraced this concept with the redevelopment of “The Gallery,” turning it into a digital masterpiece.
About The Gallery: A Space to Revitalise
The Gallery was a disused area in need of a new beginning. Located in Florence, this pedestrian crossing lies between Santa Maria Novella and the Duomo Cathedral. It was once an underutilised part of the station, often overlooked by passers-by.
As the title of a book by writer and philosopher Vincenzo Cocivera suggests, “Diritto ad altre vite” (ENG: Right to Other Lives), this space was destined for transformation. This new life had to be special. It needed to be unforgettable, offering moments of wonder to those who encountered it, whether by chance or design.
The Challenge: An Immersive Project in the Heart of Florence
Our client’s vision gave us the opportunity to transform this space into a distinctive and immersive digital experience.
With our understanding of the location, the environment and the tunnel structure, we transformed the pedestrian cross into a unique experience. A 25-metre-long digital installation of 400 LED modules spanning 200 sqm with 30 million pixels.
Digital signage systems are designed to engage, entertain, and deliver powerful messages to audiences. Content is the driving force behind these digital signage solutions, and it must be handled with care to ensure it reaches the right audience at the right time. In this project, the challenge lay in displaying powerful content on such a large and uniquely shaped installation.
Our Solution: The Art of Immersive Digital Experiences
Our solution? DXP One, the Digital Experience Platform we developed.
It allows us to achieve perfect content synchronisation, ensuring the “wow” effect that captivates audiences. DXP One is tailored to meet the specific needs of digital signage campaigns, enabling retailers to craft ideal digital customer experiences across multiple touchpoints. Its ease of management and the immersive effects it generates make this technology perfect for brands seeking to communicate their values and convey important messages.
“The Gallery” transports visitors to another dimension—first to the ocean floor, then into space, and finally into the value-driven world of a brand. This project is ideal for media retail, providing an optimal solution for brands to convey powerful messages, from major international launches to the traditional communication of products and services. The LED surfaces of The Gallery are not only used for immersive content but also for broadcasting spots and commercials. Renowned brands such as Paramount, Sephora, Chiquita and Amazon have chosen this unique space to launch their new campaigns. This dynamic environment helps brands connect with people’s emotions on a deeper level.
What truly sets this exhibition apart is its powerful content, which deeply engages and emotionally connects with visitors. The content, communicated in such an immersive and impactful form, becomes a lasting impression in the minds of those who experience it. It is the most direct and powerful way to convey the values of a brand, as if a “great whale of value” swallows visitors and transports them into another world—the world of brand power.
A New Life for The Gallery
With this revitalised version of “The Gallery,” Florence, a city renowned for its Renaissance heritage, offers its visitors a new form of connection. It transports them to another dimension. Projects like this bring us closer to realising our vision. We are proud to have had the opportunity to create an engaging immersive experience in one of the world’s most remarkable locations. Our vision is to connect brands with customers by creating immersive digital experiences that resonate deeply.
Is this something for you? Contact us now to explore how we can transform your space with immersive digital experiences.
