Here's what Aura means to Ploom An immersive installation in Piazza Sempione by Ploom makes Milan shine in a unique combination of design and technology.
Ploom* focused entirely on innovation and design, and Milan came alive with music, colors, and design for a unique weekend. The installation transformed the Dazi di Parco Sempione into a path designed to recount an authentic journey through design and technology for a few days. On November 14, with the official opening of the so-called Aura Studio, adult consumers were able to walk through a tunnel of lights, sounds, and projections designed to evoke the visual and sensory identity of Ploom. The two historic structures of the Dazi di Ponente and Levante, illuminated and connected by a passageway, hosted a constant flow of adult visitors intrigued by this particular interpretation of Milanese urban architecture. After multiple DJ sets, Saturday, November 15, also saw the participation of rapper Salmo, special guest of the inaugural stage.
The Milan stop is just the first part of a larger project: Road to Aura, a tour that will visit several Italian cities in the coming weeks. In Rome, on November 22 and 23, the event will be held at Spazio Vittoria, between Piazza Cavour and the Ara Pacis, where light installations, audiovisual content, and artistic performances are planned. Naples will follow on November 28 and 29 with an event hosted at La Santissima – Community Hub, in the heart of the Spanish Quarter.
It was definitely a unique experience that showed us Milan for what it really is: not just a city, but a laboratory of ideas.
