Pirelli Tower, historic symbol of Milan and milestone in contemporary architecture, for the first time ever has been the stage of a projection mapping.
At the launch of Adidas Boost in Italy, each of 9000 square meters of the facade came to life, resulting in a show of monumental proportions. The building was shaken by vibrations of energy, bent, broken, torn, and even brought down.
The projections also accompanied the exhibition of Thomas Dold (vertical running world champion) who raced up the stairs of the 31 floors of the skyscraper reaching the top in less than four minutes (vimeo.com/63239462), while the public was able to follow real time data on its performance on the tower facade, transformed for the occasion into a giant screen.
Before and after the show, with the screening of live tweets and instagram photos from the public, the building has become an antenna that reverberated expectations and reactions to the accomplishment of Dold.

The event has been realised in collaboration with We Are Social

Il grattacielo Pirelli, simbolo storico di Milano e pietra miliare dell’architettura contemporanea, per la prima volta in assoluto è stato il palcoscenico di una proiezione mappata.
In occasione dal lancio di Adidas Boost in Italia, ognuno dei 9000 metri quadrati della facciata hanno preso vita, dando luogo a uno spettacolo di proporzioni monumentali. L’edificio è stato scosso da vibrazioni energetiche, piegato, scomposto, squarciato e perfino fatto crollare.  
Le proiezioni hanno anche accompagnato l’esibizione di Thomas Dold, (campione mondiale di verticale running) che ha corso per le scale dei 31 piani del grattacielo raggiungendo la cima in meno di quattro minuti (vimeo.com/63239462), mentre il pubblico ha potuto partecipare all’impresa seguendo in tempo reale i dati relativi alla sua performance sul grattacielo, trasformatosi per l'occasione in uno schermo gigante.

Prima e dopo lo spettacolo, con la proiezione live dei tweet e delle foto instagram del pubblico, l’edificio è diventato un’antenna in grado di riverberare le attese e le reazioni alla prestazione di Dold.

L'evento è stato realizzato in collaborazione con We Are Social


Ignazio Lucenti
Martino Coffa
Andrea Ghia
Giulio Denna
Alessandro Inguglia
Tobia Coffa
Tommaso Fiori
Mio & Teddy

Event footage: Fabio Zvuodar

# vimeo.com/63234620 Uploaded 38.8K Plays 15 Comments



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  • DirtyMonitor

    Hello Luminapolis. Here is the 360° video mapping show we made on the occasion of the opening ceremony of Mons 2015, the new European Capital of Culture : vimeo.com/119203074

    by DirtyMonitor

  • DirtyMonitor

    Our video mapping show on the themes of futurism and robotics we presented on the occasion of the Ronquières Festival : vimeo.com/179441509

    by DirtyMonitor

  • Kollision

    Integrating technology into the built environment creates endless possibilities for forming bonds between people behind the walls and those passing by. Have a look at this Media Architecture project from Bournemouth, UK: vimeo.com/174479914

    Greetings from Kollision

    by Kollision

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