IBM – WATSON SUMMIT ITALY 2017

As the objective of the event was to get in touch with the public the choice of the location fell onto a symbolic landmark of the city of Milan, the Arco della Pace. An urban space was ideal to host a public event, but also presented many challenges, as the spaces need to be adjusted to the kind of event it hosted. The entrance hallways were set-up with dressed walls and rear-projected screens. Instead of having multiple auditoriums, a single large space was turned into a transformable auditorium, with the choice of using transparent decor and furniture to emphasise the hosting urban space. The interactive showcases and the demos were hosted in independent rooms respectively on the ground floor and the first floor, so that they could host a large number of people. The bar and recreational area was placed in a strategic point where the view of the city and therefore the interaction with the urban space was particularly favoured.

Photo by Giovanni Moioli