San Siro AR Museum & Tour

Enriching the exhibition route and stadium visit by offering constant engagement, capable of overcoming passive enjoyment of the tour spaces. The challenge lies in bringing the stadium’s energy back to life even when it’s empty, speaking to diverse audiences through interactive dynamics and dedicated experiences.

A multimedia experience accessible directly via smartphone, requiring no complex installation and integrating smoothly with the museum’s ticketing offer. The system uses large-scale augmented reality and facial recognition technologies (e.g. AR Plane and AR Face recognition), together with 360° spherical images with gyroscope support, offering interactive activations both inside the venue and remotely.

Storytelling for different visitors: the app caters to different types of visitor with a single, flexible tiered structure, offering a quick visit or in-depth exploration. The narrative is enriched by emotional audio storytelling that reveals secret behind-the-scenes stories and legendary dressing-room speeches, with highlighted trivia for those who just want a quick read.
Gamification and interactive AR: the experience introduces simple interactive dynamics to transform the surrounding environment. Visitors can activate facial filters in club colours, change the sky above the stands with the sky changer, and interact with 3D models of the stadium’s evolution. A 3D mascot welcomes users, guiding them as they search for physical markers along the route.
Sensory spectacle beyond physical limits: the smartphone breaks through the logistical limits of the real stadium. The app enriches the physical experience with ambient sound and visual reconstructions that show the stadium in its different configurations over time.