To commemorate the 30th anniversary of their partnership with McLaren, Hugo Boss organized a very important event in the very center of Milan in San Babila Square.

Client : Say What? for Hugo Boss Italia
Work : 3D Projection Mapping
Date : 07.09.2011
Location : Piazza San Babila Milano IT

Production : Angelsign Studio
Project Manager : Alessandro Bianco
Creative Director : Danilo Parise

Art Director and 3D Visual Designer : Roberto Fazio
3D Modelers and animators: Carlos Rojas Dario Cavaliere Sebastian Livingston
2D Compositing and animations: Christopher Tulloch McCabe
Technology : Christie 4 x 20.000 AL

For Roberto Fazio Studio:

Art Director and 3d Designer : Roberto Fazio
Sound Designer : Be Invisible Now!
Producer : Antonio Rosciano
Production Manager : Daiana Salucci
Audio Video Technicians : Michele Sterbizzi, Luca Trombini (Musical Box Rent Verona ) – Digital Network rental
3D Modeler : Nicolò Bugatto
Assistant : Vito Morgese
Architectural Consulting: RVL architetti, Arch.Samuele Ricci, Arch.Giovanni Verniani
Shooting: Daniele Di Veroli

This year marks 30 years of the partnership between Hugo Boss and the McLaren F1 team. Celebrating the opening of the new Hugo Boss Milan store, the two companies commissioned a unique piece of projection mapping in the Piazza San Babila. The content was created by Angelsign Studio, for creative director and 3D visual designer Roberto Fazio. Four Christie 20k Lumen devices are providing the horsepower, with the audio design being created by Be Invisible Now!

The Piazza San Babila Milan was a spectacular canvas commissioned by Hugo Boss to celebrate 30 year partnership with McLaren Formula 1 and the opening of its renovated store in Milan. To commemorate the event, was assigned to the communication agency ‘Say What’ the task of setting up a series of innovative motion graphics. The agency hired Angel Studios, which in turn turned to Roberto Fazio, 3D mapping of an artist audiovisual, created for a film of impact.
Using four projectors Christie Mirage HD18 1080 Provided by the HD DLP Christie Digital Network partner, you got the Piazza San Babila come to life and stop vehicular traffic and pedestrians. With a brightness of 18.000 lúmenes ANSI, The Christie Mirage HD18 offers a resolution of 1920×1080 and a native contrast ratio 1600-2000:1 full-field. The content is managed with a video server Pandora’s Box Media Server and four client servers Pandora’s Box.

Roberto Fazio took the art direction of all phases of the project with his technical partner Michael Sterbizzi, working with Digital Networks, partner of Christie, and who was in charge of the technical aspects of the show. Sterbizzi has afirmado: “Before the event, had a couple of days to try the equipment and project video. The only difficulty was the high level of ambient light the place. But thanks to the high brightness projectors Christie, the screen was a success “.