Maura Mengoni, Luca Giraldi, Andrea Generosi
Evoque is a fluid, osmotic and multi sensory space able to create an emotive and affective connection with the brand. It has the power to engage the visitor into an emphatic relationship with the brand through the interactive use of colours, lighting effects, sounds, perfumes and multimedia contents displayed on innovative screens that continuously change based on the user emotional state. Evoque realizes an experiential touchpoint for brand storytelling by combining tangible and physical elements with digital ones and by exploiting the potentialities of the multisensory stimulation to attract, capture and involve the customer in an emotional journey. The interactive tunnel is provided with a connective intelligence enabling omnichannel reactions to the visitor’s behaviours and emotions felt when he/she is inside, surf the digital contents, touch the objects, plays with all the elements.