Presentation of Milan Fashion Challange, Urban game made with MobileLearningAccademy.

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Marco Botto, Luca Mayr, Charlotte Vander Stichele, Julia Barros, Fernando Borges
Politecnico di Milano | Facoltà del Design | Corso di Realtà Aumentata | Mauro Cecconello | Davide Spallazzo | Fabio
Bergamini | Ilaria Mariani | Francesco Villa

2. Concept

3. Fashion design
Subject
Concept

4. Fashion design
Collect & Trade
Subject
Genre
Concept

5. Fashion design
Collect & Trade
Mainly girls from 17 to 20, with interests in Fashion design, especially
connected to Milan.
Must have smartphone
Subject
Genre
Target
Concept

6. Fashion design
Teach in 3 different levels:
- History of fashion design
- Most famous places related to fashion design
- Entry-level knoledge about creating fashion articles
Collect & Trade
Mainly girls from 17 to 20, with interests in Fashion design, especially
connected to Milan.
Must have smartphone
Subject
Genre
Target
Educational
Concept

7. Fashion design
Teach in 3 different levels:
- History of fashion design
- Most famous places related to fashion design
- Entry-level knoledge about creating fashion articles
Collect & Trade
Mainly girls from 17 to 20, with interests in Fashion design, especially
connected to Milan.
Must have smartphone
The main relations in the game are between the players and the players with the
city of Milan
Subject
Genre
Target
Educational
Relations
Concept

8. Project idea

9. Week before the Fashion Week in Milan.
Project idea

10. Week before the Fashion Week in Milan.
A couple of thieves came and stole 2 of the
most important bags from the backstages
and now eveyone is panicking and asking for
help.
Project idea

11. Week before the Fashion Week in Milan.
A couple of thieves came and stole 2 of the
most important bags from the backstages
and now eveyone is panicking and asking for
help.
Armani’s and Prada’s assistant teamed up 8
people split in two teams, and they must help
the designers gather all the materials needed
to recreate the articles stolen.
Project idea

12. The teams have to gather all the materials
necessary to recraft the two important bag.
The first the does it wins!
Project idea

13. Objects

14. Gaufré nappa leather tote.
Prada
Objects

15. Bicolor leather bag.
Armani
Gaufré nappa leather tote.
Prada
Objects

16. Gaufré nappa leather tote.
Prada Tote

17. Gaufré nappa leather tote.
Leather
Snake
Satin
Cotton
Prada Tote

18. Gaufré nappa leather tote.
Leather Rings
Snake Studs
Satin Zip
Cotton Buttons
Prada Tote

19. Bicolor leather bag.
Armani bicolor bag

20. Bicolor leather bag.
Leather
Ostrich
PVC
Wool
Armani bicolor bag

21. Bicolor leather bag.
Leather Rings
Ostrich Studs
PVC Zip
Wool Buttons
Armani bicolor bag

22. Primary materials
Materials

23. Leather
Primary materials
Materials

24. Leather
Ostrich
PVC
Wool
Snake
Satin
Cotton
Primary materials
Materials

25. Leather
Ostrich
PVC
Wool
Snake
Satin
Cotton
Primary materials Secondary materials
Materials

26. Leather Rings
Ostrich
Studs
PVC
Zip
Wool
Buttons
Snake
Satin
Cotton
Primary materials Secondary materials
Materials

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Armani Hotel Diego della Valle Missoni
Gucci
Versace
Gianfranco Ferrè
Prada
Moschino
Laura Biagiotti
Valentino
Dolce & Gabbana
Main places
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Armani Hotel Diego della Valle Missoni
Gucci
Versace
Gianfranco Ferrè
Prada
Moschino
Laura Biagiotti
Valentino
Dolce & Gabbana
Main places
Tasks

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Giardini di Villa Reale Pinacoteca di Brera Duomo Piazza Cordusio Piazza Castello
Piazza Clerici
Piazza Borromeo
Chiesa di S. Maurizio
Palazzo Reale
Piazza Fontana
Palazzo della Regione
Palazzo Belgioso
Piazza della Scala
Galleria V. Emanuele
Palazzo del Senato
Piazza San Babila
Giardini Perego
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Secondary places
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Giardini di Villa Reale Pinacoteca di Brera Duomo Piazza Cordusio Piazza Castello
Piazza Clerici
Piazza Borromeo
Chiesa di S. Maurizio
Palazzo Reale
Piazza Fontana
Palazzo della Regione
Palazzo Belgioso
Piazza della Scala
Galleria V. Emanuele
Palazzo del Senato
Piazza San Babila
Giardini Perego
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Secondary places
Rewards

31. Difficulty
Sample Question

32. Difficulty
Where does the famous “rosso
valentino” come from?
a. Inspired by a holiday in
Spain [true]
b. Used in some clothes
made with “passion”
c. Used to criticize the Italian
contemporary fashion style
Points: 10
Reward: Snake
Low
Sample Question

33. Difficulty
Which of the following did Giorgio
Armani not study?
Where does the famous “rosso
valentino” come from?
a. Medicine
b. Psycology [true]
c. Photography
a. Inspired by a holiday in
Spain [true]
b. Used in some clothes
made with “passion”
c. Used to criticize the Italian
contemporary fashion style
Points: 10
Reward: Snake
Points: 20
Reward: Lether
Low Medium
Sample Question

34. Difficulty
Which of the following did Giorgio
Armani not study?
Whats was the emblem of the
brand during its best period?
Where does the famous “rosso
valentino” come from?
a. Medicine
b. Psycology [true]
c. Photography
a. The light aluminium metal
mesh [true]
b. The use of studs
c. Metal zips with baroque
embroidery
a. Inspired by a holiday in
Spain [true]
b. Used in some clothes
made with “passion”
c. Used to criticize the Italian
contemporary fashion style
Points: 10
Reward: Snake
Points: 20
Reward: Lether
Points: 30
Reward: Cotton
Low Medium High
Sample QuestionSample Question

35. Promo materialPromo material

36. Flyers
Promo by Flyers around in the city

37. Responsive website

38. Responsive website
Informations
and instructions

39. Responsive website
Informations
and instructions
Download MFC App

40. Facebook Page