We entered, exclusively, the virtual museum designed by Atelier oï for Vistosi. But if you are expecting a tale of amazing places, to be surprised by unsettling graphics and to meet characters dressed in acid-colored suits, you are on the wrong channel.
Although the concept of 'virtual' often overlaps with that of 'imaginative', the one designed by Atelier oï for the Venetian glassworks Vistosi is a hyper-realistic virtual space, inspired by existing structures and conceived as a real place.
A space in which you enter from your PC and within which you can move, as in a real museum, framing the collections that the glassworks has created over the years with your mouse.
The metaverse but like reality
"The virtual project insists on a place that really exists", says Armand Louis of Atelier oï.
The Swiss studio approached the work as if it were a real physical project. The adherence to reality was literal, so much so that the property of the Vistosi glassworks in Murano was digitally demolished to build the new virtual museum on it and the environment surrounding the furnace was reproduced faithfully in 3d images.
So, entering the virtual museum it seems to be on the island of Murano, surrounded by the waters of the lagoon, with its typical blue and greenish reflections.
The scenario is hyper-realistic: corten, stone and bricks - materials typical of the Venetian territory, reconstructed thanks to the support of the HiveHub agency with a texturing photorealistic process - characterize the external volumes of the buildings of the museum complex that seem to float on water.
Inside, a delicate balance reigns between natural light and artificial light from the lamps and you can even glimpse the glassware with the master glassmakers at work.
Tech hyper-realism (of ancient derivation)
In this moment of cultural and technological effervescence around virtual worlds, the outputs are manifold. The fact that, of all possible worlds, the one designed by Atelier oï for Vistosi is hyperrealist, perhaps helps us to make it more familiar. A bit like the desktop metaphor of the early Macintoshes.
The computer desk, which is still modeled today as a physical desk and organized in files and folders, helped people unfamiliar with computers understand how to use them. By basing computers on the same organizational principles as the office, the technology was less intimidating.
Storytelling in the corporate metaverse
This museum projects concrete experiences made of objects, culture and history into the digital. It is an example of storytelling projected into a sort of corporate metaverse. For the company, this is an important investment that will serve to make Vistosi products known to a wide audience.
"It will be a traditional sales support tool", explains CEO Matteo Moretti, "will have a connected e-commerce and network of connected resellers to respond in real time to the questions of users of the site."
"We expect to increase sales in a way that is much higher than our production capacity", concludes Moretti, contextualizing the intervention in a phigital perspective, of integration of the digital world with the physical one.