Opera App vVARY

LOMBARDY AND THE CHALLENGES OF TOURISM: The richness of the Lombard territories with their history, art, culture and nature, combined with the industriousness of its social fabric and its excellence recognized throughout the world are an excellent starting point. Tradition and innovation that merge and create a path through its major attractions without forgetting technology and modern trends. The iconic Milan, revered around the world for its style, taste, design, fashion, food and wine reinvents itself to welcome, even from a distance, its new and welcome guests.

MUSIC AS A PILOT: The offer of musical experiences aimed at deepening the knowledge and history of a territory is an initiative that has now entered the tourist programming of many cities around the world: London and Paris, Moscow, New York and Beijing. Also in Italy we have examples of great success, one above all the city of Venice and the eighteenth-century environment of Vivaldi's music, which was able to create a strong link between music, art, history and territory. This type of tourist offer, strangely, is not practiced organically in Milan, which also has some strong narrative assets: the Temple of the Opera (La Scala), the Opera, Giuseppe Verdi, the nineteenth century and the Risorgimento.

The aim of the project is to promote the Lombard territories through art and music and entertainment. Thanks to the project's APP and its digital content it will be possible to intrigue, inform and involve the user up to stimulating a tourism in presence, through a programming of concerts in presence in the area.

OPERA IS MAGIC: In fact, it is possible to experience an event in person or enjoy the content transformed into digital through the APP, discover a lot of information on the location that hosts them. Between real and virtual, to return to create the emotions of a journey and a discovery even "at a distance" through music and technology. In the free section "" Useful info "", the user can find all the information about the App, the partners involved and the music venues in Lombardy.

In the paid section MUSICAL TOUR, the visitor can purchase a live recorded musical experience. The user will be able to manage the musical itinerary in full autonomy, interrupting it and listening to it according to his needs.

In the PAID ADVENTURE TOUR section, the user can purchase a "" puzzle challenge "" that will accompany him in the discovery of music by solving puzzles and "capturing" clues and trophies.

Both in the MUSICAL TOUR and in the ADVENTURE TOURS, the visitor can experience and customize stages and clues thanks to the technology of the OPEN CITY APP which, in addition to identifying his exact position with geo-localization, will display directly on his device (smartphone or tablet) audio and video contributions, thanks to geo-fencing. Moreover, in the ADVENTURES, thanks to the camera of the device, the user can frame and capture the clues (two-dimensional or three-dimensional) and the OPERA IS MAGIC APP will lead him into a surreal world, to live a truly unique and unrepeatable.

Opera is magic was born from the collaboration of several partners. Frigerio Viaggi and Frigerio Network take care of the IT and digital system of the App customized by the OpenCITY format and the creation of two digital contents for the start of the project. The narrative and musical apparatus are curated by the Museum of the Risorgimento in Milan and the Diapason Consortium. The organization of the set-up and live events are by Excalibur Milano.