PUPA MILANO
pupa milano mfw
S—iR has redefined Milan 2024 Beauty Week with "The Vamp! Wave", a groundbreaking AR experience in partnership with pupa milano Milano.
This city-wide takeover turns Milan’s iconic spots into immersive AR worlds, blending digital magic with the city’s soul- a bold vision of retail and urban life’s future.
services
Immersive Experience, 3D out of home, Geolocated AR, CGI
timeline
September 2024
location
Italy, Milan
other
Experience "THE VAMP! WAVE"
about the project
At the heart of the campaign is Lea, a vibrant fuchsia 3D model with striking lashes, who transforms Milan into an immersive beauty experience. From Piazza Duomo to Via Mercanti, S—iR’s AR technology invites visitors to explore interactive retail, including an AR pop-up store for the Vamp! Lash Extender Mascara and a dynamic AR billboard triggered by QR code animations.
Our mission is to push the boundaries of urban engagement by turning everyday locations into interactive playgrounds. From an AR-enabled City Sightseeing bus to gamified street interactions, the campaign redefines retail, advertising, and public space, showcasing how cutting-edge AR can transform cities into vibrant, living showcases.
The Challenge
The goal was bold: to paint Milan in pink- virtually. Using Augmented Reality, the city’s iconic Duomo Square was transformed with Pupa’s signature pink, creating an immersive experience that would be impossible in the real world. AR reimagined the space in unexpected ways, adding an interactive twist that captured attention and brought the vision to life like never before.
This use case sets a new standard for immersive tech in urban spaces, transforming Milan into a vibrant fusion of digital and physical worlds. Augmented Reality turns ordinary places into interactive experiences, reshaping the future of retail, advertising, and public engagement.
Takeaway
This project demonstrates how augmented reality can transform urban spaces into immersive, interactive experiences that blend digital creativity with the real world. By combining advanced 3D modeling, geospatial tools, and strategic retail integration, S—iR reimagines Milan as a dynamic AR showcase- enhancing public engagement, redefining retail, and pushing the boundaries of city-based campaigns.
Awards
The Webbie Awards Honoree, 2025
AI, Immersive & Games, Retail & Shopping
Results
AR pop-ups create deeper, more meaningful interactions between brands and consumers. By offering immersive and engaging experiences, they capture attention, increase time spent with the brand, and leave a lasting impression. This stronger connection not only drives more traffic and higher conversion rates but also boosts brand awareness and social media buzz. AR experiences turn curiosity into engagement, and engagement into results.
+ 10k
ENGAGEMENT METRICS (Total Experiences Completed)
900
CONVERSION RATES (In-Store Purchases After Participation)
+ 230
DIGITAL METRICS (Social Media Mentions/Posts)