Pitti Immagine and the MIT Mobile Experience Lab have built a long-term strategic partnership to creatively rethink fashion fairs and design innovative technologies and experiences to improve fashion trade shows. The
collaboration began in January 2007 and the research is headed by Federico Casalegno, the Director of the MIT Mobile Experience Lab and the Associate Director of the MIT Design Lab.
The trade show is an extremely complex ecosystem, comprised of its location, booths, walkways, badges,turnstiles, signals and the registration desk, and these parts are all put together within a city, with its people
and cultural events. Looking at this traditional market place, comparing it with business models of virtual markets and envisioning it as a hybrid market, MIT, in collaboration with Pitti Immagine, is designing
technologies and services to foster location-based connections and improve user experience during these trade shows.
The aim of the long term collaboration between Pitti and MIT Mobile Experience Lab is to provide a creative vision of fashion fairs, as well as to design innovative technologies, places and experiences to foster connections among trade shows participants.
