ethnicity – Creative concept for a digital experience
Ethnicity is a digital guide promoting the exploration of multi-ethnic neighborhoods of cities all across Europe. It gives its users a chance to see the city under a new light and to take a look at the peculiar changes produced by different cultures living on the same territory.
The case study for the first app features the city of Milan. After performing ethnographic research on the territory and its inhabitants, the city has been reimagined as a tower divided into several floors, each of which represents a multi-ethnic neighborhood. Ethnicity’s tower evokes the famous Tower of Babel and turns it on its head – here different cultures come together and come to understand each other once more.
The guide features a mobile app for iPhone and Android, a Facebook game, a responsive website which automatically adjusts to the device’s screen size, and a free magazine distributed in the streets of each city.
When exploring the city through the app, augmented reality content heightens the multiethnic and multicultural perception of the territory. The app does not prescribe established routes but invites users to move freely through different points of interest within the urban landscape.
University project. Master’s Degree in Communication Design. Polytechnic University of Milan.
Conceptualized and designed by:
Luta Valentina Morciano