Made by the Salco Creative.Lab's papermaking division together with Mocchi's, a young start-up developing augmented reality, and first installed in a number of museums in Italy, Slovenia, Spain and Poland, Magic Drawings was chosen to animate the entertainment areas of 20 Old Wild West restaurants, with a graphic setting that transports young customers to a Wild West adventure.
It is an interactive installation designed for public spaces, play/entertainment areas for children between the ages of 2 and 10. The project, winner of a European call for proposals, enhances children's creativity with digital technology, transforming their drawings into three-dimensional animations projected on a screen: in a "magic" little house, children insert their colorful characters, which magically come alive, coming to life on a screen in a fantastic 3D world.
The structure of the little house is made entirely of plotter-processed corrugated cardboard and covered with digitally printed cardboard, a which is inserted with millimeter precision a webcam that, through software, transforms the static image of the drawing into a 3D animation projected onto a wi-fi-connected screen.
The use of corrugated cardboard as the only construction material is a sustainable choice, ensuring easy disposal and complete recyclability at end of life.
The project participated in the DIVA competition - Display Italia Viscom Award - the contest that rewards the best in retail display design, in Milan October 16-18, 2024, winning the first prize in the "Digital & Soft signage" category and the Diva Design Best in show 2024, which expresses the jury's top preference among the 6 categories in the competition: display design (durable and paperboard), shop fitting, digital signage, packaging, new proposals, and sustainability. The jury included marketing managers of retail companies and marketing managers of major national and international brands.
See the ranking of the Diva award: https://www.displaymagazine.eu/diva-award-2024-vincitori-e-classifica/
