Hosted in Piazza Tomasi di Lampedusa from April 8 to 13, the event invited visitors on a multisensory journey through mountain, forest, and sea, where Buccellati’s silver masterpieces came to life in a dreamlike environment.

This project was the result of a seamless collaboration between Out There 360’s Creative and OOH teams, bringing together strategic vision and executional excellence.

The creative team was responsible for developing a distinctive brand identity and a compelling narrative for Naturalia, carefully crafted to reflect the exhibition’s poetic exploration of the relationship between nature and craftsmanship. As part of this vision, three unique creative concepts were developed - each representing one of the three thematic spheres of Naturalia.

Meanwhile, the OOH division extended the immersive experience far beyond the physical boundaries of the exhibition. A fully wrapped tram circulated through Milan’s streets, acting as a moving canvas that captured public attention and brought Naturalia’s themes to life in unexpected urban contexts. Complementing this dynamic element were strategically positioned digital screens and a broad presence on Milan’s street furniture, all designed to reinforce the exhibition’s visual identity and maximize audience engagement. 

Through this integrated approach, Naturalia extended its presence well beyond the exhibition walls - transforming the city into a living reflection of its poetic vision.