Martinelli Luce launches its metaverse with an experience dedicated to Elio Martinelli

Lucca

During the year of the 100th anniversary of Elio Martinelli's birth, Martinelli Luce marks another important step in its

history by opening its first metaverse with an experience dedicated to its founder. A significant anniversary that the

company has chosen to celebrate by blending a past that is still very much alive, and a present that builds on its

origins, nurturing them and rejuvenating them for tomorrow.

Having always been linked to technology and the innovation of a product, a material or a process, Martinelli Luce

keeps its pioneering spirit alive by broadening its field of experimentation further into the digital world, in a context

that sees the emergence of new technologies.

This was the driving force for the company to take its first steps into the metaverse. An opportunity for people to

discover, or rediscover, the figure of Elio in all his roles, from set designer to artist, designer and entrepreneur,

through a path that aims to lead the virtual visitor to a new experience: a total immersion in the luminous world

created from his pencil, enriched over the years by collaborations of excellence and carried on today with the same

passion by his daughter, Emiliana Martinelli, President and Creative Director, and his nephew Marco Ghilarducci,

Managing Director.

The metaverse seemed the ideal place to bring this to life. Designed by the Diorama studio, with whom the

company had already collaborated on its corporate video, Martinelli Luce's metaverse is a metaphor for the

company itself, with subtle references to the brand's values and distinctive elements, and a starting point for the

future.

 

This was the driving force for the company to take its first steps into the metaverse. An opportunity for people to discover, or rediscover, the figure of Elio in all his roles, from set designer to artist, designer and entrepreneur, through a path that aims to lead the virtual visitor to a new experience: a total immersion in the luminous world created from his pencil, enriched over the years by collaborations of excellence and carried on today with the same passion by his daughter, Emiliana Martinelli, President and Creative Director, and his nephew Marco Ghilarducci, Managing Director. The metaverse seemed the ideal place to bring this to life. Designed by the Diorama studio, with whom the company had already collaborated on its corporate video, Martinelli Luce's metaverse is a metaphor for the company itself, with subtle references to the brand's values and distinctive elements, and a starting point for the future.