Milano: in Portanuova the “POP CHRISTMAS” project, in collaboration with Warner Music Italy, celebrates the Christmas period with a unique experience accessible to all.

Milano: in Portanuova the “POP CHRISTMAS” project, in collaboration with Warner Music Italy, celebrates the Christmas period with a unique experience accessible to all.

Portanuova, the first neighborhood in the world to obtain the double LEED® and WELL® for Community sustainability certification, celebrates the Christmas period with a unique experience accessible to all through the project “POP Christmas”, in collaboration with Warner Music Italy.
This initiative embodies the core values ​​of the neighborhood, embracing innovation and digital transformation, while maintaining a commitment to environmental sustainability and community well-being.
Portanuova continues its commitment to supporting young people and innovative projects, and for this reason it has selected the start-up Apeiron Studio, a division of Chimera Studio SRL for the development of the digital integration of the POP Christmas project. L'company, specializing in augmented reality projects, is born in January 2023 by a group of young people aged between 19 and 21, as a meeting between technology and creativity.
A concrete and tangible signal to invest in new realities, giving them the opportunity to participate in a complex project in a structured reality like Portanuova.

The distinctive character of this celebration lies in the immersive settings, accompanied by the playlist with the cmost beautiful Christmas events chosen by Warner Music Italy and listenable below LINK, where direct interaction with visitors emerges as an authentic contemporary trend.
This unconventional approach captures the interest of a diverse audience, taking visitors on an immersive journey.
From 7 December to 6 January, in the heart of Piazza Gae Aulenti, un tree over 13 meters becomes a messenger of inspiration, inviting everyone to be authentic, constantly improve themselves and seize opportunities with courage and passion, respecting society and the planet.
“Be Yourself”, “Be Better”, “Be Kind To The Planet”, are just some of the motivational phrases that decorate the tree, creating an engaging atmosphere.
Il project, under the production of MyEvents, develops through 5 interactive rooms and a tunnel, each with a unique musical theme.

Santa Claus Post Office – Powered by Me Against You: this room, with a traditional atmosphere, is dedicated to the younger audience and aims to replicate Santa Claus' post office.
Equipped with 12 boxes for sending letters, the room also features a giant envelope hanging on the wall. Users can interact with the room by scanning a QR CODE, thanks to which it will be possible to receive a personalized message from Me Contro Te who for these holidays have published an album of Christmas songs which contains a special letter inside which can be posted by adding a drawing, a writing or a wish for the artists.

Vintage Disco – Powered by The Tenors: A vintage setting with pink decorations and strobe balls offers a trip back to the 90s. Through a QR CODE, users can access a social filter that reproduces a photo frame with a vintage look & feel. This interaction allows photo sharing on Instagram and TikTok. In collaboration with The Tenors, a well-known group of tenors which also includes Alberto Urso, winning singer of the eighteenth edition of Amici, released in November with an album of traditional Christmas covers.

Neon Songs – Powered by Gerry Scotty: this room features fun neon writings inspired by the first musical project of Gerry Scotti, who tried his hand at making a Christmas album for the first time, “Gerry Christmas”, using artificial intelligence.
This immersive experience has all the potential to go viral on social media. In fact, through a QR CODE and thanks to artificial intelligence, a 3D facial mapping will be created which will decorate the spectators' faces with fluorescent neon light effects.

Illusion Gift: thanks to an optical illusion effect, this room offers the possibility of literally emerging from a giant gift package, the room promotes the Warner Music Italy Christmas playlist, to completely immerse yourself in the festive atmosphere.

Gingerbread World: the traditional gingerbread man multiplies before the eyes of the spectators.

Infinity Ice Tunnel – Powered by Cher: a tunnel that seems shrouded in darkness shines thanks to the mirrored walls and ice crystals, and will allow you to live a unique and immersive experience accompanied by the splendid notes of Cher's new album "Christmas".
This magical tunnel is truly the perfect room to be fueled by the power and enchantment that distinguish the undisputed queen of POP music, made possible thanks to Warner Music Italy transforming the experience into an exciting journey into the world of music and Christmas magic.

All filters and interactive experiences can be shared on social media, such as Instagram and Tik-Tok, becoming part of the Portanuova Community.
The display continues in Piazza Alvar Aalto, where a gigantic gift package invites you to take photos. The Gioia bridge and Via Capelli, together with the fountain in Gae Aulenti, will be illuminated and colored, creating a magical atmosphere.
Through the Portanuova app Milano, visitors can finally interact with a QR CODE, access social filters, explore special promotions from retailers and enjoy the daily "easy life" services, designed for citizens, residents and workers in the area.
Even this year Portanuova promotes a solidarity project, in collaboration with the Amici di Cometa Association which welcomes more than 1300 children and young people to promote development, growth and encourage the full expression of everyone's abilities and talents.
POP Christmas is a combination of innovation and entertainment, and transforms Portanuova into a Christmas square dedicated to everyone, where you can meet and spend unforgettable moments together.

New door

The first neighborhood in the world to obtain the double LEED® and WELL® for Community sustainability certification, Portanuova represents a laboratory of sustainable and participatory urban experimentation, focused on environmental sustainability, the resilience of spaces, the well-being of people, the creation of a community inclusive and capable of creating impact.
Portanuova is one of the largest urban redevelopments ever carried out in Europe in a historic center, a project that has culturally transformed the way cities are developed, setting new standards of design and architectural quality. Home to iconic buildings such as the Vertical Forest and UniCredit Tower, it has become the symbol of the urban redevelopment of Milano.
The offer of the Portanuova district ranges from entertainment to phygital services for the person, up to the retail proposal, carefully selected according to ESG metrics, to offer visitors a sustainable and conscious shopping experience.
BAM - Biblioteca degli Alberi was also born in this neighborhood Milano, a cultural park with a strong identity, the first Italian example of private management of a public park, thanks to the agreement between the Municipality of Milano, COIMA and the Riccardo Catella Foundation.
Awarded in 2018 as the best urban regeneration project in the world, the Portanuova district is a project co-invested, co-developed and managed by COIMA, a group specialized in the investment, development and management of Italian real estate assets on behalf of institutional investors, with an integrated ESG impact approach.