The Cloud is an organic sculptural landmark that responds to human interaction and expresses context awareness using hundreds of sensors and over 15,000 individually addressable optical fibers. Constructed of carbon glass, spanning over four meters, and containing more than 65 kilometers of fiber optics, the Cloud encourages visitors to touch and interact with information in new ways, manifesting emotions and behavior through sound and a dichotomy of luminescence and darkness.
Located in downtown Florence outside the Fortezza da Basso. the Cloud is part of the "Redesigning Fashion Trade Shows" project that Pitti Immagine runs with MIT Mobile Experience Lab. It is a long-term project to creatively rethink the trade show concept and propose innovative technologies, perspectives and sensory experiences for fashion trade shows.
Mark Vanderbeeken is a senior partner at Experientia, an international experience design consultancy, based in Turin, Italy. He is also the author of the successful experience design blog Putting People First. Mark is a specialist in visioning, identity development and strategic communications and worked in Italy, Denmark, the USA and Belgium. He was communications manager of Interaction Design Institute Ivrea, European communications coordinator for the World Wide Fund for Nature (or WWF), marketing director of Gwathmey Siegel & Associates Architects (USA) and chief press officer of Antwerp 93, Cultural Capital of Europe (Belgium).