Fully Indonesian Tram 16 Is in Milan

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On Friday, September 8, ITPC Milan, helped with Indonesian Embassy of Rome and facilitated by ATM (Azienda Trasporti Milanesi), organised a launching event for the new decorated Tram and for their newest app based on AR (Augmented Reality) at Piazza Castello.

Coming to the event were government officials from Indonesian Embassy of Rome (H.E. Ambassador, Esti Andayani, Economic Function, Aries Asriadi, and Trade Attaché, Sumber Sinabutar), numerous organisations and companies, including the representative of Italian Chamber of Commerce for Southeast Asia, Singapore Airlines representatives, Beacon Srl, Indofood of Italy, Hade Palm Indonesia and Indonesian community in Italy.

It began with traditional Balinese dance performed by an Italian dancer, Enrico Masseroli, welcoming the arrival of H.E. Ambassador, Esti Andayani. Then, it continued with ribbon cutting ceremony by Ambassador, helped by Italian Chamber of Commerce for Southeast Asia Representative, Roberto Zoppi, and Singapore Airlines’ General Manager, Teck Hui Wong.

After the ribbon cutting ceremony, the event continued on Tram 16, where Trade Expo Indonesia 2017 (held from October 11 to 15) was presented and informed again to the guests who may want to participate as business visitors to find high quality Indonesian products to offer to their customers in Italy. In addition, the newest application based on AR was also introduced. ITPC showed how to download, install and use it directly in the event, since the interior posters of the tram is activated with AR technology.

For the app, users can download and install Europe In Your Hand for free from Google Play Store and Apple Store. After the app is ready on the smartphone, turn it on and use AR technology by directing the phone camera to the available product image and detailed information completed with link or video will appear. The products available for AR scanning are the ones utilised as the tram’s interior designs; tuna, pearl and sustainable biodiesel poster.

Moreover, for the exterior design that covers the tram completely includes several products as well, such as Batik Tulis, Jepara Door and biodiesel as renewable energy from sustainable palm oil. The tram was designed by Italian Graphic Designer, Elisa Crippa and for the batik image, Indonesian designer, Monthi Rossellini, provided the material.

Tram 16 is not the first advertisement on public transportations done by ITPC Mian. Last year, another tram advertisement, on line 27, was started and is still around now, designed with authentic Indonesian coffee.

Both of these trams pass the majestic Milan Cathedral (Duomo Milano) and Cordusio, where there is Milan Chamber of Commerce, Piccolo Theatre and In Lombardia tourism board). For tram 16, it brings passengers until the San Siro Stadium.










Photographer: Stefano Romano

Tram Design Documentation: M. De Luca

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