The Christmas display in Vittorio Emanuele II Square in Busto Arsizio for 2024 introduced a new attraction, the Rovaniemi Express: a container sponsored by Hupac that offers a virtual reality journey from Busto Arsizio to Rovaniemi, the city of Santa Claus.
Inside the container, visitors can wear VR viewers and immerse themselves in an extraordinary sensory experience.
This installation allows children and their caregivers to embark on a six-reindeer sleigh ride over Busto Arsizio. The city has been reconstructed in 3-D and the typical monuments and landmarks are clearly recognizable, the litta then leaves the city to head to Hupac’s headquarters where the containers in line are whitewashed with snow and the gantry cranes are decorated with Christmas lights, a way to wish us Happy Holidays. The sleigh continues its journey over the mountains and each landscape becomes atro of encounters and stunts for the a magic sleigh. The trip ends in Rovaniemi, the famous Finnish town known as Santa Claus’ residence.
Through engaging storytelling and breathtaking scenery, the virtual journey takes participants through the wonders of Finnish winter, with opportunities to discover local Christmas traditions and meet magical characters along the way. This project not only provides a fun time, but also promotes the use of technology to create emotional connections and stimulate imagination.
The installation is especially designed for families, making Christmas a time for sharing and fun. Children can experience an unforgettable adventure, while adults can rediscover the fascination of imagination and the magic of Christmas. The use of virtual reality is an innovative way to bring new generations closer to Christmas traditions, making the experience educational as well as playful.
Hupac’s initiative not only enriches Busto Arsizio’s Christmas offerings, but also emphasizes the importance of sustainability and innovation in the context of the holidays. With this project, Hupac demonstrates how it is possible to combine tradition and modernity, offering visitors an experience that will be etched in their memories.
