Art direction, exhibition and Interaction Design by Dotdotdot Aboca Experience is a project of Dotdotdot - interaction and exhibition design studio in Milan - for Aboca Museum in Sansepolcro (AR), inaugurated in July 2020 in the Renaissance Palazzo Bourbon del Monte: a new interactive corporate section that tells, through multimedia installations and an empathic and intuitive experience, scientific innovation and research on human care and environmental sustainability. The permanent corporate section is born from the desire to tell the company in an innovative and engaging way: its history, values and important contribution to the world of health and social projects on the territory to a wider and transversal audience such as primarily families and schools. Dotdotdot has designed an experience, an immersive journey of 11 interactive installations where the visitor is called to interact with the content, directly experiencing the values and projects underlying the company. Aboca Experience is not an exhibition, nor a traditional business museum: it is an environment that allows to experience a different story, between vision and corporate mission in a more engaging way through interaction design and the digital language that offer new points of view on multiple topics. The design required a great job of summary and simplification of the contents, a process co-curated with the communications office Aboca, to make the representation accessible to a diverse audience – insiders, schools, tourists, stakeholders; ensuring an effective visit also from the point of view of time, from short to deeper routes. The set-up, which is distributed over five rooms, is a path of discovery through video projections, increased graphics and interactive content, activated by means of intuitive physical interfaces, which cancel out the so-called technological barrier. Dotdotdot’s work as designers of innovative human experiences in continuum between the physical and the digital, was to interpret the company’s identity and research on the use of natural molecules and herbal products for health, to transfer them in an emotional and intuitive way that unfold in a coherent and engaging story. It was in fact conceived as a functional set-up designed to be easily implemented and integrated with other content, enticing the visitor to return. THE EXHIBITION For Dotdotdot, Aboca Experience represents a project that has focused on the different skills of the studio - user experience and interaction design, exhibition and graphic design, prototyping and development of hardware and software. It was an activity of curatorship and direction of the different skills that allowed to realize an integrated set-up in all its physical and digital components. One of the most complex aspects was the synthesis and convergence of different design languages and the simplification of complexity, starting from the definition of the content to be transmitted to the visitor. A work in close contact with the company, a synergic process of identification of the main themes and translation of concepts to the public. Themes that are transposed into the physical spaces of the exhibition, in a continuous refinement of narrative threads intertwined between exhibition and interaction design. Since the new corporate section is located inside a historic building bound by the Fine Arts, the setting is self-supporting, respectful and in harmony with the context. All the hardware of the digital devices is hidden inside the wooden structures, buffered with modular panels and removable parts both for maintenance and updating of the contents. For full sustainability and to give the idea of the interpenetration between Nature and Science, the materials of the exhibition are treated to the natural. The supporting structures are made of wood, graphics and illustrations are printed directly on the wood panels, and the perforated sheet plugs allow light to pass through for light/shadow effects. The choice of untreated natural materials brings out, by contrast, some high-tech details that recall the aesthetics of the laboratory, such as the interactive console in white Corian or the microscope slider. Console made by OpenDot Employee photo shots by Laura Fantacuzzi, Maxime Galati-Fourcade Cultivation video shots by Lucio La Pietra