MIR – Multimedia Integration Expo transforms into a privileged stage to discover the soul of great concerts. From creativity to technology, the IEG Expo venue in Rimini becomes the epicenter where the intricacies of high-level show production are unveiled.
One of the highlights of this edition was dedicated to the monumental Vasco Rossi concert at San Siro (2024), featuring director Pepsy Romanoff, show director Fabio "Fubah" Pini, the artistic director, and Lorenzo Venturini, effects designer at Notch. Together, they provided an in-depth look at one of the most complex shows ever produced.
The production involved a creative team of more than 30 people and was conceived as a 4K cinematic experience with multiple cameras, unique effects in each shot managed in real time with the aid of artificial intelligence, and projection onto a giant screen of 1,280 m² (58x22 meters).
Pepsy Romanoff summarized it as follows: "An unprecedented show that allowed us to experiment with new methodologies now applicable to other events".
That same morning, Lorenzo De Pascalis, founder of Ombra Design, led an enlightening session on the creative process behind great shows: from visual conceptualization with detailed renders to the selection of lights, lasers, set design, and team coordination using specialized software. De Pascalis made it clear:
We use artificial intelligence as a starting point, but we still rely on human sensitivity for the final result.
The immersion into the world of shows continued in the afternoon with a masterclass on audio production during Laura Pausini's world tour, led by sound engineer Marco Monforte. It was a technical journey through the design, execution, and logistics of a large-scale tour. Finally, in the realm of Show Design, Pepsy Romanoff returned to the stage to unveil his creative process, where he merges music and imagery into iconic, trendsetting works.
 |
 |
Transforming digital passion into a career: keys from the creative world
In the morning session of the Content Creator Music Lab, Federico Doria and Jacopo Griffante shared their strategies for turning digital content creation into a solid professional career. Doria, a DJ and YouTube personality, and Griffante, a leading figure in the clubbing scene, offered straightforward advice: knowing your audience is essential to truly connect. Analyzing the competition and applying the rule of the three "I"s – involve, inform, and inspire – was at the heart of the talk. With anecdotes and real experience, the message was clear: with perseverance, strategy, and a clear identity, social media can evolve from a mere showcase to a genuine profession.
The conversation continued in the afternoon with the event What is Television?, where the evolution of entertainment in the scrolling era was analyzed. Not only were traditional screens discussed, but also digital platforms, social media, and mobile devices. It was a reflection on how our way of consuming – and expecting – content has changed today.
Smart corporate spaces in the work 4.0 era
The office of the future is already here. During the session Work 4.0: The Future of Offices Amid Videoconferencing, Smart Buildings, and Artificial Intelligence, MIR explored how corporate spaces are evolving into hybrid, flexible, and technological environments. Showrooms, training rooms, and common areas become innovative showcases where creativity, efficiency, and workplace well-being converge.
In this new paradigm, physical presence is integrated with remote work. Smart buildings optimize energy, comfort, and security, while AI- and videoconferencing-based solutions promote immediate and inclusive collaboration. Thus, offices transcend their traditional function to become dynamic ecosystems designed to foster participation, efficiency, and innovation.
