La comunicazione non convenzionale: dinamiche evolutive e prospettive di impiego dell’ambient communication

[Autom. eng. transl.] The ambient communication represents a complex and articulated form of business communication that uses the environment, in particular urban, in all its manifestations and in all its surfaces, in order to transmit messages aimed at pursuing communicational and commercial objectives. In its manifold manifestations this form of communication currently constitutes a central element in integrated communication plans in support of the brand. This form of communication now represents an increasingly consolidated expression of unconventional communication and, more generally, of business communication. This essay illustrates the main distinctive and evolutionary characteristics of ambient communication as a form of relationship between the brand and the consumer, able to involve it in a unique brand experience based on de-contextualization and recontextualization of urban space as a space for dialogue, for brand interaction and communication.