Treedom Machine
An immersive experience switching from reality to virtual reality,
letting the user experience a special trip to Kenya.

The Brief

We were asked to conceive an installation for Treedom's Christmas campaign so as to bring Treedom's reforestation efforts in Kenya closer to home.


We wanted to created a whimsical and exciting experience, so we designed and built a custom vending machine and programmed it with the use of Arduino. The biggest challenge was to integrate a real experience with the virtual reality and connect two distant worlds. We've went to Kenya to shoot the Treedom nursery in 360° to show the planting and growing process. The Treedom Machine allows the user to participate in an original experience through the Samsung VR viewer and be part of the Treedom process. We set up the vending machine in the courtyard of the ex prison Le Murate in Florence letting people come close to live the experience and we captured their reactions and emotions in a video.


The journey starts with what seems like a traditional vending machine. Inserting a special coin the user triggers the experience. People are invited to choose from a selection of products, in this case 4 species of trees: Markhamia, Guava, Avocado and Mango. A drawer opens and the customers are surprised to find a Samsung VR gear, that allows them to experience and enjoy the amazing Kenyan landscape in 360°.



Creative Lead

Francesco Bernabei


Letizia Di Battista

Tech Lead

David Hartono

Product Designer

Sara Marini

Set Designer

Matteo Salvadori

VR Specialist

Raika Khosravi


Matteo Mancini


Jacopo Mutti
Filippo Chiesa
Nicolò Braggion


Via IX Febbraio 7
50129 Florence, IT
VAT ID 06640500481
Cap. Soc. 10.000,00 €