written by GiuliaP

WHAIWHAI meets the Instagramers


On Saturday, September 24th in Milan, the first ever event by and for instagrammers in Italy will take place. Who are instagrammers? People fond of the Instagram, the Twitter of images. It’s one of the most successful iPhone apps with an international community of over 60,000 followers after just six months on the market, and its popularity is growing by the day all over the world. This one-day event will be dedicated to pictures taken in Milan and should be fun and packed with features: sign up for the event here. We at WHAIWHAI will be there for a surprise that we can’t reveal just yet.



(sioku’s picture)

Some have surely left already and others are packing their bags, while the rest of you may be thinking about how to get through a vacation-less August. That’s pretty much our story this year, but today we’re putting the finishing touches on a project you’ll hear about soon.

If you’re sticking in town, there are clever and interesting ways to savor even the most familiar places. Obviously, we’d suggest WHAIWHAI. Incidentally, yesterday’s edition of the Radio24 program August: Survival Techniques was about Milan Diamante. Paolo Roversi, the author of the stories, talks about his August in Milan. His advice is not to miss the chance to enjoy the city’s charm at a time when the crowds are thin. Listen to that August 12th interview via podcast (in Italian).

Milan The diamond is in ViviMilano


In today’s edition of the Corriere della Sera insert ViviMilano, three full pages (9 to 11) are dedicated to the Milan edition of WHAIWHAI. There’s an excerpt of stories related to Milanese design that you can read and then “play” in the WHAIWHAI way, to try it out before the new full guidebook hits the stores. If you’re in Milan — now is a great time to be there with the International Furniture Fair and other Design Week events going on — just pick up a copy of Il Corriere, follow the simple instructions in those three pages in the ViviMilano section, and start playing. You can even do it from home, as our new sofa mode has also been activated for those excerpts. Some people have already begun playing… so what are you waiting for!

Milan, hot off the press!


We sent the Milan edition of whaiwhai to the press today. You might already know that it’s called Milano Diamante. But there are some things you definitely don’t know about it. We’ll list them below. First, though, mark your calendars: on Saturday, March 13th at 11:00am, we’ll meet in front of the Palazzo Reale in Milan to unveil this new edition. To participate, write to: This event is co-sponsored by the Department of Tourism of the City of Milan. Send an e-mail to them and they’ll give you all the information you need to participate. Now for some of the highlights of this edition:

- Milano Diamante contains 45 great stories written by Paolo Roversi, an author who knows Milan backwards and forwards and has already fascinated readers with noir novels set in the city.

- We’re experimenting with the option of customizing your adventure through the city: when you start the game, you can choose to read mainly stories related to history, design or music. After working with consultants, we decided that the myriad facets of Milan merit a division of the stories into three categories: one for historical events and legends, one for the Milanese design tradition and notable personalities associated with it, and one for opera and other stories about music.

- Milano Diamante is officially sponsored by the Department of Tourism of the City of Milan and by the world-renown opera house La Scala, with the collaboration of the Triennale di Milano design museum. So we’ve already received lots of support.

- The search this time is for a stolen diamond. You must find it with the help of an inspector, who is trying to catch the nimble thief Salai.

That’s all for now. Hope to see you Saturday!

(illustration by Giovanna Nicosia)

(Italiano) Sapessi com’è strano conoscere Milano

Sorry, this entry is only available in Italiano.

Some people found CODE-R

Yesterday was a big day for whaiwhai. In association with  Momentum for RCS Sport, we pulled off a special event to add Milan to the group of cities that have been rediscovered through our game model. This event was held to announce an initiative launched by Momentum for 2009. Participants started from the Alcatraz night club and returned there two hours later after an experience involving some of the great sporting events in the history of the city: whaiwhai became the essential ingredient as teams of participants searched for the secret CODE-R.

About 400 people played with us, in a challenge to see who could uncover the secret code first. It was a huge success. The players really liked the 27 stories we wrote about athletes and sporting events (in soccer, rugby, cycling, running and Supercross), and it was even more fun for those who took part in trying to solve the puzzles hidden within Milan. The teams had been put together online over the past two weeks: there were about 70 teams in all, each with its own nom de guerre. There was certainly a competitive flavor, as the groups could even use their cars to get around the city. The winning team made it back to the Alcatraz in a lightning-fast time. There, the celebrations continued, with Giro d’Italia champion cyclist Ivan Basso and Olympic canoeing medalist Antonio Rossi to keep company. The prize for the winners was a weekend getaway to London to attend the Italy-Brazil friendly.

You can check out a selection of photos from the event here. We’re exhausted today, but it’s the kind of fatigue resplendent with satisfaction and fulfillment. The whaiwhai experience in Milan has taught us a lot and opens up new perspectives for other cities and new themes.

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