The Cloud is an organic sculptural landmark that responds to human interaction and expresses context awareness using hundreds of sensors and over 15,000 individually addressable optical fibers. Constructed of carbon glass, spanning over four meters, and containing more than 65 kilometers of fiber optics, the Cloud encourages visitors to touch and interact with information in new ways, manifesting emotions and behavior through sound and a dichotomy of luminescence and darkness.

Located in downtown Florence outside the Fortezza da Basso. the Cloud is part of the "Redesigning Fashion Trade Shows" project that Pitti Immagine runs with MIT Mobile Experience Lab. It is a long-term project to creatively rethink the trade show concept and propose innovative technologies, perspectives and sensory experiences for fashion trade shows.