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- #Fair
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CUPRA at IAA Mobility
External audience, clientes & specialized media.
Munich, Germany.
We conceptualised, designed and built the CUPRA space at IAA Mobility 2025, one of the most important mobility events in Europe and globally in the automotive sector.
Reality
Render
The project consisted of developing and assembling a 905 m² stand within two weeks, a highly complex logistical and technical challenge. The design was based on an architectural concept inspired by Barcelona’s Mediterranean identity, embodied in a parametric copper structure with matte and mirror finishes. This surface interacted with natural and artificial lighting to blend organically into Odeonsplatz, an iconic location in Munich.
The concept of the garage, as the brand’s DNA, inspired three exhibition spaces in which the CUPRA models were presented: Garage Tribe, Electric Garage and Garage Origin. In the latter, the CUPRA Tindaya concept car was presented, simulating a cave as the beginning of everything. The proposal stood out for breaking with traditional ephemeral architecture, reinforcing the brand’s values of innovation and evolution.
The project represented a new milestone for us, consolidating our ability to manage complex, large-scale projects in international environments and reinforcing our position as an agency specialising in the creation of innovative, high-impact brand spaces.
More projects
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CUPRA at IAAMobility
CUPRA
Design and construction of the #CUPRADarkRebel pavilion at #IAAMOBILITY2023.
Construction
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Design of the CUPRA space at the 2023 Motor Show.
Construction
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On the occasion of SEAT S.A. 75th anniversary we designed and built an emblematic outdoor space at the Barcelona Motor Show to pay tribute to the history and evolution of the brand.
Brand Activations
