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  • #Construction
  • #Retail

CUPRA at IAAMobility 23′

General audience.
Munich, Germany.

The new CUPRA Dark Rebel has been officially presented to the public at the IAAMOBILITY 2023 event in Munich and we were behind the design and architecture of the pavilion, together with the brand activations onsite.

 

 

Reality
Render

A design created to live the CUPRA experience first hand.

To ensure that each user experienced something truly exceptional, we not only relied on the design of the space but also sought to bring additional value to the experience. Inside, each car stood with its own universe, with LED screens and various textures in the material.

In addition, attendees were offered the opportunity to immerse themselves in CUPRA’s Metahype through virtual reality (VR) goggles for a 360° experience. This offered users the opportunity to interact with a variety of virtual environments, exploring everything from reality to imagination.

Regarding the space, we designed an iridescent mirror building that blended in with it’s surroundings, integrating itself into the historic Kaiserhof square, and reflected the light and spirit of Barcelona. The triangle as a pattern of a second skin created a huge trencadís that wraped the pavilion and inside we could find the sea as inspiration.

The aim of this project was to create an experience to explain that CUPRA is more than a car company, but rather a lifestyle. A challenging and unconventional brand with a rebellious tribe.

A new impulse that led us to push our own limits.

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