Porta Garibaldi on Piazza XXV Aprile is one of the historic gateways and entrances into the city of Milan. To celebrate this incredible location Another Way creates a gateway into a forward thinking reality. The container and the elements designed inside link to transportation, movement, and momentum, and provided a sustainable environment to create a temporary installation. 

A 7-meter LED wall displayed a variety of interactive graphics relating to key elements from the brand. The artwork gave light and movement to the space and was manipulated through the visitors’ movements, allowing each person to create their own version of the experience, and change it for the next person.

Inside the Cupra store, visitors could leave answers to the question: what’s your impulse/future? Their answers were shown on a panel of marching text within the container. Combined with the interactive wall, the space emphasised how individual actions create a “snowball effect” and therefore highlight how every positive impulse is important and necessary. The levels of interaction allowed the visitor to visualise their own impulse in the surrounding space.

To create a multi sensory and accessible experience, we designed a bespoke soundtrack. Starting from the word Cupra and digitising the letters, natural and electric sounds were combined with the interactivity of the space resulting in a more immersive storytelling element, born directly from the Cupra brand.