In the first area, the space hosted three organic islands that came to life with projection mapped content. CUPRA’s origin story was interpreted and abstracted through artistic depictions of key moments. The content was projected from above and spilled onto visitors as they navigated between the islands. The intention was to elicit an emotional connection in the audience, akin to the intangible feeling of driving a CUPRA car, ultimately making everyone part of the journey.

In the second area, layers of gauze created an ethereal space: a conceptual perspective where CUPRA’s ideas and values were expressed through delicate projections. Cartographic imagery intertwined with electric circuitry, marking the culmination of CUPRA’s fully electric arrival in Milan. The dim interior was interrupted by a sliver of light from the outdoors, inviting visitors to follow its path. The historic building served as a contrasting canvas for the innovative electric future depicted through the projections.