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Another Way

Reality is__

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Interactive Screen - Nicola Torrisi
Interior - Nicola Torrisi
Exterior - Nicola Torrisi
Interactive Screen - Nicola Torrisi

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Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Trade-Fair Stand
6.18
5.98
6.00
5.63
5.95
Anne-Rachel Schiffmann
Anne-Rachel Schiffmann Director of Interior Architecture at Snøhetta
6
6
6
6
6
Dennis Vlietinck
Dennis Vlietinck Head of Design at Wink
5.5
6
5.5
6
5.75
Giovanni Zaccariello
Giovanni Zaccariello SVP Global Visual Experience  at Coach
8
7
8
7
7.5
Farid Ziani
Farid Ziani Partner Architect Designer at KTX archiLAB
5.5
6
5.5
4.5
5.38
Gilbert Khalil
Gilbert Khalil Director of Design and Technical Services at Sunset Hospitality Group
6
7
6
5
6
Nicolas Delefosse
Nicolas Delefosse Founder and Creative Director at NDDO
6
5
5.5
5
5.38
Asif Din
Asif Din Sustainability Director at Perkins&Will
6
7
6
5
6
Jocelyne Sacre
Jocelyne Sacre Design Strategist at Consultant
6.5
7
5.5
5.5
6.13
Sontaya Bluangtook
Sontaya Bluangtook Associate Design Director at UNStudio
6.5
6
7
6
6.38
Deepak Jawahar
Deepak Jawahar Cofounder at The Architecture Story
6
6.5
5.5
6
6
Cathy Figueiredo
Cathy Figueiredo Cofounder at Wanna
7
5
7
6
6.25
Lucy Bagshaw
Lucy Bagshaw Project Director at Tp Bennett
6
5
6
7
6
Lisa Adams
Lisa Adams Director of CitizenHKS & Sustainable Design Leader at HKS
6.5
6
6
6
6.13
Klein Dai
Klein Dai CEO at Algebraist Brand Management
5
5
5
5
5
Baoyu Tian
Baoyu Tian General Manager at Foshan Shengtianjia Lighting Equipment
6
6.1
6
5.5
5.9
Liqun Lin
Liqun Lin Executive Director at Xiamen Wenqu Decoration Design
7
7
6.5
6
6.63
Aaron Ye
Aaron Ye Founder and CEO at Atom Group
7
6
6
5
6
Bangsheng Yang
Bangsheng Yang Founder at Yang & Associates Group
6
5
6
5.5
5.63
Woody Yao
Woody Yao Director at Zaha Hadid Design
5
5
5
5
5
Client
Cupra Italia
Floor area
29 ㎡
Completion
2022
Budget
€62,000
Social Media
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A\V Hardware

For the second consecutive year, the automotive brand CUPRA (SEAT Group) trusted Reality is__ to excite their audience with an experiential project at Milan Design Week 2022. The result was ANOTHER WAY: an installation created inside a 12-metre long shipping container.

The creative idea of “Human Impulse” was built upon the brand’s passionate community: the “CUPRA Tribe”. The “CUPRA Tribe” built the brand in the past, and drives the brand into the future, and ANOTHER WAY aimed to translate this into a vision of future-focussed thinking. Manifesting as a “gateway” into the future, the installation was located in Piazza XXV Aprile, beside Porta Garibaldi, one of the historic doorways into Milan. The container provided a new doorway in itself, into a future inspired by CUPRA and influenced by the visitors. Inside the container, through an entrance consisting of a series of luminous archways, was a dynamic audio-visual experience with which the visitor could interact using their body movements. The constantly changing content was displayed on a 7-metre LED wall.

“Human Impulse” was further expressed on the opposite wall, where a screen of scrolling text, borrowed from digital signage used in public transport, led the visitor from the entrance to the exit of the installation. The text was updated in real time with answers given by visitors in the nearby CUPRA Garage when posed the question: “What’s your Impulse?” eg. music, design, sport, creativity, etc. The installation’s proximity to the client’s retail space, along with the strategic interactive element linking the experience to the shop, ensured the event was kept constantly busy and encouraged visitors to visit both the installation and the retail space.

CUPRA’s values and ambitions of sustainability, collaboration and an electric future were conveyed both visually and through a bespoke soundtrack. To create a multi-sensory and accessible experience, Reality is__ also developed the creative concept for the audio. Starting from the word CUPRA and digitising the letters, natural and electronic sounds formed part of the interactivity of the space resulting in a more immersive storytelling element, and making the installation accessible through multiple senses.

Reality is__ designed the experience to tell a story through play. Visitors were drawn in by the prospect of playful engagement, allowing both adults and children to equally enjoy the environment. The overall spectacle emphasised how individual actions can create a “snowball effect”, empowering visitors to visualise how their own impulses were brought to life in the surrounding space.

The use of a shipping container to house the exhibition allowed it to live beyond the duration of the event. Once the rented digital hardware was removed from inside the container, the container was returned to the original owner to be reused.