CUPRA Lifeplace was an immersive experience designed by Reality is__. Conceived as a contemporary journey into the brand’s past and future, the space was defined by multiple areas designed to integrate the visitor into Cupra’s origins in Barcelona and the brand’s racing roots and towards their sustainable and human-focussed future.

The experience was hosted inside one of the most Milanese buildings in the Isola district, the Fonderia Napoleonica. Reality is__ used physical scenery and projection mapping to dynamically encompass the space and bring to life the building’s energy and the brand’s momentum. In the first area of the audiovisual storytelling, the space hosted three organic islands, that with projection mapped content, came to life telling the story of CUPRA. Through the use of a large mirror the space was extended, giving visitors the opportunity to see themselves within the experience. In line with CUPRA’s sustainability objectives, the “islands” were designed to be easily taken apart and recycled. A simple cardboard waffle structure was used to achieve the overall shape, with layered white material providing the ideal projection surface.

In the second area of the space, layers of gauze created an ethereal space, a conceptual perspective where ideas and values were expressed through delicate projections. The darkened interior created an emotional path for the visitor, with the historic building providing a canvas to contrast with the innovative electric future expressed with the projections, whilst reinforcing CUPRA’s sustainable process.

The experience concluded as the visitor stepped outside, completing CUPRA’s journey to Milan. The new fully electric CUPRA BORN was on display in the adjoining courtyard and acted as a final focal point for the experience. The full journey through the brand’s origins, and into its future allowed the visitor to discover Milan Design Week with a fresh perspective.