Phyxel screen is an installation designed and produced for Cupra's fair stand at the Frankfurt/Main Internationale Automobil Ausstellung (IAA) 2019. Working together with 515 Creative Shop, we created a kinetic experience to support the firm in the unveiling of Cupra Tavascan: a brand new fully electric concept SUV.

For this occasion, Cupra wanted people to glance at the future of mobility while feeling the performance and the electrification coming up with it. Our teams fully exploited the temper of these 47.040 physical pixels shaping their speed and sound in rhythmical choreographies and hypnotic interactive pattern based on AI algorithms of computer vision.

In this project, we better defined our internal creative process.
Keeping a constant dialogue with Cupra marketing, we conveyed the brand values into principles of experience, with special care for the storytelling definition. Working side by side with the stand designers, we found the best screen positioning based on visitors’ flows within the booth.
We tuned and tested many interactive patterns on a real-time rendering simulator, and after pre-mounting the physical screen, we run user testing sessions to guarantee the best experiential results for the visitors and the brand.

Within crowded trade fairs ruled by digital contents, installations based on physical interaction might be an outstanding media to boost brand awareness.