At the heart of the installation is a dreamlike landscape with animalistic sculptures by Marcantonio, offering a journey through a realm of magical creatures and real cars. He designed the concept and created the key sculptures—a raccoon, a flamingo, a moon, and others—powerful symbols that guide the visitor through the space and reflect the brand’s identity.

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We integrated a digital layer into the installation so that holograms, LED screen visuals, AR, projections, CG elements, lighting, and sound support each sculpture, working in sync to amplify the emotional impact without drawing attention away from the physical art.

The sculptures are paired with dynamic digital content that expands their narrative. The raccoon sculpture illuminates the path while projecting its vision of a magical journey. It has two modes: in standby, he quietly chills in the forest; in active mode—triggered when someone hops on—the experience shifts to exploring either an old city inspired by Prague, the origin of Škoda, or a mountainous landscape. Holographic hummingbirds recharge from blooming flowers growing out of a suitcase, while an AR-powered flamingo sculpture invites the audience to start an adventure with a series of evolving digital overlays on their mobile devices.

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The multimedia elements are all custom-made—from light in the raccoon's eyes to the AR masks, holograms, and CG animation. Each multimedia element was crafted using a unique technical approach:

• For the hummingbird, we used traditional CG animation in Cinema 4D, displayed on an unconventional holographic surface. 
• The flamingo featured AR integration via 8th Wall to blur the line between digital and physical. 
• The raccoon’s visuals were created in Unreal Engine, giving the piece a distinctive real-time aesthetic. 
• For the teaser campaign, we experimented with a hybrid workflow—combining 360° footage of a real location with CG elements and AI-generated details to create a playful mix of real and virtual.

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The result is an immersive experience where every detail contributes to a layered narrative, offering a fresh emotional perspective on the car and its branding. The installation reveals two distinct moods—daytime and evening—encouraging repeat visits to experience its full range.

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“This project is a big milestone for us—our first participation in Milan Design Week. We wanted to add a subtle layer of multimedia to the sculptures in a way that would showcase Marcantonio’s signature irony, reflect the brand’s identity, and engage visitors. Usually, we 'go big and epic, ' but this time, the challenge was to take a more refined approach—one where 'less is more' truly reveals its power," says Magrifa Kamiyeva, producer at SILA SVETA.