A V A ✕ Cupra France
To be captured and shared
For the opening of the CUPRA City Garage Paris, TETRO imagined an immersive experience where the world of CUPRA meets urban culture in the heart of Paris, celebrating the brand’s bold and unconventional DNA.
Client brief
How can a brand capture attention in a saturated environment and generate spontaneous content sharing?
In the highly competitive visual landscape of the holiday season, the challenge was no longer simply to be visible, but to create an installation that attracts, engages and naturally encourages people to share it.
Our response
Transforming a storefront into a media platform
TETRO created A V A, an iconic light installation designed to be seen, captured and shared. Rather than a static decoration, we imagined a living, graphic and instantly recognizable installation. CUPRA’s signature triangle became the core of the system — expanding, reflecting and inverting itself until it subtly evoked the shape of a Christmas tree.
A V A was conceived as a dual-layer experience: outside, a landmark storefront installation designed to be visible and filmable; inside, a triptych screen extending the experience into the space. The storefront itself became both an attraction point and a media platform in its own right.
Website: CUPRA City Garage Paris
TETRO
Trafik
Flora Mathieu
Florent Zarka