Viva Fabrica !

Let's live the industry, let's manufacture our future!

Strategic direction, brand positioning and storytelling, artistic and visual direction, event production and technical aspects, content management, and schools management and on-site reception.

The Viva Fabrica Foundation (led by the EDF Group, Michelin, and UIMM) entrusted its new event, Viva Fabrica!, to TETRO: an extraordinary 4-day event designed to immerse young generations in the heart of the industry. We coordinated this event from concept to evaluation. The event took place from February 23 to 26, 2023, at the Fagor-Brandt factories in Lyon. For this event, we managed the strategic direction, brand positioning and storytelling, artistic and visual direction, event production and technical aspects, content management, and management and reception of school audiences.

Strategic direction and project management

Our challenge: Establishing an organizational model and an interaction method. The project plan - the methodology, processes, teams, and tools - are the first essential elements for the success of a project. We took the time to listen, exchange ideas, and structure in order to best understand the client's expectations and needs. All of this within a rational evaluation of the technical, budgetary, and time-related ambitions.

Brand positioning and storytelling

Notre enjeu : bousculer les codes du secteur industriel From the very beginning, we conceived Viva Fabrica! not as a traditional trade show but as a unique, versatile, and hybrid entity, aimed at challenging the established norms of an ailing industry. This DNA enabled us to position the event in an innovative, contemporary, and ambitious dimension, aligned with the needs of younger generations. Identity, editorialization, interaction, animation, and project direction were all defined through this lens: a radical evolution!

Artistic, Visual, and Scenographic Direction

Our challenge: To surprise by placing boldness and creativity at the heart of the project.

Photography direction, identity, scenography, signage installations, furniture: we went against the image of the factory to reenchant a world in transition and immerse the audience in a renewed, colorful, and harmonious universe.

Event Production

Our challenge: To manage the production, technical aspects, logistics, and security of the event. With 8,500 square meters, 40 exhibitor spaces ranging from 25 to 300 square meters, 4 speaking areas, 2 dining areas, and private spaces, TETRO coordinated all the trades associated with the event, as well as the production and layout of the 40 exhibitor spaces and the reception of various audiences: students, sponsors, protocol, media, speakers, and the general public. The human dimension infused throughout the project and the tailor-made support at every stage of the project allowed for a smooth and enthusiastic execution.

Management and Reception of School Audiences

Our challenge: Implement an immersive experience for accompanied audiences (students and individuals in career transition). TETRO worked on a renewed approach to the school visit at an event: diversification of formats, dynamic rhythm, multiple pathways, engagement of mediators, exhibitors, and speakers. In total, over 500 journeys were taken by 6,000 people over 2 days, offering a unique learning expedition, alongside over a hundred mediators briefed by us.