Milan Design Week | PAC Padiglione d'Arte Contemporanea
During Milan Design Week, Škoda Auto presents an installation in the courtyard of the Pavilion of Contemporary Art to mark the debut of the new all-electric Škoda Elroq RS. Together with Italian artist Marcantonio and with the support of the Gattinoni agency, the SILA SVETA team integrates light, CGI content, holography, and AR to transform the space into a phygital journey—a seamless blend of physical form, motion, and digital storytelling.
At the heart of the installation is a dreamlike landscape conceived by Marcantonio, known for his minimalist and subtly ironic sculptures. He designed the full spatial concept and created the key sculptures—a raccoon, a flamingo, a moon, and others—each one placed alongside the car to guide the viewer through a carefully curated journey. Set in the courtyard of PAC Padiglione d'Arte Contemporanea and next to the GAMA Galleria d'Arte Moderna, the installation offers a journey to explore a realm of magical creatures and real cars.
SILA SVETA, known for its large-scale projects, brings its distinctive approach to this collaboration. For the installation, the studio takes a more subtle direction—integrating cutting-edge digital elements and various types of multimedia into the physical environment to complement the sculptures. SILA SVETA is responsible for the entire multimedia component of the project, including holograms, LED screen visuals, AR integration, lighting, and sound. In close collaboration with Marcantonio and Škoda Auto, the team developed every aspect of how the digital content looks, functions, and interacts with the space and guests.
“We carefully selected a unique technological and creative approach for each piece to highlight Marcantonio’s artistic vision. Whether it was AR or holography, every choice was made to complement the sculpture it accompanied. The main challenge was to bring these diverse elements together into a seamless and visually cohesive composition,” adds Vlad Sveredyuk, сreative director at SILA SVETA.
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 is quietly chilling in the forest; in active mode—triggered when someone hops on—the experience shifts to the exploration of 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 audiences to start an adventure with a series of evolving digital overlays on their mobile devices.
The multimedia elements are all custom-made—from light in the raccoon's eyes to the AR masks, holograms, and CG animation. Kristina Kubrina, supervisor at SILA SVETA, explains:
“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.”
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.
“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.
Open to the public from April 8 to 13, the project marks SILA SVETA’s debut at Milan Design Week, reaffirming the studio’s position at the intersection of immersive technology and art.
SILA SVETA, known for its large-scale projects, brings its distinctive approach to this collaboration. For the installation, the studio takes a more subtle direction—integrating cutting-edge digital elements and various types of multimedia into the physical environment to complement the sculptures. SILA SVETA is responsible for the entire multimedia component of the project, including holograms, LED screen visuals, AR integration, lighting, and sound. In close collaboration with Marcantonio and Škoda Auto, the team developed every aspect of how the digital content looks, functions, and interacts with the space and guests.
“We carefully selected a unique technological and creative approach for each piece to highlight Marcantonio’s artistic vision. Whether it was AR or holography, every choice was made to complement the sculpture it accompanied. The main challenge was to bring these diverse elements together into a seamless and visually cohesive composition,” adds Vlad Sveredyuk, сreative director at SILA SVETA.
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 is quietly chilling in the forest; in active mode—triggered when someone hops on—the experience shifts to the exploration of 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 audiences to start an adventure with a series of evolving digital overlays on their mobile devices.
The multimedia elements are all custom-made—from light in the raccoon's eyes to the AR masks, holograms, and CG animation. Kristina Kubrina, supervisor at SILA SVETA, explains:
“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.”
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.
“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.
Open to the public from April 8 to 13, the project marks SILA SVETA’s debut at Milan Design Week, reaffirming the studio’s position at the intersection of immersive technology and art.
About SILA SVETA
SILA SVETA is an international multimedia studio that blends art and technology, transforming visual solutions into an inspiring experience. The studio's work reshapes the perception of space, engages the audience, and creates new points of interaction with reality.Their portfolio includes ceremonies for global events (FIFA World Cup 2022, AFC Asian Cup 2023), stage design and content for concerts and music festivals (The Weeknd, Billie Eilish, ARGY, Outline), immersive exhibitions and museums ("Tutankhamun. In Search of Eternal Life," "The Legend of the Titanic"), product presentations (Samsung, BMW, Lamborghini), fashion shows (Robert Wun, BOSS, Puma), art installations and performances, large-scale shows for city events, and permanent installations for infrastructure projects. Over 16 years, the studio has received more than 130 international awards and completed over 800 projects worldwide.
SILA SVETA is an international multimedia studio that blends art and technology, transforming visual solutions into an inspiring experience. The studio's work reshapes the perception of space, engages the audience, and creates new points of interaction with reality.Their portfolio includes ceremonies for global events (FIFA World Cup 2022, AFC Asian Cup 2023), stage design and content for concerts and music festivals (The Weeknd, Billie Eilish, ARGY, Outline), immersive exhibitions and museums ("Tutankhamun. In Search of Eternal Life," "The Legend of the Titanic"), product presentations (Samsung, BMW, Lamborghini), fashion shows (Robert Wun, BOSS, Puma), art installations and performances, large-scale shows for city events, and permanent installations for infrastructure projects. Over 16 years, the studio has received more than 130 international awards and completed over 800 projects worldwide.
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PRESS KIT
For interview requests or other inquiries please reach out to Noelle Pelletier or Gavin Lewis
- The Media Nanny
PRESS KIT
For interview requests or other inquiries please reach out to Noelle Pelletier or Gavin Lewis
- The Media Nanny