An immersive event in collaboration with Marcantonio, between art and technology, to discover the new electric Škoda Elroq. From April 7 to 13, 2025 at the PAC, within the context of Milan Design Week
At Milan Design Week 2025, Škoda Auto unveiled This Way, an immersive installation by artist Marcantonio at the PAC in Milan. More than a car launch, it expressed a new vision of electric mobility. Through metaphors, lights, a dreamlike atmosphere and suspended paths, the new Elroq — including the RS version — emerged as pure emotion, embodying agility, silence, power and sustainability.
The goal of the event, beyond the launch of the new car, was to position Škoda in the Italian and international markets as a design-driven, premium brand, able to connect with its audience and engage in an authentic and active dialogue with its target.
Škoda turns exploration into an immersive experience brought to life by Marcantonio’s creativity. The concept drew on the metaphor of a journey and on art as an alternative language to the product: a fantastical voyage unfolds through suspended paths, symbolic creatures and poetic landscapes, where statues inspired by animals and nature metaphorically embody the essence and features of the fully electric Elroq. Supporting this vision were innovative technologies: dynamic lighting and immersive sound design to stimulate the senses, recyclable materials in line with the ‘Modern Solid’ philosophy, and interactive installations engaging the public, reinforcing the invitation ‘Let’s Explore’. In this way, art, design and innovation shaped an experience that goes beyond a product launch, offering a cultural and emotional narrative of the future of electric mobility.
