Everything begins with a concept: BEAM OF LIGHT, a ray of light that propagates inside the IAA 2024 fair.

From the IVECO logo, an energy emerges that does not remain two-dimensional. It expands into space, takes direction, and becomes architecture.

That beam materializes into a central cabin, the point of origin. 

From there, the impulse begins: a luminous current that spreads outward and animates the large LED ceiling, transforming it into a living, pulsating surface.

Light is not decoration, but system. 

It connects experiences and becomes guidance, through the Meta-Pilot narrating the brand inside the totem positioned among the vehicles and within the central cabin itself.

The brand’s energy turns into experience. From a graphic sign to an immersive space.

I led the creative direction of the project for the agency CABINAA.