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Škoda Returned to Milan Full of Colour
Following last year's successful debut at the Milan Design Week, the Czech brand presented itself even more prominently this year. The playful exhibition at the Palazzo del Senato was dominated by the still-camouflaged Epiq.
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The stone courtyard of the Baroque palace was illuminated by vibrant colours; a giant installation inspired by plasticine winds its way through the stately arcades, creating a playful contrast in the historic setting. Škoda returned to the prestigious Milan Design Week after a year and once again captivated visitors with an imaginative exhibition. This time, the focus was on the upcoming Epiq electric crossover, which was on display both in its camouflaged form and as a "plasticine" twin created by Spanish artist Ricardo Oats. Incidentally, it is in Spain that Škoda's most affordable electric car will be manufactured.
57,361
Number of visitors to the Škoda exhibition.
63%
Increase in the number of exhibition visitors compared to the previous year.
175
Number of journalists and influencers from more than 20 countries who attended the media event.
The exhibition space opened from 21 to 26 April in the historic Palazzo del Senato building. The Spanish founder of the Ulises studio designed an installation for it, full of shapes and colours reminiscent of modelling clay — the same motif will be part of the global marketing activities associated with the new model. The atmosphere is complemented by a playful slogan: "Ooooh, that's EpiQ!"
Our installation brings the Modern Solid design language to life in a playful, immersive way that invites people to experience our brand, not just observe it. At the heart of this presentation is the Epiq – a clear expression of our ambition to make electric mobility more accessible and to inspire new customer groups through design-led storytelling.
Martin Jahn
Board Member for Sales and Marketing
From the very first day, thousands of visitors flocked to the venue, where relaxation zones and various attractions awaited them in the open atrium. The programme included yoga sessions and healthy lifestyle courses, workshops, and Epiq Talks discussions. Among the guests were, for example, the exhibition's designer R. Orts and Chan Park, head of the EDX – UX/UI & In-Car Design department.
The Elroq model also returned to the exhibition as a mobile café featuring its own sustainable coffee brand, Curiosity Fuel.
The exhibition won the prestigious award
The Škoda brand captivated visitors and experts alike in Milan. Proof of this is the Fuorisalone Award, which annually highlights the most impressive installations. The winner was decided by a public vote, and Škoda Auto outperformed the exhibits of brands such as Kia, Lexus and Geely. "The strong interest from visitors and the recognition from the Fuorisalone community show that our design storytelling connects emotionally and strengthens our brand. At the centre of our presence was our upcoming all electric Epiq. For us, it stands for a clear commitment – making electric mobility more accessible and inspiring new customer groups with fresh ideas and optimism for what’s ahead," said Klaus Zellmer, Chairman of the Board of Management.
Palazzo del Senato
For its second appearance at Milan Design Week, the Škoda brand chose the more spacious premises of an early 17th-century Baroque palace. The building served the Habsburg administration and as the seat of the Senate during the time when Milan was the capital of the Kingdom of Italy. Today, it houses the state archives, and a statue by the Spanish surrealist Joan Miró attracts attention in front of the facade.