marelli
Phygital Experience
Immersive spaces, events to experience
Client
Marelli
Services
Visual identity, experience design, graphic design, art direction, phygital project, digital app, tech event
Industry
Automotive
01
The client
Marelli, among the leading suppliers of automotive technologies, has once again chosen Triplesense Reply to make its exhibition space unique at the most important trade shows and during meetings with clients.
02
The challenge
Communicating the brand in 2025 in a distinctive and contemporary way, at events and with customers. How? We have studied impactful key messages and key visuals, immersive solutions that are agile, with a strong visual impact and easily customizable. For interactive experiences capable of best telling the solutions and the Marelli design process.
02
The solution
The result is a technological and communication project which has kept us committed on multiple fronts to guarantee a coherent experiential path.
the event
Visual codes
We have defined key visual and key message to present the brand's new approach to the market: Fast Forward, Forward Fast. With a distinctive and elegant style, Marelli thus communicates its commitment to accelerating product development, to support the time to market of automotive manufacturers.
Setup
With the communication templates designed for 2025, we have characterized the entire exhibition space: panels, walls, screens. The area of the stand dedicated to the Software-Defined Vehicle (SDV) features the technological station signed by Triplesense.
the experience
SDV Digital Application
To illustrate the concept of the ‘Software-Defined Vehicle’, we built on our previous experience with interactive tables (CES '24) and designed a new digital solution. The result was a flexible app that can be adapted to different touchscreen monitors, offering a dynamic and engaging experience. With an intuitive interface, the "car makers" were able to explore and co-create the hardware and software architecture of a vehicle, experimenting with possible developments. The app is available in English and Chinese.
SDV Phygital Demo
For an even more engaging and impactful experience, we have adapted and integrated the digital application with 3D elements. The result is an object that reproduces the stylized base of a vehicle, topped with 3 monitors. The station, styled with inspiration from Italian design of the ’60s-’70s, is agile (plug&play), compact (110x80 cm) and offers 3 pre-set architectures (Lean, Pro, Elite) to configure specific technological sectors: lights, propulsion, gear changes, etc.
The 3D model enhances engagement for a tangible immersion in the Marelli world, in a continuous dialogue between scenography, digital content, and physical objects.
Results
Triplesense took care of every detail of the project, creating a range of innovative and scalable solutions capable of directly engaging an increasingly digital, connected and sophisticated B2B target audience. An audience no longer inclined to consume content in a closed form, but rather to expand it in new directions of co-creation.