During Milan Design Week 2026, Ulises Studio, under the direction of architect and digital artist Ricardo Orts, introduced an engaging inflatable art installation named 'Ooooh, that's EpiQ!' This project, designed for Škoda Auto and showcased at the historic Palazzo del Senato, reimagines the traditional exhibition space as a dynamic, clay-inspired landscape. Orts describes the installation as an inclusive 'playground' for both children and adults, fostering exploration and interaction within its soft, vibrantly colored environment. The space seamlessly transitions from a daytime hub for activities like yoga sessions and coffee to a transformed, illuminated spectacle after dark.
This innovative showcase integrates physical and digital components, with the yet-to-be-revealed Škoda Epiq vehicle and its sculptural counterpart, the EpiQ sculpt, at its core. These elements are set against a backdrop of exaggerated, colorful structures that evoke the malleability of clay, strikingly contrasting with the Baroque architecture of the courtyard. The exhibition unfolds through various interactive zones, including an open atrium for relaxation, a digital corner that delves into Škoda's brand evolution through LED displays, an auditorium, and a family-friendly area. Even a Škoda Elroq is repurposed as a mobile café, enhancing the installation's hospitality aspect.
Beyond its physical manifestation, 'Ooooh, that's EpiQ!' serves as a storytelling platform for the upcoming Epiq model, emphasizing discovery and open-ended engagement. By staging this contemporary installation within one of Milan's most iconic historical venues, Škoda and Ulises Studio create a fluid, temporary playground that blurs the lines between visitor, art, and environment. The Valencia-based studio's approach effectively softens the historical setting, infusing it with vibrant colors, tactile experiences, and informal programming, diverging significantly from conventional exhibition formats.
The installation's design philosophy centers on the sensory experience of modeling clay, translating Škoda's distinct design language into a setting that invites direct participation. Visitors are encouraged to immerse themselves, pause, and interact with both the space and the brand's narrative. This immersive experience is not just about viewing but about active engagement, transforming the Palazzo del Senato into a vibrant, living canvas that continuously evolves throughout the day and into the night. The strategic use of light further enhances this transformation, creating different moods and perceptions of the space.
The collaboration between Škoda Auto and Ulises Studio exemplifies a forward-thinking approach to brand activation and public engagement in art and design. By leveraging the historical context of the Palazzo del Senato and introducing a playful, interactive element, they have successfully created a memorable and thought-provoking experience at Milan Design Week 2026. This project underscores the potential for design to transcend traditional boundaries, creating spaces that are both aesthetically compelling and deeply engaging for a diverse audience.