Come and play! Škoda is heading to Milan

Ooooh, that’s EpiQ!  

The exhibition is located at the State Archives in Palazzo del Senato, Via Senato 10. Visitors need not worry about missing it—its exterior will already draw attention with large-scale installations inspired by modelling clay, the central motif of the global campaign for the Epiq model. The palace courtyard will welcome visitors with colourful elements that blend physical and digital environments. Upon entering the exhibition, there will be no doubt as to why its main slogan is the exclamation: Ooooh, that’s EpiQ! Both adults and younger visitors will find plenty to enjoy inside. 

“The concept emerged from Škoda’s history and design principles. I was particularly interested in understanding the deeper values behind the brand—its focus on accessibility, ingenuity and playful innovation. From there, I tried to identifyconnections between these values and my own visual language,” explains installation´s creator, Ricardo Orts. 

Greeting visitors at the entrance is the main highlight: the new affordable all-electric Epiq, presented in the imaginative and playful Epiq Sculpt interpretation. This bespoke intervention features a 3D, hand-moulded medium that acts as a tactile skin, highlighting the car’s shape. A dedicated playground will be available for children, where learning through play takes centre stage. The multimedia core of the project is a digital dome concealed within a modelling-clay structure, offering immersive experiences for visitors, including the creation of a personalised AI avatar. 

A day lived to the fullest  

Within the relaxation zone, visitors can unwind or learn something new during Epiq Talks. Speakers will include representatives from Škoda Auto’s design department, Ulises Studio and other notable guests. The central section of the exhibition will serve as a space for a variety of activities, ranging from yoga sessions to a creative corner for both children and adults, featuring modelling-clay workshops. Visitors should also not miss the opportunity to sample traditional spa wafers or create their own tote bag. 

“Designing something that would welcome visitors of all kinds and all age groups was a challenge. I wanted people to truly experience the installation. We therefore created spaces for rest, play, interaction and learning, enabling visitors to fully immerse themselves and connect with the brand in a more intuitive way. The result is an environment that reflects the spirit of Škoda—accessible, creative and visionary,” the artist adds about his approach. 

“At Škoda Auto, we believe in transforming ambitious visions into truly powerful and immersive experiences that engage and inspire,” says Meredith Kelly, Head of Global Marketing. “Collaborating with Ricardo Orts has been a tremendous source of inspiration, allowing us to bring the playful essence of ‘Ooooh, that’s EpiQ!’ to life in a truly exceptional way. Driven by human curiosity, this activation has been meticulously designed to captivate and draw visitors in. It is an approach that not only showcases our new electric model to maximum effect, but also strongly reaffirms Škoda Auto’s unwavering commitment to cutting-edge design and innovation.” 

Visitors can experience Škoda Auto’s striking installation at Milan Design Week from 21 to 26 April. Whether stopping by briefly for a Curiosity Fuel Coffee or spending an entire day enjoying the programme, there is something for everyone. Further essential information and registration for individual activities can be found at epiqdesignweek.com.