Subaru XV Launch Installation
This installation was developed for the launch of the Subaru XV Crosstrek, responding to both the brand’s identity and the specific character of Mzaar Kfardebian—one of Lebanon’s key destinations for stargazing and off-road exploration.
The central challenge was to translate Subaru’s Pleiades identity into a spatial experience that could resonate immediately with visitors, without relying on conventional branding or digital spectacle. The solution was to work architecturally, using light, reflection, and geometry as primary instruments.
The scenography was conceived as an immersive environment in which Subaru’s constellation motif merged with the alpine and nocturnal qualities of the site. A cosmic backdrop and a system of faceted mirrored surfaces formed a prismatic canopy, fracturing light across the space and creating the impression of a shifting constellation.
Positioned beneath this reflective geometry, the XV became part of a live interplay between motion, glare, and atmosphere. The installation framed the vehicle not as an isolated object, but as an active participant within a landscape defined by uncertainty, terrain, and changing conditions.
The result was a launch environment that communicated Subaru’s ethos through spatial behaviour rather than imagery—aligning brand identity, site character, and user experience into a single, coherent encounter.
