SCANIA
DRIVING THE SHIFT
Scania unveils its new generation of trucks at an immersive show at the Grand Palais, embodying its vision of power and agility through an artistic performance.
(About the project)
To celebrate the arrival of its new range, Scania transformed the Grand Palais into a sensory theater. The show expressed the encounter between power and agility, symbolized by the figures of the eagle and the lion. The event embodied the brand's visionary DNA and its ambition for a new long-distance mobility.
Superbien designs an immersive visual tableau combining light, motion design, dance, and LEDs to embody the opposition and fusion of Scania's founding forces.
(Creative response)
Between fire and ice, agility and robustness, Superbien orchestrates a symbolic battle that transforms into union. Through a staging punctuated by light, bodies, and graphic elements, the installation immerses the viewer in a powerful narrative that combines technology and choreography.
A spectacular performance that leaves a lasting impression, reinforcing Scania's position as an innovative player in heavy-duty mobility.
(Result & Impact)
The event offers high visibility for the brand in an iconic location. The immersive staging showcases the new range of trucks while reinforcing Scania's premium image. The scenography helps to anchor its new narrative in the minds of the guests.
Credits
& Team
Meet the talented individuals who brought this vision to life, each contributing their expertise and passion to make it all happen.
- Agencies Allégria and Épatant
- Creative director Tarik Benlarbi
- Artistic coordination Alain Dandan
- Artistic direction and video contents SUPERBIEN
- Choregraphy Compagnie Hybride
- Music Sebastien Peronnet and Aubry Bastien (B&S Production)
- Costumes Caroline Denquin
- Video edit Victor Gounon