Automotive Pavilion · Concept Design
An unofficial waterfront launch concept that turns BYD’s technology into a relaxed, tactile guest experience on Jeddah’s coast.
View the experience ↓
The creative direction begins with motion: a pavilion made from layered ribbons, clean structural frames and illuminated surfaces that appear to flow toward the water. The architecture gives the vehicle a confident stage without competing with the Corniche horizon.
The guest journey moves from a shaded welcome threshold to the reveal platform, a materials bar and a compact hospitality lounge. Modular fabrication, restrained lighting and reusable components keep the proposal practical for a real coastal production environment.
Every detail was part of the experience.
The concept needed to feel unmistakably automotive while remaining light, buildable and comfortable in Jeddah’s coastal climate.
A complete proposal covering spatial planning, fabrication logic, guest touchpoints and branded gifting — designed as a flexible system that can scale from preview night to public showcase.
If your store feels ordinary, your exhibition needs impact, or your brand experience lacks attention — Cupe brings it to life.