Beta Motor Project

Project: Beta Motor
Event: Eicma
Location: Milan

The collaboration between Barberini and Beta is a long-standing partnership built on trust and shared vision.

For Eicma 2025, we developed a booth that represents the natural evolution of our ongoing collaboration — a project that combines innovation, brand consistency, and strong vision impact: dynamic lines, technical materials, and an architectural rhythm narrate a story of energy and movement.

A skilful play of lights enhances the brand's strong racing character, transforming the space into a truly immersive experience.

The goal was to highlight new products while expressing the brand's identity through an immersive and engaging experience. The space was designed as a dynamic environment, welcoming visitors and partners with fluid circulation and a distinctive architectural language that mantains continuity with previous editions.