Viva Fabrica!

Industry often suffers from a lasting image deficit. Too rarely visible and sometimes misunderstood, it struggles to attract younger generations and showcase its transformation. With Viva Fabrica !, the ambition was clear: reveal a contemporary, accessible and desirable vision of industry.

Client brief

How can a complex subject become a true public experience?

Our response

Design an immersive and narrative-driven journey built around discovery, experimentation and human connection.

Rather than a trade fair, we created a story:

• a unified global scenography

• multiple formats including installations, mediation and live demonstrations

• an accessible narrative for all generations

• a fully immersive industrial universe, reinvented

The venue itself became a living, colourful and educational experience — far removed from the traditional codes of the sector.

Resultts

An event that went beyond information to become a real driver of perception change.

Key figures

• 4 days of event

• 18,000 visitors / 6,000 students / 135 schools welcomed

• 44 patrons

• 8,500 sqm of exhibition space

• More than 200 activations across the venue

• 250 speakers / 4 dedicated talk spaces

• 14 months of preparation / 15 days of installation / 4 days of operation / 6 days of dismantling

Impact

A complex subject can become desirable.
Strong scenography can generate real engagement.
An event can create measurable shifts in perception.

This project reflects a strong belief: perceptions are not changed through speeches, but through experience. Viva Fabrica ! brought together multiple stakeholders, contents and educational ambitions within a large-scale societal project.

What TETRO brings 

1. The ability to transform complexity into experience
   Industry can be technical, fragmented and abstract. We structured a clear narrative and turned it into a sensitive, tangible experience.

2. An approach driven by space, not by programme
   We first conceived space as a medium: organising flows, creating rhythm and staging key moments.

3. The ability to orchestrate multiple stakeholders
   Dozens of sponsors and partners, each with their own messages, challenges and content. We absorbed the complexity to create one coherent and readable experience.

4. A hybrid culture between art and event design
   Our practice draws equally from artistic creation and live experience design:

• a strong artistic direction

• experiences designed to leave a lasting impression, not simply inform

• an aesthetic approach capable of transforming perception

Website: Viva Fabrica!