CUPRA DESIGN OBSESSION EVENT

The launch of two re-designed models provided the perfect opportunity. A virtual catwalk using state-of-the art holographic technology to represent the values that shape CUPRA, a new design language.

– The event was devised with objectives at both brand and product level:
– Launch the CUPRA Formentor and Leon with maximum impact
– Maximise reach among traditional press, influencers and social media
-Take the brand beyond automotive and reaffirm our commitment to design.
-Introduce a new claim: ‘Design Obsession’ and reinforce this core brand value
-Announce design-led collaborations with other brands
-Introduce a new space for design inspiration: The CUPRA Design House
-Connect with the CUPRA Tribe

An immersive design-focused event, featuring a mirror wall that reflects the CUPRA past, present, and future, integrating the audience into the experience. The space evolved with moving projections, creating an optical, liquid environment that blended digital and real elements. By transforming the Palacio de Cibeles into a futuristic canvas, the event showcased CUPRA’s design obsession DNA, presenting the León and Formentor models in a bold, unconventional way.