World Premiere of the CUPRA Terramar

The CUPRA Terramar, the brand’s new SUV and official car of Louis Vuitton 37th America’s Cup, was presented in September in Barcelona to international media, dealers, ambassadors and key stakeholders.

The World Premiere of the new CUPRA Terramar model, tied to CUPRA’s sponsorship of the America’s Cup competition in Barcelona, was a global event designed to impress. It brought together media, executives, and automotive professionals from over 40 countries for an unforgettable experience. With multiple showings of the premiere, followed by afterparties at a nearby beach club, meticulous organisation was essential. Every detail, from accommodations to the event spectacle, was carefully planned to ensure that each large group seamlessly enjoyed the reveal and celebrations without disruption.

The CUPRA Terramar event was based on the integration of land and water, linking the new model’s reveal to the spirit of the America’s Cup race. This concept used visuals of waves, wind, and tides to create an environment that reflected CUPRA’s brand identity.
Key components included a 4D VR race simulation that allowed guests to experience racing, an immersive IMAX premiere to unveil the new model, and an afterparty with a water projection show. These elements were designed to shift away from conventional automotive reveals and connect CUPRA’s design with the energy of the ocean while supporting the objectives of showcasing the vehicle’s capabilities and engaging attendees.