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SPAIN – THE CUPRA RAVAL REVEAL TRANSFORMS INTO A MEGA-EVENT TOURING EUROPE
Already accustomed to their powerful events in terms of format and investment, the fluid World Premiere created for the presentation of the Cupra Raval has been impactful due to its magnitude and a “popular” format that hit the streets to find its audience. This was achieved through dozens of urban concerts in Barcelona, Madrid, Paris, Berlin, Milan, and Manchester, among numerous other actions. It is estimated that more than 30,000 people interacted in the simultaneous events held across twelve European cities—both on the streets and in the brand’s Cupra City Garages—featuring Nathy Peluso, Guitarricadelafuente, Disiz, Kim Petras, Mahmood, Chase & Status, and Lancey Foux.
Cupra took to the streets without hesitation to conquer a young, urban audience with twelve parallel actions. In several of these, streets and squares were used as concert venues. With a lineup of artists impossible to ignore, the brand dropped clues on social media without revealing the event locations until the very end. Crowds flocked to spaces such as Plaça Catalunya in Barcelona, Puerta del Sol in Madrid, the vibrant atmosphere of the iconic Alcatraz Club in Milan, and Projekts Skatepark in Manchester—a landmark community skate park in the UK—among other iconic venues in each city.
With the new model serving as the stage, the artists performed some of their most well-known hits along with unreleased songs that are part of a cinematic musical presentation of the Cupra Raval: The Soundtrack of Raval. Premiered on April 20th, this production showcases the personality of the Raval through these six new tracks.
The events did not end on the street: the artists later headed to various Cupra City Garages, such as the one in Berlin, located in the dynamic Tacheles neighborhood (known for its cultural and artistic heritage), or the renovated Casa Seat in Barcelona. The latter temporarily adopted the name “Casa Cupra Raval” for the official launch, which extended over several days to coincide with Sant Jordi, one of Barcelona’s most popular festivals.
In Paris, a limited edition of 500 Cupra Raval units was presented, featuring an exclusive design in collaboration with the streetwear brand Avnier, along with its own fashion capsule collection. Meanwhile, Madrid and Barcelona featured a “Ravalise Corner,” a live customization experience where attendees could personalize items from the Cupra Collection and take home unique pieces inspired by the Cupra Raval. In Munich, Vienna, Lisbon, Rotterdam, Copenhagen, and Helsinki, the Cupra Raval was unveiled through various events tailored to the needs and conditions of each country.
Additionally, some locations, such as the Cupra City Garage in Madrid and Casa Cupra Raval in Barcelona, hosted double events. In the morning, the car was shown for the first time during an event for the media and authorities, while in the evening, the doors were opened to brand followers and content creators for an “after-hours” session with a lifestyle atmosphere and music as the co-protagonist.