CUPRA brand Universe:Partnerships & Ambassadors:CUPRA x Culture:Primavera Sound COM/EN

CUPRA and Primavera Sound 2023.

Our collaboration with Europe’s leading festival, Primavera Sound, moves on to its next chapter, with 2023 promising to be a new year of exciting opportunities.

The next edition will bring the latest and best musical talent, not only to Barcelona, but for the first time ever, Madrid will also host the event. Together with Primavera Sound, we will introduce the line-up, which will be the same in both cities, as well as offer a glimpse of our future in a new, dynamic experience via a video that mixes the real and virtual worlds.

The festivals, in two iconic cities, mirror one another, reflecting the event’s launch concept: “Mirroring you, I’ll be your Mirror”.


Introducing The CUPRA Tavascan and Metahype

The story presented in the line-up announcement takes place in our Metahype, a reflection of the real world in an augmented digital landscape, where two avatars use the CUPRA Tavascan to drive to the virtual PRIMAVERA SOUND events in Barcelona and Madrid.

“CUPRA continues with its ambition to unlock the unexpected. The line-up announcement of the Primavera Sound music festival for 2023 highlights not only some of the greatest artists performing, but also marks the birth of a new edition through reflection.  "Mirroring you, I'll be your mirror” is a declaration of intent to our audience: we want to be the mirror of the next generations, both in reality and the metaverse world, through our products and unique experiences.” said CUPRA Global Director of Strategy, Business Development & Operations, Antonino Labate.

The Metahype

Metahype is a universe that acts as a collaborative space where brands, start-ups, and content creators provide a wide variety of events, gatherings, and experiences for individuals to create and share culture.

Opening in the first half of 2023, Metahype is an experience we created in the Metaverse to strengthen links with a new community of digital natives, and awaken the interest of future generations.

The CUPRA Tavascan is closer than ever

Through this universe, the CUPRA Tavascan becomes closer than ever, a dream that is due to become a reality in 2024, as we continue to electrify our future.

With this collaboration, we will strengthen our passion for music. Through our relationships with Primavera Sound and Boiler Room, one of the world’s biggest electronic music live streaming platforms, we will continue to create unique and emotional experiences and inspire new generations from Barcelona.

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