CUPRA teases the Tavascan and Metahype through the 2023 Primavera Sound line-up

CUPRA teases the Tavascan and Metahype through the 2023 Primavera Sound line-up

CUPRA x Primavera Sound

  • CUPRA and Primavera Sound present the 2023 festival line-up under the concept “Mirroring you, I’ll be your mirror”
  • The CUPRA Tavascan is closer than ever, a dream that is soon to become a reality
  • CUPRA will launch Metahype next year, a new collaborative space in the metaverse that’ll be first introduced in the line- up announcement

 

CUPRA’s collaboration with Europe’s leading festival Primavera Sound moves on to its next chapter in 2023, a new year opening exciting opportunities.

The next edition will bring the latest and best musical talent not only to Barcelona, but for the first time ever, Madrid. CUPRA and Primavera Sound will introduce the two events’ line-up, the same for both cities, and a glimpse of CUPRA’s future in a new, dynamic experience; a video that mixes the real and virtual world.

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

The story presented in the line-up announcement takes place in CUPRA’s 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 the real and the metaverse world through our products and unique experiences, said CUPRA Global Director of Strategy, Business Development & Operations Antonino Labate.

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 CUPRA created in the metaverse to strengthen links with a new community of digital natives, awakening the interest of future generations.

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

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

CU22-16e-Primavera (3p).pdf 168 KB CU22-16e-Primavera.doc 128 KB
Dirk Steyvers PR & Content Manager SEAT & CUPRA, s.a. D'Ieteren Automotive n.v.

 

Over CUPRA

Press room CUPRA (België) voorbehouden voor journalisten

Copyright - Persberichten en foto's vrij van rechten uitsluitend voor persdoeleinden - Het gebruik van teksten en foto's voor andere doeleinden is niet toegelaten.

CUPRA

CUPRA is an unconventional challenger brand from the SEAT Group, based on stimulating style and contemporary performance. Since its launch as an independent brand in 2018, sales have shot up and CUPRA closed 2019 with a growth of 72% over the previous year with nearly 25,000 units sold. In 2020, the CUPRA Leon and the CUPRA Formentor, the first model designed specifically for the brand, will hit the market. CUPRA is expanding its dealer network to reach nearly 520 specialized points of sales around the world by the end of 2020.

Coinciding with its second anniversary, CUPRA has inaugurated its new headquarters in Martorell (Barcelona), the CUPRA Garage, a 2,400 square meter building located next to SEAT's corporate headquarters. CUPRA also has a racing car workshop, the CUPRA Racing Factory, where it developed the first 100% electric touring racing car, the CUPRA e-Racer. Moreover, CUPRA has become the first automotive brand to participate in the electric SUV off-road competition Extreme E.

In addition to becoming F.C. Barcelona’s exclusive automotive and mobility partner and World Padel Tour’s premium sponsor, CUPRA has formed an elite team of ambassadors, including the German goalkeeper Marc ter Stegen, the Swedish pilot Mattias Ekström and five of the best padel players in the world, among others.

Group profile

In existence since 1805, and across family generations, D’Ieteren seeks growth and value creation by pursuing a strategy on the long term for its businesses and actively encouraging and supporting them to develop their position in their industry or in their geographies. The Group has currently the following activities:

  • D'Ieteren Automotive distributes Volkswagen, Audi, SEAT, Škoda, Bentley, Lamborghini, Bugatti, Porsche and Yamaha vehicles in Belgium. It has a market share of around 22% and 1.2 million vehicles on the road. Its business model is evolving towards improving the lives of citizens with fluid, accessible and sustainable mobility. Sales and adjusted operating result reached respectively EUR 3.6 billion and EUR 119.0 million in FY 2019.
  • Belron (54.85% of the voting rights) has a clear purpose: “making a difference by solving people’s problems with real care”. It is the worldwide leader in vehicle glass repair and replacement and operates in 39 countries, through wholly owned businesses and franchises, with market leading brands – including Carglass®, Safelite® and Autoglass®. In addition, Belron manages vehicle glass and other insurance claims on behalf of insurance customers. Sales and adjusted operating result reached respectively EUR 4.2 billion and EUR 400.5 million in FY 2019.
  • Moleskine (100% owned) is a premium and aspirational lifestyle brand which develops and sells iconic branded notebooks and writing, travel and reading accessories through a multichannel distribution strategy across 114 countries. Sales and adjusted operating result reached respectively EUR 163.9 million and EUR 18.6 million in FY 2019.
  • D’Ieteren Immo (100%) groups together the Belgian real estate interests of D’Ieteren Group. It owns and manages approximately 30 properties which generated EUR 19.7 million net rental income in FY 2019. It also pursues investment projects and carries out studies into possible site renovations. 

Information on personal data and their processing: https://www.dieteren.be/media/1204/1809-information-notice-disa-final_en.pdf