Cupra lit up Primavera Sound with Cupra Pulse

Cupra presented at the Primavera Sound Festival in Barcelona Cupra Pulse, a new audiovisual installation that transforms the energy of electronic music into an immersive and multisensory experience. Premiered during one of Europe’s most iconic festivals, the installation is a visual and sound ritual that vibrates with the music and is designed to amplify the connection between artist and audience, body and sound, rhythm and perception. With this new project, Cupra aims to rewrite the language of club culture by infusing it with its own aesthetic and values. The connection between Cupra and Primavera Sound has been renewed for the fourth consecutive year, a natural synergy rooted in shared values of creativity, boldness, and innovation. Cupra Pulse is an architectural manifesto of collaboration, with mirrors, lights, and reflections that move to the beat.

For the latest edition of Primavera Sound, Cupra brought a powerful and diverse lineup, featuring Amelie Lens, Armand Van Helden, Amaia, TV on the Radio, and Xenia. Closing the circle was a live set by Danny L Harle. Cupra also extended the project behind the scenes with the Radio Primavera Sound temporary studio, broadcasting live DJ sets and interviews, and the CTRL Room, an intimate and curated space where authentic encounters between artists and community are born. Between sets, guests can also preview two models that represent the brand’s vision: the Cupra Terramar, a sporty and electrified SUV, and the Tavascan, the 100% electric SUV coupé that embodies design, technology, and radical spirit. In collaboration with creatives like Tania Marcial and MAM, Cupra created customizable jewelry Metalizers, designed for those who want to wear the identity of the festival like a tattoo. Thanks to the partnership with Amazon Ads Innovation Lab, selected performances were broadcast live on Prime Video and Twitch, bringing the energy of Primavera Sound to anyone, anywhere. After its debut at Primavera Sound in Barcelona, the Cupra experience will continue a global journey, reaching international festivals and energizing the Cupra City Garages around the world.