On April 29, Madrid’s historic Palacio Cibeles was not just a backdrop but a beacon of modernity, as it hosted the remarkable “CUPRA Design Obsession” event. This wasn’t just another car launch; it was a manifesto of style, declaring CUPRA’s unwavering commitment to design as its core tenet.
The event premiered the globally anticipated new models, the CUPRA Formentor and CUPRA León, which are the embodiment of the brand’s design-driven philosophy. But the unveiling went beyond just cars; it introduced CUPRA Design, a bold new venture into independent design. This new arm will curate not just merchandising but collaborate with brands that resonate with CUPRA’s ethos, bringing its distinctive style to a broader array of products.
The collaboration with Barcelona-based sustainable jewelry brand MAM is a case in point. Together, they’ve crafted a collection that includes rings and bracelets engraved with “Welcome to the Tribe.” These pieces are not just fashion statements but encapsulate the rugged elegance of CUPRA’s design, using materials like ruthenium and copper that echo the cars’ own essence.
Yet, what truly set the night apart was the PASARELA CUPRA. In the heart of Madrid, amid the grandeur of Cibeles, a suspended catwalk lit up with large screens showcased virtual models. These avatars, each representing one of the brand’s nine future-facing principles, paraded before an enthralled audience, turning the event into a digital couture spectacle. It was an audacious display of how technology and tradition can merge to narrate a brand’s vision.
Wayne Griffiths, CEO of CUPRA, captured the spirit of the evening in his address. He outlined the journey from CUPRA’s inception in 2018 to its current status, having delivered close to 600,000 cars worldwide. He emphasized that the new Formentor and León are not just products but passions—designed to provoke, inspire, and solidify the bond with the Tribe.
But CUPRA is not for everyone—nor does it aim to be. It’s for those who appreciate that cars are more than just transportation; they are a statement of identity and intent. The event was a tribute to the Tribe, to those who dare to stand apart and those who drive not just on roads but through life with a rebellious spirit and a relentless desire to innovate.
As Madrid’s night sky glittered, so did the future of CUPRA—a future where design isn’t just observed but experienced, where cars are crafted not just to move us, but to move us forward
