Press release
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november 29, 2022 - Cupra
CUPRA teases the Tavascan and Metahype through the 2023 Primavera Sound line-up
- CUPRA and #primaverasound 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 #primaverasound 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 #primaverasound 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 #primaverasound events in Barcelona and Madrid.
“CUPRA continues with its ambition to unlock the unexpected. The line-up announcement of the #primaverasound 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 #primaverasound 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.
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