Design Obsession

At CUPRA, the obsession with design extends beyond cars; it runs through every creation, expressing the brand’s essence. The mission of this campaign was therefore clear: to position design as a fundamental pillar of CUPRA.

At both brand and product level, the objectives were:

• Strengthen CUPRA’s brand value by introducing the new slogan, Design Obsession, as a bold declaration of its DNA.
• Launch the new CUPRA Formentor and CUPRA León with maximum global impact, standing out across both the automotive and design industries.
• Maximise reach and visibility across media, social platforms, and content creators to amplify the event’s global impact.
• Extend media coverage beyond the automotive sector to position CUPRA as a disruptive brand in design, lifestyle, and innovation.

We saw the unveiling of the new CUPRA Formentor and CUPRA León as a unique opportunity to create a genuinely original and disruptive experience. Rather than simply revealing the latest models, the ambition was to stage the most spectacular hybrid event in the brand’s history, bringing together technology, fashion, and innovation under the banner of Design Obsession.

We created a virtual fashion show powered by cutting-edge holographic technology, a bold demonstration of CUPRA’s design principles and a reflection of the inseparable link between design and brand identity.

Avatar models walked the digital runway, each embodying a core design principle of the brand, such as authenticity, rawness, and obsession.

A total of 263 journalists and content creators from 21 countries took part in this immersive experience. The event was also livestreamed on YouTube and broadcast across eight CUPRA City Garages worldwide: Mexico City, Milan, Munich, Lisbon, Rotterdam, Sydney, Berlin, and Paris.

This unprecedented catwalk show set new standards for how brands can connect with their audience through design and innovation. The event featured an iconic performance by singer Ralphie Choo, who reinterpreted Aventura’s song “Obsesión” in a show in which CUPRA played a central creative role.

At the heart of the event, a dedicated exhibition space invited audiences to explore the potential of design beyond the automotive world. Through artistic collaborations, brands such as MAM and Marset, which share CUPRA’s challenging, unconventional attitude, presented exclusive collections that reflected their shared values.

Major digital and traditional media outlets worldwide covered the global impact of Design Obsession. The fusion of technology, fashion, and design drew leading influencers from the automotive and lifestyle worlds to the event.

The live broadcast reached 71,000 viewers, the largest audience ever achieved for a CUPRA World Premiere. The event was also recognised as Car Launch of the Year by The Sunday Times, while the CUPRA Formentor was named Car of the Year by AUTOBILD, clear proof that CUPRA’s Design Obsession resonates far beyond the brand itself.