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Cupra has launched Metahype, a reflection of the real world in an augmented digital landscape where two avatars drive the Cupra Tavascan to Primavera events.

01 Dec 2022 | International News : Spain


Cupra's collaboration with Europe's leading festival, Primavera Sound, will be moving on to its next chapter in 2023. 

The next edition will bring musical talent to Barcelona and Madrid. Cupra and Primavera Sound will introduce the two events' lineup, 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 worlds.

Metahype is a collaborative space which allows brands, start-ups, and content creators to hold a variety of events
The story presented in the lineup 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.

Metahype is a universe that acts as a collaborative space where brands, start-ups, and content creators hold a wide variety of events, gatherings, and experiences for individuals to create and share culture.

Opening in the first half of 2023, Cupra intends for the Metahype experience to help strengthen its links with digital natives.

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