The background
CUPRA briefed us to bring the CUPRA Tribe together for a night to remember. One that would celebrate the launch of the new CUPRA Terramar, amplify the brand’s bold There Is No Second campaign, and mark five years in Australia. The challenge was clear. How do you turn a car launch into a cultural moment that feels unmistakably CUPRA, sparks conversation, and creates content people actually want to share?
The nuts and bolts.
We transformed Melbourne’s Timberyards into a one-night-only CUPRA night party. Part launch, part art exhibition, part club. 220 people. One amazing night.
At the heart of the experience was a custom industrial-style gallery that traced the journey of the CUPRA Terramar. Early design sketches sat alongside hero campaign imagery, positioned within a broader visual story celebrating the growth of CUPRA Australia over its first five years.
To dial up the brand’s Spanish DNA, we created ‘Bar Celona’, a bespoke cocktail bar serving custom Spanish-inspired drinks. This was paired with elevated catering by Miguel Maestre, who became part of the experience itself. Miguel moved through the space serving his signature paella and bringing unmistakable Spanish energy to the room.
As the night unfolded, bespoke visual, sound and lighting content brought CUPRA’s There Is No Second TVC to life within the venue. Working alongside leading lighting designers, every moment was carefully curated. From executive speeches through to a boiler-room-style Club Roja DJ set featuring iconic local DJs, the experience evolved seamlessly as the night progressed.
