THE CHALLENGE
CUPRA wanted to launch the new Terramar, celebrate five years in Australia and bring its There Is No Second campaign to life. We needed to give the CUPRA Tribe a night worth showing up for, staying out for and sharing the next morning.
THE IDEA
We transformed Melbourne’s Timberyards into a one-night-only CUPRA party. Part launch, part art gallery, part club, the experience brought the brand’s design obsession and Spanish DNA into every corner. 220 guests. Plenty to discover. One very good reason to stay late.
HOW PEOPLE ENGAGED
A custom industrial-style gallery traced the Terramar’s journey from early sketches to hero campaign imagery, alongside CUPRA’s first five years in Australia. At Bar Celona, guests sipped bespoke Spanish-inspired cocktails while Miguel Maestre worked the room serving his signature paella. Custom visuals, sound and lighting brought There Is No Second off the screen and into the space, before Club Roja turned up the tempo with a boiler-room-style set featuring iconic local DJs.
WHAT IT BUILT
A shared celebration for 220 members of the CUPRA Tribe. A launch that gave guests plenty to explore, capture and share. And a night that put CUPRA’s personality on full display, from the first design sketch to the last track.
