CUPRA UNVEILS CUPRA PULSE AT PRIMAVERA SOUND BARCELONA 2025
CUPRA returns to Primavera Sound Barcelona for the fourth year running, deepening its connection with music and innovation by launching CUPRA Pulse - a bold, open-air, multi-sensory installation that reimagines how electronic music is experienced. Designed as a reactive, mirrored structure pulsing with sound and light, CUPRA Pulse creates an immersive audiovisual environment for fans to connect, dance, and feel the rhythm like never before.
The space will showcase performances by global and emerging talent including Crystallmess, Lolahol, and LSDXOXO. After its Barcelona debut, CUPRA Pulse will travel to international festivals and feature in CUPRA City Garages worldwide.
“Music has been part of CUPRA’s DNA since day one. It inspires our spirit of boldness, creativity and connection with the next generation,” said Patrick Sievers, Global Head of Marketing at CUPRA. “Launching CUPRA Pulse at Primavera is the perfect expression of this, and with the CUPRA Music Hub, we’re bringing that emotion to global audiences.”
Beyond Pulse, CUPRA’s presence at Primavera Sound includes the iconic CUPRA Stage, which will host names such as Amelie Lens, Armand Van Helden, Amaia, TV on the Radio, and Xenia. The festival will close with a special set by Danny L Harle. CUPRA will also activate several unique festival spaces: the Radio Primavera Sound temporary studio will broadcast live artist interviews and DJ sets, while the CTRL Room offers exclusive backstage access. Attendees can also view CUPRA’s latest models, including the electrified SUV CUPRA Terramar and the all-electric CUPRA Tavascan.
For global fans, CUPRA is teaming up with Amazon Ads Innovation Lab to livestream select performances on Prime Video and Twitch. These sessions, along with exclusive interviews, will be available via the new CUPRA Music Hub - a dynamic online platform archiving the brand’s musical footprint across more than 20 festivals.
All these efforts now fall under the umbrella of CUPRA Music, a unified identity for CUPRA’s music initiatives - artist partnerships, content, and events celebrating its rebellious spirit through the sounds shaping the future.
