• CUPRA brings iconic figures and new talents back together at the music festival from 30 May to 2 June
• The brand is hosting the CUPRA main stage and the CUPRA x Boiler Room, where the new CUPRA Formentor and new CUPRA Leon will be showcased
• Inspired by festival vibes, the challenger brand launches its new CUPRA Collection: Beachwear and presents unique collaborations
• The partnership stems from CUPRA's commitment and passion for music

The three-way union between CUPRA, Primavera Sound and Boiler Room renews its commitment to bring the most revealing music proposals to the CUPRA stage and the CUPRA x Boiler Room dance floor. For the third consecutive year, the unconventional challenger brand will take its spirit to the festival from 30 May to 2 June, embodied by the recently unveiled new CUPRA Formentor and new CUPRA Leon.

The Parc del Fòrum in Barcelona will be hosting the festival where CUPRA will also create unforgettable emotional experiences alongside game-changer brands. Through exclusive collaborations representing the essence of CUPRA, the brand continues its unstoppable drive to go beyond cars.

“CUPRA, Primavera Sound and Boiler Room share the same purpose: to inspire the new generation and challenge the status quo from the city we love,” said Ignasi Prieto, Chief Brand Officer at CUPRA. “Through this unique partnership, we are strengthening our bond with one of the most important music festivals in Europe and consolidating our commitment to music.” 

This year, among the artists performing on the CUPRA stage in Barcelona are Beth Gibbons, Blonde Redhead, Jai Paul and Barry Can’t Swim. Taking the electronic and alternative side of Primavera Sound line-up to another level, the CUPRA x Boiler Room stage will bring together avant-grade and transgressive artists such as Arca, Snow Strippers and viral phenomenon Bbtrick, who will make the leap from the Internet to real life in what will be his first show at Spanish festivals.

During the festival, and in collaboration with Radio Primavera Sound, CUPRA will open a temporary radio studio to broadcast interviews with artists, DJ sessions and other music and lifestyle-related content in a podcast format, allowing listeners to feel part of the action.

In addition to the innovative musical experience, CUPRA will be showcasing the new CUPRA Formentor at the CUPRA Stage and new CUPRA Leon in the Boiler Room. Both models embrace the brand’s new design language, built to provoke strong emotions and created for the new generation of drivers looking for daring and unconventional driving experiences. 

CUPRA will bring many ground-breaking novelties to the festival, such as the launch of their new CUPRA Collection: Beachwear, a new fashion line with a rebellious spirit. Inspired by the vibe of beach festivals and with a progressive, eye-catching style, this collection’s portfolio embodies the brand’s challenger character and demonstrates that CUPRA is more than just a car brand, it is a way of life, combining sports, festivals and fun on the beach. As a brand from Barcelona, a city energised by the sea, CUPRA actively seeks new ways to take part in this lifestyle.

Aiming to share its design obsession with the festival guests, the brand will be displaying the best pieces from the CUPRA Collection: Beachwear in the Motel – the backstage area for the festival’s artists.

The automotive brand will also be offering specialty coffee for the official presentation of its collaboration with Café de Finca, the Unconventional Blend. This organic coffee is a unique mix of beans grown in Brazil and Colombia through a process that follows the highest standards of sustainability and fair trade. The intense and innovative flavours of the blend pay homage to the brand’s roots and history.