Last weekend, we were thrilled to be invited once again by CUPRA to witness the magic of music at Primavera Sound Barcelona 2025. This year’s event saw the launch of CUPRA Pulse, a unique multi-sensory installation that redefines how fans experience music. The CUPRA Pulse area proved to be the ultimate destination, showcasing the brand’s ongoing commitment to pushing boundaries and exploring the emotional landscape of electronic music.
@primavera_sound / linktr.ee/primavera_sound
@cupra_official / @cupra_de / www.cupraofficial.com
Patrick Sievers, Global Head of Marketing at CUPRA, perfectly encapsulated the brand’s philosophy: “Music has been a part of CUPRA since our foundation. It inspires us and enables us to convey our values: boldness, creativity, and celebrating the talent of the future. Our partnership with Primavera Sound Barcelona means a lot to us, so launching CUPRA Pulse at the festival feels like the perfect fit. We have designed the space to amplify the connection with the audience and turn each performance into something more immersive. Furthermore, with the new CUPRA Music Hub, we want to continue to inspire the world from Barcelona and help people to feel the CUPRA Pulse.”
The new CUPRA Pulse stage, the festival’s official dance floor
For the fourth consecutive year, CUPRA brought its distinctive energy to Primavera Sound, held from June 4 to 8, affirming its dedication to electronic music and the next generation of artists. CUPRA Pulse was a vibrant, dynamic space that came alive with light and reflection, blending sound, visuals, and movement to create a completely reimagined musical experience. Its mirrored architecture was not only visually stunning but also reactive, vibrating with the rhythm of the beats that reverberated throughout the area.
CUPRA Pulse embodies the brand’s rebellious spirit—a sanctuary for dancing, connection, and exploration, paying homage to club culture as a space of creative freedom, community, and transformation. Throughout the festival, this innovative area hosted an electrifying lineup of renowned and emerging DJs, including the likes of Crystallmess, Lolahol, and LSDXOXO.
After its successful debut at Primavera Sound, CUPRA Pulse will travel to other festivals, ensuring its unique experience reaches music lovers around the globe at CUPRA City Garages.
In addition to CUPRA Pulse, the brand dazzled festivalgoers with a full lineup of events and performances. The iconic CUPRA Stage featured an array of artists, including Amelie Lens, Armand Van Helden, Amaia, TV on the Radio, and Xenia, culminating in a grand finale with Danny L Harle. The festival also hosted the Radio Primavera Sound Barcelona temporary studio, broadcasting live interviews and DJ sessions, along with the CTRL Room for exclusive backstage encounters.
Attendees enjoyed the opportunity to explore two of CUPRA’s newest models: the sporty and electrified CUPRA Terramar and the 100% electric SUV Coupé CUPRA Tavascan.
CUPRA invitees and VIPs were treated to exclusive merchandising options to curate their unique festival outfits. Customisation opportunities included CUPRA Metalizers by Tania Marcial and CUPRA x MAM bracelets and necklaces, enhancing the CUPRA x Primavera Sound experience and creating lasting memories.
This year, CUPRA elevated the experience for music lovers by bringing Primavera Sound’s concerts to fans around the world. In partnership with Amazon Ads Innovation Lab, selected performances were live-streamed on Prime Video and Twitch. Additionally, exclusive interviews with artists were made available via the new CUPRA Music Hub, providing an online archive of CUPRA’s musical experiences that will continue to gather sessions and performances from over 20 festivals during 2026.
Thank you, CUPRA, for another unforgettable experience filled with music, creativity, and community!
