THE CLIENT
Cupra
Change the way of riding
What we have done
Development of the creative concept for activations
Definition of the brand experience strategy
Design and execution of physical and digital activations
Spatial design and production of environments
Hospitality strategy and negotiation
Full project execution and coordination
The mission
To position CUPRA within the world of competitive cycling through its sponsorship of Movistar Team, leveraging a key cultural moment: the Tour de France Grand Départ in Barcelona.
The idea
To activate CUPRA’s entry into cycling through a transversal ecosystem of experiences that connect with both markets and the general public.
Built around the momentum of the 2026 Grand Départ, the idea is to create a continuous presence throughout the season via physical and digital activations — from exclusive events and hospitality moments to broader brand experiences — turning cycling into a platform for connection, visibility, and engagement.