IMD CUPRA Terramar

CUPRA’s International Media Drive (IMD) is an exclusive event designed for journalists, motoring, lifestyle and influencers from around the world to discover and test drive a new model, while experiencing an immersive brand experience. The event, which brings together international trade press, runs for two to three weeks, with daily groups of approximately 30 to 40 people.

Each group enjoys a two-day experience, where they not only have the opportunity to get up close and personal with the vehicle, but also to drive it and explore its innovative features. The IMD is much more than a presentation: it is a platform that connects CUPRA with opinion leaders through a unique and memorable experience.

We organised a special IMD for the launch of the CUPRA Terramar model. The concept of the event revolved around There is no second. The intention was to allow guests to discover the car in a unique context, during the exciting America’s Cup competition, while experiencing the racing up close.

As the car bears the name Terramar, we wanted to reflect its essence through experiences that connected with both the sea and the land. To this end, we designed two memorable scenarios: an event at the sophisticated Beach Club Bastian in Barcelona, evoking the maritime spirit, and a vibrant nightclub at the historic Terramar circuit in Sitges, the birthplace of the brand.

Al llegar al aeropuerto, los invitados recogían los vehículos y emprendían unas primeras rutas de conducción que culminaban en el exclusivo Beach Club Bastian. Este espacio fue cuidadosamente personalizado, incluyendo una plataforma de exposición ubicada en el paseo marítimo, permitiendo a los visitantes de Barcelona admirar en primicia el modelo Terramar.

From the Beach Club, guests had the opportunity to board the boats of Antonio, one of CUPRA’s sponsors, to enjoy the America’s Cup races from a privileged perspective. In addition, they could experience something completely innovative: they could test drive the CUPRA water car inside the port of Barcelona, thus living a unique experience that fused emotion and technology.

Afterwards, the guests took the cars back for further driving tours that ended at the ME Hotel, located on the seafront. These routes were designed to highlight the hybrid capabilities of the car: urban journeys were done in electric mode, while out-of-town journeys allowed them to experience the combustion engine.

In the evening, guests were shuttled to the historic Terramar circuit, an iconic venue where they could relive the excitement of the brand’s 2018 launch, immersing themselves in its legacy and innovative spirit.
The concrete space under the grandstands was transformed into a stunning Garage Club. Guests entered the venue by walking across the original race track and crossing a walkway illuminated by arches of light, which led them into the garage area within the building. As they descended, they were immersed in an immersive world of projections where the sea enveloped everything, creating a captivating atmosphere.

To enhance the feeling of infinite spaciousness, we installed two large mirrored walls on either side of the space. With the strategic placement of the car models and carefully selected furniture, the area was transformed into a large-scale club. This was the setting for the press conference, where the latest model innovations were presented.

The presentation was followed by a cocktail dinner, with a DJ adding a touch of energy and sophistication to the event. To top it all off, guests were able to test drive the new model on the historic race track, specially lit up for the occasion, for a unique night-time speed experience.

In each of our presentations, we strive to create innovative and transformative spaces that not only reinforce the CUPRA brand identity, but are also intimately linked to Barcelona as a constant source of inspiration.