CUPRA launches Metahype, a unique and immersive brand experience in the metaverse

CUPRA, the Spanish high-performance car brand, has announced the launch of its new space in the metaverse, called “Metahype“. It is an open and collaborative space that uses immersive technologies to interact with consumers more effectively.

The CUPRA metaverse is a virtual universe in which users can discover and take part in different digital experiences spread across three areas: the Metahype plaza, the CUPRA districts and the Primavera Sound. In this sense, CUPRA has chosen this new platform to get closer to its target audience and offer everyone who shares a passion for cars a unique and innovative experience.

“Metahype” has been developed in collaboration with the virtual and augmented reality creative agency, Rewind. According to the brand, it is a space inspired by street culture and the world of esports.

As Sven Schuwirth, COO of CUPRA, has stated: “With this project we want to redefine the way people live experiences and feel emotions, beyond the limits of the physical world; this is what we call ‘Exponential You‘”. The brand has also highlighted its commitment to sustainability, and has assured that “Metahype” will be a space that promotes environmental awareness and sustainable mobility.

A new immersive experience

Users of “Metahype” can access different areas of the virtual space and explore the brand’s models, such as the new CUPRA Tavascan, customise them and take test drives in the “Metahype District“. In the CUPRA virtual district we find five spaces dedicated to taking part in different unique activities: the CUPRA Plaza, a place to connect and socialise; CUPRA Racing, with two games to test our driving skills; City Garage, a place to learn about the brand’s different models; CUPRA Hub, where we can browse the CUPRA boutique; and finally, the CUPRA Next, a space designed for users to show their ideas about the future design of the CUPRA DarkRebel.

CUPRA is not the only brand that has bet on the metaverse as a brand platform. Other brands, such as Mercedes-Benz, Volkswagen and BMW, have also explored the metaverse’s potential to reach new audiences and offer more exciting and personalised brand experiences. The brand maintains that this new space in the virtual world will be a key tool for connecting with its target audience and offering them a unique and differentiated brand experience.

CUPRA Metahype image gallery