Offering a futuristic club-inspired feel, CUPRA's stage at Primavera Sound Barcelona was a hotspot for talent, creativity, and, of course, partying.

In a year when bold statements and boundary-pushing performances defined Primavera Sound Barcelona, it was CUPRA who arguably stole the spotlight. Back for its fourth consecutive year as a cultural disruptor within the festival, the automotive brand didn’t just sponsor the vibes—it actively shaped them. From the mirror-clad, multi-sensory space of CUPRA Pulse to a stacked stage lineup and immersive backstage activations, CUPRA, and its Global Head of Communiactions, Cecilia Taieb, made it clear that its relationship with music goes far beyond logo placement. This wasn’t just partnership; it was participation.

 

Primavera Sound 2025 had its usual sprawling appeal – iconic headliners like Chappell Roan, Sabrina Carpenter and Charli XCX delivered era-defining performances. But there was a particular gravitational pull toward the CUPRA Stage and the debut of CUPRA Pulse, a futuristic club installation that offered something even seasoned Primavera-goers hadn’t seen before.

With its pulsating architecture that responded to the beat and its reflective, immersive design, CUPRA Pulse wasn’t just a place to dance – it was a portal into a heightened form of music connection. Artists like Crystallmess, Lolahol, and LSDXOXO took full advantage of the environment, blending high-octane visuals with genre-bending sets that felt equal parts performance and ritual. The space didn’t just complement the music; it elevated it.

 

 

Meanwhile, the CUPRA Stage was a scene of generational handoffs and electronic ecstasy, with heavyweights like Amelie Lens and Armand Van Helden playing to crowds that spilled into every available inch of space. The closing set by Danny L Harle was a euphoric blur of light and sound, cementing the stage as one of the festival’s undeniable hotspots.

But CUPRA’s touch extended beyond the music. With activations like the CTRL Room for backstage moments, the CUPRA x MAM custom jewellery collaboration, and a VIP experience showcasing its electric models, the brand blurred the line between marketing and genuine subcultural relevance. Even those watching from afar could feel the energy, thanks to CUPRA’s collaboration with Amazon Music to livestream select sets on Prime Video and Twitch – part of their broader mission to democratise access to live music through the newly launched CUPRA Music Hub.

CUPRA’s continued investment in electronic music and next-gen artistry shows no signs of slowing down. In many ways, CUPRA Pulse felt like both a culmination and a starting point: a bold architectural and cultural statement that will now tour to other festivals and CUPRA City Garages worldwide.

 

 

Primavera Sound has long been a compass for where music and culture are headed, and in 2025, CUPRA helped point the way forward. Through innovation, curation, and a genuine passion for the emotional power of music, CUPRA transformed from sponsor to storyteller – and gave Primavera a new pulse in the process.