America’s Cup in Barcelona: Sport, Innovation, and Creativity

The America’s Cup is one of the oldest and most prestigious competitions in the world of sports. Founded in 1851, it brings together the best sailing teams from around the world to compete in a series of races that test not only the sailors’ skills but also the design and innovation of the boats. This year, Barcelona has been selected as the host city for the 37th edition of the America’s Cup, placing the city on the map of major international competitions and highlighting its connection to the Mediterranean and its rich maritime tradition.

Over the years, the America’s Cup has become a symbol of technological advancement and cutting-edge design, where teams of engineers, naval architects, and designers work together to create vessels capable of facing the challenges of the sea and leading their teams to victory. This event is also a platform for brands and organizations to showcase their innovation and design capabilities on a global scale.

This environment of high competition and innovation offers a unique opportunity for companies like Onionlab to integrate our knowledge of immersive and visual experiences into a large-scale event. It is precisely in this context that Onionlab has made its mark, contributing to the America’s Cup through two key pieces: the immersive installation Blau, dedicated to the history of sailing and race simulations, and the reveal of the new Cupra Terramar at IMAX Barcelona.

Blau: An Immersive Look into the History of Sailing

One of the key elements of Onionlab’s involvement in the America’s Cup is Blau, an immersive room specifically designed for this nautical event. This project, within the America’s Cup Experience, allowed us to delve into the history and evolution of sailing, creating an educational and visually impactful experience for visitors.

The Blau room takes spectators through a journey into the history of navigation and the America’s Cup. Throughout the America’s Cup Experience, visitors can observe the evolution from the earliest boats to today’s advanced technologies. Through race simulations, visitors can experience what it’s like to compete at sea, feeling the speed, tension, and decision-making involved in a race.

One of the key aspects of Blau is its ability to educate the public about the history and impact of sailing while immersing them in a visual and immersive experience. Using technologies like mapping, visitors are not just passive observers; they become part of the story, navigating between images and sounds that simulate real race conditions.

Blau is not only a tribute to the America’s Cup but also an example of how technology and design can come together to tell stories uniquely. This project reaffirms Onionlab’s commitment to creating experiences that transcend the visual, connecting with audiences in meaningful and emotional ways.

Cupra Terramar: Automotive Innovation with a Nautical Backdrop

Another of Onionlab’s most notable achievements within the America’s Cup context has been creating the launch event for the new Cupra Terramar at IMAX Barcelona. This presentation took place in a visually impactful environment, leveraging the atmosphere of the competition and the symbolism of the Mediterranean to unveil Cupra’s latest model.

During the event, the car emerged from below the stage amidst a visual display where digital waves of energy and water surrounded the vehicle, while a mix of projections and visual effects accompanied its ascent. This piece was not just a way to bring the car to life but also a nod to the America’s Cup, immersing the audience in a visual narrative connected to the world of sailing.

Additionally, we designed the background for the presentation led by Cupra designer Jorge Díez. As he discussed the details of the new model, the visual stage came alive with images of the historic Terramar Circuit, flowing seamlessly as the technical aspects of the car were explained. This approach, where technology integrates perfectly with storytelling, is one of Onionlab’s trademarks in creating immersive experiences that captivate audiences.

Onionlab in the America’s Cup: Innovation and Creativity

Onionlab’s participation in the America’s Cup strengthens its position as a studio capable of creating immersive experiences for events that not only surprise but also communicate effectively. Whether unveiling a car or creating an immersive installation, our work follows the same principle: combining technology, design, and storytelling to create unforgettable moments.

In the case of the Cupra Terramar, the mix of projections and visual effects connected the product with the America’s Cup environment symbolically and effectively. On the other hand, Blau allowed visitors to experience firsthand the history and excitement of sailing, offering a unique window into a sport that, despite its age, continues to evolve and capture the attention of millions.

As the America’s Cup continues its journey in Barcelona, Onionlab is proud to have contributed to this world-class event. We remain committed to creating experiences that not only visually impact but also tell stories that resonate with the audience.