Unveiling Automotive Innovation: Onionlab’s Immersive Contributions to the Cupra Exponential Impulse Event

In order to create a cohesive visual experience, we worked closely with Vampire Agency. Our mission was to elevate the event, captivating the audience with an immersive experience that showcases the cutting-edge technology, design and performance of Cupra vehicles.

The main focus of the event was to display the innovative and futuristic side of the Cupra universe, as they introduced to the world two of their latest models: Tavascan and Dark Rebel, along with their new metaverse platform: Metahype. During this celebration, attendees could feel completely immersed in the Cupra world, thanks to the incredible visuals, light shows and activities offered, leading to the main presentation speech.

For the presentation, our objective was to craft an environment filled with excitement, in order to generate a sense of anticipation and thrill during the car reveal. Employing our inventive techniques, we seamlessly integrated lighting, sound and visual effects to construct a captivating ambiance. 

At first, we captured the audience’s attention with a virtual performance of one of Cupra’s ambassadors: Willow Smith. A hologram of the singer appeared and disappeared on the stage like weight-less particles, accompanied by sound-reactive animations. Following the performance, the main stage lit up with visuals typical of the Cupra brand, to drive the audience’s attention to the new Tavascan entering the space.

As the highly anticipated moment of unveiling approached, the atmosphere in the room intensified, establishing the perfect backdrop for an immersive experience. By synergistically combining various multimedia elements, we were able to heighten the impact of the car reveal, guaranteeing that the attendees were fully absorbed and captivated by the extraordinary entrance of the vehicle.

Following the first reveal, we had to create the right atmosphere to anticipate a second surprise reveal. We employed an innovative and advanced approach to astonish the audience and transport them into a realm of future possibilities. While a series of 3D videos teleported the viewers onto the streets of a futuristic city, as a distinctive touch we used holograms to bring virtual elements to life: the new Dark Rebel model entered the stage as an hologram, allowing attendees to engage with the car’s exterior in an interactive, three-dimensional format.

These groundbreaking holographic presentations showcased the car’s remarkable features, design and performance in a dynamic and captivating way. By pushing the boundaries of holographic technology, our intention was to deliver an indelible and immersive experience that left attendees astonished and filled with a sense of wonder.

The event took place in one of the hangars of Berlin’s ex airport, Tempelhof. We designed an immersive corridor where visitors could walk through an astonishing light show created with moving lasers and smoke machines.

Our goal at Onionlab is to create environments where technology and creativity seamlessly blend, resulting in experiences that transcend the ordinary. By incorporating holographic elements and immersive technologies, we were able to transport attendees into a virtual world where they could intimately connect with the Cupra brand and its exceptional vehicles. The immersive nature of our creations fostered a deep emotional connection between the audience and the brand, leaving a lasting impression that resonated long after the event concluded.