Cupra Tindaya Reveal

At the IAA Munich Motor Show, Onionlab was behind the world premiere of the Cupra Tindaya, one of the most anticipated reveals of the event.

We were responsible for designing the countdown experience that built anticipation in the room before the car appeared, as well as the immersive visual environment that surrounded the reveal itself and the presentation slides for the event’s speakers.

The Tindaya was unveiled at the center of a curved screen environment that enveloped the audience on all sides  a raw, rocky landscape that placed the car at the heart of another world entirely.

The visual content was designed to feel cinematic and immersive, drawing the audience into the atmosphere of the car before it was even revealed, building tension, layer by layer, until the moment arrived.

Every visual decision was made to amplify the identity of the Tindaya itself. The environment wasn’t a backdrop, it was an extension of the car’s character, designed to make the premiere impossible to forget.

The premiere generated significant attention across the automotive and design industries, reinforcing Cupra’s position as a brand that treats every launch as a cultural moment, not just a product announcement.

Events like this go beyond the spectacle of a car launch. They create a moment of genuine connection between a brand and its audience, one that lives long after the lights go down.