CUPRA presented “Own the Wheel” in Madrid last night

The exhibition, which celebrates the thrill of taking control and living in the moment, was unveiled at the Cupra City Garage in the capital.

Inspired by the message “NO DRIVERS, NO CUPRA”, the exhibition is CUPRA‘s first project in the art world and reinforces its commitment to contemporary talent and creativity. In it, the steering wheel ceases to be a functional object and becomes a symbol and a common thread, encouraging people to take control of their own lives.

Through seven works created by European artists, “Own the Wheel” invites us to reflect on the importance of living consciously and connecting with our emotions in a context increasingly dominated by automation and decision-making delegated to technology.

The exhibition was presented at an exclusive event at CUPRA City Garage Madrid, and can be visited there from today until 14 February. After that, it will begin a tour of the brand’s various City Garages in several cities around the world.

‘CUPRA was born from the desire to stir emotions and make the human experience unique. With “Own the Wheel”, we are putting the driver back at the centre and highlighting their role in an increasingly rational and automated world,’ said Ignasi Prieto, Chief Brand Officer at CUPRA.

For her part, Sita Abellán, one of the selected artists, shared that “being able to share space and work with six such talented artists has been extremely rewarding. Together with CUPRA, we firmly believe that art should inspire, challenge and appeal to the emotions. With this exhibition, we seek to inspire people to take control of their lives and live consciously.”

Each work on display has been designed and produced by a European artist who reinterprets, from their own imagination and visual language, human consciousness, the emotion of decision-making and the experience of moving forward. Notable participants include Sita Abellán, Emmy Award winner Extraweg (Oliver Latta), Six Dots, Waiting for Ideas, Billi Thanner, André Romão, and Giulia Tavani (anGostura).