Immersive metaverse experience to design Cupra’s new sports car

The experiential innovation agency Wildbytes has developed for Cupra a sensory and immersive experience for the launch of Cupra DarkRebel, its new sports car. The car configurator, which users can access via MetaHype, Cupra’s metaverse platform, was first tested at the launch event held on 21, 22 and 23 April at Berlin’s Tempelhof Airport on the occasion of the Formula E World Championship.

The virtual lab, called Hyper Configurator, is accessible from mobile devices and web browsers and is powered by the latest technologies in game creation, such as Unreal Engine, and pixel streaming systems to take quality and accessibility to new heights. It runs through the cloud and streams to devices, without the need to install any additional applications. In this configurator, users can interact in different virtual environments and experiment with creating colours, materials and finishes to drive their creativity without the constraints of physical feasibility in the material world. It also provides tools for the ‘Cupra Tribe’ to create their own versions of the car and influence the final design of a physical model to be unveiled in the near future.