Cupra, the electric and EV brand spun off from SEAT, has announced that it's launching its own space in Metahype. What's Metahype? Well, that's a good question...
Online social area
Metahype is a new form of social media, which is described as "an innovative and interactive exploration of the metaverse spearheaded by Cupra." Think of it like a Google Hangout or a Facebook group chat but with avatars and spangly backgrounds. Or, think of it as an updated version of Second Life if Cupra made it.
Officially, Metahype is an "ever-expanding virtual island where brands, creators and communities get together to socialise, collaborate, create, and live emotional experiences."
The idea is that within Metahype, brands, start-ups, and creative types can take over certain areas and use them as virtual shop windows or places where collaborations can be struck up. Metahype is currently set across three zones: Metahype Square, Cupra, and Primavera Sound districts.
Configure your DarkRebel
When you sign up for Metahype, you get a Metahype Passport, a secure NFT that saves your identity and your 'reputation' - suggesting that anyone acting the maggot can be suitably asked to leave. 'Sir, you're causing a digital scene...'
For Cupra, the most important bit, for now, is the Cupra Next area, in which users can play around with and configure the Cupra DarkRebel - a virtual sports car created for online use only.
"Metahype has officially arrived. It is a space not just for Cupra but for brands, start-ups, and creators to connect with the Next Generation. It provides a unique way of brand experience and engagement with the objective to connect different communities and unleash their power of collaboration and creativity.", said Sven Schuwirth, COO of Cupra. "With this project, we want to re-define how people live experiences and feel emotions without the limits of the physical world - that's what we call it 'Exponential You'."
Five Cupra experience areas
Cupra is setting up five specific experiences within Metahype. There's a Cupra Plaza for just hanging out and chatting about all things Cupra. There's Cupra Racing, where you can challenge one another with two Cupra-based racing games. There's Cupra Metahype City Garage, which is both a sort of online dealership and an area where new models and concept cars can be shown off. Cupra Hub, essentially a merchandising area, will showcase Cupra's efforts outside the motoring sphere, such as fashion and dancing competitions. And finally, there's the Cupra Next area with the Dark Rebel configurator.
The Primavera Sound area is a collaboration between Cupra and Barcelona's leading music festival. As well as always-on music, there will be an online DJ academy to inspire anyone who wants to get going on the wheels of steel.