• The brand's first art exhibition is an international, travelling project that celebrates those who choose to take control of their own lives in an increasingly automated world
• Under the message NO DRIVERS, NO CUPRA, 'Own the Wheel' brings together seven European artists who reinterpret the steering wheel as a symbol of taking control and awakening the capacity to feel
• Particularly notable is the participation of Spanish artist Sita Abellán and Oliver Latta, winner of two Primetime Emmy Awards
• The Madrid CUPRA City Garage hosts the exhibition, alongside the CUPRA Tindaya Showcar, from 11 to 14 February
• The exhibition will tour various CUPRA City Garages around the world over the coming months

CUPRA continues to move beyond automotive with the presentation of ‘Own the Wheel’, an exhibition that pays tribute to those who choose to take control of their journey to experience the thrill of the present and reject a life on autopilot. Inspired by the message “NO DRIVERS, NO CUPRA”, ‘Own the Wheel’ represents CUPRA’s first project in the art world, reinforcing its commitment to talent and creativity. Using the steering wheel as a symbol of taking control of self-existence, seven European artists have created unique works inviting reflection on the importance of conscious living and boosting emotion in an increasingly automated world.

The exhibition was presented yesterday at an exclusive event at the Madrid CUPRA City Garage, where it can be visited from 11 to 14 February before embarking on a tour through the brand's City Garages in different cities around the world.

“CUPRA was born from the desire to awaken emotions and make the human experience a unique sensation. With ‘Own the Wheel’, we are putting the driver back at the centre, highlighting their presence in an increasingly rational and automated world,” said Ignasi Prieto, Chief Brand Officer at CUPRA. “Based on our conviction that what moves us is our capacity to feel, this exhibition invites us to reflect on self-awareness and living in the present, led by young artists who represent the perspective of the new generation.”

In a context marked by the advance of automation, where technology is capable of making decisions for people, CUPRA poses a deep cultural reflection. Each of the works in ‘Own the Wheel’ has been designed and manufactured by a leading European artist representing human consciousness and the emotions involved in deciding, moving forward, and experiencing. Claiming the act of driving one's own existence, the works build a shared narrative between art, design, and automotive with the unique vision and style of each author.

Among the participants, the renowned Spanish artist Sita Abellán stands out, along with Oliver Latta, winner of two Primetime Emmy Awards, alongside other relevant figures such as Six Dots, Waiting for Ideas, Billi Thanner, André Romão, and Giulia Tavani (anGostura). The creators, hailing from Spain, France, Germany, Italy, Austria, Portugal and the United Kingdom, have produced a unique collection, capable of connecting with the public from a more emotional, symbolic and contemporary point of view.

“Sharing space and work with six such talented artists has been extremely gratifying. Together with CUPRA, we are convinced that art must inspire, challenge, and appeal to emotions. With this exhibition, we seek to inspire people to take the wheel of their lives and live consciously,” said Sita Abellán, exhibiting artist.

‘Own the Wheel’ was presented at an exclusive launch event attended by Ignasi Prieto, Chief Brand Officer of CUPRA, Martina Millà, Head of exhibitions at the Joan Miró Foundation in Barcelona, and some of the artists who authored the works. Additionally, the brand exhibited its latest concept car, the CUPRA Tindaya Showcar, which, like the exhibition, stems from the conviction that the driver and their experience behind the wheel are crucial in the present and future of the automotive industry.

“Art and culture are capable of transforming the everyday into something deeply emotional. These creators not only humanise an experience that could feel automatic, but they inspire us to navigate our daily lives with passion and curiosity. CUPRA and the ‘Own the Wheel’ exhibition highlight the importance of authenticity and challenging the status quo,” stated Martina Millà, Head of exhibitions at the Joan Miró Foundation in Barcelona.

With ‘Own the Wheel’, CUPRA continues to strengthen its link with creative and artistic territories, as well as its commitment to the new generation of creators. The brand keeps exploring beyond the world of the automobile with collaborations with the Fundació Joan Miró in the art world, Primavera Sound in the music sector, and, in the realm of cinema, with the initiative "The Dream Makers" alongside J.A. Bayona, Daniel Brühl, ESCAC, the Sitges Festival, the Berlin Film Festival and Studio Babelsberg.