Sydney 21-03-2023. Design driven lifestyle brand CUPRA joins forces with musical icon, Ministry of Sound in the largest venture of its kind, to celebrate music, culture, and a shared passion for electrifying performance.
Unconventional newcomer CUPRA, has teamed up with Ministry of Sound to celebrate its continued growth in Australia and connect with like-minded creative souls as part of the national Ministry of Sound Classical Concert Series, which launched in Sydney on Saturday 18 March.
The vision for the partnership is to create new experiences for electronic music fans, and CUPRA x Ministry of Sound will work to develop an innovative and ongoing suite of activities throughout the year to incorporate music into a series of memorable moments across many aspects of Australian culture including sport and the arts.
While new to the Australian market, having launched in mid-2022, CUPRA in Europe has a rich association with music, culture and lifestyle, and is a proud sponsor of the renowned Primavera Sound – an annual summer music festival which originated in Barcelona and has since grown both across Europe and the USA.
In Australia, the Ministry of Sound collaboration is a testament to the ethos of the brand, which is heavily focused on the emotional connection between CUPRA and its customer base who seek an electrifying performance across all aspects of life.
It is also a recognition of the company's commitment to celebrating talents of tomorrow, which, as a rising star, cementing its identity, aligns with the brand's ambition.
CUPRA Australia director Ben Wilks said the collaboration with an icon felt a natural fit for an iconic brand in the making.
"Just like driving a CUPRA, Ministry of Sound Classical will showcase a stunning session of spine-tingling moments, amplified by reigniting a love of dancefloor memories as the orchestra reimagines the biggest and best club songs in a high-energy, super fun fashion."
Ministry of Sound Australia CEO, Tim McGee, said that CUPRA stands out as a brand that is dedicated to doing things differently and being the first to play in the electronic dance music arena in such a unique way was a great example of a bold brand unafraid to break from convention.
"As with our Classical Series and Testament tour to come, we love playing with players that are on the same page. Creating, learning and inspiring as we go."
The CUPRA range currently includes three models: the Leon small hatchback, and the Ateca and Formentor mid-size SUVs and will soon expand to include its first fully electric model, Born.
About the Classical Concert
Ministry of Sound Classical is a celebration of the greatest moments in dance music – reimagined, rearranged and remixed by The Ministry of Sound Orchestra in a stunning two hour performance. Having already thrilled audiences around the country, Classical arrived in Sydney on Saturday, 18th March at the Entertainment Quarter with additional dates to be announced soon for Brisbane, Melbourne, Adelaide and Perth.
The Sydney event was a day to night three-stage event, the biggest show yet! It featured a huge main stage culminating in the acclaimed Ministry of Sound Orchestra performance, a second Golden Rave stage paying homage to Sydney's '90s rave scene, and a Ministry of Sound All-Stars silent disco, the show will feature a completely stacked line-up of supports including Sneaky Sound System (Live), Tommy Trash, The Potbelleez DJs, K.I.M (The Presets), Freestylers (UK), Kid Kenobi, Jaime Doom (Bang Gang Deejays), Vision Four 5, Mark Dynamix and many more – with over 20 acts performing in total.