“Own the Wheel” by Cupra
Cupra launched 'Own the Wheel', an international travelling art exhibition exploring the act of driving as a metaphor for control and personal choice. Developed in collaboration with Fuego Camina Conmigo, the project marks Cupra’s first entry into the art world. It features seven European artists who reinterpret the steering wheel as a symbol of decision-making and conscious living. The participating artists – Six Dots Design, Waiting for Ideas, Billi Thanner, André Romão, Giulia Tavani (Angostura Jewels), SITA (Sita Abellán), and Extraweg (Oliver Latta) – each created a unique piece representing the emotional and symbolic dimension of driving.
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The exhibition, curated by OFFF Studio, is framed under the concept “No drives, no Cupra,” emphasizing the idea that driving – and by extension, experience – does not exist without a human driver. Each artwork reflects themes of autonomy, movement, and awareness in an increasingly automated world. The project was supported by a cinematic campaign produced by Canada, reinforcing its emotional narrative and focusing on the relationship between human and machine.
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