Cupra has always stood apart by treating driving as more than just movement. It’s about emotion, performance and connection. With the Tindaya concept car, they asked us a bold question: how do we reignite the bond between driver and vehicle in a world that’s rapidly moving toward autonomy?

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We set out to design a digital and sensorial layer that could capture CUPRA’s spirit throught all senses. Built for the driveaholic, the kind of person who doesn’t just operate a car but feels it. Our process blended research and prototyping: benchmarking emerging technologies, studying new vehicles and showcars and testing interaction scenarios in VR with potential users. We mapped out how ergonomics, dashboard proportions and driving controls could work together to create a cockpit that feels alive.

The answer came in the form of the CUPRA Jewel, a centerpiece at the heart of the cabin. More than an object, it’s a living interface. Each vertex unlocks a new driving mode, transforming the space through sound, light and adaptive UI. Where the physical and digital meet, creating a bond between human and machine.