Madrid, February 12, 2026 – CUPRA presents “Own the Wheel”, its first innovative project in the art world: an international and traveling exhibition that reclaims the figure of the driver and the sensation of driving, in contrast to a context of increasing automation in mobility. Created by the agency Fuego Camina Conmigo and curated by OFFF Studio, the initiative has resulted in a series of artworks that reinterpret the steering wheel as a symbolic object, developed by leading European artists such as Oliver Latta, two-time Emmy Award winner.
At a time when technology increasingly pushes people away from the driving experience, CUPRA proposes a cultural reflection aligned with its brand positioning: without drivers, there is no experience. “No drivers, no CUPRA”, the claim accompanying the launch of the CUPRA Tindaya, its new model, synthesizes this idea and serves as the starting point for “Own the Wheel”—a project born from the tension between the unstoppable advance of automation and the need to reclaim the human role.
The initiative moves away from conventional advertising to become a standalone artistic project, capable of connecting with audiences on a more emotional, symbolic, and contemporary level. “This initiative represents an evolution of advertising toward a cultural format, where the brand stops interrupting and starts proposing, and where the message is conveyed through objects, narratives, and experiences with intrinsic value,” says Luis Conde, CSO of the agency. “It is no longer about being a passive spectator, but about entering into a much more vivid, interesting, and sophisticated reflection,” he adds.
An international exhibition featuring seven European artists
The project takes shape as an artistic exhibition composed of seven steering wheels, each designed and manufactured by leading European artists from Spain, France, Germany, Italy, Austria, Portugal, and the United Kingdom. Participants include names such as Extraweg (the alter ego of Oliver Latta), Sita Abellán, Six Dots, Waiting for Ideas, Billi Thanner, André Romão, and Giulia Tavani (anGostura).
Curated by OFFF Studio—the creative production studio behind OFFF Barcelona, a global reference in creativity and digital design—the steering wheel becomes the central symbol of the project: the point of contact between person and machine, and the physical expression of control, emotion, and decision-making. Each artwork offers an artistic interpretation of the act of driving, building a collective narrative that connects art, design, and automotive culture.
The exhibition will open in Madrid and will later begin an international tour across various European cities, coinciding with CUPRA’s presence in its City Garages.
“It is very interesting to see the international scope of this project, as well as the combination of reflections it brings together—appealing both to audiences close to the automotive world and to those connected to art and culture,” explains Pita Gan, Creative Director at Fuego Camina Conmigo.
“CUPRA was born from the desire to awaken emotions and to make the human experience a unique sensation. With Own the Wheel, we once again place the driver at the center and highlight their role in an increasingly rational and automated world,” said Ignasi Prieto, Chief Brand Officer of CUPRA. “Starting from our conviction that what moves us is our ability to feel, this exhibition invites us to reflect on self-awareness and living in the present, hand in hand with young artists who represent the perspective of a new generation.”
When advertising becomes culture
The project was developed by Fuego Camina Conmigo, the agency responsible for the creative concept and execution. In its first collaboration with CUPRA, the agency proposes a new way of understanding brand communication: impact with meaning. In “Own the Wheel”, advertising takes a step further and transforms into a cultural proposal that is not perceived as a commercial message, but as an artistic experience.
The initiative is complemented by an audiovisual campaign consisting of a manifesto film and a specific piece for social media, produced by CANADA, bringing a cinematic perspective and reinforcing the project’s emotional narrative. Both pieces revolve around the figure of the driver and the bond between person and machine, amplifying the message without sacrificing subtlety.
With “Own the Wheel”, CUPRA reaffirms its commitment to exploring new creative and cultural territories, using art as a tool to express a clear brand idea: driving remains, above all, a human experience.
