Client: CUPRA

CUPRA and Breach break down the boundaries between the real and the virtual, letting professional racecar drivers experience all the tangible forces and real-world handling of the CUPRA UrbanRebel Racing Concept electric car, while wearing a VR headset and being simultaneously immersed in a full virtual experience.

The CUPRA UrbanRebel Concept

Rethinking what progressive racing looks like. The CUPRA UrbanRebel Concept is a race car that mixes pure electrification, sustainability and performance with the thrilling aesthetics of the virtual world.

High Speed Racing Meets Virtual Reality

The UrbanRebel is a concept vehicle, where the driver is placed physically inside the car, and then wears a VR headset turning them effectively blind. In the headset the driver sees a virtual world while driving, and gets to experience the thrill of a race car in a world that doesn’t exist. An experience unlike any other.

From videogames to the circuit. To turn this unconventional challenger idea into a reality, a team of more than 35 people, between CUPRA designers, engineers and drivers, spent a year and a half planning, developing and testing the experience, together with their partners at Breach. It was a bold challenge for this Norwegian company specialising in the visual design of videogames: “We’d never come across a proposal like the one CUPRA made us, and it was an opportunity we couldn’t turn down” says Andreas Weibye, software developer at Breach. He adds: “Developing virtual reality in a moving car isn’t something you do every day” but perseverance paid off “and we’re extremely proud of the result.” - CUPRA

Learn more at CUPRA.

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