IORIA x CUPRA— Your Impulse, On and Off the Court

The impulse that drives your game, now drives your road. At an exclusive Padel Club Varese, IORIA amplifies the partnership between CUPRA and the world of padel, transforming sports passion into driving desire. Through an interactive totem, players discover their CUPRA archetype based on playing style, visualize the perfect model in AR, and book a test drive, uniting on-court and on-road performance in a single, seamless phygital experience.

There’s a moment that defines a padel match: the impulse right before a winning shot. What if that same instant could define your next car? In collaboration with CUPRA, IORIA brings this question courtside at a padel club in Varese, turning brand presence into an active, memorable experience.

The journey starts with a fast, emotional quiz: you’re not simply choosing preferences—you’re revealing your playing style. That “impulse” guides each user to the CUPRA model that fits them best, not through specs, but through attitude, energy, and lifestyle. Then discovery becomes immersion: the car appears in Augmented Reality, making the connection with the brand immediate and personal.

The experience ends with a shareable photo moment and a clear call to action: Book your test drive now. IORIA closes the phygital loop, turning engagement into data, insights, and measurable conversion.