SEAT celebrated its second consecutive year of collaboration with Primavera Sound, one of the world’s most renowned music festivals which this year expected to draw over 200,000 visitors. As main strategic partner, the brand had many activities around the festival, covering several thematic areas and actions both inside as well as outside the concert venue.

SEAT global Marketing director Susanne Franz highlighted that “for SEAT, being a strategic partner of Primavera Sound goes far beyond simply sponsoring the festival. We want to create experiences, feelings and emotions for the music lovers and the people of Barcelona”. She added that “this is the perfect backdrop for creativity and sharing our youthful, innovative spirit.”

Lighting up the city’s night sky

SEAT put on a technological light show at Torre Glòries.

One of the most spectacular initiatives took place last Friday night at Torre Glòries, the city’s iconic skyscraper, where for the first time people could interact with the lighting of the façade which was synchronised with the music they were mixing live.

A robot DJ and a DJ on demand

The SEAT Village, a dedicated space inside the venue featured a new stage this year called Radio Primavera Sound. Unlike others, this stage featured many artists, as the concept was letting visitors relive the 17 years of history of Primavera Sound Barcelona by acting as DJs themselves. People choose their favourite tunes out of the festival line-up throughout the festival days, and from 1:30 a.m. onwards each day internationally recognised DJs such as Jonathan Villacaña, Karrera or Miqui Puig got the crowds dancing.

A robot DJ inviting visitors to choose songs from the festival´s historic lineup livened up the SEAT village.

The SEAT Village featured the festival’s most avant-garde musical action and technology. Barcelona is a city that promotes culture and collaborative projects, and a result of this has been a three-fold project involving SEAT, the Universitat Politècnica de Catalunya and Primavera Sound. An international multidisciplinary team integrating scientists, creatives and a professional DJ have worked together to develop an advanced robotic system which results in CB77, a DJ robot that replicates the technique of a human DJ to play the song selection made by the attendees. Besides, depending on the length of the song, the DJ robot performs different movements to motivate the public while waiting for the next track change.

Mobility to the beat of music

As a company committed to offering mobility solutions, this year SEAT aids Primavera Sound in facilitating internal mobility in a venue that is almost 3 km from end to end. For getting around the four-day festival, the brand’s contribution was a shuttle bus service inside the venue, connecting four key locations along two routes, one being the main stage which is also sponsored by SEAT.

International street art

SEAT went one step further in integrating urban art at Primavera Sound, this year involving a “line up” of 11 local and international street artists, in a move to connect with the artistic, pioneering spirit of Barcelona.

Urban art was present throughout the festival, but a key initiative was the second edition of the Barcelona Creative Wall, a collaborative work of multicultural street art on a 55 metre long wall located at the entrance to the festival in the Parc del Fòrum created by Axe Colours (Spain), Kef! (Germany), Kashink (France), TV_Boy (Italy), Paola Delfín (Mexico) and Mrcenzone (UK). Each artist had the chance to express their individual take on topics and distinctive features of the city, such as its light, culture, sound, cuisine and art.