Breaking boundaries: How Breach VR and Unity delivered CUPRA’s exponential experience

CUPRA, a brand synonymous with innovation and electrification, partnered with Breach VR to create the CUPRA Exponential Experience, a world-first mixed reality racing experience. This groundbreaking project allows drivers to physically pilot the CUPRA UrbanRebel electric race car while immersed in a fully virtual environment. By leveraging Unity’s advanced XR tools and Breach VR’s expertise in immersive technologies, the project overcame significant technical challenges, including real-time motion synchronization, ultra-low latency, and sensor fusion. The result was a revolutionary experience that showcases CUPRA’s commitment to innovation.

Key takeaways

• Breach VR and CUPRA created the CUPRA Exponential Experience, merging real-world driving with virtual immersion.
• Unity’s XR tools enabled ultra-low latency, motion synchronization, and real-time rendering.
• Advanced sensor fusion ensured safety by isolating head movements from car motion.
• Over 1.5 years of testing and 500 kilometers of data ensured safety and performance.

The challenge

CUPRA’s vision was to fundamentally rethink racing by merging the physical and virtual worlds. The goal was to create an experience where drivers could feel the tangible G-forces and real-world handling of the CUPRA UrbanRebel electric race car while navigating a fully immersive virtual environment. This ambitious concept presented several technical challenges:

Motion synchronization: The virtual environment needed to perfectly align with the car’s real-world movements to ensure immersion and prevent motion sickness.

Low latency: The system required ultra-low latency to maintain real-time responsiveness, especially at high speeds.

Sensor fusion: The solution had to isolate the driver’s head movements from the car’s motion while accurately tracking both.

System integration: Combining hardware, software, and automotive systems into a seamless and safe experience was critical.

These challenges demanded a cutting-edge technical stack and a collaborative effort between CUPRA, Breach VR, and LP-Research.

The solution

Breach VR, a leading XR studio based in Trondheim, Norway, collaborated with CUPRA and Tokyo-based LP-Research to bring this vision to life. Unity’s flexible engine architecture and advanced XR tools were instrumental in addressing the project’s complexities.

Key components of the solution

• Unity XR Toolkit: Enabled rapid prototyping and iteration, allowing the team to fine-tune the virtual environment for maximum immersion.
• Custom sensor integration: Unity’s extensibility allowed Breach VR to ingest LP-Research’s LPVR-DUO tracking data. This ensured precise synchronization between the car’s movements and the virtual world, isolating the driver’s head movements from the vehicle’s motion.
• Real-time rendering: Unity’s high-performance rendering engine delivered the graphical fidelity and low latency required for a seamless experience.
• Interactive feedback loop: The Unity Engine powered a two-way “Reality Loop,” where virtual events (e.g., hitting a speed boost) triggered real-world car responses, such as torque boosts or braking.

Hardware integration

The Varjo XR-3 headset was chosen for its high-resolution graphical fidelity, robust tracking capabilities, and low-latency display. This hardware was critical for delivering a visually stunning and responsive experience that matched the physical dynamics of the car.

Collaborative effort

The project was a massive, multi-year collaboration involving over 35 people, including CUPRA designers, engineers, and drivers. Breach VR provided the 3D software, design, and advanced Unity integration, while LP-Research contributed their state-of-the-art automotive tracking system.

The results

The CUPRA Exponential Experience debuted at the Exponential Impulse Event at the former Tempelhof Airport in Berlin during the ABB FIA Formula E World Championship. The experience was met with overwhelming enthusiasm from professional drivers, brand ambassadors, and VIP guests. Racing driver Klara Andersson perfectly captured the sentiment: "It's mind-blowing! I race cars for a living, but doing it in the virtual world is a whole new sensation." 

Key outcomes

• Technical excellence: The system achieved ultra-low latency and perfect motion synchronization, ensuring a safe and immersive experience.
• User sentiment: Drivers reported an unparalleled level of excitement. Racing driver Klara Andersson described the experience as “mind-blowing,” adding, “I race cars for a living, but doing it in the virtual world is a whole new sensation.”
• Global reach: The experience was tested by CUPRA CEO Wayne Griffiths, racing drivers like Klara Andersson, Adrien Tambay, and Jordi Gené, as well as brand ambassadors, including FC Barcelona players.
• Brand engagement: The project showcased CUPRA’s commitment to innovation and electrification, solidifying its position as a leader in progressive motorsports.

Safety and performance metrics

The project underwent 1.5 years of rigorous testing, processing over 500 kilometers of data to ensure absolute safety and synchronicity. The use of advanced sensor fusion and Unity’s real-time capabilities minimized the risk of motion sickness, leaving users with pure adrenaline and immersion.

The CUPRA Exponential Experience represents a groundbreaking achievement in mixed reality and automotive innovation. By leveraging Unity’s advanced XR tools and Breach VR’s expertise, the project successfully merged the physical and virtual worlds, delivering a safe, thrilling, and immersive experience.