Seven SUVs. One Orchestra. Zero Ordinary Launches.
Lucid just rewrote the EV reveal playbook.
Instead of a press conference, the company staged a live orchestral performance inside Berlin’s iconic Tempodrom. The event, called The Seven Suite, placed the new Lucid Gravity SUV at the center of a cinematic music experience just days before the city’s global film crowd arrived.
More than 300 guests from film, media, culture, and business attended. And yes — the cars were part of the performance.
Inside The Seven Suite
At the heart of the venue, Lucid arranged seven Lucid Gravity SUVs in a circle. Inside that circle, a live ensemble performed an original seven-movement composition.
Award-winning French-American composer Uèle Lamore led the piece. She blended orchestral precision with modern electronic elements. As the music unfolded, lighting and spatial design reshaped how the audience experienced sound.
Meanwhile, 14 prominent European cinema figures — including Diane Kruger and Edin Hasanovic — sat inside the vehicles’ front trunks, or frunks. Their placement turned the Gravity’s design feature into part of the artistic installation.
Sound moved. Light shifted. The vehicles anchored the space.
Lucid didn’t just display the SUV. It integrated it into the architecture of the performance.
More Than a Car Reveal
Lucid framed the evening as cultural authorship, not marketing. The brand aimed to explore how advanced electric performance can feel emotional, not just technical.
The Lucid Gravity itself reflects that philosophy. The SUV offers seating for up to seven passengers, high performance output between 418–617 kW (568–839 PS), and a WLTP range of up to 748 km depending on configuration.
Lucid builds the Gravity alongside the Lucid Air in vertically integrated factories in Arizona and Saudi Arabia. The company continues to position itself as a technology-driven EV leader focused on efficiency, space, and performance.
Why It Matters
Automakers usually launch products with specs and slides. Lucid chose strings and stagecraft instead.
By merging cinema, architecture, and electric mobility, the brand aligned itself with creativity rather than convention. In Berlin — Europe’s film capital — that message resonated.
Lucid didn’t just present an SUV. It staged an atmosphere.
