Engines of society - Sebastian Jacqué

In the fast-evolving world of electronic music festivals, few names stand as synonymous with passion, innovation, and drive as Sebastian Jacqué. As the co-founder and managing partner of Luxembourg Open Air (LOA), Sebastian's journey mirrors the evolution of his festival—a blend of performance, bold design, and cutting-edge technology that pushes boundaries while honoring tradition.

Much like the CUPRA Formentor, which embodies innovation, precision, and cutting-edge design, Sebastian's approach to LOA reflects a deep commitment to shaping unforgettable experiences.

The road to Luxembourg Open Air

We meet Sebastian on a grey, rainy morning, the dull weather in stark contrast to the vibrant energy and drive that he brings to everything he does. Behind the wheel of the all-new CUPRA Formentor, the first of its kind to arrive in Luxembourg, he reflects on his journey from festival co-founder to industry leader. His evolution, much like the Formentor’s design and performance, speaks of ambition, adaptability, and precision—a commitment to pushing boundaries with every decision and every turn of the wheel.

Sebastian’s story is one of determination, creativity, and a willingness to take risks. With an academic background in international relations, his early career might have led him on a path of corporate diplomacy or international politics, but his passion for music and culture ultimately brought him back home to Luxembourg.

This love for music, combined with a deep desire to create something fresh, led him to co-found LOA in 2019. What started as a single-day event focused on electronic music has now blossomed into one of the most anticipated festivals in Luxembourg, attracting over 15,000 attendees from all over Europe each year. Just like the Formentor’s evolution, from its hybrid engine options to its refined performance modes, Sebastian’s journey has been about adapting to change while staying true to the core values of creativity and excitement.

"We wanted to create something unique, a festival that blends international talent with the energy and spirit of Luxembourg, " Sebastian reflects, eyes on the road as we journey through the streets of Luxembourg. "In many ways, the essence of what we’ve built here is similar to a carefully crafted experience—there’s a balance between power and elegance, precision and passion. Every decision we make, from the lineup to the setup, is designed to ensure that people feel the energy and excitement we’ve worked hard to create."

Much like the CUPRA Formentor’s finely tuned suspension system, which adapts to different road conditions, the festival’s success hinges on its ability to be dynamic while retaining its unique character.

A drive to the heart of LOA

As we drive towards Esch-Belval, a location that has become almost synonymous with LOA, the Formentor’s sophisticated design and performance continue to resonate. With its sharp, dynamic front end, the Formentor cuts through the landscape with precision, much like how LOA makes its mark on Luxembourg’s cultural scene. "Esch-Belval is symbolic for LOA, " Sebastian says. "It’s a place of transformation. Much like the festival itself, it embodies the spirit of growth and renewal."

The Formentor’s adaptive systems seem to mirror how LOA has evolved over the years. "Just as this place has adapted to the times, we’ve continuously redefined the festival. The challenge is ensuring everything runs smoothly while also staying true to the core principles that made us who we are in the first place, " Sebastian adds. "That’s the same approach we take—adapting to what’s ahead while keeping our roots firmly planted in our heritage." The Formentor, with its advanced adaptive chassis control, responds to different driving conditions, just as LOA continues to evolve while honoring its roots.

Performance meets precision

The CUPRA Formentor offers a thrilling driving experience and Sebastian starts to draw parallels to the festival. "The way we approach the festival is similar to navigating through unfamiliar terrain. There’s always a need for adaptability, for responding to changes in the environment, and adjusting to ensure you’re always in control. And, just like running an event of this scale, it’s all about having the right balance between performance and comfort." The Formentor’s high-performance engines, like the 2.0 TSI delivering up to 333 horsepower, provide a thrilling experience while maintaining full control, just as the careful curation of the festival lineup gives guests a dynamic, unforgettable experience.

"We try to create an experience that’s immersive and responsive, " he continues. "The festival must resonate with people, just as a well-designed vehicle responds to the driver’s needs. Every year, we learn from past editions and improve upon them, just like how one might refine the driving experience over time."

The Formentor’s 4Drive system, ensuring optimum traction and stability, mirrors the meticulous planning behind LOA’s execution, where every detail works seamlessly to create a flawless experience.

The power of teamwork

As any festival organizer knows, the path to success isn’t always smooth. Sebastian emphasizes the importance of support systems in maintaining balance. "The team at LOA is like the inner workings of a well-oiled machine. We lean on each other, whether it’s for creative input or handling the inevitable challenges that come our way, " he says, his voice reflecting the depth of appreciation for the people who have helped shape LOA. "Having a solid support system allows us to push forward and face the unknown with confidence. That’s something I’ve always valued—having people who believe in the vision and who are willing to put in the work to make it happen."

This sense of support became even more crucial during the challenges posed by the COVID-19 pandemic. "COVID was a moment of uncertainty for all of us, but it also brought clarity. It taught us the value of adaptability, " Sebastian explains. "We couldn’t have moved forward without our team and community."

"In a way, it’s like driving a performance vehicle with a strong support system that keeps you on track when conditions change." Similarly, the Formentor’s driving assistance systems, such as the adaptive cruise control and lane-keeping assist, provide support to ensure a safe and smooth journey. The Formentor’s robust braking systems, with options like the Brembo or Akebono performance brakes, ensure a smooth ride even under challenging conditions, much like how LOA’s team supports each other through every hurdle.

Work-life balance vs. rush of organizing

Another critical aspect of Sebastian’s leadership is work-life balance, something that’s often difficult to achieve in a fast-paced, high-stakes environment like festival organization. "It’s easy to get lost in the chaos of it all. But for me, it’s important to step back, recharge, and spend time with loved ones, " he shares. "Running a festival like LOA is a full-time commitment, but you can’t be at your best if you don’t make time to disconnect and take care of yourself."

The pandemic has also given him time to reflect on this balance. "We’ve had to rethink how we work and how we engage with the people around us, " Sebastian says. "We’re all figuring out new ways to work, to stay connected, and to keep pushing forward in ways that don’t burn us out." Just like the Formentor’s ability to seamlessly transition between city driving and sport mode, balancing personal and professional life requires adaptability to changing conditions.

Sebastian thrives on the dynamic nature of organizing large-scale events. "There’s an undeniable excitement in orchestrating an event where every detail contributes to a larger-than-life experience, " he shares smilingly. "It’s the rush of keeping everything moving, making adjustments in real-time, and feeling that adrenaline surge when everything aligns. It’s a bit like navigating a high-performance vehicle—responsive, exhilarating, and always pushing forward." The Formentor’s acceleration from 0 to 100 km/h in just 4.9 seconds reflects that same thrilling rush of organizing and adapting on the fly.

Embracing the future

Sebastian’s journey with LOA has been as much about personal growth as it has been about the festival itself. "When I look back at where we started and where we are now, it’s not just about the festival—it’s about what I’ve learned along the way. Leadership, resilience, adaptability. These are the qualities that have shaped the way I approach everything now, " he says thoughtfully. "LOA has taught me a lot about how to balance vision with execution, and how to be persistent even when things aren’t going as planned."

Just like the Formentor’s ability to continuously evolve, with improved engines and driving technologies, Sebastian’s leadership has grown and adapted, leading LOA to even greater success.

As we continue our journey, Sebastian’s vision for the future of LOA becomes clearer. "The future of the festival is about embracing change, fostering creativity, and continuing to push the boundaries of what is possible, " he says. This echoes the CUPRA Formentor’s commitment to pushing the limits of innovation—whether it’s with its next-generation powertrains or advanced driving assistance systems like adaptive cruise control, lane-keeping assist, and traffic sign recognition.

Sebastian’s vision for LOA is to continue integrating innovative technologies, like immersive experiences and interactive features at the festival. In the same way that the Formentor evolves with the latest tech, LOA’s growth will continue to be driven by creative solutions that engage the audience in fresh and exciting ways.

"And looking ahead, there are some exciting developments on the horizon for LOA, " Sebastian adds with a smile. "We’ve got some amazing things in the works, and we can’t wait to share them with our community. It's not just about the festival growing but evolving in new and innovative ways. We’re exploring new formats, partnerships, and experiences that will bring even more energy and creativity to LOA."

The journey continues

Just as the CUPRA Formentor leaves an impression on anyone who drives it, so too does LOA, under Sebastian’s leadership. Both are emblematic of a forward-thinking society, eager to embrace innovation while celebrating its rich cultural heritage.

Sebastian Jacqué’s journey with LOA is not just about creating an event—it’s about creating an experience that resonates on a personal level. It’s about blending the spirit of creativity and innovation, much like the Formentor’s unique designand exceptional driving experience, which embody a commitment to both performance and sustainability. Much like the Formentor, LOA reflects a pursuit of excellence, pushing the boundaries while keeping an eye on the future.

In the end, Sebastian’s story is a testament to what can be achieved when passion meets innovation. Whether leading a transformative festival or driving a high-performance vehicle like the Formentor, Sebastian and the CUPRA Formentor share a vision for the future—one where boundaries are meant to be pushed, and excellence is always the goal.