The Aurora 2026 introduces new programme elements – The Aurora Symphony and The Aurora Luminaries
The Aurora is an international lifestyle and automotive event that brings together some of the world’s most spectacular cars in a setting defined by design, culture and gastronomy at Norrviken Gardens in Båstad taking place June 26-28. In a short time, the event has established itself as an international meeting place where a world-class automotive scene meets a broader contemporary lifestyle scene. When The Aurora returns in June, the experience will be further expanded through new programme elements and experiences – including the sound experience The Aurora Symphony and The Aurora Luminaries, a new jury of content creators.
For the third year in a row, enthusiasts, collectors, partners, media and the public, will gather in Båstad for a weekend where cars meet design, culture and contemporary lifestyle in a wider context.
– The Aurora is about more than just cars. We want to create an experience where automotive meets culture, design and people. With this year’s new programme elements, we continue to develop the event and broaden the experience for both participants and visitors, says Filip Larsson, CEO of The Aurora.
The Aurora Talks expands to three stages
The Aurora Talks is an interview concept open to the public, which has previously attracted speakers such as athlete Mondo Duplantis, Princess Sofia of Sweden and chef Björn Frantzén. The popular concept will expand from two to three stages, with Ravinen Cultural Centre added as a new venue.
During the event, speakers and spokes people from across the worlds of automotive, lifestyle, fashion, art, gastronomy, sport, music and film will gather. The Aurora Stage will host a broad programme of talks, while the Showfield Stage offers a more spontaneous interview format with spokes people and selected cars directly from the event area. At Ravinen Cultural Centre, the focus will be on in-depth conversations within design, culture and business.
The Aurora Luminaries – a new jury of digital creators
Alongside The Aurora Concours and its internationally recognized jury, The Aurora 2026 also introduces The Aurora Luminaries – a jury consisting of three content creators.
The Aurora Luminaries will take place on Friday, June 26, and will be one of the first highlights of the event. Each creator will define their own criteria, select three favorite cars and share their choices on social media, before the finalists are presented on the main stage, and an overall winner is announced.
While The Aurora Concours Jury operates within a more traditional and formal framework, the Aurora Luminaries offers a freer perspective where beauty, appeal and presence are in focus. The initiative strengthens audience engagement and opens the event to new target groups.
The Aurora Symphony
The programme will also feature the new The Aurora Symphony, where the sound of ten supercars and hypercars comes together in a unique audio experience.
– Using the engine sounds from these extraordinary machines to create a powerful sound experience is something that has never been done before. It will be an exceptional fusion of technology and passion that will truly elevate the event in Båstad to new heights, says Ronnie Gustafsson, the automotive enthusiast behind The Aurora Symphony 2026.
Partners and international brands
During the Aurora 2026, several international brands are strengthening their presence. Ferrari will, among other things, present the Casa Ferrari concept in Scandinavia for the first time, allowing visitors to experience the Ferrari universe – from current models to classic and unique cars.
Several international automotive brands are also confirmed as special exhibitors in 2026, including Nardone, McMurtry, Dallara, Praga, RML, Encore and Brabus.
The Aurora also continues its collaboration with several long-term partners. BMW Group and J.P. Morgan Private Bank return as main partners, while Koenigsegg continues as Hypercar Partner and MOTIKON as Classic and Sports Car Partner.
– We are proud sponsors of The Aurora for the third year in a row. Here, we celebrate innovation and Nordic heritage while reaffirming our commitment to the region. At J.P. Morgan Private Bank, we stand alongside our clients and their passions. The Aurora is the very embodiment of that commitment, says Oscar Forsberg, Market Manager at J.P. Morgan Private Bank.
Hästens and The Macallan also continue their partnerships, with Hästens highlighting its philosophy around sleep and The Macallan further expanding its presence at Norrviken Gardens.
In addition to the concours programme and partner activities, additional exhibitors and partners contribute to the weekend programme. Vogue Scandinavia also returns as official media partner and will host a lounge on-site, featuring international brands and profiles within fashion, sport and lifestyle.
The Aurora 2026 takes place on 26–28 June at Norrviken Gardens in Båstad. For more information and tickets, visit www.theaurora.se
High-resolution press images are available here.
Press contacts
Trendgruppen PR
Maria Hartog-Holm, CEO & Senior PR Consultant
Tel: +46 72 924 22 10
E-post: maria.hartog-holm@trendgruppen.se
The Aurora
Maria Giertz, Head of Marketing & Communications
Tel: +46-70 999 80 38
E-post: maria.giertz@theaurora.com
The Aurora
Marcus Berggren
Car Curator & Head of Automotive PR
Tel: +46 707 81 40 53
E-post: marcus.berggren@theaurora.com
About The Aurora
The Aurora is an international event where automotive culture and lifestyle meet, bringing together classic collector cars and modern hypercars in a curated concours setting. Through collaborations with international brands and profiles, a holistic experience is created that redefines what a modern concours can be.
With a unique format where heritage and innovation are presented side by side, The Aurora has become one of Europe’s most recognised reference points for automotive culture and design.