The Aurora returns in summer 2026 – Scandinavia’s leading automotive and lifestyle event continues to evolve
Following a record year with more than 15,000 visitors, international world premieres and a strong cultural presence, The Aurora returns to Norrviken Gardens on 26–28 June 2026. Entering its third year, the event has established itself as one of Europe’s most talked-about meeting points for automotive culture, design and curated experiences. For 2026, the event further strengthens its focus on lifestyle, art and creative expression as an integrated part of the overall experience. Early bird tickets for The Aurora 2026 are available at theaurora.com.
In a short period of time, The Aurora has become a natural gathering place for international automotive culture, bringing together collector cars, hypercars and contemporary design in a distinctive holistic setting. The renowned double concours, where classic cars meet modern hypercars, remains the core of the event, complemented by a three-day programme featuring design, fashion, art and marine elements. For 2026, these areas will be further developed with a clearer emphasis on lifestyle and art through new collaborations, a broader range of creative contributors and expanded visitor experiences. At the same time, an even stronger international presence is planned, alongside evolved formats at both Norrviken Gardens and Båstad Harbour.
Looking back at The Aurora 2025
The most recent edition featured several standout moments, including the world premiere of the Koenigsegg Sadair’s Spear, one of the event’s most widely discussed highlights. Four iconic BMW Art Cars, signed by Warhol, Calder, Lichtenstein and Koons, were presented alongside a wide selection of unique vehicles and installations in a setting where design and art took center stage.
During Saturday’s Black Tie Gala, a charity auction raised more than SEK 2 million for HRH Princess Sofia’s organization Project Playground. The evening became a focal point for philanthropy, culture and experience, with auction lots including the opportunity to acquire the exclusive BMW Speedtop, previously unveiled earlier this year at Concorso d’Eleganza Villa d’Este.
Among the concours winners were a newly restored 1968 Lamborghini Miura P400 in the Classic Car Concours and the first customer-delivered Koenigsegg CC850 in the Hypercar Concours. Beyond the concours area, The Aurora Showfield gathered more than 400 vehicles, serving as an open meeting place for enthusiasts, collectors and industry professionals.
The Aurora Talks further underlined the event’s cultural breadth, featuring participants such as Andrea Zagato, Domagoj Dukec, Armand “Mondo” Duplantis, HRH Princess Sofia and Christian von Koenigsegg. The conversations reflected The Aurora’s role as a platform where automotive culture intersects with design, innovation and social engagement.
Planned highlights for The Aurora 2026 include:
• New lifestyle and art initiatives featuring international and Nordic creatives and galleries
• An expanded and further developed Classic Car Concours
• A Hypercar Concours with new classes
• An expanded Aurora Yacht Show in Båstad Harbour
• An enhanced Aurora Talks programme with international speakers from multiple industries
• A larger and more content-rich Showfield with a focus on both vehicles and experiences
Leadership on the 2026 edition
“The Aurora has become a stage where collectors, brands, and creators tell their most important stories. 2026 will be our most ambitious edition yet,” says Filip Larsson, CEO of The Aurora.
“Our double concours is about more than cars – it’s about context. We create experiences that connect design, craftsmanship and performance. Next year, we’ll take it one step further,” says Marcus Berggren, Car Curator & Head of Automotive PR.
“Judging is strict, but the atmosphere remains welcoming. Guests can expect new classes, beautifully preserved classics, and hypercars of extraordinary rarity,” adds Michel Franssen, Concours President.
Key dates
• Event: 26–28 June 2026, Norrviken Gardens, Båstad
• Participant applications: open Q4 2025
• Media accreditation: open Q1 2026
• Partner activities: announced on an ongoing basis
Tickets
Early-bird tickets with a 20% discount are available until the end of the year at www.theaurora.se.
Hi-res images can be downloaded here
Press contacts
Trendgruppen PR
Maria Hartog-Holm, CEO & Senior PR Consultant
Tel: +46 72 924 22 10
E-mail: maria.hartog-holm@trendgruppen.se
The Aurora
Marcus Berggren
Car Curator & Head of Automotive PR
Tel: +46 707 81 40 53
E-mail: marcus.berggren@theaurora.com
About The Aurora
The Aurora is Scandinavia’s leading automotive and lifestyle event, where the world’s most significant classic cars meet the next generation of hypercars. Through partnerships with global brands and cultural figures, The Aurora continues to redefine what a modern concours can be.