The World’s most exclusive cars meet design – The Aurora returns to Båstad this June
From June 27–29, The Aurora returns to Norrvikens Trädgårdar in Båstad – a world-class Scandinavian lifestyle and automotive event where design, innovation, and experience converge. After last year’s success with over 10,000 visitors, this year raises the bar even higher, aiming for 15,000 guests. On-site, visitors can expect 350 cars – and new for this year: The Aurora Yacht Show.
The initiative is driven by passionate co-founders looking to showcase Scandinavia’s automotive gems to a global audience, including names like Koenigsegg and MOTIKON. CEO Filip Larsson has, in a short time, established The Aurora as Scandinavia’s most forward-thinking event of its kind.
“The Aurora is a festive gathering with international flair – where performance and aesthetics meet creativity and community. Our goal is to inspire – not just car lovers, but anyone who appreciates design, innovation, and forward thinking,” says Filip Larsson, CEO and founder.
Design, Expression, and Creative Encounters
This year introduces a new lifestyle area, where guests will encounter contemporary expressions in design, technology, and future visions – all within a relaxed yet curated setting. The space will host pop-ups, installations, and unexpected collaborations that merge aesthetics with innovation. Several new internationally rooted features are in development and will be announced leading up to the event.
Car Culture Reimagined – Where Art Meets Performance
Four original works from BMW’s legendary Art Car Collection will be on display – rolling masterpieces signed by art icons such as Jeff Koons and Roy Lichtenstein. These works are rarely shown in Scandinavia, making this a landmark addition that helps place The Aurora firmly on the global map.
At its core, The Aurora remains a Concours – a beauty competition for automobiles where hypercars and classics meet in a curated showcase. Swedish manufacturer Koenigsegg will, of course, be a highlight. Over 350 vehicles will be exhibited, with around 50 competing in the Concours. Collectors, designers, and enthusiasts from around the world travel to Båstad – both as exhibitors and guests.
Sunday shifts focus to families, with dedicated activities for children.
The Aurora Yacht Show – A World-Class Harbour Experience
In Båstad’s harbour, world-class yachts and boats will be on display. Luxury vessels never before shown in Scandinavia will be present, including the launch of entirely new yachts during the event.
All in all, The Aurora 2025 is a vibrant stage for spectacular vehicles, contemporary culture, and creative exchange. With a focus on cars, boats, design, and future-facing conversations, Scandinavia’s most innovative lifestyle event continues to grow – leaving an ever-stronger mark on both the international stage and Båstad as a destination.
Tickets for The Aurora are available HERE.
High-resolution press images are available HERE.
For further information and interview requests, please contact:
The Aurora
Amanda Bonnier, Head of Communication and PR
Phone: +46 73 321 19 61
Email: amanda.bonnier@theaurora.com
Marcus Berggren, Head of Automotive PR
Phone: +46 70 781 40 53
Email: marcus.berggren@theaurora.com
Trendgruppen PR
Maria Hartog-Holm, Senior PR Consultant & CEO
Phone: +46 72 924 22 10
Email: maria.hartog-holm@trendgruppen.se
About The Aurora
The Aurora is a new and exciting concours event – a celebration of both classic and cutting-edge cars, with a strong lifestyle focus. The first edition took place in 2024, and now the event is shifting gears for an even more ambitious 2025.
Set against the stunning backdrop of Norrvikens Trädgårdar, this three-day gathering offers a meticulously curated experience where some of the world’s most exclusive vehicles meet top-tier brands from design, art, gastronomy, fashion – and now, the world of yachts. Learn more at https://www.theaurora.se