MADRID CITY THE WORLD’S LARGEST READ MORE READ MORE THE CUPRA CITY GARAGE MADRID IS A TRIBUTE TO THE SPANISH CAPITAL AND ITS DIVERSITY, LAUNCHED WITH THE GOAL OF CONNECTING WITH MADRID’S LIFESTYLE AND LINKED TO THE CITY’S CULTURAL AGENDA CUPRA landed in Madrid this winter with the opening of the world’s lar-gest City Garage, an innovative and disruptive space located at calle Se-rrano 88, in the heart of the Salaman-ca neighbourhood. The City Garage pays tribute to Madrid and its diversity and coincides with the brand’s sixth anniversary. Linking itself to the Madrid’s cultural agenda, the City Garage connects with the city’s lifestyle through art, music, gastro-nomy and sport. The inauguration event of this new space in Madrid combined institutional formality with the disruptive attitude, rebellious spirit and uncon-ventional mentality of our brand. The opening of the CUPRA City Garage in Madrid was held after a 2023 of record figures, in which CUPRA has strengthened its position as one of the fastest growing automotive brands in Europe thanks to the solid results obtained in key markets. TV and radio presenter David Broncano was the master of ceremonies for the event, which included the participation of CUPRA CEO Wayne Griffiths; Jordi Hereu, Minister of Industry and Tourism of Spain; José Luis Martínez-Almeida, Mayor of Madrid; and Jaume Collboni, Mayor of Barcelona. “Opening the world’s largest CUPRA City Garage in Madrid is the best way to celebrate our sixth anniversary. This space is our tribute to the capital, its people and its diversity. It represents CUPRA’s growth and our connection to Madrid, one of the most dynamic, transgressive and cosmopolitan cities in Europe,” said Wayne Griffiths. THE EMBASSY OF OUR BRANDS The new CUPRA City Garage in Madrid will also be SEAT S.A.’s embassy in the heart of the capital and will house the company’s Institutional Relations offi-ces. It will be a place for the exchange of ideas and business, hosting companies and institutions, and a space to identify creative solutions to the city’s mo-bility needs through collaboration and innovation. “SEAT S.A. is the company that manages institutio-nal relations for SEAT and CUPRA, as well as for the entire Volkswagen Group in Spain. It therefore makes perfect sense that the institutional team is also here. Madrid is the capital of Spain and where 90% of the decision centres are located at a business and po-litical level. And we will make it possible from this emblematic and disruptive space in the city centre,” commented Cristina Vall-Llosada, Director of the CUPRA City Garage Madrid. A REBELLIOUS AND LIMITLESS INTERIOR DESIGN The design of the space combines Mediterranean sophistication with the roguish essence of Madrid. There is a striking presence of Madrid granite, a ma-terial of great heritage value in the city, across se-veral spaces and features of the City Garage. The new space has 1,369 m2 of surface area distributed over two floors. The first floor houses an exhibition area, an open space for the City Garage and insti-tutional relations team, and a restaurant space, with an extensive menu that ranges from breakfast to af-terwork, including lunch or brunch, where the trans-gressive and the traditional merge. The first floor also features two works of art that reflect the spirit of CUPRA: a copper-coloured sculp-ture in the shape of a wave and a mural by artist Chris Princic (&thankyou). In addition, the mural contains specific references to some of Madrid’s most famous landmarks: the Cibeles fountain, the equestrian sta-tue of Carlos III in Puerta del Sol, various urban mor-phology grids and even a cat, a clear homage to the people of Madrid over more than three generations, popularly known as ‘gatos’, or ‘cats’. The space also contains a work of unknown authorship made during the inauguration that has been preserved... because we are rebels! The most experiential area is located on the -1 floor. Here are the auditorium, a multipurpose space in which to give presentations, and the CUPRA Mad Room by B-Lab, the first immersive reality room in Eu-rope open to the public, capable of hosting 360-de-gree projections. The two floors are connected by a large vertical garden that brings an organic touch to the space and occupies one of the main walls of the space. CUPRA’S UNSTOPPABLE IMPULSE CUPRA employs unconventional sales formulas to reach new people and push the brand beyond the traditional. A disruptive distribution strategy that aims to expand the brand to new markets with tools such as City Garages, exclusive headquarters that go far beyond the concept of a traditional dealer-ship. They are places to live the brand with unique experiences: trendy music, art exhibitions, exclusive events, enjoyable spaces and food offer of its bar or lounge, or learn about all collaborations with part-ners who share the values of our brand. The CUPRA City Garage in Madrid is the ninth to open, following those in Mexico City, Milan, Munich, Lisbon, Rotter-dam, Sydney, Berlin and Paris. The network will con-tinue to grow this year with new openings, such as those in Vienna, Istanbul and Manchester, providing a further impulse to the globalisation of the brand through a groundbreaking model. — The CUPRA City Garage in Madrid is located in the heart of the Salamanca neighbourhood, in Calle Serrano, one of the capital’s most emblematic streets.