CUPRA was founded in Barcelona and has gone on to challenge everything the car industry stood for. More than a carmaker, it terms itself a movement — a rebellious fusion of design, performance, and culture. And nowhere is that spirit more evident than in its network of City Garages, immersive spaces redefining how car brands operate in cities.
City Garages are not showrooms, but rather cultural embassies in sync with the pulse of their surroundings, blurring the lines between mobility, music, gastronomy, sport, and design. Each is conceived as part of a city’s story — a place to experience ideas and emotions as much as products. From Istanbul’s Galataport to Manchester’s St Ann’s Square, Milan’s Corso Como and others across Europe, these outposts are reshaping how people engage with brands. Sydney brings rebellious energy, Lisbon creativity, Rotterdam innovation, while Berlin, Paris, Mexico City, Vienna, Manchester and Munich extend the network into vibrant centers. Together they form an expanding ecosystem.
“CUPRA is more than a car brand – its building embassies that move cities”.
Ignasi Prieto, chief brand officer, CUPRA
By December of this year, more than 230 events had taken place across CUPRA’s City Garage network, drawing over 490,000 visitors. Collaborations with art and fashion weeks have placed CUPRA at the center of urban culture. Murals by the artist Chris Princic capture the unique identity of each city, while coworking hubs, gastronomy, and “Running Tribes” – inspired by Barcelona’s initiative of themed running events – are turning streets into communities. Every detail brings people closer to the brand’s spirit — from test drives and immersive spaces to the CUPRA Design House, a creative hub where future design and innovation come to life.
Madrid is the blueprint for that vision. Here, CUPRA’s rebellious energy meets the city’s creative soul. Visitors don’t just look at cars, they test-drive them, return for a live DJ session, drop in for an exhibition or cinema première — and keep coming back because the space is alive. It’s not on the edge — it’s part of the city’s fabric, constantly evolving with it and shaping how people connect with electrification, design, and culture.
For Ignasi Prieto, chief brand officer at CUPRA, that is the point. “CUPRA City Garages are crucial for building a truly global brand, creating spaces that embody the brand’s rebellious spirit and connect with the CUPRA Tribe through local cultural references, distinctive design, and events,” he says. “There are 12 Garages located in the heart of the most important cities for CUPRA worldwide — from Mexico City to Sydney — to build community and inspire the world from Barcelona.”
CUPRA’s City Garages are more than physical spaces. They are catalysts for change, where a brand joins the conversation on how we live, move, and create. CUPRA has already delivered more than 800,000 cars since its launch in 2018, but its ambitions go far beyond sales. Its mission is about redefining how cities evolve — where culture, mobility and creativity intersect. CUPRA is proving that a brand can fuel a cultural shift — and the City Garages are where that shift begins.
