CUPRA Opens Stylish City Garage in Berlin’s Vibrant Am Tacheles District

CUPRA Opens Stylish City Garage in Berlin’s Vibrant Am Tacheles District

(IN BRIEF) CUPRA, the Spanish automotive brand, has expanded its global presence by opening a new CUPRA City Garage in Berlin’s lively Am Tacheles district. The launch event celebrated the connection between Berlin and Barcelona, two cities known for their culture, art, and design. CUPRA’s City Garages are unique spaces in iconic locations worldwide, designed to connect with local culture, host events and exhibitions, and support local talent and collaborations. The Berlin location, designed by Herzog & de Meuron, aims to fuse Barcelona and Berlin’s essence by combining urban art, music, and open space. This expansion reflects CUPRA’s ongoing global growth, with plans for additional City Garages in cities like Paris and continued expansion into North America.

(PRESS RELEASE) BERLIN, 30-Sep-2023 — /EuropaWire/ — CUPRA’s unstoppable impulse continues to grow with the opening of its latest CUPRA City Garage right in the heart of Berlin Mitte’s vibrant Am Tacheles district, an emblematic location well-known for its cultural and artistic history. To celebrate the launch, CUPRA hosted an event within the new space last night, marking the bond between Berlin and Barcelona, two cities that are synonymous with architecture, art, culture and design.

“Germany is our largest market, making Berlin a natural choice to open our latest CUPRA City Garage. With every opening we bring a little bit of our hometown to these spaces. We want to inspire the world from Barcelona, and our journey has taken us to destinations across the globe like Mexico, Australia and different locations in Europe. Now, the time has come to bring this experience to Berlin” said Wayne Griffiths, CEO of CUPRA.

Since starting operations five years ago, CUPRA has stood out for its unconventional way of doing things, and the CUPRA City Garages have become key elements in the brand’s strategy. With the City Garages, CUPRA wants to connect with the cities and their culture, hosting events and exhibitions as well as contributing to developing new local talents and collaborations. These new spaces, located in exclusive and iconic hotspots of top cities worldwide, allow the brand to offer an unconventional and unique customer experience, putting people at the centre of its distribution strategy.

Connected to the city

Tacheles is the ideal location to launch the brand’s new CUPRA City Garage. After the reunification of Germany, Tacheles‘ history revolves around a handful of visionaries determined to transform it into a hub for art, music, and events, preventing its potential demolition. Their journey was marked by unwavering belief, authenticity, and a straight-forward attitude. In German words: “Lass Tacheles reden”.

And that is what makes CUPRA and the legend of Tacheles a perfect match. Both have been shaped by the passion of a dedicated few. While CUPRA is not just another car brand, but a symbol of a unique lifestyle steeped in emotion, performance, design, art, and music, Tacheles has stood as an emblem of perseverance and artistry. And the CUPRA City Garage in Berlin has the ambition to be a hub of inspiration, reflecting the essence of both Barcelona and Berlin, and serving as a nexus for music, art, and events.

Designed by the architectural firm Herzog & de Meuron, the new CUPRA City Garage Berlin combines urban art and Berlin’s music, with an open space that extends over two levels with a total area of 500 square meters.

“Berlin has an incredibly diverse and lively club culture and a large artistic scene. We want to bring the spirit of the city into our CUPRA City Garage and, together with the spirit from our hometown Barcelona, set new impulses,” said Bernhard Bauer, Managing Director of CUPRA Germany.

The brand is already collaborating with its new neighbour Fotografiska, the Swedish Museum of Modern Photography. Further local partnerships will follow, so that the space will become a place where Barcelona’s distinctive style blends with Berlin’s, creating a dynamic fusion of music, art and events.

CUPRA’s global expansion

The growing number of CUPRA City Garages worldwide reflects the brand’s ongoing globalization. Following Mexico City, Munich, Milan, Lisbon, Rotterdam, Sydney and now Berlin, CUPRA continues to inspire the world from Barcelona with the upcoming inauguration of CUPRA City Garage in Paris, among others to come.

Since the brand was launched in Australia in 2022, CUPRA’s growth has gone from strength to strength, and in the first half of the year the brand expanded operations to countries including Morocco, Egypt and Tunisia. The challenger brand is also working on its entry into North America as part of its expansion strategy.

In addition, CUPRA continues to reach new heights in 2023. The brand has delivered 150,000 cars so far this year, 60% more than in the same period in 2022. Since its creation in 2018, the brand has sold more than 400,000 vehicles. CUPRA’s ambition is to sell 500,000 cars per year in the midterm.

Media Contact:

Ezequiel Avilés
Strategic Communications & Reputation
T / +34 646 303 738
ezequiel.aviles@seat.es

Jan Conesa
Strategic Communications & Reputation
T / +34 650 659 096
jan.conesa@seat.es

SOURCE: SEAT, S.A.