This initiative goes far beyond the mere presentation of cars, transforming this space into an immersive experience where automotive innovation blends harmoniously with the cultural richness of the Spanish capital.

More than a showroom

In addition to the cars displayed on the first floor, the first floor of the city garage welcomes you a collection of works of art, which features a wonderful sculpture and mural by the famous artist Chris Princzyk. Cristina Val-Losada, director of the Cupra City Garage in Madrid, emphasizes the brand’s desire to strengthen ties with the city by integrating artistic and cultural elements into this space. Cupra’s impact on Madrid goes beyond the cultural sphere. As the SEAT Embassy in the Spanish capital, Currently, the offices of the company’s institutional relations department are located in the city garage. This makes it a unique place for meetings and exchanges, bringing together companies and institutions, and thus becoming a space for dialogue on mobility issues. However, the uniqueness of the experience that City Garage offers is not limited to art and automotive aesthetics. The integration of B-Lab’s Cupra Mad Room, Europe’s revolutionary immersive reality room open to the public, adds a technological and futuristic dimension to this set.

Ninth city garage

The grand opening of this ninth urban garage in Madrid is not only a physical expansion, it also strengthens the brand’s global presence. With City Garages already established in megacities such as Mexico City, Milan, Munich, Lisbon, Rotterdam, Sydney, Berlin and Paris, Cupra continues its globalization strategy and consolidates its growing influence. Cupra’s expansion plans, with the planned opening of new garages in the city, speak volumes for the brand’s continued growth. These initiatives are not limited to physical expansion, but also reflect Cupra’s vision of creating spaces that are much more than just car showrooms. Rather, these urban garages are designed to become cultural and technological hubs, establishing meaningful connections between the brand and the world. An urban garage in Madrid, for example, is to be transformed into a global showcase for innovation, art and mobility. In this way, it becomes much more than a simple exhibition space, but rather a nerve center where creativity, technology and mobility converge. This transformation clearly and tangibly symbolizes Cupra’s unwavering commitment to the continuous development of the automotive industry.

In this way, Cupra aims to establish a deeper connection with its global audience. Urban garages become platforms to spread the brand’s vision, highlighting not only its achievements in automotive design, but also its commitment to innovation and sustainability. This holistic approach reflects a conscious understanding of the rapid development of the automotive industry and the need to keep pace with changing consumer expectations.

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