CUPRA lands in Paris with opening of new City Garage

  • CUPRA opens its first CUPRA City Garage in France in one of Paris’s most iconic locations on Boulevard de la Madeleine
  • The brand celebrates the opening through a collaboration with renowned French pastry chef and CUPRA ambassador Jeffrey Cagnes
  • The eighth CUPRA City Garage follows the recent opening in Berlin in September, with the next set to open in Madrid in early 2024 

CUPRA has landed in Paris to add a new impulse to the city’s exciting cultural and culinary scene with the opening of its first CUPRA City Garage in France.  Located on the iconic Boulevard de la Madeleine, known for its status as a hotspot for fashion and design in the French capital, the City Garage is situated in the perfect neighbourhood.

To celebrate the launch of its eighth City Garage, CUPRA hosted an event within the new space. The inauguration featured a collaboration with new CUPRA ambassador, the French pastry chef Jeffrey Cagnes, who created for the occasion specially themed pastries that echo the brand’s Mediterranean origins. Cagnes will have a permanent patisserie at the Paris CUPRA City Garage. Live music was provided by Lous and the Yakuza and top DJ Stella Bossi took to the decks to play an exclusive set.

Guests were treated to a glimpse of the brand’s first electric SUV, the CUPRA Tavascan, that took centre stage inside. The CUPRA Tavascan will be on display at the City Garage for a further three weeks after the opening.

“Opening our first CUPRA City Garage in France represents a real milestone for the brand. Paris is one of the world’s most emblematic cities and at the heart of European culture. It has many connections with our hometown of Barcelona through its obsession with design, architecture and gastronomy. Paris is also a city of ideas with a long non-conformist tradition, which perfectly aligns with the CUPRA brand”, said Wayne Griffiths CEO of CUPRA.

Jeffrey Cagnes and CUPRA: An uncompromising spirit of innovation

CUPRA shares a common passion with its new Tribe member Jeffrey Cagnes: the uniqueness of bold design and a desire to surprise and challenge expectations. Renowned as a leading visionary in new French pastry, Jeffrey Cagnes shares CUPRA’s rebellious spirit.

CUPRA City Garages expand worldwide

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 iconic areas of top cities worldwide, allow the brand to offer an unconventional and unique customer experience, putting people at the centre of its distribution strategy.

CUPRA’s international expansion continues at pace. The brand has opened CUPRA City Garages in Mexico City, Milan, Munich, Lisbon, Rotterdam and in Sydney, and recently added another in Berlin. Madrid is set to follow Paris and host the next CUPRA City Garage in early 2024.

The continuing expansion of CUPRA’s network of CUPRA City Garages coincides with the release of record-breaking sales figures for the brand, which has already sold over 450,000 cars since its launch in 2018.