Image Courtesy of CUPRA.
Christian Bracht: How do you infuse the vibrant spirit of Berlin’s club culture and artistic scene into the design and atmosphere of the CUPRA City Garage, creating a unique connection between automotive culture and urban creativity?
Wayne Griffiths: The first element we’d aim to incorporate into our curiosity garage is CUPRA itself, followed by the essence of Barcelona, as we seek global recognition as a brand. Currently, CUPRA City Garages are present in seven major cities, such as Mexico City, Munich, Milan, Lisbon, Rotterdam, Sydney and now, Berlin, each with distinct architectural characteristics. While many are housed in historic buildings, the Berlin location is unique as it’s a blend of modern and historical elements.
CB: To what extent does the interior design, marrying high design standards with sustainability, contribute to crafting an inspiring and eco-conscious space in the CUPRA City Garage?
W: Respecting the environment and our surroundings is paramount. Although this is a contemporary space, we’ve made efforts to pay homage to its history.
Images Courtesy of CUPRA.
CB: Can you share insights into some noteworthy features or materials used, particularly in terms of sustainability?
W: Our approach emphasises using only essential materials, often highlighting natural elements. Concrete is a prominent material in our design, echoing our corporate identity and symbolising our brand with copper accents. Sustainability is also a key focus, both in our garage design and in our vehicles. We prioritise the use of recycled materials wherever possible. This isn’t your typical automotive showroom; it’s a unique and inviting space.
CB: Given this setup, can you tell us about any upcoming events or activities planned for this location?
W: Our vision is a fusion of two essential components found across all our gallery spaces. Some activities will be organised centrally, while others will showcase our exclusive partnerships and assets. For instance, we collaborate with a socially active graffiti artist, TV Boy, who makes bold statements through his art. His work will be featured not only here but also in our other city garages. While this isn’t your conventional car showroom, we’ll still introduce visitors to our latest models, like the Dark Rebel design concept, offering a glimpse into our future endeavours. Additionally, we’ll showcase various design and urban culture assets we’ve acquired, such as our involvement with football clubs and events like the Barcelona Primavera Sound music festival, highlighting our commitment to urban culture and creativity.
