A Sydney CBD venue was transformed into an exclusive automotive launch event on Thursday night

As people queued up outside Sydney’s Machine Hall on Thursday night, eagerly waiting for the doors to open, others walking past were left to wonder out loud: “What’s going on in there?”

Then, at 6.30 on the dot, when the doors swung open, the glowing reflection of the CUPRA logo was reflected onto the street.

The CUPRA Formentor is officially in Australia, and to celebrate the company hosted an exclusive launch party.

For one night only, CUPRA took over part of Sydney’s CBD, having promised – and delivered – an immersive event complete with major headline acts, delicious food and a dramatic reveal.

As people poured into the venue, they were met with trays of free-flowing drinks and plates of canapés made by none other than celebrity chef and CUPRA brand ambassador, Miguel Maestre.

First up on the menu were roving plates of salted cod croquettes, Catalan empanadas, and arancini balls – just to name a few.

As world-renowned DJ Anna Lunoe took to the decks, guests stood on the balcony sipping and snacking, peering down to the main event awaiting them below.

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Downstairs was a gazpacho bloody mary sashimi bar, adorned with fresh oysters, diced tuna and kingfish. Maestre himself was found at the paella station, cooking up a storm in the form of two traditional Catalan specialties.

But in the centre of the room stood the main event. Two cars shrouded in silk cloths, ready for the big reveal.

Soon enough, the time had arrived for everyone to head downstairs. The sashimi bar and paella station were immediately packed, and some let curiosity get the better of them as they strolled around the cars, wondering what was hiding underneath.

As the music quietened and the lights dimmed, everyone’s attention was turned to the front of the room where Jerome Figuiere, the Director of CUPRA Australia, stood with a microphone in hand.

He welcomed guests to the exclusive evening, thanked Maestre for the delicious spread, and explained that CUPRA is what happens when Barcelona meets an unconventional, high-performance automotive spirit.

“Under that silk, we have the boldest expression yet,” he announced.

“Sydney, this is the new CUPRA Formentor.”

Right on cue the silk was lifted from the ceiling to reveal a sleek, striking SUV.

The doors of the vehicles were opened and guests flocked to get an opportunity to sit behind the wheel.

Anna Lunoe returned to the decks, with Memphis LK taking over for the second half of the night.

The drinks continued to flow, and the paella pans were cleaned out as guests stayed long into the evening to celebrate the Australian launch of the CUPRA Formentor.