Notes from a new Specialty Coffee opening: this is AUPA
AUPA Coffee Shop from the street, 45 Rue de Bonnevoie, Luxembourg.
There’s adrenaline in the room. And coffee in the grinder. And something quietly extraordinary about the fact that AUPA Coffee is now softly open, slowly, and on purpose.
No fanfare. No big launch. The official inauguration will eventually happen - but later on. Just the doors open, a freshly designed A-frame signage on the street, a few delicious pastries, and the first coffees served with care.
A Soft Opening, by mean
If you’ve passed by recently, you’ve probably felt it - the build-up, the mood. And now it’s happening. The space has shape and some in-house made art on the wall (Yes, many talents hidden in the AUPA team, apparently). The scent of espresso fills the street and you can’t wait anymore to step inside. You, every person walking in is helping define what AUPA actually is, as much as we are.
We start with a soft opening. And we really mean it — soft. Because everything deserves time.
To settle. To be tested. To be improved. To be understood.
We’re still calibrating: the lighting, the timing, the energy of the space, the rhythm of the neighbourhood. We’re tuning in to how people arrive, how they move, when they pause, what they ask, in which language to reply. And we’re doing it with a reduced menu on purpose — so we can focus fully on the small things.
Because the small things are the big things. And we want to do them well.
The mood we’re crafting with you
AUPA is built on a simple belief: that a few things done with real intention can shift the course of your day.
Whether it’s the taste of the espresso, the feel of the ceramics, the quiet of the morning light, or the pace of the greeting — it all matters. Every detail is part of the experience. Not because we want to impress, but because we care.
Even the art on the walls — yes, we made that too, part of the same process as the menu and the space and the music. A little improvised. A little (in)precise. But fully committed and onboard.
This is a space for people who feel that too. People who enjoy thoughtful things. Who know when something has been made with attention - even when focus in not our biggest asset - hi there ADHDers!… who want their coffee not just hot — but right.
Specialty Coffee, Luxembourg style
In the past few years, Luxembourg has begun to carve out its own space in the European specialty coffee scene — and it’s beautiful to witness.
We’ve seen more local roasters, new coffee shops, and growing interest in flavour, sourcing, and story. There’s more curiosity now. More people who pause at the counter, not just to order, but to ask, “what’s in the hopper today?” or “why does this taste so smooth?”
At AUPA, we’re proud to add our voice to that scene — not the loudest, not the trendiest, but one with soul. Built slowly. Built to last.
Thank you for waiting
If you’ve sent a message on IG, walked past the glass, reposted a story, joined the AUPA Coffee Club, or simply followed along silently — thank you. That support is being truly felt. And it’s made us even more sure that this space matters.
This isn’t just our opening. It’s ours, together. Everyone who’s watched AUPA become real has been part of it already. And we want you to keep being part of it — not as customers, but as co-creators of something that still has many chapters ahead.
What luxury feels like now
We used to think of luxury as something big. Reserved. Out of reach. But we’ve learned something different here: today, luxury is space, time. Attention. Care. Slowness. Mood.
It’s a greeting that feels real.
A pour that’s balanced.
A brownie that’s still warm.
A cup that makes you pause before your first sip.
That’s what we’re trying to offer — not flash, not rush, not excess. Just calm and quality. And something you can look forward to without needing a reason.
September is a beginning
We chose this month for a reason. September always feels like a beginning — the school-year reset, the back-to-work, the new rhythm, the promise of cooler mornings. AUPA opens softly this month, and we hope to be part of your own new starts.
We’ve even made a little phone wallpaper to carry that reminder with you - if you are a AUPA Club Member, you have received it in our latest newsletter. That every sip is a beginning.
Download it. Keep it as a reminder. You are invited to make this a new beginning for you as well.
We’re here now. Serving, observing, listening, adjusting. And these are only the first few pages.
To be continued.
— Enrique De Juan
AUPA Coffee Founder
(and the vibe behind him)
AUPA Coffee terrace
Taste the difference
Whether you’re sipping slow or racing the clock, AUPA’s coffee moves with your mood. No compromise. No shortcuts. Just rich crema, bold brews, and soul in every single sip.
Want early access to new coffee drops, tasting sessions, and AUPA Club exclusives?
Join the Club.
Stay caffeinated. Stay curious.
AUPA!
Enrique de Juan Saiz is the founder of AUPA Coffee, a specialty coffee shop in Luxembourg, and a former Head Chef who believes flavour is the most powerful form of communication and care.