Earlier this month, CUPRA joined a flock of furniture, architecture, and fashion designers at Milan Design Week 2025. While automotive brands have been gaining a bigger presence at the fair, it wasn’t cars that were the focus of its presentation but instead the shining new CUPRA Design House.
Having announced the latest division last week, the Italian fair gave CUPRA the opportunity to showcase its debut creations to the public first-hand and, naturally, in its typical rebellious style. Set outside the CUPRA City Garage in Piazza Aprile XXV, the pop-up came together with a series of angular black boxes erected amongst a Piazza of historical facades, highlighting the arrival of futuristic innovation and creativity.
In the five structures lay the initial prototypes from each of the brand’s defining pillars: CUPRA Collection, CUPRA Collabs, and CUPRA Beyond. The first, CUPRA Collection, was revealed with its first in-house designed active wear range, offering a closer look at the second-skin material built with Adaptive Knitting technology. Continuing on the theme of wearable design, the new Zellerfeld 3D printed sneaker under its CUPRA Collabs umbrella was also displayed, while the sleek new lounge chair outlined the ways that the brand was pushing the envelope through CUPRA Beyond.
Browsing the striking displays, the outdoor showcase proved to show how the new CUPRA Design House is embracing the technical advancements of the automotive brand to create an inspiring yet accessible library of products. And, as onlookers explored the installation outside, COO Cécilia Taïeb led several talks inside CUPRA City Garage with collaborators and creative head of CUPRA Design House Francesca Sangalli, sharing how they aim to keep exploring new fields of design.
Take a look at what went down at the Milan Design Week showcase in the gallery above.
To find out more about CUPRA Design House, head to its website now.
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