• CUPRA Design House presents a bold and sustainable luggage collection in collaboration with Harper Collective
• CUPRA’s scent is revealed at the CUPRA Open Space in Munich, exploring a new way to experience CUPRA
• CUPRA also showed a sneak peak of the next stage in its ongoing partnership with Barcelona-based jewellery designers MAM
• The CUPRA universe continues to grow through unexpected collaborations and new proposals under the umbrella of the CUPRA Design House 

At this year’s IAA Mobility in Munich, CUPRA showcased its latest developments under the umbrella of the CUPRA Design House as the brand continues to experiment and collaborate beyond automotive, bringing its unique spirit to the world of fashion, accessories and fragrance. 

CUPRA has joined forces with Harper Collective — a forward-thinking brand founded by Jaden Smith and Sebastian Manes — to co-create a bold and sustainable luggage collection.

Inspired by CUPRA’s unmistakable design DNA, the collection features signature elements such as the iconic Century Bronze finish and Ultrasuede interior, reminiscent of the brand’s visionary Showcars.

“Our new collaboration with Harper Collective is built on a shared commitment to reshaping the way we experience travel. Their unconventional approach shows that performance, responsibility and great design can coexist—which is something that strikes a chord with us at CUPRA,” said Ignasi Prieto, Chief Brand Officer at CUPRA.

Crafted from reclaimed ocean waste (including 30% ghost fishing nets and 40% recycled landfill plastic) this product is designed with sustainability at its core. This collaboration redefines the future of travel with a progressive and responsible mindset. The collection includes three models: Cabin, Cabin Expandable, and Trunk — each designed to blend innovation, functionality, and style.

According to Sebastian Manes, co-founder of Harper Collective, “CUPRA has shown its willingness to push the boundaries of design through the CUPRA Design House. This new collection is the result of a shared mindset to rewrite the rules and create exceptional products, while challenging disposable culture”.

The Harper Collective x CUPRA collection will be exclusively available in Munich for two weeks at Oberpollinger and at the CUPRA City Garage Munich, before launching online from 22 September onwards via the official CUPRA and Harper Collective websites and in all City Garages, CUPRA Garages and at the Harper Collective store at Selfridges London.

Following its successful debut in Spain and the UK, CUPRA’s collaboration with Vichy Catalan is now set to launch in Germany this September, marking its arrival during IAA Mobility in Munich.

Created in collaboration with Vichy Catalan, the CUPRA Drink is a bold and unconventional beverage that fuses ginger’s spicy kick, lime’s zesty freshness, and the signature sparkle of Vichy Catalan’s natural mineral water.

The natural-ingredient drink will now bring its electrifying flavour to German audiences—available in CUPRA City Garages as part of a multisensory brand experience that captures CUPRA’s daring and progressive spirit.

As part of the IAA, CUPRA offered a sneak peek of its upcoming lifestyle accessories collection created alongside the Barcelona-based brand MAM. Consisting of five unique products, MAM infuses its provocative attitude in the conception of a series of bags and key rings that reflect the brand’s commitment to innovation and emotional design. 

This new collection was first teased during the CUPRA Design House presentation at Milan Design Week last April, where the brand unveiled the Multifunctional Vest backpack concept that inspired the new bag designs. Building on that creative foundation, CUPRA is now preparing for a full-scale product launch. 

At the heart of the Electric Area at CUPRA’s Open Space — a space designed to immerse visitors in the story behind the products — is an installation that showcases the evolution from the original backpack prototype to the final bag designs, visually capturing the creative journey. 

In addition to the bags, the installation also spotlights the Member box and bracelets created by MAM as the first result of an ongoing collaboration between two brands. The collection is completed with several key rings that blur the line between functionality and design, accessory and jewellery. Together, these elements form a cohesive story of design evolution, showcasing CUPRA’s ability to blend performance, style, and storytelling in every product. 

CUPRA introduces the CUPRA Scent; a spatial fragrance developed in collaboration with LUCTA and guided by the olfactory expertise of the Fundación Ernesto Ventós. It invites you on an immersive sensory journey that speaks of electric performance, striking design and the unconventional essence of the brand.

This marks a new chapter in the exploration of the five senses—an evolution of how the brand is felt, experienced, and remembered. A fragrance designed to awaken emotions, the CUPRA Scent is a bold expression of CUPRA’s DNA, distilled into a fragrance.

This olfactory experience begins with fresh Bergamot, a vibrant Mediterranean burst that awakens the senses. Then comes the unexpected: jalapeño and ginger ignite an electrifying kick, intensified by saffron—an energetic spark that mirrors the performance-driven DNA of CUPRA cars.

As it settles, sandalwood merges with smooth leather, moss, musk, and amber, shaping a warm and sophisticated signature—an unmistakable sensation that recalls the experience of sitting inside a CUPRA.

The CUPRA Scent will soon be available at our CUPRA City Garages for the fans and customers to bring home and enjoy in their cars through an exclusive line of carefully crafted fragrance products.

The CUPRA universe continues to grow beyond automotive as the brand explores new ways to connect with its Tribe. First presented at Milan Design Week 2025, the CUPRA Design House is a space for experimentation and collaboration, bringing CUPRA’s unconventional approach to three areas of activation: CUPRA Collection, CUPRA Collabs and CUPRA Beyond.