To celebrate the launch of the CUPRA Design House, CUPRA chose the global stage of Milan—one of the most influential design capitals. At Milan Design Week, creativity meets innovation, making it the perfect backdrop to unveil the brand’s boldest vision yet.
During Milan Design Week 2025 CUPRA Design House introduced its latest prototypes, revealed groundbreaking design strategies, and connected with a global community of forward-thinkers who share the brand’s passion for pushing boundaries.
In Milan, CUPRA introduced a vision of the future—one where the brand stands as a beacon of progressive design, innovation and relentless ambition.
The CUPRA Capsule
CUPRA crafts immersive experiences that go beyond aesthetics, evoking emotion and forging deep, lasting relationships with the CUPRA Tribe.
As part of CUPRA’s mission to create disruptive experiences, the brand introduced the CUPRA Capsule in Milan—an ephemeral design concept that redefines how we interact with spaces and objects.
The Capsule is a dynamic, immersive installation that adapts and transforms, designed to engage, inspire and provoke emotion.
Whether appearing in urban landscapes, art exhibitions, or digital realms, the CUPRA Capsule is a living expression of the brand’s design philosophy—a fusion of technology, craftsmanship, and pure emotion built on four pillars: Lightweight Structure, Embracing Musculature, Precious Detailing and Light and Sound Experience.
