• The CUPRA Design House is a new division that takes the brand’s design obsession beyond automotive
• The new division is sustained on three pillars: CUPRA Collection, CUPRA Collabs and CUPRA Beyond
• Through the CUPRA Design House, the brand will collaborate with visionary creatives across different fields
• The CUPRA Design House will be led by Jorge Diez as CDO and Cécilia Taïeb as COO

Unveiled at the Milan Design Week 2025, the CUPRA Design House will take the brand’s distinctive and unconventional style into new territories, through creative collaborations and the exploration of new manufacturing technologies and materials.

“At CUPRA, design is at the heart of everything we do. The launch of the CUPRA Design House is a testament to our obsession with design—an obsession that extends beyond the world of automotive into the realms of creativity, innovation and human connection”, said Ignasi Prieto, Chief Brand Officer of CUPRA. “The CUPRA Design House is the ultimate manifestation of our impulse to experiment, to reinvent and to create a legacy that is as bold as it is beautiful”, he continued.

With this new chapter for CUPRA, the brand reaffirms its commitment to the power of design to inspire and push beyond the expected to open new, unexplored paths.

“At CUPRA, design is not only about form; it is about emotion, about the energy that comes from breaking barriers and rewriting the rules. Every line, every texture, every detail is an expression of our rebellious spirit”, said Jorge Diez, Chief Design Officer of the CUPRA Design House.

The CUPRA Design House will mark the beginning of a new era, where CUPRA fuses technology, innovative materials and cutting-edge aesthetics to create immersive, connected experiences that push the boundaries of design.

Design has always been the beating heart of CUPRA as the red thread that ties every creation, every innovation, every experience together. The CUPRA Design House is the next step on this journey: a space where CUPRA can explore the limits of design and innovation as part of the brand’s constant search to challenge convention and create the unexpected.

“The CUPRA Design House is where we will come together with creatives and brands who share our vision to use design to challenge conventions and embrace the unknown. Inspired by the essence of our cars, and by the materials we use to make them, we will be driven by our bold design ethos to explore new frontiers and build partnerships to push the boundaries and transform ideas into tangible realities” said Cécilia Taïeb, Chief Operating Officer of the CUPRA Design House.

Built around three pillars (CUPRA Collection, CUPRA Collabs and CUPRA Beyond) the CUPRA Design House represents an exciting new chapter for the brand; one that is driven by passion and fuelled by the obsession to use design to create something truly unique.