We unveiled the CUPRA Design House at Milan Design Week 2025 as a new division that extends our design philosophy beyond automotive.
The CUPRA Design House explores how design can transform our relationship with technology and the environment. This marks a new era where CUPRA integrates technology, innovative materials, and cutting-edge approaches to create immersive, connected experiences.
At Milan Design Week, we unveiled explorations in Adaptative knitting, Adaptative printing, sustainable production and parametric design.
The Red Thread of Design
The launch of CUPRA Design House embodies the concept of 'The Red Thread of Design,' the thread that connects CUPRA to the future of design and continues building on the commitment to innovation that has defined the brand since its inception.
An Experience in Three Acts
We crafted three experiences empowering the senses at the Milan Design Week. We used materiality as a driver of the design by combining tangible and intangible. These experiences unfolded in three key spaces:
CUPRA Sensorial Capsule: In the heart of Milan, an immersive structure invited visitors to explore the CUPRA Sensorial Capsule, a futuristic prototype redefining the interior of a CUPRA vehicle. Here, the driver’s interaction transcends the traditional human-machine relationship. This concept revolutionises the in-car experience, offering a glimpse into the future of CUPRA interiors and exploring new trends in materials and design.
Inside the capsule, the user is welcomed by an environment that intuitively responds to gestures, preferences, and emotions, creating a seamless and organic connection between the person and the car.
Our Prototypes: In Piazza XXV Aprile, we presented how this design ethos permeates beyond the automotive world, showcasing a collection of 5 hero products following the three pillars of CUPRA Materiality: CUPRA Collection, CUPRA Collabs and CUPRA Beyond.
Visitors embarked on a journey exploring the prototypes that define the vision of the CUPRA Design House:
- Adaptative Knitting Piece
- MAM x CUPRA: Multifunctional Vest
- Zellerfeld x CUPRA: 3D Printed Sneakers
- Harper Collective x CUPRA: Sustainable Luggage Collection
- CUPRA Lounge Chair
Material Highlights Showcase: The CUPRA City Garage Milano hosted an exhibition showcasing CUPRA’s advancements in parametric design, 3D knitting and 3D printing.
We are evolving the use of Parametric Design from a hard mathematical application currently used for deco pieces in cars like the CUPRA Leon, Formentor and Terramar, to a more organic and alive approach, evoking the muscles or bones of an animal peeking under the skin.
Evolution of parametric: underskin
We are evolving the use of Parametric Design from a hard, mathematical application currently used for deco pieces in CUPRA cars, to a more organic and alive approach, evoking the muscles or bones of an animal peeking under the skin.
Additive manufacturing
The use of Adaptativeprinting and Adaptativeknitting brings aesthetics possible only with these technologies, allowing us to produce textiles (AdaptativeKnitting) or hard pieces (Adaptativeprinting) perfectly adapted to the required shapes without wasting material, while also exploring new unique design aesthetics.
Milan Design Week 2025
As a global design summit, Milan Design Week unites visionary designers to exchange ideas on furniture, digital integration and material innovation.
Key Dates and Venues
- Milan Design Week: 7 April – 13 April, 2025 (CUPRA Garage Milano, Corso Como, 1)
- Salone del Mobile: From 8 April – 13 April, 2025 (Rho Fiera, the event's primary venue)
- Citywide Exhibitions: Museums, galleries and cultural institutions.
Milan Design Week 2025 marks the global launch of CUPRA Design House. Rooted in "The Red Thread of Design" and our design obsession, we transcend boundaries between automotive, furniture and digital craftsmanship.
Experience CUPRA Design House at Milan Design Week 2025.
