CUPRA has unveiled the CUPRA Design House, a bold new initiative at the heart of the brand’s mission to take its design philosophy far beyond the automotive world. This new division marks a daring expansion beyond traditional automotive boundaries, revealed on the global stage of Milan Design Week 2025. With this launch, CUPRA brings its distinctive and unconventional design approach into new creative territories through boundary-pushing collaborations and the exploration of advanced materials and manufacturing technologies.
DESIGN
“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.
A House Built on Four Pillars
The CUPRA Design House is more than just a creative laboratory, it’s a multidimensional platform rooted in four distinct pillars: CUPRA Collection, CUPRA Collabs, CUPRA Beyond, and CUPRA Accessories. Each channel explores a facet of CUPRA’s forward-thinking vision, uniting technology, sustainability, fashion, and digital innovation under a single disruptive ethos.
Led by Jorge Diez, CUPRA’s Chief Design Officer, and Cécilia Taïeb, Chief Operating Officer, the Design House brings together visionary creatives and bold partnerships to challenge conventions and bring CUPRA’s signature aesthetic to new spaces—physical, digital, and emotional. “Design is not only about form,” Diez explains. “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.”
CUPRA Collection: Design That Moves With You
The CUPRA Collection invites fans to wear the brand, literally. More than just merchandise, it’s a full-blown fashion and lifestyle line that speaks the language of the brand’s DNA: high-performance, premium craftsmanship, and disruptive design. At Milan Design Week, the standout concept was the Adaptative Knitting Piece – A Second Skin.
Created as two seamless knitwear prototypes for men and women, the pieces blend parametric design and 3D knitting technology to create garments that move and evolve with the wearer. Textural contrasts, ribbed structures, and spine-enhancing parametric volumes bring CUPRA’s “rebellious precision” to the human body. These garments will inspire the upcoming CUPRA Active Wear Collection, set to launch by year-end—designed for those who move with purpose and style.
CUPRA Collabs
CUPRA Collabs is where the brand’s radical spirit finds its creative equals. Through partnerships with industry disruptors, CUPRA brings its design philosophy to unexpected places.
Zellerfeld x CUPRA
In partnership with 3D-printing footwear pioneers Zellerfeld, CUPRA unveiled a sneaker like no other, entirely mono-material, fully 3D-printed, and alive with parametric design. The prototype blends structure and flexibility, its surfaces reacting to movement in a dance of form and fluidity. It is footwear reimagined as architecture for motion. These sneakers are now available online through the CUPRA Design House Shop.
MAM x CUPRA
Next came a genre-defying prototype vest, part garment, part wearable sculpture, developed with the avant-garde designers at MAM. Combining a hoodie silhouette with an integrated backpack, the piece fuses neoprene, parametric textures, and performance materials into a sculptural form that captures CUPRA’s obsessive design energy. A full MAM x CUPRA Collection is scheduled to launch in September 2025.
Harper Collective x CUPRA
CUPRA also joined forces with Harper Collective, the ethical travel brand co-founded by Jaden Smith and Sebastian Manes, to design a line of sustainable luggage. Featuring CUPRA’s iconic Century Bronze finish and 3D-knitted interiors, the collection melds cutting-edge design with materials like ocean plastic and post-consumer textiles. Launching later this year at CUPRA City Garages, Harper Collective’s website, and Selfridges London, the lineup includes Cabin, Cabin Expandable, and Trunk models—each built for style and sustainability.
CUPRA Beyond
Design is not confined to objects, it lives in spaces, sensations, and immersive experiences. CUPRA Beyond pushes the brand into entirely new dimensions, from product and interior design to interactive art. The hero piece of this initiative is the CUPRA Lounge Chair. But calling it a “chair” barely does it justice. It’s a sensorial experience crafted with parametric textures and a dynamic structure that blends lightness and strength. Every contact point is emotionally charged, inviting users not just to sit, but to connect, with themselves, with space, with the brand. This is where architecture, biomimicry, and emotion converge.
CUPRA Accessories
In the world of CUPRA Accessories, utility meets artistry. This pillar dives deep into the driving experience, reworking everything from car interiors to lifestyle add-ons with CUPRA’s aesthetic language. Each piece is designed not just for performance or function—but to deepen the bond between driver and machine. From bronze-finished trims to 3D-printed key fobs and sustainable interior finishes, these accessories redefine the relationship between object and identity.
Launch of the CUPRA Design House in Milan
Milan Design Week was the natural choice for unveiling the CUPRA Design House. As a global hub for cutting-edge creativity and cultural disruption, Milan became the perfect canvas for CUPRA’s vision of the future. At Milan Design Week 2025, the brand’s bold presence came alive through immersive installations, prototype showcases, and emotional storytelling. 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: An Evolving Installation
At the heart of CUPRA’s presence in Milan was the CUPRA Capsule, a dynamic, shape-shifting installation designed to provoke thought, spark engagement, and inspire creativity. This fusion of technology, sculpture, and sensory design embodied CUPRA’s four key design pillars: a lightweight structure that defies traditional boundaries, forms that embrace musculature to evoke strength and movement, intricate detailing that conveys precision and luxury, and a sensory light and sound experience that immerses visitors in emotion and innovation. Whether displayed in digital spaces or set against the backdrop of urban landscapes, the Capsule stands as a new kind of mobile showroom—one without walls, constantly evolving and pushing the limits of how design is experienced.
Design Evolution
The CUPRA Design House isn’t just exploring form—it’s redefining the processes behind it. From 3D printing and 3D knitting to parametric design, CUPRA is leveraging future-facing technologies to bring craftsmanship into the digital age. These innovations don’t just make things look cooler—they reduce waste, allow for customization, and open creative doors once closed by traditional production methods. Francesca Sangalli, Creative Head of CUPRA Design House, summed it up “At CUPRA, we embrace the unknown, shaping tomorrow through fearless innovation. 3D printing allows us to redefine precision and customization, creating designs that adapt and evolve with the times.”
One of the most exciting frontiers is underskin parametric design, a visual language that mimics organic muscle structures and tension beneath the surface. Initially used in automotive interiors, it’s now flowing into fashion, furniture, and beyond. From the dynamic tension of the lounge chair to the ribbed knits of CUPRA apparel, this technique creates a living energy, turning objects into companions of expression.
A New Chapter: Redefining Boundaries
As CUPRA sets up for it’s next chapter, the launch of the Design House in Milano during the Milan Design Week is not a departure from its root, it feels as a natural evolution. It signals a future where design knows no bounds, where the spirit that once ignited a revolution in automotive now fuels a broader movement across fashion, architecture, digital innovation, and sustainable creation. This is not just about where CUPRA is going next; it’s about redefining what’s possible. The legacy starts here, not with repetition, but with reinvention. A vision shaped not by trends, but by fearless creativity as a new mission by team CUPRA.
love what CUPRA is doing! And it is so smart to branch into other venues such as accessories, yet they are all connected with travel and speed for me! Great job!
That luggage by Jaden smith ! ❤️❤️❤️