The CUPRA Design House

A new division that takes our design obsession even further beyond the automotive world, pushing the boundaries of design.

A close-up photo of perforated metal panels with orange light glowing through the holes. The text "THE RED THREAD OF DESIGN" is overlaid in white.

THE PILLARS

United under one roof of experimentation & innovation, each pillar upholds CUPRA’s determined design obsession.

Two models, one with dark hair wearing sunglasses and a blue t-shirt, the other with a green bucket hat and white t-shirt with a blurred background.

CUPRA COLLECTION

Clothing and lifestyle products that go against the grain. Designed by unconventional challengers for the CUPRA Tribe.

Marset Dipping Light lamp, gold base, gradient glass shade.

CUPRA COLLABs

Joining forces with brands that share CUPRA Design House's vision, values and obsession for design. Collaborating with creators who reinvent and imagine.

Grey motorboat in marina, cityscape background.

CUPRA BEYOND

Design projects crafted to bring CUPRA’s design obsession to new horizons, transforming spaces and territories with innovations in product design, architecture, and interior design.

CUPRA COLLECTION

Revolutionary and ready-to-wear garments that challenge the status quo.

A futuristic, dark-colored long-sleeved shirt with patterns on the sleeves and body is displayed on a mannequin against a brown background.

ADAPTATIVE KNITTING PIECE

We’re bringing our vision for 3D knitting to life with two fashion-forward prototypes for men and women. Designed as a second skin, these pieces have been created by reinterpreting the adaptative knitting technique and form-fitting textures, a technology we utilized in the CUPRA Raval to enhance performance and value perception.

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CUPRA COLLABS

A new generation of CUPRA collaborations, created to excite, inspire and challenge the status quo.

A modern, hard-shell rolling suitcase in a muted gray or beige color is shown standing upright on a dark surface against a blurred brown background.

HARPER COLLECTIVE X CUPRA: Luggage

We have partnered with Harper Collective, founded by Jaden Smith and Sebastian Manes, to create a sustainable luggage collection in CUPRA’s signature Century Bronze finishes.

Single, dark, futuristic-looking slip-on shoe floats in a dimly lit space with a unique design.

ZELLERFELD X CUPRA: 3D Printed Footwear

Avant-garde sneakers that move you. Parametric design that functions as a second skin, shape-shifting ribbed technology that feels alive.

An abstract object, possibly a piece of technology or a design element, is depicted against a blurred brown background.

MAM X CUPRA: Multifunctional Vest

Fashion, function and form. A sculptural hooded vest with an integrated backpack, a preview of the upcoming MAM x CUPRA collection evolution from jewelry to fashion.

CUPRA BEYOND

Unexpected design icons: including furniture, architecture and interior design.

A modern, sculptural chair with a dark, possibly leather or synthetic material, is showcased against a blurred brown backdrop.

THE CUPRA LOUNGE CHAIR

A future CUPRA classic, culminating in the perfect balance of sculptural power and parametric dynamism. An adaptive form that sparks emotion.

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CUPRA at Milan Design Week 2025

We returned to the global stage of Milan Design Week 2025 to unveil the CUPRA Design House, a new iteration of our design philosophy beyond the realm of the automotive world.

CUPRA Design House Launch

The Red Thread of Design | Milano Design Week | 7-13 April 2025