World Premiere CUPRA Design House: Milano Design Week 2025
At Milan Design Week 2025, we unveiled the CUPRA Design House, a new division that extends our design philosophy beyond automotive.
We presented not just a new division, but an invitation to experience 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.
The Red Thread of Design
The launch of CUPRA Design House embodied the concept of 'The Red Thread of Design,' the thread that connected CUPRA to the future of design and continues the legacy of innovation that had defined the brand since its inception. At Milan Design Week, we unveiled explorations in 3D knitting, 3D printing, sustainable production and parametric design.
An Experience in Three Acts
We crafted three experiences that empower the senses through the combination of the material and the intangible, using materiality as a driver of the design. These experiences unfolded in three key spaces:
CUPRA Sensorial Capsule:
In the heart of Milan, a immersive structure invited visitors to explore the CUPRA Sensorial Capsule, a futuristic prototype redefining the interior of a CUPRA vehicle. This concept transcends the traditional human-machine relationship, revolutionizing the in-car experience and offering a glimpse into the future of CUPRA interiors. Inside the capsule, the environment intuitively responded to gestures, preferences, and emotions, creating a seamless 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 5 prototypes that define the vision of the CUPRA Design House:
Material Highlights Showcase:
Hosted at the CUPRA City Garage Milano, this exhibition showcased CUPRA’s advancements in parametric design, 3D knitting, and 3D printing.
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 3D printing and 3D knitting brings aesthetics possible only with these technologies, allowing us to produce textiles (3D Knitting) or hard pieces (3D printing) 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 united visionary designers to exchange ideas on furniture, digital integration and material innovation.
Key Dates and Venues
- Milan Design Week: April 7 - April 13, 2025 (CUPRA Garage Milano, Corso Como, 1)
- Salone del Mobile: From 8th April - April 13, 2025 (Rho Fiera, the event's primary venue)
- Citywide Exhibitions: Museums, galleries and cultural institutions.
Milan Design Week 2025 marked the global launch of CUPRA Design House. Rooted in "The Red Thread of Design" and our design obsession, we transcended boundaries between automotive, furniture, and digital craftsmanship.
The CUPRA Design House was unveiled at Milan Design Week 2025, which took place from April 7th to 13th, 2025.
