CUPRA presents the next evolution of its design obsession during Milan Design Week: the CUPRA Design House
Images are for editorial use only. The CUPRA Design House is a new division that takes the brand’s design obsession beyond automotive The new division is sustained on four pillars: CUPRA Collection, CUPRA Collabs, CUPRA Beyond and CUPRA Accessories 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 Milan, 08-04-2025 – CUPRA has announced the arrival of the CUPRA Design House, as a focus of the brand’s mission to take its design philosophy beyond automotive. 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. The Red Thread of DesignDesign has always been the beating heart of CUPRA, the red thread that ties every creation, every innovation and 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 four pillars (CUPRA Collection, CUPRA Collabs, CUPRA Beyond and CUPRA Accessories) 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. The Four Pillars of the CUPRA Design HouseThe CUPRA Design House is sustained by four pillars: the CUPRA Collection, CUPRA Collabs, CUPRA Beyond and CUPRA Accessories. Each of them working independently, but together, investigating an aspect of CUPRA’s forward-looking design vision through creative collaboration and constant exploration. At the heart of this vision are four striking prototypes introduced at Milan Design Week, which showcase CUPRA’s relentless pursuit of design. Each concept embodies a fusion of cutting-edge materials, advanced manufacturing technology and sustainable innovation. Through the integration of 3D-printed structural components, 3D-knitting, parametric design elements, and next-generation digital craftsmanship, these prototypes redefine the meaning of CUPRA Design. The CUPRA Design House is ready to play a leading role in CUPRA’s evolution as a design-driven brand that seeks to use design to provoke emotion and instigate new, creative experiences. The CUPRA CollectionThe creation of the CUPRA Collection line is a significant step for the brand, reflecting its commitment to providing a comprehensive and cohesive experience for its customers. The CUPRA Collection and CUPRA Essentials encompass not only lifestyle products and accessories, but also embody the brand’s philosophy, which blends innovative design, superior quality, and a distinctive sporty spirit into every project. This line allows customers to incorporate CUPRA’s unique style into their daily lives, extending beyond automotive and reinforcing the brand’s strong identity in the lifestyle world. CUPRA’s design philosophy boldly enters fashion and lifestyle, creating pieces that carry the same spirit of defiance that defines its cars. Adaptative Knitting Piece – A Second Skin: A seamless fusion of technology and wearability, these two technical knitwear prototypes — one for men and one for women — reinterpret 3D knitting as a dynamic second skin. These garments shape-shift with the wearer, combining different techniques, from ribbed textures in arms and body, to a parametric structure in a volume that enhances the shoulders and spine; embodying movement, adaptability, and a radical new expression of textile design. The prototypes are an inspiration for the upcoming CUPRA Active Wear Collection, designed to fit the needs of any athlete, available for purchase by the end of the year. CUPRA CollabsThe place where CUPRA forges bold partnerships with visionary creators, who share the brand’s restless quest to explore, blend worlds and craft something truly unexpected. CUPRA Collabs at CUPRA Design House will explore top-tier brand and creative partnerships that align with CUPRA’s DNA. Zellerfeld x CUPRA: 3D Printed Sneakers – A Monolithic Vision of Motion: In collaboration with Zellerfeld, pioneers in fully 3D-printed footwear, CUPRA introduces a prototype sneaker that merges parametric design with the fluidity of motion. This monomaterial design is more than a shoe—it’s an extension of the body. With additive manufacturing, we push parametric aesthetics to their peak, sculpting a fully parametric surface that feels alive, shifting and evolving with every step. The CUPRA emotionality is embedded in every line, every texture, every millimetre of this avant-garde sneaker. Zellerfeld x CUPRA Sneakers are now available…









