- 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 Design
Design 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
House
The 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 Collection
The 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 Collabs
The 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
online through the CUPRA Design House Shop.
- MAM x CUPRA: Multifunctional Vest – A bold manifesto of
innovation and Design Obsession: The fusion of fashion, function, and
form takes centre stage in this collaboration with MAM. This futuristic prototype
blends a hoodie vest with an integrated backpack, creating a bold statement piece
that foreshadows the upcoming MAM x CUPRA collection. Underskin parametric textures
animate the surfaces in contact with the body, while an outer neoprene foil enhances
its sculptural form. This piece is not just a garment; it’s a declaration of design
obsession — crafted for those who carve their own path, where sustainability meets
radical self-expression.
Continuing their joint exploration of new concepts for accessories, CUPRA
and MAM will expand their collaboration with the arrival of a new collection in
September 2025 inspired by this prototype.
- Harper Collective x CUPRA: Sustainable
Luggage: In its search for unconventional challengers to transform
the future of design together, CUPRA partners with Harper Collective, founded by
Jaden Smith and Sebastian Manes. The collaboration, announced during the
presentation of the CUPRA Design House in Milan, materialised in an exclusive
personalised luggage collection with a strong focus on sustainability.
Created from a shared vision of design and innovation, CUPRA incorporates
signature finishing materials, including the iconic Century Bronze exterior,
featured in its car models, along with the innovative 3D-knitted interior used in
CUPRA Show Cars. Meanwhile, Harper Collective integrates expertly crafted elements
using sea plastic, post-consumer recycled materials, and ethical production. The
result is an exceptionally lightweight, highly durable cutting-edge design that
prioritises sustainability.
The collaboration between Harper Collective and CUPRA represents a
groundbreaking step forward, setting a new benchmark for sophisticated travel while
embracing environmental responsibility.
Launching at the end of this year, the
collection will be available at all CUPRA City Garages, the Harper Collective
website and the Harper Collective store at Selfridges London. It features three
distinct models: Cabin, Cabin Expandable, and Trunk – created for different travel
needs.
CUPRA Beyond
CUPRA Design House
takes CUPRA even further, exploring the frontiers of digital and immersive design,
pushing the brand’s philosophy into new and unexpected dimensions.
Encompassing projects that aim to reflect CUPRA’s design obsession into
diverse spaces and territories, including product design, architecture and interior
design to create new icons.
- Lounge Chair – The Embodiment of CUPRA Design
House: A chair that does more than hold the body—it triggers emotion.
Every surface is designed to heighten the emotional experience of touch and
interaction.
Underskin parametric textures come to life in the contact areas, pulsating
with a tactile energy that transforms the act of sitting into an experience of
connection.
The dynamic base, sculpted through parametric design, creates a tension
between lightness and strength, a structural dance of balance and fluidity. This
prototype merges all the pillars of the CUPRA Design House, embodying the brand’s
core design philosophy which puts emotional connection at the heart of
everything.
CUPRA Accessories
This pillar goes
beyond the conventional to create a driving experience where every detail becomes a
statement, every piece a reflection of the brand’s identity.
From the interior to the exterior, CUPRA Accessories carve a unique path,
heightening the emotional connection to elevate the relationship between car and
driver.
Fusing practicality with cutting-edge design and bold use of materials,
CUPRA Accessories express a unique and distinctive personality that could only come
from CUPRA.
The Launch of the CUPRA Design House in
Milan
To celebrate the launch of the CUPRA Design House,
CUPRA chose the global stage of Milan — one of the most influential design capitals.
At Milan Design Week, creativity meets innovation, making it the perfect backdrop to
unveil the brand’s boldest vision yet.
During Milan Design Week 2025, 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
CUPRA crafts
immersive experiences that go beyond aesthetics, evoking emotion and forging deep,
lasting relationships with the CUPRA Tribe.
As part of CUPRA’s mission to create disruptive experiences, the brand
introduced the CUPRA Capsule in Milan — an ephemeral design concept that redefines
how we interact with spaces and objects.
The Capsule is a dynamic, immersive installation that adapts and
transforms, designed to engage, inspire and provoke emotion.
Whether appearing in urban landscapes, art exhibitions, or digital realms,
the CUPRA Capsule is a living expression of the brand’s design philosophy — a fusion
of technology, craftsmanship, and pure emotion built on four pillars: Lightweight
Structure, Embracing Musculature, Precious Detailing and Light and Sound
Experience.
Materials & Technology
The
CUPRA Design House is discovering a future where every breakthrough brings us closer
to a world where design is limitless, where technology amplifies creativity, and
where the future is designed today.
“At CUPRA, we embrace the unknown, shaping tomorrow through
fearless innovation. 3D printing allows us to redefine precision and customisation,
creating designs that adapt and evolve with the times. 3D knitting merges technology
with craftsmanship, a seamless fusion of function and artistry. Parametric design
enables us to push the limits of architecture and aesthetics, crafting structures
that respond, transform and inspire.”
Francesca Sangalli,
Creative Head of the CUPRA Design House
The CUPRA Design House is not just about reimagining physical form, it’s
about shaping an entirely new way of experiencing performance, beauty and
emotion.
The CUPRA City Garage Milano showcased revolutionary materials shaping the
future of CUPRA’s interior design: 3D knitting & 3D printing.
Evolution of parametric:
underskin
CUPRA is 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.
Additive manufacturing
The use of
3D printing and 3D knitting, first presented with the Urban Rebel Show Car,
introduces aesthetics only possible 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.
Explorations that will shape the future of CUPRA and re-imagine the
possibility of design.
The Team
Ignasi Prieto,
Chief Brand Officer of CUPRA
Ignasi Prieto, CBO of CUPRA,
leads the Global Marketing and Product Marketing strategy for CUPRA, driving the
brand’s expansion at all levels.
Jorge Diez, CDO of the CUPRA Design
House
As Chief Design Officer at the CUPRA Design House,
Jorge Diez continues challenging the conventions of design to broaden CUPRA’s
portfolio of products and initiate collaborations infused with CUPRA’s unique design
DNA and personality.
Cécilia Taïeb, COO of the CUPRA Design
House
As Chief Operating Officer, Cécilia Taïeb is in charge
of the strategic and commercial side of the CUPRA Design House, leading the
development of its pillars through new creative projects and partnerships that align
with CUPRA’s challenger spirit and brand philosophy.
Francesca Sangalli, Creative Head of the CUPRA Design
House
As Creative Head, Francesca Sangalli is responsible
for overseeing all creative projects at the CUPRA Design House.
ENDS
The CUPRA Design House is a standalone
division of the brand that channels CUPRA’s design obsession beyond automotive;
reaffirming the brand’s design-driven philosophy and its commitment to innovation,
experimentation and pushing the boundaries of design.
The CUPRA Design House is sustained by four pillars: the CUPRA Collection,
a range of ready-to-wear and accessories that represent the brand’s style and
values; CUPRA Collabs, partnerships with top-tier brands and artists aligned with
the CUPRA DNA; CUPRA Beyond, design projects including furniture, architecture and
interior design; and CUPRA Accessories, uniquely designed pieces for the car
elevating the driving experience.
The CUPRA Design House was presented during the Milano Design Week 2025,
following the concept of ‘The Red Thread of Design’—the thread that connects CUPRA
to the future of design and continues the legacy of innovation that has defined the
brand since its inception. The CUPRA Design House showcased a collection of hero
products, following the pillars of CUPRA materiality through 3D knitting and 3D
printing techniques, and collaborations with recognised brands like MAM, Zellerfeld
and Harper Collective.
www.cupraofficial.com/cupra-design-house
For more information, please
contact:
Chris Meases, Head of PR &
Communications
07586 058302; chris.mease@seatcars.co.uk
Laura Reeder, PR Manager
07795
453704; laura.reeder1@seatcars.co.uk
Holly Williams, Events and Internal Communications
Manager
07738 897319; holly.williams@seatcars.co.uk
Katie Duguid, Press Fleet
Manager
07983 537247; katie.duguid@seatcars.co.uk
This news release and illustration are issued in accordance with
Clause 1.2J of the British Codes of Advertising and Sales Promotion and therefore
cannot be the subject of a transaction of any kind.
