CUPRA inaugurates Design House at Milan Design Week

On the occasion of Milan Design Week, which in its new edition focuses on the meaning of the future, CUPRA unveiled the CUPRA Design House, a radical manifesto that places design at the heart of a cultural revolution that goes beyond the automotive world. CUPRA Design House is a new division of the brand, created to take its passion for design into new territories. The project rewrites the rules of creativity with a multidisciplinary approach that blends style, technology, and aesthetic provocation. All of this is built on three solid pillars: CUPRA Collection, CUPRA Collabs, and CUPRA Beyond. These three avenues narrate the brand’s vision through capsules, collaborations, and cutting-edge projects ranging from fashion to industrial design, from lifestyle to art. «Design is everything for CUPRA. With the Design House, we want to show how central it is to our identity and our way of living creativity,» said Ignasi Prieto, Chief Brand Officer of CUPRA. «This is our statement of intent: we don’t just want to create beautiful objects, we want to generate emotions, connections, legacy.»

The Design House will be led by two key figures: Jorge Diez, Chief Design Officer, and Cécilia Taïeb, Chief Operating Officer, a duo that perfectly embodies the brand’s rebellious and visionary spirit. «Every line, every texture, every detail is the expression of our rebellious spirit,» said Diez. «We will be a meeting point for those who have the courage to experiment. We want to turn ideas into realities that break boundaries,» added Taïeb. With CUPRA Design House, the brand aims to explore new production technologies, play with innovative materials, and build an ecosystem where design is the catalyst for creating immersive experiences. With this new project, CUPRA wants to leave a cultural mark and become an active voice in the contemporary creative scene. CUPRA Design House is the new epicenter where collaborations with visionary creatives are born, where design is the universal language that inspires and connects, where the future is designed without fear of breaking the rules.