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. 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”.
Ignasi Prieto, Chief Brand Officer of CUPRA
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”.
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”.
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, and are 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.
