CUPRA takes its design obsession to Milan with the CUPRA Design House

CUPRA has announced the arrival of the CUPRA Design House as part of the brand’s mission to take its design philosophy beyond the automotive world. Unveiled at Milan Design Week 2025, the CUPRA Design House will take the brand’s disruptive and unconventional styling into new territory 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 automotive world and 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 desire to experiment, reinvent and create a legacy that is as bold as it is beautiful.

With this new chapter for CUPRA, the brand reaffirms its commitment to the power of design to inspire and go beyond the expected and to open new unexplored paths.

‘At CUPRA, design is not just form; it’s emotion, it’s 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 Díez, 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 and connected experiences that push the boundaries of design.

THE RED THREAD OF DESIGN

Design has always been at the beating heart of CUPRA, the red thread that binds every creation, every innovation and every experience. The CUPRA Design House is the next step in this journey: a space where CUPRA can explore the boundaries of design and innovation as part of the brand’s constant quest to challenge the conventional and create the unexpected.

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‘The CUPRA Design House will be a meeting point for creatives and brands who share our vision of using design to challenge the established and embrace the unknown. Inspired by the essence of our cars and the materials we use to produce them, we will use our unconventional design to explore new frontiers and build partnerships that push boundaries and transform ideas into tangible realities,’ said Cécilia Taïeb, Chief Operating Officer of the CUPRA Design House.

Built around three pillars – CUPRA Collection, CUPRA Collabs and CUPRA Beyond – the CUPRA Design House represents an exciting new chapter for the brand, driven by passion and fuelled by an obsession to use design to create something truly unique.

This is how we experienced the first anniversary of the CUPRA City Garage Madrid.