An Exclusive Look at CUPRA Design House in Milan

Previously this month, CUPRA attended Milan Design Week 2025 alongside numerous furniture designers, architects, and fashion designers. While automotive brands have been growing more prominent at the event, their primary focus during CUPRA’s presentation was not cars but rather the unveiling of the striking new CUPRA Design Studio.

Last week, the Italian fair presented an opportunity for CUPRA to unveil its initial creations directly to the public in a typically rebellious fashion. The temporary structure was positioned outside the CUPRA City Garage in Piazza Aprile XXV, accompanied by a cluster of angular black boxes amidst historical architecture, which emphasized the introduction of innovative and creative future-oriented designs.

Five structures showcased the first models from each of CUPRA’s key principles: CUPRA Collection, CUPRA Collaborations, and CUPRA Beyond. The CUPRA Collection, debuting with its self-designed activewear line featuring adaptive fabric made using Adaptive Knitting technology, was among them. Moving forward in the realm of wearable design, a new 3D printed sneaker from the CUPRA Collaborations portfolio was unveiled, and lastly, a modern lounge chair represented the innovative directions being pursued through CUPRA Beyond.

Exploring the eye-catching exhibits, the outdoor exhibition highlighted how the innovative CUPRA Design House is incorporating automotive technology breakthroughs to build an engaging and user-friendly collection of items. Meanwhile, as spectators delved into the installation outside, COO Cecilia Taïeb conducted discussions inside CUPRA City Garage with collaborators and head of CUPRA Design House Francesca Sangalli, discussing their intentions to continue expanding into various design domains.

Take a look at what went down at the Milan Design Week showcase in the gallery above.

To find out more about CUPRA Design House, head to its website now.

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