I am a big, big CUPRA fan! For years, I’ve been taken by the bold designs and cutting-edge style of these cars, even without a driver’s license. Now, CUPRA is taking a bold step into the realm of lifestyle branding, and I simply adore it! Unveiled during Milan Design Week 2025, the CUPRA Design House marks a thrilling evolution in the brand’s creative journey, pushing its obsession with design far beyond the automotive world.
With its sleek aesthetic and audacious spirit, CUPRA is on a mission to redefine itself. The all-new CUPRA Design House is structured around three innovative pillars: CUPRA Collection, CUPRA Collabs and CUPRA Beyond. Together, they showcase a commitment to collaborative creativity that integrates the brand’s iconic essence into various lifestyle products.
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The Launch of the CUPRA Design House
As the world celebrates design innovation, Ignasi Prieto, Chief Brand Officer of CUPRA, asserts, “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.” This ambitious venture is an invitation for all of us to embrace our individuality and express our style through unique products that are steeped in creative design.
Under the guidance of Chief Design Officer Jorge Diez and Chief Operating Officer Cécilia Taïeb, the CUPRA Design House becomes a nexus of creative exploration. “Every line, every texture, every detail is an expression of our rebellious spirit,” says Diez, setting the stage for the groundbreaking concepts that will emerge from this fresh endeavor.
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A New Era of Design Innovation
The CUPRA Design House promises to fuse technology, innovative materials, and avant-garde aesthetics to create immersive experiences that transcend conventional design norms. At Milan Design Week, the spotlight was on four striking prototypes that not only symbolize CUPRA’s relentless passion for design innovation but also redefine what it means to express individuality.
- CUPRA Collection: The pinnacle of CUPRA’s lifestyle offerings, this line encapsulates the brand’s philosophy of blending innovative design with superior quality. Accessible yet chic, the CUPRA Collection extends beyond the automotive sphere, allowing enthusiasts to incorporate CUPRA’s distinctive sporty spirit into everyday life. Among the highlights is the Adaptive Knitting Piece—a game-changing activewear prototype that molds perfectly to the body, capturing the essence of movement and adaptability.
- CUPRA Collabs: The hub for dynamic partnerships, CUPRA Collabs brings forth captivating collaborations with visionary brands. Notably, the partnership with Zellerfeld unveils a prototype of 3D Printed Sneakers that merge innovative design with seamless function. Another must-see is the MAM x CUPRA Multifunctional Vest, which ingeniously blends form and functionality while making a bold style statement.
- CUPRA Beyond: Here, CUPRA pushes the boundaries by exploring the intersection of digital and immersive design. Projects in this pillar encourage creativity in architecture, product design, and interior spaces. Their lounge chair prototype exemplifies this ethos, transforming the simple act of sitting into an emotionally resonant experience.
Embracing a Lifestyle of Creativity
As CUPRA embarks on this exhilarating journey, the CUPRA Design House operates as a creative studio, fostering collaboration with individuals who share the vision of challenging conventions and embracing the unknown. “We will be driven by our bold design ethos to explore new frontiers and build partnerships to push the boundaries,” Taïeb explains, emphasizing the spirit of innovation that permeates every corner of this new venture.
The introduction of the CUPRA Design House is truly an exciting development that positions the brand as a leader in the lifestyle space while staying true to its automotive roots. With bold designs and groundbreaking collaborations, CUPRA invites us all to not just see the world differently but to live boldly and innovate passionately, reflecting the essence of who we are.
Thus, CUPRA is not merely a car brand—it’s a lifestyle movement that celebrates the art of design and inspires us to become creators in our own right. Whether it’s through fashion, design, or simply the ethos of living life on our own terms, CUPRA encourages us to drive our individuality forward. Here’s to a future where creativity knows no boundaries!
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 at 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 path, where sustainability meets radical self-expression. Continuing their joint exploration of new concepts for accessories, CUPRA and MAM will expand its 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 personalized 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 agroundbreaking 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.
