CUPRA TAKES THE SPOTLIGHT AT MILAN DESIGN WEEK WITH THE CUPRA DESIGN HOUSE
When you say Milan Design Week, cars probably aren’t the first thing that comes to mind. But take a closer look; automotive brands like Audi, Maserati, and Cupra are showing up with purpose. It’s about more than just sleek shapes and powerful engines; it’s about identity, storytelling, and for Cupra in particular, sensorial design. And that makes sense—cars are design objects, crafted with precision and vision. Being present here allows them to connect with a wider, more creative audience. So why shouldn’t they have a seat at the design week table?
At this year’s Milan Design Week, Cupra opens the doors to its first-ever dedicated design space: the Cupra Design House—inviting visitors to experience the brand not just as car enthusiasts, but through a creative and sensorial introduction to its world. “Cupra goes beyond cars, it’s a movement,” says Chief Brand Officer Ignasi Prieto. It’s a space where ideas, collaborations, and future-facing materials collide to create something truly tangible.
For Francesca Sangalli, Creative Head of the CUPRA Design House, this debut is a chance to transform how we see cars altogether. “The car is one of the most complex product designs out there. It merges space, product, narrative—so for me, it’s the perfect design challenge,” she explains. What she finds fascinating is the ongoing shift in the automotive world from shape-driven to material-driven design. At the heart of the CUPRA Design House are three core pillars that guide everything they do.
CUPRA Collection brings lifestyle products to life, carrying the same design DNA as their cars, where style meets purpose. With CUPRA Collabs, they join forces with like-minded brands to explore fresh ideas and push creative boundaries. And then there’s CUPRA Beyond, a space where imagination takes over, and designers are free to dream big. Together, these pillars tell a story of design that’s ever-evolving, boundary-pushing, and deeply rooted in creativity.
Francesca describes CUPRA's design language with the word “raw”—not in the unfinished sense, but in the authentic one. “We’re inspired by raw nature, by texture, by materials that speak. Even our colors aren’t about being bright or flashy—they’re neutral but with a twist, with depth. It’s never just red or yellow. It’s about how it feels, not just how it looks.”
You can feel this design language come alive in the Sensorial Cupra Capsule, a key installation inside the Design House. “It’s not just about showcasing a car, it’s about imagining it as a living, breathing companion.” “We focus on engaging all five senses. We want to make technology feel alive and human, not mechanical.” - Francesca says. Inside the capsule, it’s like stepping into a sci-fi dream. The design is so engaging, you’ll have to fight the urge to touch, as it looks like an invitation to take a seat.
Next to that, a standout collaboration revealed was with Harper Collective, a brand founded by Jaden Smith and Sebastian Manes, which turns recycled plastic materials—or trash, as Sebastian said it—into luxury suitcases. The result? An intriguing, sturdy suitcase in Cupra’s signature Century Bronze, a colour that shifts with the light. Cupra also ventured into fashion with the Zellerfeld × CUPRA 3D-Printed Sneaker and their first collaboration with the unique Barcelona-based jewelry brand; MAM, the Multifunctional Vest. A new collection inspired by this piece will launch in September 2025. “Collaborations are essential to us,” Francesca says. “They validate what we’re doing, bring new energy, and help us connect to people beyond the automotive bubble.”
Young people might not be car owners today, but Cupra’s betting on the power of aesthetic connection, emotional resonance, and lifestyle storytelling. As they’ve said, this is just the start of a new direction. To see the products, be sure to stop by the Cupra Design House at Piazza Benti Cinco de Ville.
