Cupra goes beyond car design, new interpretations at Milan Design Week

It was 2018 when the new Spanish brand Cupra was officially presented at the Sitges-Terramar circuit (Spain). From the very beginning, the aim was not just to make cars but to create a recognisable context and style in which people could recognise themselves. In this sense, it is not surprising that Cupra is present at the Milan Design Week 2025, where not cars but furnishings, clothing and trolleys are featured.

At Milan Design Week, Cupra did not bring cars or anything new in that sense. The focus for the event was on opening up to new visions and collaborations by presenting the Cupra Design House, a new chapter in the brand's mission to expand its design philosophy beyond the automotive.

The new project is based on three fundamental pillars: Cupra Collection, Cupra Collabs and Cupra Beyond. Each of these operates independently, but they work together to develop a part of the brand's futuristic design vision through continuous creative and innovative research.

A number of examples were presented from this perspective, including adaptive knitting garments (prototypes of technical knitwear), 3D-printed Sneakers, a multifunctional hooded waistcoat with built-in backpack, a collection of Harper Collective x Cupra customised luggage and Lounge Chair, a chair that promises to enhance a tactile and interactive experience.

Cupra Italia confirms its commitment to showcasing young talent by collaborating with contemporary artist Andrea Crespi and the talented students of Raffles Milano International Design Institute. The dual exhibition project, whose venue will be the Garibaldi Gallery, is just a few steps away from the Cupra Garage Milano in Corso Como 1.