Design is a fundamental part of Cuprabut not only of their cars, but also of its brand. Automobile now takes another step in its passion for design with the creation of CUPRA DESIGN HOUSE, A new division with which he will explore his style, marked by the daring and the allegation of the conventional, in new territories, materials, manufacturing technologies and creative collaborations.

The company has presented the new area within the framework of the Milan Design Week 2025 Design Fair, which is held from April 6 to 12, as a declaration of intentions regarding its willingness to Take your design philosophy beyond the automobile world. His intention, as he has expressed in a statement, is to celebrate the power of design to inspire and open new paths.

To communicate the initiative, Cupra has trusted, once again, in the creative agency & Rosàs, that has created a visual manifesto that collects the vision of the brand. As expresses, it understands the design as a constant evolution process and that challenges any definition. The piece has been created entirely with CGI (Computer Generated Image) by the Two & Tall studio, and has had collaboration of the Lavern sound study.

“The launch of the Design House Cupra is a testimony of our design obsession, which extends to the areas of creativity, innovation and human connection”Said Ignasi Prieto, Chief Brand Officer of the brand, in a statement.”It is the definitive manifestation of our desire to experience, reinvent and create a legacy as daring as beautiful”

The launch of the division is articulated around concept of “The Red Thread of Design”, which takes as reference the symbology of the red thread and that the brand ensures that it connects it with the future of design. Ensures that this thread joins each creation, each innovation and each experience.

The pillars of Cupra Design House

According to the company, Cupra Design House will merge technology, innovative materials and avant -garde aesthetics to create immersive and connected experiences that explore the limits of design. In this sense, it is based on three pillars: Cupra Collection, Cupra Collabs and Beyond Cupra.

“Each of them works independently but jointly, investigating an aspect of the vision of the future of the cupra design through creative collaboration and constant exploration”, They express from the car.

So, CUPRA COLLECTION It will collect Lifestyle products and accessories with an innovative design, a superior quality and a sports spirit; CUPRA COLLABS It will focus on forging alliances with creative creators and partnerships that align with the brand’s DNA; and Beyond Cupra It will explore design in different spaces and territories, including products, architecture or interior design.

In Milan Design Week 2025 the brand has presented five prototypes of creations that reflect the vision of Cupra Design House. Are the following:

• Adaptive Knitting Piece: It defines it as a second skin created with adaptive and 3D weaver technology. He assures that the designs will shape the next Cupra Active Wear Collection, athlete oriented, and that it will be and available for purchase at the end of the year.

• Zellerfeld X Sneakers X Cupra: A monomaterial footwear in full printed on 3D in the Zellerfeld brand. He assures that “it fuses the parametric design with the fluidity of the movement.” It is available for purchase on the Cupra Design House website.

• Mam x multifunctional cupra dress: A futuristic garment that combines a hooded vest with an integrated backpack.

• Harper Collective x Sustainable Cupra Luggage: An exclusive personalized luggage collection focused on sustainability, created with Harper Collective. Combine Century Bronze color of cars, with 3D fabric used in shows shows, and elements made with marine plastic, recycled materials.
  It will be launched at the end of this year in the Cupra City Garages, on the Harper Collective website and in the Harper Collective store in Selfridges in London

• Lounge Chair: A design chair designed to intensify the sensitive experience of touch and interaction thanks to “parametric textures”.

The Design House Cupra team

All the prototypes of products presented reflect the vision of the design of Cupra and the land to which the brand intends to expand carrying its distinctive style there. The initiative collects and brings together collaborations previously promoted, such as that carried out with Wilson in the field of paddle and that has materialized in several collections of shovels.

The division will be led by Jorge Diez such as Chief Design Officer and Cécilia Taïeb as Chief Operating Offer. The team is also part of Francesca Sangalli as Creative Head and Miguel Díez, as a commercial director. Both will work in close coordination with Ignasi Prieto, Chief Brand Officer.

The area seeks to be a space for Explore design limits. “The Design House cupra will be a meeting point with creatives and brands that share our vision of using the design to challenge what is established and embrace the unknown“; Cécilia Taïeb said, Chief Operating Officer of the Design House cupra.”Inspired by the essence of our cars and the materials we use to produce them, we will let ourselves be carried to explore new borders”