During Milan Design Week 2025, CUPRA unveils its Design House, venturing beyond automotive with a focus on lifestyle branding. The initiative centers on three pillars: CUPRA Collection, CUPRA Collabs, and CUPRA Beyond, reflecting the brand's commitment to innovative collaboration. Chief Brand Officer Ignasi Prieto emphasizes the significance of design in CUPRA’s evolution. Under the guidance of leaders Jorge Diez and Cécilia Taïeb, the Design House aims to blend technology and avant-garde aesthetics, positioning itself as a hub for creative exploration and unique lifestyle products that resonate with individuality.
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.
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.
Every line, every texture, every detail is an expression of our rebellious spirit, setting the stage for the groundbreaking concepts that will emerge from this fresh endeavor.
The CUPRA Design House promises to fuse technology, innovative materials, and avant-garde aesthetics to create immersive experiences that transcend conventional design norms.
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