CUPRA Design House Is Blending Innovative Tech With Craftsmanship
The newly launched division, unveiled during Milan Design Week, is an incarnation of the brand’s ethos.
The automotive brand CUPRA steps into design with the introduction of its newest division: CUPRA Design House.
With four prototypes unveiled through a series of immersive activations during Milan Design Week, the brand’s new direction is rooted in craftsmanship, technology, and innovation that looks to showcase its versatility beyond being purely automotive as well as exhibiting how its acumen in the space encompasses a variety of fields.
The CUPRA Design House is built around three core pillars: CUPRA Collection, CUPRA Collabs, and CUPRA Beyond. By integrating a range of innovative technological advancements into elements of its prototypes, the brand’s mission is to craft immersive, connected experiences that push the boundaries of design, adding a new progressive chapter to its forward-thinking legacy.
The CUPRA Collection transcends the brand’s ethos into daily life. As part of its forthcoming Active Wear Collection, the Adaptive Knitting Piece — A Second Skin prototype is an expression of technical textile design and comprises two 3D printed knitted garments that morph to complement the wearer’s body, built for dynamic movement.
CUPRA Collabs, on the other hand, takes a partnership approach to product design — integrating its identity into experimental products by teaming up with experts in their respective fields. From entering the footwear world with Zellerfeld in a similar vein to its knitwear for a pair of 3D printed sneakers, creating a structural, multi-functional vest with MAM, or repurposing the iconic Century Bronze material found across the exterior of its cars into a sustainable luggage offering with Harper Collective — the brand’s collaborations take its philosophy to the next level.
The final pillar, CUPRA Beyond, is the amalgamation of all CUPRA Design House has to offer. Here, the brand leans into its design specialty, bringing the emotion from its cars into the interior space with a lounge chair. Sculpted through parametric design, the chair boasts underskin textures and a dynamic base that transforms sitting into a unique connective experience.
“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,” says Chief Brand Officer Ignasi Prieto. “The CUPRA Design House is the ultimate manifestation of our impulse to experiment, to reinvent and to create a legacy that is as bold as it is beautiful.”
Stay tuned for an exclusive look into the CUPRA Milan Design Week activations on Hypebeast. For more information on the CUPRA Design House, visit the brand’s website.
