CUPRA Design House Is Blending Innovative Tech With Craftsmanship
The auto company known as CUPRA enters into the field of design by launching a fresh division called the CUPRA Design Studio.
During Milan Design Week, the brand revealed four prototypes through engaging experiences, signifying a new path focused on craftsmanship, technology, and innovation. This direction aims to demonstrate the brand’s versatility, extending beyond its automotive roots, and highlighting its expertise in multiple disciplines.
The CUPRA Design Studio operates on three main principles: the CUPRA Line, Collaborative Projects, and CUPRA Future. By incorporating various cutting-edge technologies into its concept vehicles, the brand aims to create captivating, interconnected experiences that expand the horizons of design, contributing a fresh, progressive layer to its visionary history.
The CUPRA Collection bridges the brand’s philosophy into everyday experiences. In its upcoming Active Wear Line, the Adaptive Knitting Piece – a Second Skin prototype showcases advanced textile engineering and consists of two 3D printed knitted garments that adapt to fit the wearer perfectly, designed for fluid motion.
Instead of working independently, CUPRA Collabs prefers a cooperative strategy in product development, merging its unique identity with innovative projects by collaborating with professionals from various industries. For instance, they’ve ventured into footwear with Zellerfeld, mimicking their knitwear for a pair of 3D printed shoes. They’ve also teamed up with MAM to design a structural, versatile vest, and have reimagined the classic Century Bronze material used on their vehicles for an eco-friendly luggage line with Harper Collective. These collaborations elevate CUPRA’s philosophy to new heights.
The last essential aspect, CUPRA Beyond, represents the fusion of all talents from the CUPRA Design House. Here, the brand showcases its design expertise by translating the emotion from its vehicles into an interior setting, featuring a distinctive lounge chair. This sculpted piece, shaped using parametric design, showcases intricate under-surface textures and a versatile base that redefines seating as a captivating interactive experience.
In the heart of all we do at CUPRA lies design. The debut of the CUPRA Design Studio underscores our unquenchable passion for design, a passion that transcends automotive boundaries and delves into the realms of creativity, novelty, and human interaction,” says Ignasi Prieto, our Chief Brand Officer. “The CUPRA Design Studio represents the pinnacle of our desire to explore, to reimagine, and to establish a legacy marked by both audacity and beauty.
Keep an eye out as we unveil unique insights about CUPRA’s Milan Design Week activities right here on TopMob! If you’re curious about the CUPRA Design House, feel free to explore further on their official website.
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2025-04-11 16:56