At Milan Design Week 2025, CUPRA unveiled its latest venture—the CUPRA Design House—marking a deliberate step beyond automotive design into broader creative territory. The new initiative reflects the brand’s commitment to unconventional thinking, material experimentation, and collaborations that challenge expectations.

For CUPRA, design has always been central—not just as a visual language, but as a way to provoke emotion and energy. With the CUPRA Design House, that philosophy expands into a dedicated space for innovation. “This is where we push further—where design meets technology, new materials, and unexpected partnerships,” said Ignasi Prieto, CUPRA’s Chief Brand Officer.

The project is built on three core ideas: the CUPRA Collection (showcasing the brand’s own design work), CUPRA Collabs (partnering with like-minded creators), and CUPRA Beyond (exploring uncharted design possibilities). According to Jorge Diez, Chief Design Officer, the goal is to “rewrite the rules,” using every detail—from textures to structural lines—as an expression of CUPRA’s bold, rebellious identity.

Milan, a global hub for design, served as the ideal backdrop for the launch. During the event, CUPRA presented prototypes, shared its forward-looking strategies, and connected with designers and innovators who share the same mindset. For CUPRA, this is a statement of intent. As Cécilia Taïeb, Chief Operating Officer, put it: “We’re here to turn ideas into reality, to experiment, and to leave a lasting mark on design.”

Check out some of the presented pieces below: