Walking through Cupra’s installations in central Milan, I had to do a double-take to make sure I was in the right place. No cars on display? A chair made from parametric materials? 3D-printed shoes? This was not your typical automotive brand setup… and that was exactly the point.
So, who exactly is Cupra? Established in 2018, this Spanish automotive brand emerged as a separate performance brand from SEAT, a part of the Volkswagen Group. In the past seven years, they have been crafting a unique lineup of vehicles that combine performance with modern design, with a strong emphasis on electrification.
This month, they introduced the Cupra Design House, a fresh division that expands the company’s design philosophy beyond cars to include lifestyle products, collaborations, and conceptual pieces. It’s a bold move that positions Cupra not only as a car manufacturer but also as a design-driven brand with a recognizable aesthetic that can extend across various categories.
The timing of the launch was deliberate, coinciding with Milan Design Week, where Creative Boom was in full swing. I received an invitation and saw it as the perfect opportunity to delve into Cupra’s design philosophy and its practical application.
„At Cupra, we use design to challenge conventions,“ stated Ignasi Prieto, the chief brand officer, at the event. „The Cupra Design House is a testament to our dedication to design—a dedication that goes beyond automotive into the realms of creativity, innovation, and human interaction.“
This commitment is reflected in real products and prototypes. The Design House is built on three pillars: Cupra Collection (lifestyle products), Cupra Collabs (partnerships), and Cupra Beyond (experimental design pieces).
One of the most striking exhibits was a sculptural lounge chair that takes inspiration from Cupra’s automotive heritage. The chair reimagines the brand’s design language with an „under skin parametric evolution,“ mimicking the effect of skin stretched over bones, using colors from Cupra’s signature bronze and copper tones.
Jorge Diez, the chief design officer of the Cupra Design House, explained that this chair embodies their design principles while venturing into new realms. While currently a conceptual piece, it showcases how automotive design thinking can transcend into different object types.
Additionally, there were collaborative pieces available for purchase. Cupra teamed up with 3D printing pioneers Zellerfeld to create sneakers that showcase the parametric design language ingrained in Cupra’s identity. These shoes were immediately available after the Milan unveiling, indicating a genuine retail strategy rather than just conceptual posturing.
Another collaboration with Barcelona-based brand MAM resulted in a multi-functional vest featuring a „Neo Pen touch and feel,“ blending a hoodie vest with an integrated backpack. These products are set to hit the market in September as part of a larger collection. In the meantime, the innovative knitting pieces on exhibit, designed to act as a „second skin,“ will serve as inspiration for an upcoming activewear collection scheduled to debut by the end of 2025.
Additionally, a collaboration with Harper Collective was unveiled at the launch event, introducing a line of sustainable luxury luggage items. These bags are crafted from fishing nets retrieved from Italian shores, with a Century Bronze finish that changes color based on lighting conditions. Co-founder Sebastian Manes highlighted how this partnership aligns with Cupra’s ethos of repurposing waste into beautiful and functional products.
Beyond physical products, Cupra also presented a „sensorial capsule“ concept, envisioning future car interiors as living entities with their own souls. This design philosophy aims to enhance the emotional connection between driver and vehicle through a sensory experience.
The decision to expand into lifestyle products may seem bold for a relatively young automotive brand like Cupra. However, by partnering with established design communities and focusing on collaborations with smaller brands, they aim to build a distinct design identity that goes beyond traditional automotive offerings.
Unlike other car manufacturers that emphasize engineering or performance, Cupra is prioritizing design as its core value. This strategy positions the brand in a space where visual and emotional connections hold more significance than technical specifications, which could prove beneficial as the automotive industry evolves.
Ultimately, the success of Cupra’s transformation into a lifestyle brand will depend on consumer acceptance of this new identity beyond just being a car manufacturer.