The new division dedicated to creative collaborations also debuts even beyond the world of car: on board a revolution is worked in the interaction between man and car
The first result is to understand, the second invent. The participation of Cupra at the Milan Design Week 2025. He always told the Search for a languageof a personality capable of transforming the Technology in new possibilities. Now it goes even beyond its sector, in new territories of Creative collaborations. It is not the path already seen of a car manufacturer who decides to export his brand to fashion, but a choice that provides the research started in recent years on Innovative materialson Use interfaces and on the suggestion of visual experiences.
The design widens
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The Milan Design Week 2025 marks the debut of Cupra Design Houseone new division born openly as true style centercoordinated by Jorge Diezdirector of the design of the house since 2020 and now involved in a work that brings to use in new fields the experience accumulated in the 3D printing of components, Parametric shirt fabrics and materials fromcircular economy. An activity already started, with two prototypes of technical knitwear in fabric that adapts to body shapes as a second skin, but also collaborations already underway, as for 3D sneakers made together with Zellerfeld or the multifunctional vest made in collaboration with Mam.
Sensory capsule
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Cupra had the courage that now he has to take every automotive brand, in a sector that after electrified his products he is preparing for change them radically. Within a sensory capsule A prototype takes place that tells the new customization possibilities that await the cars, one interaction driver-war where those who are behind the wheel even communicates his mood, into an environment that transforms into Bright elements the strong lines that Cupra has used so far are on physical elements. It is an installation sensory And immersivebut also a real preview of how much a car made starting from the software can offer.
Visual identity
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The multisensory experience is one of the horizons that the car must travel to involve, but it is also the distinctive feature of the Italian artist Andrea Crespi. Graduated in Design of the Industrial Product in Milan, then Art Director in the world of communication, now the experimenter of a style between aesthetics and optical illusionclassic figure and digital perceptions played on the subtraction. The project for the Milan Design Week Of Cupra saw him involved in the creation of a work that explores the evolution of the concept of identity in the era of technological transformation, The reinterpretation of the love and psyche of Antonio Canova. The collaboration also involved with the International Design Institute Raffles Milan and saw the students work for 72 hours overall on the development of an artistic project delivered to them by Cupra and Andrea Crespi, combining performance and aesthetics to create a Exhibition concept destined to be exposed to Garibaldi Gallery.
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