CUPRA has released its latest venture at Milan Design Week: the CUPRA Design House, a bold new division that extends the brand’s distinctive design ethos far beyond the world of cars.

The CUPRA Design House represents a new creative division dedicated to exploring the boundaries of design through innovation, collaboration, and experimentation. Built around three core pillars, CUPRA Collection, CUPRA Collabs, and CUPRA Beyond, the initiative is set to redefine how the brand expresses its identity across new disciplines and industries.

 

This new chapter sees CUPRA deepening its commitment to design as a driving force of its brand philosophy. The Design House will fuse advanced materials, new technologies, and bold aesthetics to create immersive and emotionally driven experiences. From fashion and lifestyle to industrial design and artistic partnerships, the initiative will focus on building connections with visionary creatives and pushing the limits of conventional thinking.

At the helm of the CUPRA Design House are Jorge Diez, serving as Chief Design Officer, and Cécilia Taïeb, appointed Chief Operating Officer. Together, they will steer the division as a space for boundary-pushing collaborations and experimental projects that reflect CUPRA’s rebellious and unconventional spirit.

 

Design has always been central to CUPRA’s DNA, serving as the red thread that ties together each creation, innovation and experience. With the launch of the Design House, CUPRA is creating a platform where that philosophy can evolve, not only through car design, but also through lifestyle products, collaborative projects, and future-facing initiatives.

The CUPRA Design House is positioned as a space where daring ideas are brought to life, where creativity drives transformation, and where the brand’s design obsession takes on new forms. It signals a new era for CUPRA: one shaped by passion, driven by collaboration, and fuelled by a relentless pursuit of the unexpected.