In an exciting development, CUPRA, the high-performance car brand, is opening a new stand-alone division, the CUPRA Design House. This aims to move the brand’s focus on design beyond the automotive. Its intention is to innovate and push the conventional boundaries of design.
Sustained by three “pillars” – CUPRA Collection, CUPRA Collaborations, and CUPRA Beyond – the CUPRA Design House works with creatives in many different areas. It leads the brand’s unique style into new fields.
Unveiled at Milan Design Week, the new department investigates new manufacturing technologies and materials.
Ignasi Prieto, Chief Brand Officer at CUPRA, underscores that this new entity is a vital addition to the brand, as design is central to the company’s mission. “At CUPRA, design is at the heart of everything we do. The launch of the CUPRA Design House is a testament to our obsession with design – an obsession that extends beyond the world of automotive into the realms of creativity, innovation, and human connection.”
He adds, “The CUPRA Design House is the ultimate manifestation of our impulse to experiment, to reinvent and to create a legacy that is as bold as it is beautiful.”
The parametric under-skin technology in the textile membrane of the CUPRA Beyond Lounge Chair activates upon contact, adapting to the user.
The idea is to build on the groundbreaking design work that CUPRA has already achieved in the world of automobiles. Cécilia Taïeb, Chief Operating Officer of the CUPRA Design House, says that the new department, “Is where we will come together with creatives and brands who share our vision to use design to challenge conventions and embrace the unknown.
“Inspired by the essence of our cars and by the materials we use to make them, we will be driven by our bold design ethos to explore new frontiers and build partnerships and to push the boundaries and transform ideas into tangible realities.”
As an example of the pioneering work that is taking place at the CUPRA Design House, CUPRA Collabs is developing its partnership with Zellerfeld, trailblazers in fully 3-D printing footwear.
CUPRA and revolutionary footwear brand Zellerfeld are using 3D printing to create a fully parametric sneaker. The shoe is fully recyclable (no glue at all) and custom-fitted.
CUPRA is manufacturing a prototype 3-D printed sneaker that combines parametric design with the fluidity of motion. The mono-material design makes it more than a shoe; rather, it becomes an extension of the body.
In another striking innovation, CUPRA Beyond is producing a lounge chair that does more than merely hold the body in place. It is designed to evoke sensations. Every surface is made to increase the emotional connection between the sitter and the seat.
This product exemplifies the fact that CUPRA’s designs are not just concerned with looks; they are suffused with emotion.
According to Jorge Diez, Chief Design Officer of the CUPRA Design House, “At CUPRA, design is not only about form; it is about emotion, about the energy that comes from breaking barriers and rewriting the rules. Every line, every texture, every detail is an expression of our rebellious spirit.”
Welcome to the design revolution.
Fint out more HERE.
Author: James Rampton
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