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Design.Special 2026

CUPRA: Beyond The Known

At the Milan Design Week 2025 CUPRA heralded a new design era: with the CUPRA Design House. And in 2026? The brand is picking up where it left off with its "Beyond The Known" installation.

  • Text
    Verena Stuhlinger
  • Photos
    CUPRA

With the CUPRA Design House, the Spanish car brand has created a new section for Milan Design Week 2025 that thinks design beyond the boundaries of the automobile. At the Salone del Mobile 2026 the same creative minds are now using a three-part exhibition to dock right there: Materials, processes and innovations - essentially the future of design - are being rethought and tested.

CUPRA Garage Milano
The starting point for the multi-sensory project is the CUPRA Garage Milano at Corso Como 1 - a space that epitomises the brand's innovative approach. There, an old new acquaintance of ours takes centre stage: the CUPRA Raval. The model marks the beginning of a new era and translates CUPRA's DNA into the world of electromobility with an unmistakable character.
CUPRA Design House
Back to the CUPRA Design House on Piazza XXV Aprile, where the journey continues. With the installation "Essere Progetto", CUPRA places the creative process at the centre of the experience and allows the public to follow a narrative in which the brand redefines design languages, materials and visions of the future - including parametric design and digital innovation.

At the same time, the "CUPRA Experience", which takes place in the Garibaldi Gallery in Piazza XXV Aprile, will develop new forms of creative experimentation. This includes "Own the Wheel", the first art exhibition by CUPRA, which brings together seven European artists. The works reinterpret the steering wheel as a symbol of control and awareness in a dialogue between art, design and the automobile.

Garibaldi Gallery
The gallery will also host the second edition of the collaboration between CUPRA and the Design Institute RafflesMilano®, in which the brand supports students specialising in product and interior design through scholarships and direct project participation. This year, the focus is on the "72 Hours" project, in which young talents develop innovative concepts ranging from product design to scenarios outside the automotive industry within a very short period of time on the basis of a CUPRA briefing.

→ Beyond The Known

→ You can find inspiration, innovations and timelessly beautiful design in our digital design special for the Salone del Mobile 2026

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