A journey into the soul of a brand whose name refers to its distinctive and dominant colour, copper: Latin-style Cuprum, Cupra for the street

It is a young car brand Cupra, capable of combining performance and electrification, born in 2018 but with an established success in the short term throughout Europe, including Italy.

A multisensory journey

In its fourth consecutive presence at Milan Design Week, April 15-21, Cupra places its Garage at Corso Como 1 at the center of a multisensory path entitled "The rebel side of design" that starts there and develops in two other exhibition situations close to the location.

Matter and Nature

Thus, design, sustainability (in the use of the car and green components) and technology will be the common thread of this project, which will interpret, through new materials, light effects and transparencies, the central theme of the 2024 edition of Design Week: "Matter Nature."

New Horizons

"This theme gives us the opportunity to continue to show the world our commitment to sustainability, our obsession with design, but also our willingness to explore new horizons including sharing and engaging our Tribe," said Pierantonio Vianello, director of Cupra in Italy.

An itinerary developed in three areas

The first (c/o Piazza XXV Aprile) will feature a disruptive installation of Cupra DarkRebel, a pioneering concept car that challenges the very way cars of the future will be created and designed. In fact, DarkRebel is the result of the involvement of the Cupra Tribe (i.e., the strong core of the brand's enthusiasts) and more than 270 thousand online configurations created through the hyper configurator. An example of this new approach to automotive? The exterior color. The liquid and mirrored mercury effect, which enhances the strong musculature of the bodywork and its enigmatic character, comes precisely from users' choices.

Real and virtual

Second, there will be the VR Experience that will unite the real world with the virtual world (c/o the Cupra Experience inside the Garibaldi Gallery) where you will really understand the meaning of the Rebel side of design.

Materials and aesthetic codes

And, last but not least, the Cupra Lounge (c/o the Cupra Garage Milan). A permanent location that will reflect, through a special interior and exterior layout of the location, the brand's new interpretation of materials and aesthetic codes, opening the doors to new partnerships and collaborations with brands that share Cupra's spirit and philosophy to make the public experience the brand in full style.

During Design Week, the Cupra Garage Milan will be open to visitors every day, April 15-21, from 10 a.m. to 10 p.m. For more informationcupraofficial.it