When CUPRA entrusted us with the project of presenting the CUPRA Design House, we knew it was about telling a story: the vision of the future of a brand where design and technology merge into a single language.
To make it happen, we had an ideal environment: Milan Design Week. So we got down to work, and after three months of creative development, three weeks of production and one week of assembly, we gave shape to a project that connected architecture, emotion and innovation.
We articulated the structure around a central building with a wave-shaped enveloping skin, composed of triangles of micro-perforated sheet metal, lacquered in the color of the vehicle, Bronze Century.
During the day, natural light generated dynamic reflections on its surface; at night, warm lighting transformed the building’s skin, creating a play of transparencies and volumes that gave it a life of its own.
As a natural extension of the CUPRA City Garage, we also designed four prisms that emerged from the ground as an outdoor museum exhibit. Each housed unique prototypes of the new CUPRA Design House. These display prisms, which combined transparent faces with others finished in the same material as the façade, were another example of the attention to detail and formal coherence of the project: design within design.
At the heart of the installation we built a central capsule, conceived as a symbol of the emotional connection between human and machine. Its development was the result of a collaboration with the CUPRA design team, the Communication and Merchandising area of CUPRA Design House and the creative studio Tigrelab. Through a sensory spectacle of light and sound, this piece offered an immersive experience that enveloped the visitor and transported them to the CUPRA universe.
This project signifies the materialization of a shared vision. Because CUPRA is not just a car brand: it is a way of understanding design as part of a lifestyle. A brand that inspires from Barcelona to the world and is committed to creating spaces that excite, transform and remain in the memory.
This project was, in essence, a manifesto in the form of a space. A statement of how design can excite, inspire and challenge limits. For us, it was much more than an ephemeral installation: a project where the future of a brand became a living experience.
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CUPRA Design House: an immersive experience for Milan Design Week
When CUPRA entrusted us with the project of presenting the CUPRA Design House, we knew it was about telling a story: the vision of the future of a brand where design and technology merge into a single language. To make it happen, we had an ideal environment: Milan Design Week. So we got down to […]
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