CUPRA presents “Beyond the Known”

On the occasion of Milan Design Week, CUPRA presents "Beyond the Known", an exhibition articulated in three acts unfolding across Piazza XXV Aprile, the CUPRA Garage Milano, at Corso Como 1, and the Garibaldi Gallery. The project begins within the CUPRA Garage Milano, a space that embodies the brand’s innovative approach, expressed through a language that brings together performance, matter and identity, shaping a contemporary vision that extends beyond the automotive world. Here, CUPRA Raval takes center stage, an interpretation of contemporary mobility that combines design, performance and emotion, marking the beginning of a new phase and bringing CUPRA’s DNA into electric mobility with a bold and distinctive character.


Courtesy of CUPRA

The journey continues in Piazza XXV Aprile with the interpretation of the concept "Essere Progetto" as a manifesto that moves beyond the idea of simple exhibition to affirm a cultural vision of design, capable of engaging and inspiring. At the core of the experience lies the creative process, articulated as a narrative through which the brand redefines languages, materials and future vision. In this context, Colour & Trim - that is, the work on colors, materials and finishes - becomes a key element, translating the values of the community into surfaces and distinctive details, while human-machine interaction evolves towards an increasingly sensory dimension, capable of fostering an authentic connection. With "Beyond the Known", CUPRA further explores parametric design and digital innovation, adopting an approach in which matter guides form.


Courtesy of CUPRA

At the same time, at the Garibaldi Gallery, also in Piazza XXV Aprile, the CUPRA Experience takes shape, where new forms of creative experimentation are developed. Among these, "Own the Wheel", CUPRA’s first art exhibition, brings together seven European artists invited to reinterpret the steering wheel as a symbol of control and awareness, in a dialogue between art, design and automotive. This is where CUPRA’s partnership with RafflesMilano® comes in. For the second year running, the brand is supporting emerging talent through scholarships dedicated to Product and Interior Design students, alongside direct involvement in research and design development paths. At the center is the “72 hours” project, in which students, starting from a CUPRA brief, develop innovative concepts within a short timeframe, spanning from product to extra-automotive scenarios.


Courtesy of CUPRA

The exhibition spaces are further enriched by a CUPRA Lounge created in collaboration with Gandia Blasco, a Spanish company specialized in outdoor furniture, conceived as an immersive environment consistent with the brand’s aesthetic language. With "Beyond the Known", CUPRA affirms a clear vision: design is not a final outcome, but a continuously evolving process, capable of transforming the unknown into a tangible experience and giving shape to new possibilities. Inside and outside the automotive world.