Automotive at Fuorisalone 2026

CUPRA, main sponsor of Fuorisalone.it, leads a new vision of automotive design: a fluid, interdisciplinary approach where materials, technology, and visual languages intertwine. Alongside CUPRA, numerous international brands transform Milan into a widespread laboratory, exploring the future of mobility through immersive installations, art, digital innovation, and material research.


Courtesy of Cupra

Beyond the Known — CUPRA
Starting from Piazza XXV Aprile, CUPRA develops a three-act journey across CUPRA Garage Milano, urban space, and Garibaldi Gallery. At the Garage, the brand expresses its identity through performances and material experimentation, featuring the CUPRA Raval, a model marking a new phase in electric mobility. In the square, the CUPRA Design House interprets design as an open process, where materials, future visions, and increasingly sensory human-machine interaction converge. At the Garibaldi Gallery, the CUPRA Experience brings art and design into dialogue with Own the Wheel, an exhibition reflecting on technology and individual freedom, alongside projects with Raffles Milano and the “72 hours” format.
The journey is completed by the CUPRA Lounge, an immersive space dedicated to design and comfort.

CUPRA Garage Milano — Corso Como, 1, Milano
 

Other automotive brands at Fuorisalone 2026

A Garden of Curiosity — MINI x Paul Smith
The collaboration between MINI and Paul Smith, active since 1998, takes shape in an immersive installation celebrating British heritage, color, and a shared playful spirit. Inside Palazzo Borromeo d’Adda, visitors move through a garden of wooden walkways, tall grasses, and open platforms, crossed by the iconic Signature Stripe pattern.
House of MINI, Palazzo Borromeo d’Adda, Via A. Manzoni 41, Milano

The Origin — Audi x Zaha Hadid Architects
Audi and Zaha Hadid Architects present an installation conceived as a portal into the future during Milano Design Week 2026. Set in the courtyard of Portrait Hotel Milano, the work reflects Audi’s design principles—clarity, technology, intelligence, and emotion—while also introducing the theme of sensory overload.
Portrait Hotel Milano, Corso Venezia 11, Milano

Anima Mundi. A Visionary Impulse — Geely
Geely makes its Milan debut with an immersive installation designed by Dotdotdot, set in the organ hall of the Fondazione Istituto dei Ciechi. Five large veils react to visitors’ presence, generating continuously evolving images and sounds.
Fondazione Istituto dei Ciechi, Via Vivaio 7, Milano

Unfold Stories – From Paper to Steel — Hyundai
Hyundai presents an installation that reverses the creative process, making production itself the central theme. The experience narrates the journey from initial sketch to final object, includes workshops led by the brand’s designers, and previews the new Hyundai IONIQ 3.
Torneria, Via Tortona 32, Milano


Courtesy of Škoda

Ooooh, that’s EpiQ! — Škoda
In the courtyard of Palazzo del Senato, Škoda transforms the historic space into a dynamic, ever-changing landscape inspired by plastic modeling. Soft volumes and flexible surfaces create an interactive environment that invites exploration. Developed with digital artist Ricardo Orts, the project combines physical and digital elements, with an immersive dome at its core.
Palazzo Senato — Via Senato, 10, Milano

Space — Lexus
Lexus uses Milano Design Week 2026 to reflect on the concept of the automobile—not just as an engineering object, but as an experience. The Space installation places the Lexus LS Concept at the center of a 360-degree immersive environment. Alongside this, Discover Together 2026 invites creative teams to reinterpret the rear seat as an autonomous space.
Superstudio Più, Via Tortona 27, Milano

Traces — Range Rover x Storey Studio
Range Rover, in collaboration with Storey Studio, returns to Milan with an installation dedicated to the value of craftsmanship in the automotive sector. The project revolves around the Range Rover Bespoke service, exploring the possibilities of customization.
Via Gaetano Negri, 6, 20123 Milano


Courtesy of Konzepthaus

Haus of Automotive — Konzepthaus
Konzepthaus brings back Haus of Automotive to Milano Design Week 2026 as a platform dedicated to automotive design, fostering connections between brands, professionals, and the public. The program opens with two conferences: the CMF Conference, focused on colors, materials, and finishes, and the Lighting, UX & Brand Conference, dedicated to the evolution of user experience and brand identity.
Talent House — Via Tortona, 31, Milano