BEYOND THE KNOWN

Starting from an iconic and strategic location such as Piazza XXV Aprile, CUPRA presents an exhibition journey in three acts, encompassing the spaces of the CUPRA Garage Milano on Corso Como 1 and the Garibaldi Gallery.

The journey begins inside the CUPRA Garage Milano, a space that embodies the brand’s innovative approach, expressed through a language that combines performance, materiality, and identity, shaping a contemporary vision that goes beyond the automotive world. Here, the spotlight will be on CUPRA Raval: a radical interpretation of contemporary mobility that blends striking design, performance, and emotion. With its launch scheduled for summer 2026, Raval marks the beginning of a new era, bringing CUPRA’s DNA into electric mobility with a bold and distinctive character.

The journey continues in the iconic Piazza XXV Aprile with the CUPRA Design House, an interpretation of the Essere Progetto concept as a manifesto that goes beyond the idea of a simple exhibition to assert a cultural vision of design, capable of engaging and inspiring. CUPRA places the creative process at the center of the experience, allowing the public to follow a narrative in which the brand redefines languages, materials, and future vision. Colour & Trim thus becomes a key element, translating the community’s values into distinctive surfaces and details, while human-machine interaction evolves into an increasingly sensory dimension, capable of creating an authentic connection. In this context, with the concept Beyond the Known, CUPRA explores parametric design and digital innovation, adopting an approach in which material drives form and opening up new expressive possibilities. Material experimentation, supported by algorithmic processes and a hybrid dialogue with artificial intelligence, generates new aesthetics and design perspectives.

At the same time, the brand will be present at the Garibaldi Gallery in Piazza XXV Aprile with the CUPRA Experience, where new forms of creative experimentation will come to life. Among these is Own the Wheel, CUPRA’s first art exhibition, bringing together seven European artists. The works reinterpret the steering wheel as a symbol of control and awareness, celebrating those who choose to remain in control of their lives in an increasingly automated world, rediscovering the value of emotions and personal choices in a dialogue between art, design, and automotive culture.

Also within the CUPRA Experience is the collaboration with the international design institute RafflesMilano®. For the second consecutive year, CUPRA supports emerging talent through scholarships dedicated to Product and Interior Design students and through direct involvement in research and project development paths. At the heart of the collaboration is also the “72 hours” project, in which students, starting from a CUPRA brief, rapidly develop innovative concepts ranging from product design to extra-automotive scenarios, combining multidisciplinary skills and creativity.

The exhibition spaces are further enriched by a CUPRA Lounge dedicated to visitors, created in collaboration with Gandia Blasco, a Spanish company specializing in outdoor furniture. An immersive and coherent environment that further enhances the brand’s aesthetic language and values.

CUPRA thus affirms a clear vision: design is not a final result, but an ever-evolving process, capable of transforming the unknown into a tangible experience and shaping new possibilities, both within and beyond the automotive world.

BEYOND THE KNOWN. Where material drives form and the future comes to life.