Cupra, the rebellious and dark side of the structure between Corso Como and Piazza XXV Aprile – Corriere.it

A dragon forms from the storm clouds that gives way to the birth of the brand logo made in Barcelona: an impactful video, with black images that seem to flow from the center of the earth, from the first rock formations to the beginning of life, moreover signed and the Spanish director Juan Antonio Bayona, was considered a master of horror in his country. A dark clip to mark the presence of Cupra at the Milan Design Week, which has decided to do big things, with a schedule of three exhibitions called “The rebel side of design”, with the Cupra Garage in Corso Como 1 and the DarkRebel concept car on display in Piazza XXV Aprile opposite.

In the Garibaldi Gallery

“The theme of this edition of the Milan Design Week, Materia Natura, gives us the opportunity to continue to show the world our commitment to sustainability, our passion for design, and also the desire to explore new horizons for the participation and involvement of our Tribe ” explains Pierantonio Vianello. , Director of Cupra in Italy. Therefore, until April 21, Cupra Garage Milano hosts an exhibition directly related to the installation in Piazza XXV Aprile, to retrace the study of materials and the reinterpretation of the brand’s aesthetic codes. During the same period, Galleria Garibaldi will open to the public to offer the “Cupra Experience”, a virtual reality experience to take visitors on an exciting journey on the border between the real world and the virtual world.

Light is the main character

If the display of the DarkRebel prototype on the billboard represents the central fulcrum and reaction of the Milan Design Week, the DNA of the brand, its present and its future can be found inside the Cupra Garage where the story was born. of the project, accompanying the public in the journey towards the fulfillment of the dream. The surfaces of the car sculptures are transformed into canvases by digital projection, creating an additional level of expression and bringing new experiences. Explains Francesca Sangalli, Head of Color & Trim and Concept & Strategy at Cupra, along with curator of the exhibition. “Light is a true protagonist, it plays a fundamental role in the transformation of what is material and what is invisible. It gives new value to the transparent elements that exist inside and outside the car, cutting the boundaries between the real and the virtual world.”