Cupra brings his dream vision to Milan

During the days of Milan Design Week and FuoriSalone, Cupra Garage Milano in Corso Como 1 and Piazza XXV Aprile and Garibaldi Gallery will be the spaces where the public will be able to have a unique emotional experience thanks to the exhibition schedule “The Rebel”. The Design Side”. The protagonist is the Cupra DarkRebel concept car.

Milan, 9 April 2024- Cupra, the modern car brand that inspires the world from the heart of Barcelona,​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​backs to Milan with the “Rebel Side of Design” project, a schedule of exhibitions that combine sustainability, technology and design and which it translates, at the same time, the main theme of the 2024 edition of the Milan Design Week: “Materia Natura”. From 15 to 21 April 2024, Cupra Garage Milano in Corso Como 1 and Piazza XXV Aprile and Garibaldi Gallery will be spaces where the public can have a unique sensory experience, in an immersive journey into the present and future of Cupra: a unique opportunity of exploring the future of automotive design through the eyes of one of the most innovative brands in the industry. The main feature in this project will be the installation of the Cupra DarkRebel concept car, the result of the involvement of the Cupra Tribe and more than 270,000 configurations created through a large configurator.

In the days of Milan Design Week and FuoriSalone, the Cupra Milano Garage will organize an exhibition linked to the installation in Piazza XXV Aprile, to revisit the study of materials and the reinterpretation of the brand’s aesthetic numbers, a symbol of innovative design and of the troubled soul of Cupra. 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. “The theme of this edition of 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 of participation and involvement for our Tribe. We have created our dream , our ambitions expressed in the Cupra DarkRebel concept car, we have given voice to new generations and have expressed our interest in design that has led us to abandon the traditional materials of the automotive industry in favor of new, original materials and sustainable products capable of taking Cupra beyond its limits. classic” declared Pierantonio Vianello, Cupra’s Director in Italy. For the fourth year in a row, Cupra arrives at Milan Design Week and does so in style, choosing the pioneering and disruptive Cupra DarkRebel as a manifesto of the brand’s vision for the future A project born from Cupra’s latest dream: the heart of a brand provocation that aspires to push the boundaries of performance design For the first time ever, the design of a car is born from a dialogue with the brand’s community. Tribal, therefore a new approach to the process and the way in which the concept car is conceived is also disturbing. In line with the unusual style of the brand. More than 270,000 virtual configurations helped create the real model version that will be displayed as an installation. A partnership that shows that the brand is truly made by people. With the Cupra DarkRebel the Design team therefore questioned how cars will be designed and created in the future. The first element that attracts the viewer is the exterior color, with mercury or liquid with a mirror effect, able to strengthen the powerful muscles of the body’s work and its mystical character. Key to this concept are the invisible design elements, elements such as natural light, which can reinforce the central keel and the side flaps made of transparent material, transforming them into colored reflections that give the car a digital and highly progressive appearance. DarkRebel represents the main fulcrum and Cupra’s answer to the call of the Milan Design Week. Cupra’s DNA, its present and its future, encapsulated in this installation that sees the story of the birth of the project inside the Cupra Garage Milano, accompanying the public on the journey towards the realization of the dream. “The sculptural surfaces of the car are transformed into canvases by digital projection, to create an additional level of expression and create a new experience,” explains Francesca Sangalli, Head of Color & Trim and Concept & Strategy Cupra and 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”. The search for one’s own originality focuses on materials and definitions of new aesthetics, to give shape to pioneering concepts and going beyond the status quo. The exploration of a new interpretation of sustainability takes place through the use of new methods and technologies of additive manufacturing, also allowing for a new formal vocabulary, a play of smart sounds, light and color behaviors that bring brand design to a higher level. The dialogue between the digital and the physical is one of the key and recurring points in the material evolution of Cupra where light, a key player in the transition, and the introduction of an innovative solid material, create a magical experience that gives the Cupra DarkRebel life. “This time, copper, the material that distinguishes the brand, inspires the objects placed in glass, creating a perfect combination between the purity of transparent materials and the rawness of copper as an object” adds Sangalli. Last but not least, the use of ultra-sensorial materials and high tactile value in many interior finishes provide softness and pleasure to the touch. In the passenger compartment, a combination of soft synthetic fibers and bio-based leather is evident, consisting of approximately 90% biodegradable bamboo and is dedicated to the future, as shown by the launch of a new immersive experience as a Virtual Reality Experience. During the Milan Design Week, Cupra will offer the public a unique “physical” experience that will allow them to discover new worlds, interact with the Cupra Tribe and enhance the feeling thanks to the union between the physical world and virtual reality. . The latter will be available to visitors, opening the doors to the world to be explored, with the possibility of interacting with the environment and raising the digital experience, thanks to the presence of the avatar. For the 2024 edition of Milan Design Week, the Cupra Garage Milano will open the doors to new partnerships and collaborations with brands that share the spirit and philosophy of Cupra such as Gandía Blasco (for store exteriors), Fini (for food), San Miguel and Red Bull (for drinks. ) In the Cupra Lounge, a space set outside the Cupra Milano Garage, it will be possible to experience this new interpretation of the brand’s materials and aesthetic codes and discover partners who share common values ​​and aspirations with Cupra . For the 2024 edition of Milan Design Week, Cupra Garage Milano will open its doors to new partnerships and collaborations with brands that share the spirit and philosophy of Cupra such as Gandía Blasco (for outdoor furniture in stores), Fini (for food), San Miguel and Red Bull (for drinks). In the Cupra Lounge, a space set outside the Cupra Milano Garage, it will be possible to experience this new interpretation of the brand’s materials and aesthetic codes and discover partners who share common values ​​and aspirations with Cupra.

Cupra is a modern and unconventional brand that combines emotion, electrification and performance to inspire the world from Barcelona. Cupra was created in 2018, has become one of the fastest growing car brands in Europe and has a global network of specialized sales outlets.

For more information: www.cupraofficial.it