Cupra engagement between digital and physical

The car brand has transformed the event into an emotional journey with technology that becomes the brand’s manifesto, with partners such as Red Bull.

Car brand Cupra did some Milano Design Week 2024 a valuable opportunity to engage with the brand, halfway between physical and virtual. Big investment in “phygital markets” which becomes a true moral manifesto, marrying material perfection to a technological dream.
In particular, there are three spaces created for this purpose as part of the event: Cupra Garage Milano, an installation in Piazza XXV Aprile and virtual reality in Galleria Garibaldi, for an immersive and impactful journey.

The main point of the project and the logo of the presented innovation is the installation of the introductory concept car Cupra DarkRebel, the result of community participation of the brand and over 270,000 virtual configurations that make up the model on display. “FORWe have given voice to the new generations and have shown an interest in design that has led us to break away from the traditional materials of the automotive industry to add new natural and sustainable elements that can take the Cupra beyond the conventional limits.”, announced Pierantonio Vianello, director of Cupra in Italy.

For the event in the capital of Lombardy, Cupra chooses to collaborate with brands from different sectors, including food and drink, proving how much collaboration can expand the boundaries of dialogue with people and brand image. All this, of course, as long as you choose images and philosophies that are compatible and compatible with yours. In particular, Cupra Garage Milano opens its doors to collaborations such as those with Gandia Blasco (for outdoor furniture in stores), Finish it (for food), San Miguel e Red Bull (for a drink). In the Cupra Lounge, a space set outside the Cupra Milano Garage, it will be possible to find a new interpretation of the brand’s materials and aesthetic codes and discover partners who share common values ​​and aspirations with Cupra.