The dream car according to Cupra fans arrives at Milan Design Week

Innovation, sustainability, research, innovation and technology, but also matter and nature, are therefore the basis of the “Rebel Side of Innovation”, on display from 15 to 21 April from 10.00 to 22.00. Here is the essence of the theme chosen and reiterated by the Spanish car brand.

As is the legendary tradition of Milan Design Week, the installation does not end in itself, is of the way. It has a story behind it and tells another by making it literally flow over you: “The car’s sculptured faces are transformed into canvas for digital projectionto create an additional level of expression and bring new experiences”, explains Francesca Sangalli, head of Color & Trim and Concept & Strategy at Cupra and curator of the exhibition.

“Nuru” adds «he is the main character, it has a fundamental role. in the transformation of what is material and immaterial. It gives new value to the transparent physical elements present inside and outside the car, cutting the boundaries between the physical and the ordinary world”.

The story does not end with the installation, it continues or rather begins in another area: the Garage Cupra, in Corso Como 1, near Piazza XXV Aprile. A kind of behind the scenes, where you can sit and discover the birth of the project, how it was possible to turn the dream of many into one, amazing reality. An act of rebellion made into a vehicle.