Cupra brings the DarkRebel concept car and showcases the “Rebel Side of Architecture” to Milan Design Week.

Sustainability, technology and design are key elements of the project “The Rebel Side of Design”, presented by the car brand Cupra during the Milan Design Week.

Spread over three locations – Cupra Garage Milano in Corso Como 1 and Piazza XXV Aprile and the nearby Garibaldi Gallery – this project offers the public an in-depth journey into the present and future life of the brand, especially thanks to the main feature: the installation of the concept car of Cupra DarkRebel, created with the involvement of the brand’s community, which generated more than 270,000 configurations created through the hyper-configuration (we talked about it here).

As Pierantonio Vianello, Director of Cupra in Italy, explains, the theme of this edition of Milan Design Week, ‘Materia Natura’, has allowed the Volkswagen Group brand “to show the world our commitment to sustainability, our passion for design, as well as the desire to explore new horizons of participation and involvement for our Tribe”. In designing the DarkRebel, Cupra moved away from traditional automotive materials to add new natural and sustainable materials that “take Cupra beyond the limits of the norm”.

The presence of the brand therefore starts from Piazza XXV Aprile, where the body version of the Cupra DarkRebel model will be shown as an installation, ready to surprise visitors starting from the color of the bodywork, and the liquid and mirror effect of mercury that enhances the muscles. the work of the body and its mystical character.

Then we continue to the nearby Cupra Garage Milano, where the birth of the project is explained, its beauty and the materials used such as copper, glass, soft synthetic fibers and bio-based leather, composed of almost 90% biodegradable bamboo. Here the audience is metaphorically accompanied on a “journey towards the fulfillment of a dream”.

Francesca Sangalli, Head of Color & Trim and Concept & Strategy Cupra and curator of the exhibition, said that “the surfaces of the car’s sculptures are transformed into canvases by digital projection, to create an additional level of expression and bring new experiences. Light is a character a true master, it plays a fundamental role in the transformation of what is material and intangible. It gives new value to the transparent elements that exist inside and outside the car, cutting the boundaries between the physical and virtual worlds.”

In the Garibaldi Gallery there is also a Virtual Reality experience that will allow you to discover new worlds, interact with the Cupra Tribe and enhance the feeling due to the union between the real world and virtual reality.

Finally, the Cupra Lounge, outside the Garage, will host collaborations and collaborations with brands that share the spirit and philosophy such as Gandía Blasco for store exteriors, Fini for food, San Miguel and Red Bull for drinks.

The Cupra Project is open from 15 to 21 April 2024 with free entry, with DJ sets and meetings open to the public. The launch, by invitation, is scheduled for April 16.

The brand is a partner of Milan Design Week for the fourth year in a row.