Milan Design Week: Cupra, mechanics and DarkRebel concept

A triple installation of the Spanish brand with direct inspiration from Matter and Nature. scene of the Milanese event. The real protagonist is a futuristic concept car

Maurizio Bertera

April 17 – 8.03pm – MILAN

It is the dark and rebellious side of the car at the Milan Design Week, as seen in the official launch of the presence. Cupra at the event. 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. The “dark” clip of Cupra, which has decided to do big things, with a schedule of three shows called. The rebel side of designwith the Cupra Garage at Corso Como 1 and the concept car in the middle Black Rebel shown opposite Piazza XXV Aprile.

THE CUPRA EXPERIENCE

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“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 ” says 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 that period, Galleria Garibaldi will regularly open to the public to offer the Cupra Experience, a virtual reality experience taking visitors on an exciting journey across the border between the real world and the virtual world.

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HOW THE PROJECT IS BORN

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If the display of the DarkRebel model 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 of the birth of the project, marching through figuratively with the public on the journey towards the fulfillment of dreams. The surfaces of the car sculptures are transformed into canvases by digital projection, creating an additional level of expression and bringing new experiences. Francesca Sangalli, head of the industry, explains Color & Trim with Concepts and Techniques of Cupra, along with the exhibition curator. “Light is a true protagonist, it plays a fundamental role in the transformation of what is material and invisible. It gives new value to the transparent physical elements that exist outside and inside the car, cutting the boundaries between the physical and the ordinary world”.