Automotive brand CUPRA announced the launch of the “CUPRA Design House” at Milan Design Week, expanding the use of 3D printing, parametric modeling, and 3D knitting into the fields of fashion, furniture, and accessories.
This means that in the future, you may not only see CUPRA cars, but also wear shoes designed by the brand or sit in chairs created by it.
The Design House showcased several prototypes, the most eye‑catching of which was a fully 3D‑printed sneaker developed in collaboration with Zellerfeld. The shoe is made from a single material, with the upper generated directly from a parametric model, eliminating the need for traditional molds. The cushioning zones and surface texture of the sole are fully defined by the digital model, truly realizing “design as manufacturing.”
In the realm of clothing, CUPRA demonstrated garments produced using seamless 3D knitting technology — different zones provide elasticity, volume, and dimensional stability, all formed in one step without cutting or sewing. In furniture, a parametric lounge chair was presented, featuring a complex and organic supporting structure. Additionally, luggage items combine recycled materials with the brand’s signature appearance, and the interior linings use 3D‑knitted components.
CUPRA’s Chief Brand Officer, Ignasi Prieto, stated that design is at the heart of the brand, and the establishment of the Design House reflects a dedication that goes beyond automobiles, delving into creativity and innovation. Chief Design Officer Jorge Diez emphasized that design is about emotion and the energy to break rules. Creative Director Francesca Sangalli added that 3D printing allows them to redefine precision and customization, while parametric design pushes the boundaries of structure and aesthetics.
Although these products are still primarily prototypes, CUPRA is clearly not satisfied with small‑scale experiments — the company is testing additive manufacturing as an end‑to‑end design and production method. Whether these products can be mass‑produced in the future depends on the cost, scalability, and durability of the processes. But for those who love new technologies, these cross‑industry creations are already exciting enough to look forward to.
