CUPRA Italia at Milan Design Week 2025 with artist Andrea Crespi and the new generation of designers at Raffles Milano
Verona, 07.04.25 – As Milan Design Week 2025 kicks off, the spotlight is on the Milanese capital, with CUPRA ready to present its vision of the future of design to the public. ‘The Red Thread of Design by CUPRA’ is the title of the three-act project that CUPRA is bringing to the stage during Design Week. A red thread that links CUPRA to the future of design, offering a fascinating insight into its innovative and revolutionary philosophy through an immersive experience.
On this occasion, CUPRA Italia confirms its commitment to showcasing young talent, collaborating with contemporary artist Andrea Crespi and the talented students of Raffles Milano International Design Institute. The dual exhibition project, whose venue will be the Garibaldi Gallery, is located a few steps away from the CUPRA Garage Milano in Corso Como 1.
‘CUPRA always looks to the future, innovation, creativity and talent of the new generations, with the firm conviction that it is essential to give them visibility. For this reason, we welcomed these two installations without hesitation, convinced that it is also stimulating for visitors to admire the level of expertise, passion and potential that the artists of the future and young designers are able to convey. In addition, we were able to extend the essence of CUPRA design and our brand values to new territories, challenging the status quo once again.’, said Pierantonio Vianello, Director of CUPRA in Italy.
The two projects represent further confirmation of CUPRA's commitment to integrating art, design and technology, creating a dialogue between the world of contemporary design and the evolution of identity in the digital age.
“Future Reflections”. The first project consists of an art installation by Andrea Crespi, who returns to collaborate with CUPRA Italia. This work explores the evolution of the concept of identity in the era of technological transformation, inviting the public to reflect on the profound changes that are redefining the individual in an increasingly interconnected and technological world.
At a time when social media exalt individualism, the artist explores the concept of identity through two angles: the relationship between man and machine, represented by the futuristic reinterpretation of Canova's classicism of Cupid and Psyche, and the ephemerality of reality, expressed in the repetition of the image in an infinite play of mirrors. An immersive experience in which container and content mingle in the perpetual reiteration of Beauty and Illusion, a journey that delves into the evolutionary dialogue between man and machine, a pairing already explored in the experience of the ‘Sensory Capsule’ presented by CUPRA in Piazza XXV Aprile.
‘When I think about how art and design transform our lives, I realise that these two worlds are deeply connected. It is no coincidence that my life today is dedicated to art, even though my background is in industrial design. What unites these two fields is creativity, the powerful human force that ignites and fuels our dreams, helping us to turn them into reality.’, explains the artist. ‘Today, with this installation created together with CUPRA, we celebrate this connection between art, design and creativity. But there is another key ingredient: dreams become real when they are shared. It is through collaboration, teamwork and collective vision that we can achieve the impossible.’.
“Boundless Creativity”: a journey between design and innovation. The second project was born from the work of a group of interdisciplinary students (Product Design, Fashion, Branding, Interior Design), who developed the project from the briefing to the realisation of the prototypes, with the involvement and direct support of CUPRA Italia and Andrea Crespi. This design project is the result of an initiative aimed at promoting collaboration between various sectors and stimulating the technical skills of new generations, through forms of expression that combine aesthetics and functionality. The project fully embodies the values shared by CUPRA and the artist, such as innovation, creativity and teamwork.
CUPRA Italia, in collaborazione con l’artista contemporaneo, ha coinvolto Raffles Milano International Design Institute in un progetto che celebra i talenti emergenti e promuove la contaminazione tra diverse discipline creative. Le idee sono state trasformate in oggetti concreti, dando vita a soluzioni che uniscono estetica e funzionalità: un set di posate, simbolo di innovazione, creatività e spirito di squadra, valori condivisi nel loro DNA e che portano avanti insieme, rinnovando la loro collaborazione.
‘It was an immediate meeting of values between Raffles and CUPRA: supporting the new generation of designers, exploring the core themes of emerging technologies - hybridisation - responsible design, direct and hands-on immersion in real design, looking to the future. Our students are especially grateful for this opportunity to have worked closely with CUPRA and Andrea Crespi, making this project a unique experience of professional growth’., explained Elena Sacco, Director at Raffles Milano.
From 7 to 13 April, therefore, in an activation that will involve Piazza XXV Aprile, Garibaldi Gallery and the CUPRA Garage Milano, the public will have the opportunity to discover at first hand the fascinating vision of the brand's innovative and revolutionary philosophy, which brings all its essence to Milan Design Week, extending it to new creative territories. Every evening, from 7.30 p.m. to 10 p.m., CUPRA Garage Milano will offer a space for reflection and conviviality, enlivened by a DJ Set with performances by well-known artists from the music scene.
