READ MORE READ MORE CUPRA DESIGN Watch here the talk between Cécilia Taïeb, our Global Director of Communications, and the MAM jewellery brand. tHE CREATION OF CUPRA DESIGN, A NEW STANDALONE DESIGN HOUSE WAS ANNOUNCED AT THE WORLD PREMIERE OF THE NEW CUPRA FORMENTOR AND CUPRA LEON CUPRA Design, a new, standalone design house, will not only be responsible for merchandising, but will also work with companies that connect with the brand’s philosophy and want to incor-porate CUPRA’s style into their own brands. The ambition with CUPRA Design is to become the go-to place for those who want bold, unconventional de-signs, no matter their product or project and focuses on four main pillars: car accessories, the CUPRA Collection, collabo-rations with other brands (CUPRA Collabs), and design ser-vices to third parties (CUPRA Beyond). With the same design obsession that ignited the new CU-PRA Formentor and CUPRA Leon, the brand is also launching additional novelties together with its collaborative partners. MAM, a sustainable jewellery brand from Barcelona, is joining CUPRA to create a line that includes a ring and ‘Welcome to the Tribe’ standard and limited-edition bracelets. The com-pany’s products are made from ruthenium and copper, ma-terials CUPRA utilises in its vehicle designs to capture an es-sence of authenticity. CUPRA CATWALK The ‘CUPRA Design Obsession’ event was a unique visual show held at Palacio Cibeles, in the heart of Madrid. CUPRA’s values were presented as never seen before. The location was filled with large screens that formed a suspended catwalk where several virtual models that em-body the 9 principles of the brand’s forward-looking vision appeared to walk in front of the audience. The idea behind the catwalk was to identify and under-stand the ingredients that make CUPRA design unique. To illustrate their personal and individual attitudes, each ava-tar represented a value that makes CUPRA a brand loved by some, although not to everyone’s taste, including a rebellious spirit that challenges the status quo. The spirit of the Tribe in-vites drivers to be one of us, while the obsession drives the brand to keep improving every day. —