CUPRA Design House Unveils Collaborations at IAA Munich 2025
At this year’s IAA Mobility in Munich, CUPRA showcased the latest developments under the CUPRA Design House, as the brand continued to experiment and collaborate beyond the automotive sector, bringing its distinctive spirit to fashion, accessories, and fragrance for a broader lifestyle audience.
CUPRA has joined forces with Harper Collective, a forward-thinking brand founded by Jaden Smith and Sebastian Manes, to co-create a bold and sustainable luggage collection. Inspired by CUPRA’s unmistakable design DNA, the range features signature elements such as the iconic Century Bronze finish and Ultrasuede interior, echoing the brand’s visionary Showcars. “Our new collaboration with Harper Collective is built on a shared commitment to reshaping the way we experience travel. Their unconventional approach shows that performance, responsibility and great design can coexist—which is something that strikes a chord with us at CUPRA,” said Ignasi Prieto, Chief Brand Officer at CUPRA.
Designers crafted the luggage from reclaimed ocean waste, including 30% ghost fishing nets and 40% recycled landfill plastic, putting sustainability at its core. The collaboration looks to redefine the future of travel with a progressive and responsible mindset. The collection includes three models: Cabin, Cabin Expandable, and Trunk, each blending innovation, functionality, and style for modern travellers. According to Sebastian Manes, co-founder of Harper Collective, “CUPRA has shown its willingness to push the boundaries of design through the CUPRA Design House. This new collection is the result of a shared mindset to rewrite the rules and create exceptional products, while challenging disposable culture.”
You can buy the Harper Collective x CUPRA collection exclusively in Munich for two weeks at Oberpollinger and at the CUPRA City Garage Munich, then shop it online from 22 September via the official CUPRA and Harper Collective websites and in all City Garages, CUPRA Garages and at the Harper Collective store at Selfridges London.
Following its successful debut in Spain and the UK, CUPRA’s collaboration with Vichy Catalan now launches in Germany this September at IAA Mobility in Munich. Created with Vichy Catalan, the CUPRA Drink delivers an unconventional flavour that fuses ginger’s spicy kick, lime’s zesty freshness and the signature sparkle of Vichy Catalan natural mineral water. The natural-ingredient drink now brings its electrifying flavour to German audiences. It becomes available in CUPRA City Garages as part of a multisensory brand experience that captures CUPRA’s daring and progressive spirit.
As part of the IAA, CUPRA offered a sneak peek at its upcoming lifestyle accessories collection, created in collaboration with Barcelona-based brand MAM. The line consists of five distinctive products, with MAM infusing its provocative attitude into a series of bags and key rings that reflect a commitment to innovation and emotional design. The brand first teased this collection during the CUPRA Design House presentation at Milan Design Week last April, where the Multifunctional Vest backpack concept inspired the new bag designs. Building on that creative foundation, CUPRA now prepares for a full-scale product launch.
At the heart of the Electric Area at CUPRA’s Open Space, a dedicated installation immerses visitors in the story behind the products, showcasing the evolution from the original backpack prototype to the final bag designs and visually capturing the creative journey. Alongside the bags, the installation spotlights the Member box and bracelets created by MAM as the first results of an ongoing collaboration between the two brands. The collection also features several key rings that blur the line between functionality and design, accessory and jewellery, forming a cohesive narrative of design evolution that highlights how CUPRA blends performance, style and storytelling in every product.
CUPRA also introduces the CUPRA Scent, a spatial fragrance developed in collaboration with LUCTA and guided by the olfactory expertise of the Fundación Ernesto Ventós. It invites an immersive sensory journey that speaks of electric performance, striking design and the unconventional essence of the brand. This launch marks a new chapter in the exploration of the five senses, an evolution of how the brand is felt, experienced and remembered. Designed to awaken emotions, the CUPRA Scent distils CUPRA’s DNA into a bold fragrance.
The olfactory experience opens with fresh Bergamot, a vibrant Mediterranean burst that awakens the senses. Then comes the unexpected as jalapeño and ginger ignite an electrifying kick, intensified by saffron, an energetic spark that mirrors the performance-driven DNA of CUPRA cars. As it settles, sandalwood blends with smooth leather, moss, musk, and amber to create a warm and sophisticated signature. This unmistakable sensation recalls the experience of sitting inside a CUPRA. CUPRA will soon offer the CUPRA Scent at its City Garages, allowing fans and customers to bring it home and enjoy it in their cars through an exclusive line of carefully crafted fragrance products.
The CUPRA universe continues to expand beyond the automotive sector as the brand explores new ways to connect with its Tribe. First presented at Milan Design Week 2025, the CUPRA Design House serves as a space for experimentation and collaboration, showcasing CUPRA’s unconventional approach in three areas of activation: CUPRA Collection, CUPRA Collabs, and CUPRA Beyond.