5 to 8 September, CUPRA took part in the Fuorisalone to narrate their unconventional and contemporary interpretation of 'Forms of Living', the leitmotif of this edition of the initiative.
From an idea by SBAM Noisy Ideas gives birth to the CUPRA LIFEPLACEa place dedicated to the CUPRA brand that can host a journey through the brand's many activities.
Eugenia Napoleonic Foundry, within the Isola district, was the evocative stage for the activations of CUPRA LIFEPLACE, a place created in collaboration with the creative start-up REALITY IS_ in which the public was able to discover the brand's vision through an Immersive Experience
Also presented was a new light object created exclusively by the M+S Lab studio, an original interpretation of the CUPRA DNA.
The CUPRA Lifeplace hosted several talks focusing on topics related to
innovation and design such as sustainability, electrification and sporting performance that characterise the CUPRA brand. with the participation of the founders of the Made IT podcast, Inés Makula and Camilla Scassellati Sforzolini.
Milan, 15/09/2021 - On the occasion of the Milan Design Week 2021, CUPRA was the protagonist of the events linked to the Fuorisalone, bringing to the Milanese city its own interpretation of 'Forms of Living', the fil rouge of this edition of the international event.
In continuity with the themes addressed this year, the brand provides an articulated activation built on the concepts of sustainability, style and innovation, which underpin the products and the CUPRA universe.
On this basis, the CUPRA LIFEPLACE, a project created by SBAM Noisy Ideas, which is based on taking a journey together with visitors not in a one-sided way, but through an exhibition that also involves the public from an emotional point of view.
So in the evocative setting of the Fonderia Napoleonica Eugenia in the Isola district, in the heart of the city of Milan, guests and visitors were able to connect with the brand's values, in a multi-sensory experience that led them to discover the spirit, philosophy, stylistic features and DNA of the contemporary and unconventional brand that inspires the world from Barcelona.
For this project, SBAM has made use of valuable collaborations, such as the one with REALITY IS_, an Italian-English start-up that took care of the creative concept of the project in which visitors will be able to experience a spectacular immersive experience conceived as an innovative journey, from Barcelona to Milan, to discover the soul of the brand.
An experience realised through a combination of physical scenarios and projections that created a narrative enviroment to offer visitors a new point of view on the origins of the brand, in a story by suggestion that starting from CUPRA's origins leads to its vision of a 'human-centred' future.
The project was enriched by the collaboration with the M+S Lab studio, which designed a new light object for CUPRA, Light Code 01, inspired by the values of the brand and displayed during the initiative.
For a complete brand experience, even the aperitif - accompanied by a DJ set by Mike Dem, Italian music producer, record producer, DJ and entrepreneur - was inspired by the CUPRA world.
In addition, from 5 to 8 September the space CUPRA LIFEPLACE was the stage for a programme of meetings and in-depth discussions on topics related to design, sustainability and innovation. Inés Makula and Camilla Scassellati Sforzolini, the founders of the Made IT podcast, one of Italy's leading podcasts on entrepreneurship, acted as moderators of a series of panels with distinguished guests from various worlds united by their passion for design.
The calendar of talks:
Sustainable design: implementation and challenges
5 September - 17:00
Meg Pagani - CEO and Founder Impacton
Alessandro Lovisetto - CEO and Founder Artknit
Laura Celli - Sustainability & Responsible Business Manager of SKY
Roberta Ligossi - CEO and Founder of Ta - Daan
Being sustainable is no longer a choice but a duty to be fulfilled as companies, people and communities. Implementing all-round sustainable solutions is one of the most important challenges of the next decade. What role does design play in this game?
Electrification: the future of sustainable mobility
6 September - 17:00
Pierantonio Vianello - Brand Manager CUPRA Italy
Francesca Sangalli - Head of Colour&Trim Concept&Strategy Design of CUPRA
Sonia Sandei - Responsible for electrification of ENEL
Riccardo Cassetta - Head of Private Sales e-mobility Italy - ENEL X
The electrification of transport is a crucial component in reaching the European Union's target of cutting emissions by 55% by 2030. What changes are car manufacturers, state administrations and energy supply companies implementing to make this target possible?
Design meets others: unexpected collaborations
7 September - 17:00
Luca Gnecchi Ruscone - CEO L.G.R
Ico Migliore and Mara Servetto - Founders of Migliore + Servetto Studio
Michel Bertrans - Designer
Joan Gaspar (Marset)
Design does not just have a shape Today, more than ever, it is necessary to intersect paths in order to always create something new and unexpected. For some time now, collaborations have been a path travelled by many companies that apparently belong to distant worlds but can share a part of the way, as happened between L.G.R., MARSET and MIGLIORE + SERVETTO with CUPRA. Today the automotive is no longer just mobility but also lifestyle: how do these collaborations come about? What are the elements that set off the spark?
Sportiness meets design
8 September - 17:00
Erica Alessandri - Board member and digital product manager of Technogym
Andrea Busnelli - Founder of Busnelli Corporate
Sportsmanship is a way of life that represents almost the entire population. This carries over into being one of the most important consumer trends of our time and design has been a key element in bringing sport to the centre of our lives. How have brands evolved to offer functional design to serve an increasingly broad audience?
