Cupra Exhibition
During Milano Design Week 2025, I had the incredible opportunity to collaborate with CUPRA Italia and Raffles Milano on a fast-paced, concept-driven project exploring lifestyle design. Over the course of an intense 72-hour design sprint, our multidisciplinary team developed three innovative concepts for cutlery and exhibition design. Each concept reimagined the relationship between form, function, and brand identity, reflecting CUPRA’s bold move beyond the automotive sector into new lifestyle territory. This experience not only challenged my creative agility but also deepened my understanding of design’s role in brand evolution.
EAT UP
A surreal twist on tradition, EAT UP invites visitors into an inverted dining room where gravity is reimagined. The entire scene is flipped: a blacked-out space with a mirrored floor reflects an upside-down table hanging from the ceiling. Only the bronze 3D-printed cutlery—suspended at eye level—is real and tangible. It challenges perception and provokes curiosity, emphasizing innovation through distortion.
FOREVER SERVED
An endless table becomes the heart of this concept—mirrored surfaces stretch the dining scene into infinity, symbolizing a meal without limits. This immersive installation transforms cutlery into a tool of connection: a symbol of unity and shared experience within the CUPRA Tribe. It’s not just about dining—it’s about belonging.
WATCH US
Merging cinematic storytelling with design, WATCH US immerses visitors in a mirrored room featuring five sculptural pods. Four pods play iconic film scenes where silverware plays a symbolic role. In the fifth, CUPRA’s cutlery prototype emerges from the wall, surrounding a projected plate at the center—mirroring a traditional place setting with an unconventional twist. The installation captures CUPRA’s drive to lead, to innovate, and to reshape how we interact with everyday objects through bold, cultural expression.
