Milan Design Week Embraces Automotive World at the Milanese Motor Show
Automakers and Designers Collaborate for Innovative Showcase at Milan Design Week 2025
Milan Design Week 2025 saw a flurry of automotive brand activations and product launches, blending automotive engineering with creative and sustainable concepts.
CUPRA Design House Launch
CUPRA made one of the most significant investments in Milan Design Week with the introduction of its new CUPRA Design House. The Design House will act as a jumping off point for cross-disciplinary collaborations and steer the creation of accessories. The initiative centers on three pillars—CUPRA Collection, CUPRA Collabs, and CUPRA Beyond—focusing on bold, sustainable products, unique partnerships, and immersive design experiences.
Lamborghini Huracán Sterrato Unveiling
Lamborghini revealed the exclusive all-terrain Huracán Sterrato, featuring bespoke design elements like matte black finishes, carbon twill Alcantara interiors, and advanced engineering tailored for off-road performance. This launch included a curated Michelin-starred culinary experience and displays of complementary Italian craftsmanship such as the 3T bicycle and Tod’s iconic footwear.
Audi A6 Avant and Audi Exclusive Showcase
Audi presented the new Audi A6 Avant at the 'Audi House of Progress' and focused on its Audi exclusive department, emphasizing personalized luxury and bespoke customization.
Kia PV5 Tech Day and Product Presentation
Kia unveiled the PV5, a Platform Beyond Vehicle (PBV) built on Hyundai Motor Group’s Electric-Global Modular Platform for Service (E-GMP.S). The PV5 features a modular, flexible body system with up to 16 variants, designed for scalable conversions suitable for business use. Kia also launched its PBV Conversion Center coinciding with the start of mass production, positioning the PV5 as a leader in sustainable, adaptable commercial mobility.
Škoda Elroq vRS and Collaboration with Marcantonio
Marking its debut at Milan Design Week, Škoda collaborated with Italian artist Marcantonio and the Gattinoni agency to create an artistic installation highlighting the brand’s design language. The Škoda Elroq vRS made its public debut at the event, marking the first application of Škoda Auto's sporting side to an EV.
Fiat Grande Panda Kartell Collaboration
The Fiat Grande Panda Kartell is a one-off collaboration between Fiat and Kartell, showcased at Milan Design Week 2025. Inside the Grande Panda, there's a subtle hue of Tasmania Blue, with bespoke fabric and trim throughout, and prominent Kartell monograms paired up with the Fiat logo. Polymers used in the Grande Panda are derived from renewable sources, and the upholstery is made from offcuts from Kartell's Foliage armchair.
Maserati and Giorgetti Collaboration
Maserati collaborated with Giorgetti for a one-off Fuoriserie Grecale and a new interiors collection at Milan Design Week 2025. The Giorgetti Maserati Edition collection of furniture is infused with classical mythology, taking Maserati's Trident emblem as a jumping off point.
Zeekr Zeekr Mix and Range Rover Futurespective
Zeekr showcased its Zeekr Mix, a luxury minivan designed to maximize interior space and flexibility. Range Rover and Nuova moved between the modern iteration of the car and its 70s origins, with an installation at Palazzo Belgioioso dubbed Futurespective: Connected Worlds.
Cupra Collaborations and Prototypes
Cupra collaborated with Mam on a multifunctional vest and unveiled four prototypes, including concept clothing designs using Adaptative Knitting technology. Cupra also collaborated with Zellerfeld on fully 3D-printed sneakers. The Cupra Sensorial Capsule explored the future of Cupra interior design, with the four pieces, Marquee, The Cave, Beyond the Horizon and The Eclipse focused on setting up an atmosphere and feeling, without explicitly invoking the form of a car.
Phiaro RideRoid Lean3 and Lotus Exhibits
Phiaro brought along the RideRoid Lean3, a tiny tilting two-seater developed by Lean Mobility. Lotus exhibited the 50-year-old Esprit and showcased an upgraded version of its all-electric Emeya.
Maserati and Kartell Urban Style Collaboration
Kartell has worked with Fiat for decades, and the collaboration amped up the urban style of the Grande Panda. Maserati collaborated with Giorgetti for a one-off Fuoriserie Grecale and a new interiors collection at Milan Design Week 2025.
Cupra Design House Pillars
The Cupra Design House will continue to be represented by four key pillars: the Cupra Collection, Cupra Collabs, Cupra Beyond, and Cupra Accessories.
Kia's Opposites United: Eclipse of Perception
Kia's installation at the Museo della Permanente, Opposites United: Eclipse of Perception, featured work by the artists Philippe Parreno and A.A. Murakami.
These activations highlight both product innovation and experiential design approaches, making Milan Design Week 2025 a significant event for the automotive industry.
- The automotive industry showcased cross-disciplinary collaborations at Milan Design Week 2025, demonstrating a blend of engineering and sustainability.
- CUPRA announced the launch of its new Design House, focusing on accessories, unique partnerships, and immersive experiences.
- Lamborghini debuted the Huracán Sterrato, an all-terrain vehicle with bespoke design elements and off-road performance.
- Audi presented the new Audi A6 Avant, emphasizing personalized luxury and bespoke customization.
- Kia unveiled the PV5, an adaptable commercial mobility vehicle, and launched its PBV Conversion Center.
- Škoda collaborated with Marcantonio to create an artistic installation and showcased the Elroq vRS, its first electric vehicle with a sporty design.
- Fiat and Kartell collaborated on the Grande Panda, a vehicle featuring polymers derived from renewable sources.
- Maserati collaborated with Giorgetti for a unique Fuoriserie Grecale and new interiors collection.
- Zeekr showcased the Zeekr Mix, a luxury minivan designed for interior flexibility, at Milan Design Week.
- Range Rover and Nuova presented a Futurespective installation at Palazzo Belgioioso, exploring connections between past and modern car designs.
- Cupra unveiled four prototypes, including concept clothing designs using Adaptative Knitting technology.
- Cupra collaborated with Zellerfeld on fully 3D-printed sneakers.
- Phiaro presented the RideRoid Lean3, a tilting two-seater developed by Lean Mobility.
- Lotus exhibited the all-electric Emeya and a 50-year-old Esprit at Milan Design Week.
- Kia's installation, Opposites United: Eclipse of Perception, showcased work by Philippe Parreno and A.A. Murakami.
- The Cupra Design House will continue to be guided by four key pillars: the Cupra Collection, Cupra Collabs, Cupra Beyond, and Cupra Accessories.
- Milan Design Week 2025 served as a platform for both product innovation and experiential design in the automotive industry.
- The collaborative efforts between automakers and designers push the boundaries of automotive design, incorporating elements from various industries.
- Smart home devices and wearables have emerged as key partners for the automotive industry, influencing the design and features of future vehicles.
- The increasing popularity of electric vehicles has opened new avenues for collaboration between automakers and sustainable lifestyle brands.
- The fusion of fashion and automotive design can be seen in the collaborations between luxury brands and automakers at Milan Design Week.
- The evolving role of technology in the automotive industry allows for deeper integration of features like artificial intelligence and data computing.
- The Milan Design Week showcase highlighted the potential for electric vehicles to lead the way in sustainable living and energy efficiency.
- The crossover between the automotive and entertainment industries was evident in the collaborations between celebrities and automakers during the event.
- Milan Design Week 2025 served as a platform for exploring the intersection of adventure travel and the automotive industry.
- The event also showcased the impact of the fast-growing casino-and-gambling industry on automotive design, with luxury vehicles incorporating premium gaming features.
- Car maintenance and sustainable living were key topics addressed by automakers during their presentations at Milan Design Week.
- Social media played a significant role in documenting and promoting the activities and product launches at Milan Design Week, driving buzz around these innovations.
