Cupra Sensorial Capsule

Concept

A full-scale immersive capsule that reimagines the car interior as a living, reactive space — presented with CUPRA at Milan Design Week 2024. Commissioned by CUPRA through Tigrelab, the CUPRA Sensorial Capsule invited visitors in Piazza XXV Aprile to step inside a futuristic concept where space, emotion, and technology converge. Built over the course of a year with the CUPRA design team, the interior reacts in real time to movement, presence, and emotion: light pulses, surfaces breathe, and sound evolves into a fluid dialogue between human and machine. The narrative unfolds in four acts — Welcome, an immersive reveal of materials and structure through light trails and mapped projection, Ride (sound, lighting, and Boost Mode), and Meta, an adaptive AI-driven space where the car becomes an evolving companion.