The global brands of the future are hiding in plain sight: here's how to spot them

3D-printed sneaker
(Image credit: Cupra)

So, this was a bit weird.

I expected to find myself cooing over chairs at Milan Design Week. Just not ones made by a car company. But there I was, halfway through an espresso and already considering whether CUPRA’s sculptural parametric lounge seat would look good in my front room. (Answer: it definitely would.)

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Tom May
Freelance journalist and editor

Tom May is an award-winning journalist and author specialising in design, photography and technology. His latest book, The 50th Greatest Designers, was released in June 2025. He's also author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.