MILAN: Lotus is set to showcase 'The Lotus Theory' - its design manifesto, at Milan Design Week this month, exploring the company’s future direction through the core principles of - Digital, Natural and Analogue (DNA).
The exhibition will bring together past, present and future, celebrating Lotus' heritage with a display of the much-loved Esprit, which also marks its 50th anniversary, alongside the cutting-edge Emeya - Lotus' all-electric hyper-GT, which will take centre stage inside.
The story continues with an exploration of the design principals around Theory 1 - Lotus' most recent concept car, a showcase of the brand's vision for the future.
Lotus’ presence at Milan Design Week will be structured into three immersive areas:
(1) Context – A deep dive into Lotus’ legacy, featuring video projections and heritage artifacts that showcase the brand’s direction of design and engineering.
(2) Practice – A behind-the-scenes look at the DNA design philosophy, and how it influences Lotus’ current and future vehicles.
(3) Studio – A reinterpretation of Digital, Natural, and Analogue beyond automotive design, featuring exclusive archive pieces from Lotus and Fabio Novembre's studio.
The exhibition space will be open from the April 9-13, dedicated to 'The Drivers', a customer focused area hosting an open exhibition, talks and workshops with like-minded creators and designers, including key partners such as Pirelli, Motorskins, and Olivetti.
