Exploring design DNA from Icons to Innovations at Milan Design Week - 'The Lotus Theory'

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).

Digital, which represents the immersive, intelligent, and intuitive experience.
Natural, brings to life emotional, connected, human-centric design.
Analogue, which is the brand’s continuous advancement of performance engineering.

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 9-13 April, 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.

Pirelli, Lotus' preferred Technical Partner and a key collaborator for this event, will also host a series of engaging and insightful experiences, showcasing its cutting-edge technology and innovation. With its deep roots in Milan, the design week provides the perfect stage for Pirelli to highlight its legacy of excellence and its forward-thinking approach when it comes to innovation in high-performance luxury mobility.

During the event, Pirelli will showcase the new P Zero E-a high-performance tyre that has become the industry benchmark for incorporating bio-based and recycled materials (more than 55%), in addition to having the triple A rating on the European label, reflecting its high levels of efficiency and safety. The Pirelli P Zero E, in a specially tailored version, is also featured on the Lotus Emeya and Lotus Eletre.

Join Lotus at PHYD - Haus of Automotive, Via Tortona 31, 20144, Milano

Schedule

April 09
11:30 - 12:00: PRESS SESSION WELCOME (Press Invitation Only)
12:00 – 13:00 Lotus DESIGN x Fabio Novembre – Exploring Design DNA Contact TO REGISTER: globalcomms@eu.lotuscars.com
3:00 – 15:00 PRESS SESSION continued
15:00 - 16:30: Free access Panel session – DNA: Beyond Materiality
17:00 - 21:30: Free access to the exhibition on the Ground Floor

April 10
10:30 - 19:30: Free access to the exhibition on the Ground Floor

April 11
10:30 - 18:00: Free access to the Lotus Drivers Club Lounge
18:30 - 20.00: PIRELLI Event (Invitation Only)
19:30 - 21:30: Free access to the Lotus Driver lounge

April 12
10:30 - 18:00: Free access to the Lotus Drivers Lounge
18:30 - 21.30: LOTUS night @ the drivers lounge

April 13
10:30 - 18:00: Free access to the Lotus Drivers Lounge
18:30 - 21.30: LOTUS night @ the drivers lounge