Milan Design Week or ‘Salone del Mobile Milano’ is the largest international event of its kind, showcasing product design from around the globe. This year, Lotus Cars will exhibit ‘The Lotus Theory’, the brand’s design guidebook. The brand will look to the future as they draw on the core principles of ‘DNA’ or ‘Digital, Natural and Analogue’ to shape their direction.
In ‘The Lotus Theory’ textbook, digital represents the “immersive, intelligent and intuitive experience”, natural is the “emotional, connected, human-centric design” and analogue is “the brand’s continuous advancement of performance engineering.”
Lotus’ display will be about the brand’s history, trajectory and current standing in relation to both of those. The Esprit is marking its 50th anniversary and will be a highlight of the stand alongside the Eletre electric hyper-GT. Expect ‘Theory 1’ to make an appearance as well!
Three areas will feature at the brand’s display, these will be around the brand’s legacy, its ‘DNA’ and how these extend beyond the automotive realm. Showings from Pirelli, MotorSkins and Olivetti are also to be expected. Pirelli will be debuting their new P Zero E hyper performance tyre. A new industry benchmark, it uses more than 55% bio based/recycled materials as well as achieving a European AAA rating for its efficiency and safety.
Milan Design Week runs from the 9th to the 13th of April.
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Words by Matthew D’Souza, images courtesy of Lotus Cars Media via Chris Parker of Lotus Cars Auckland.
