Lotus brings its bold new design approach to Milan.
With the introduction of its boldly styled Theory 1 concept car, Lotus introduced a new design manifesto to its cherished brand, combining its renowned heritage with courageous futurism: The Lotus Theory. The core principles of The Lotus Theory conveniently spell out ‘DNA:’ Digital, Natural, and Analog, meaning that Lotus intends to create vehicles that combine cutting-edge technology with its racing-derived heritage.
This month, Lotus is set to showcase The Lotus Theory at this year’s Milan Design Week, with an exhibition that showcases the past, present, and future of Lotus, and the journey that has led to The Lotus Theory as we know it now. The Lotus Esprit S1, one of the most iconic Lotus Models which is celebrating its 50th anniversary, will be on display alongside the Theory 1, which is inspired by it. In addition, one of the current-day electric vehicles in Lotus’ lineup, the new Emeya, will be on display, as well.
Lotus’ Milan Design Week presence this year will be split into three categories: Context, which celebrates the cherished legacy of race and road cars from throughout Lotus’ history, Practice, an in-depth explanation of the DNA design philosophy and how it influences Lotus’ current and future cars, and Studio, which brings The Lotus Theory beyond automotive design.
The exhibition, which is set to take place in Milan’s PHYD in the Haus of Automotive, will take place from April 9 to April 13. Partners like Pirelli, Motorskins, and Olivetti will join Lotus in the exhibition, with Pirelli, Lotus’ tire partner, showcasing how its latest tire technology adds to the performance and engineering prowess of Lotus’ latest vehicles, marking a Milan Design Week that celebrates technology, engineering, artistry and heritage alike.
Image Source: Lotus
