Lotus will showcase its design manifesto, ‘The Lotus Theory,’ at Milan Design Week this April, offering an insight into its future direction through three core principles: Digital, Natural, and Analogue (DNA).
- Digital: Represents an immersive, intelligent, and intuitive experience.
- Natural: Embodies emotional, connected, human-centric design.
- Analogue: Reflects Lotus’ continuous advancement in performance engineering.
A Journey Through Lotus’ Past, Present, and Future
The exhibition will celebrate Lotus’ rich heritage by displaying the iconic Esprit, marking its 50th anniversary, alongside the all-electric Emeya hyper-GT, which will take center stage. The showcase extends into the future with Theory 1, Lotus’ latest concept car, illustrating the brand’s vision of intelligent performance and human-centric design.
Ben Payne, Vice President of Design, Lotus Group, shared: “Milan Design Week is a global platform for creativity and innovation. Design is integral to Lotus, and this event allows us to highlight the principles shaping our approach to intelligent performance and human-centric design.”
An Immersive Exhibition in Three Acts
Lotus’ presence at Milan Design Week will feature three key experiential zones:
- Context – A retrospective on Lotus’ legacy, featuring video projections and historical artifacts that define its design and engineering evolution.
- Practice – A deep dive into Lotus’ DNA design philosophy and its influence on present and future vehicles.
- Studio – A creative reinterpretation of Digital, Natural, and Analogue, featuring exclusive pieces from Lotus and Fabio Novembre’s studio.
Fabio Novembre, Chief Creative Officer at Novembre Studio, added: “Speed is not just about horsepower but about ideas racing ahead of time. My designs reflect that same dynamism—fluid lines, aerodynamic shapes, and a sense of motion. Design, like a race car, is meant to push boundaries and evoke excitement.”
A Hub for Innovation and Collaboration
The exhibition space, open from April 9-13, will feature ‘The Drivers’—a customer-focused area hosting an open exhibition, talks, and workshops with leading designers and key partners, including Pirelli, Motorskins, and Olivetti.
Pirelli, Lotus’ preferred technical partner, will showcase its cutting-edge technology and innovation in luxury mobility. A highlight will be the debut of the new P Zero E tire, incorporating over 55% bio-based and recycled materials, while delivering industry-leading efficiency and safety. A specially tailored version of the P Zero E is also featured on the Lotus Emeya and Eletre.
Event Schedule at PHYD – Haus of Automotive (Via Tortona 31, Milan)
April 9
- 11:30 – 12:00: Press Session Welcome (Invitation Only)
- 12:00 – 13:00: Lotus Design x Fabio Novembre – Exploring Design DNA
- 13:00 – 15:00: Press Session Continued
- 15:00 – 16:30: Free Panel Session – DNA: Beyond Materiality
- 17:00 – 21:30: Free Access to the Exhibition
April 10
- 10:30 – 19:30: Free Access to the Exhibition
April 11
- 10:30 – 18:00: Free Access to the Lotus Drivers Club Lounge
- 18:30 – 19:30: Pirelli Event (Invitation Only)
- 19:30 – 21:30: Free Access to the Lotus Drivers 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
For press registration, contact: [email protected]
