{"id":886394,"date":"2025-03-27T14:44:47","date_gmt":"2025-03-27T14:44:47","guid":{"rendered":"https:\/\/www.supercars.net\/blog\/?p=886394"},"modified":"2025-03-27T14:49:23","modified_gmt":"2025-03-27T14:49:23","slug":"the-lotus-theory-at-milan-design-week","status":"publish","type":"post","link":"https:\/\/www.supercars.net\/blog\/the-lotus-theory-at-milan-design-week\/","title":{"rendered":"The Lotus Theory at Milan Design Week"},"content":{"rendered":"<p>Lotus is set to showcase &#8216;The Lotus Theory&#8217;\u2014its design manifesto\u2014at <a href=\"https:\/\/www.salonemilano.it\/en\" target=\"_blank\" rel=\"noopener\">Milan Design Week<\/a> this month. The manifesto will explore the company\u2019s future direction through the core principles of Digital, Natural, and Analog (DNA):<\/p>\n<ul>\n<li>Digital, which represents the immersive, intelligent, and intuitive experience.<\/li>\n<li>Natural brings to life emotional, connected, human-centric design.<\/li>\n<li>Analogue, which is the brand\u2019s continuous advancement of performance engineering.<\/li>\n<\/ul>\n<p>The exhibition will bring together past, present, and future, celebrating <a href=\"https:\/\/www.lotuscars.com\/en-US\" target=\"_blank\" rel=\"noopener\">Lotus<\/a>&#8216; heritage with a display of the much-loved Esprit, which also marks its 50th anniversary, alongside the cutting-edge <a href=\"https:\/\/www.supercars.net\/blog\/all-brands\/lotus\/lotus-emeya\/\" target=\"_blank\" rel=\"noopener\">Emeya<\/a>\u2014Lotus&#8217; all-electric hyper-GT, which will take center stage inside. The story continues by exploring the design principles around Theory 1, Lotus&#8217; most recent concept car, a showcase of the brand&#8217;s vision for the future.<\/p>\n<p><a href=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-886397\" src=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003.jpg\" alt=\"\" width=\"2000\" height=\"1124\" srcset=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003.jpg 2000w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-300x169.jpg 300w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-1024x575.jpg 1024w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-100x56.jpg 100w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-770x433.jpg 770w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-1536x863.jpg 1536w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-500x281.jpg 500w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-293x165.jpg 293w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-003-1400x787.jpg 1400w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/a><\/p>\n<p>Ben Payne, Vice President of Design, Lotus Group said: \u201cMilan Design Week is a global stage for design, creativity and innovation. Design is at the heart of everything we do, and this event allows us to share the detailed processes that define our cars.\u00a0 With \u2018The Lotus Theory\u2019 we\u2019re also highlighting our DNA and how these principles shape our approach to intelligent performance and human-centric design.\u201d<\/p>\n<p>Lotus\u2019 presence at Milan Design Week will be structured into three immersive areas. (1) Context \u2013 A deep dive into Lotus\u2019 legacy, featuring video projections and heritage artifacts that showcase the brand\u2019s direction of design and engineering. (2) Practice \u2013 A behind-the-scenes look at the DNA design philosophy and how it influences Lotus\u2019 current and future vehicles. (3) Studio \u2013 A reinterpretation of Digital, Natural, and Analogue beyond automotive design, featuring exclusive archive pieces from Lotus and Fabio Novembre&#8217;s studio.<\/p>\n<p>Fabio Novembre, Chief Creative Officer at Novembre Studio said: &#8220;Speed is not just a matter of horsepower, but of ideas that race faster than time, until they crystallize into an absolute frame. In my creations, I seek the same dynamism: fluid lines, aerodynamic shapes, the sense of movement. Because design, like a race car, is not made to stay still, but to excite and constantly push the limits.&#8221;<\/p>\n<p><a href=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-886398\" src=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002.jpg\" alt=\"\" width=\"2000\" height=\"1124\" srcset=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002.jpg 2000w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-300x169.jpg 300w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-1024x575.jpg 1024w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-100x56.jpg 100w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-770x433.jpg 770w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-1536x863.jpg 1536w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-500x281.jpg 500w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-293x165.jpg 293w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-002-1400x787.jpg 1400w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/a><\/p>\n<p>The exhibition space will be open from 9-13 April and is dedicated to &#8216;The Drivers&#8217;, 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.<\/p>\n<p>Pirelli, Lotus&#8217; 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 to innovation in high-performance luxury mobility.<\/p>\n<p>During the event, <a href=\"https:\/\/www.pirelli.com\/tires\/en-us\/car\/homepage\" target=\"_blank\" rel=\"noopener\">Pirelli<\/a> will showcase the new P Zero E, a high-performance tire that has become the industry benchmark for incorporating bio-based and recycled materials (more than 55%). It also has the triple-A rating on the European label, reflecting its high levels of efficiency and safety. In a specially tailored version, the Pirelli P Zero E is also featured on the Lotus Emeya and Lotus Eletre.<\/p>\n<p>Join Lotus at PHYD &#8211; Haus of Automotive, Via Tortona 31, 20144, Milano<\/p>\n<p><a href=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-886399\" src=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000.jpg\" alt=\"\" width=\"2000\" height=\"1429\" srcset=\"https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000.jpg 2000w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-300x214.jpg 300w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-1024x732.jpg 1024w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-100x71.jpg 100w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-770x550.jpg 770w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-1536x1097.jpg 1536w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-500x357.jpg 500w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-293x209.jpg 293w, https:\/\/www.supercars.net\/blog\/wp-content\/uploads\/2025\/03\/Lotus-DNA-000-1400x1000.jpg 1400w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/a><\/p>\n<h2>Schedule<\/h2>\n<p>April 09<\/p>\n<ul>\n<li>11:30 &#8211; 12:00:\u00a0\u00a0 PRESS SESSION WELCOME (Press Invitation Only)<\/li>\n<li>12:00 \u2013 13:00\u00a0\u00a0 Lotus DESIGN x Fabio Novembre \u2013 Exploring Design DNA<\/li>\n<li>13:00 \u2013 15:00\u00a0\u00a0 PRESS SESSION continued<\/li>\n<li>15:00 &#8211; 16:30:\u00a0\u00a0 Free access Panel session \u2013 DNA: Beyond Materiality<\/li>\n<li>17:00 &#8211; 21:30:\u00a0\u00a0 Free access to the exhibition on the Ground Floor<\/li>\n<\/ul>\n<p>April 10<\/p>\n<ul>\n<li>10:30 &#8211; 19:30:\u00a0\u00a0 Free access to the exhibition on the Ground Floor<\/li>\n<\/ul>\n<p>April 11<\/p>\n<ul>\n<li>10:30 &#8211; 18:00:\u00a0\u00a0 Free access to the Lotus Drivers Club Lounge<\/li>\n<li>18:30 &#8211; 20.00:\u00a0\u00a0 PIRELLI Event (Invitation Only)<\/li>\n<li>19:30 &#8211; 21:30:\u00a0\u00a0 Free access to the Lotus Driver lounge<\/li>\n<\/ul>\n<p>April 12<\/p>\n<ul>\n<li>10:30 &#8211; 18:00:\u00a0\u00a0 Free access to the Lotus Drivers Lounge<\/li>\n<li>18:30 &#8211; 21.30:\u00a0\u00a0 LOTUS night @ the driver&#8217;s lounge<\/li>\n<\/ul>\n<p>April 13<\/p>\n<ul>\n<li>10:30 &#8211; 18:00:\u00a0\u00a0 Free access to the Lotus Drivers Lounge<\/li>\n<li>18:30 &#8211; 21.30:\u00a0\u00a0 LOTUS night @ the driver&#8217;s lounge<\/li>\n<\/ul>\n<h2>2024 Highlights<\/h2>\n<p><iframe class=\"zeen-lazy-load-base zeen-lazy-load\" title=\"Milan Design Week 2024. Fuorisalone Highlights.\" width=\"1200\" height=\"675\" src=\"about:blank\" data-lazy-src=\"https:\/\/www.youtube.com\/embed\/eo0rF3gVNgc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><noscript><iframe title=\"Milan Design Week 2024. Fuorisalone Highlights.\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/eo0rF3gVNgc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lotus is set to showcase &#8216;The Lotus Theory&#8217;\u2014its design manifesto\u2014at Milan Design Week this month. The manifesto will explore the company\u2019s future direction through the core principles of Digital, Natural, and Analog (DNA): Digital, which represents the immersive, intelligent, and intuitive experience. Natural brings to life emotional, connected, human-centric design. Analogue, which is the brand\u2019s continuous advancement of performance engineering. The exhibition will bring together past, present, and future, celebrating Lotus&#8216; heritage with a display of the much-loved Esprit, which [&hellip;]<\/p>\n","protected":false},"author":75,"featured_media":886399,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1920,22642],"tags":[1961,23002],"class_list":["post-886394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lotus","category-sc","tag-lotus","tag-milan-design-week"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Lotus Theory at Milan Design Week<\/title>\n<meta name=\"description\" content=\"The Lotus Theory exhibition at this year&#039;s Milan Design Week will bring together past, present, and future, celebrating Lotus&#039; heritage\" \/>\n<meta name=\"robots\" content=\"index, follow, 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