- Lotus will showcase its design philosophy through a curated exhibition featuring the all-electric Lotus Emeya
- The exhibition will include a collaboration with renowned architect and designer,
Fabio Novembre and will focus on exploring human-centric design and innovation - The iconic Lotus Esprit S1, celebrating its 50th anniversary, will be on display and will form
part of the Lotus D.N.A story
London, UK – March 27, 2025
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.
Ben Payne, Vice President of Design, Lotus Group said: “Milan 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. With ‘The Lotus Theory’ we’re also highlighting our DNA and how these principles shape our approach to intelligent performance and human-centric design.”
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.
Fabio Novembre, Chief Creative Officer at Novembre Studio said: “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.”
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 via globalcomms@eu.lotuscars.com
13:00 – 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 – 19.30: 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
Note to Editors
The Lotus Esprit – The Lotus Esprit, one of the most iconic sports cars in automotive history, celebrates its 50th anniversary this year. Known for its cutting-edge design, breathtaking performance, and unforgettable appearances on screen – most notably in the James Bond franchise – the Esprit remains a symbol of British engineering excellence, innovation and a style Icon.
The Lotus Emeya – Emeya is the new electric grand tourer (GT) from Lotus, designed for the drivers. It brings together the company’s rich history, with sports car levels of performance and the latest technologies. Emeya is one of the fastest electric GTs in the world, with acceleration of 0-62mph
(0-100km/h) in under 2.8 seconds. Production began in 2024, and it joins the Eletre as a flagship model in the Lotus line-up of luxury performance electric vehicles.
Theory 1 – Theory 1 is not for sale. This is a concept car serving as a canvas for our design R&D programmes, and our intent for the technology and innovation we are exploring to implement in the future across all our product lineup including lifestyle EVs and sports cars.
Fabio Novembre – The exhibition will include a collaboration with renowned designer Fabio Novembre, further exploring the concept of DNA: Digital, Natural, and Analogue – the guiding philosophy behind Lotus’ human-centric design approach.Fabio Novembre has been working in the field of architecture and interior design for 30 years. His studio’s work includes the design of buildings for large private institutions, hotels, retail systems, and residential interventions, for some of the best-known brands such as AC Milan, Stuart Weitzman, Una Hotel, and Generali Assicurazioni. Thanks to the founder’s visionary approach and highly recognisable design, Novembre Studio’s projects are published all over the world.
Pirelli – Founded in 1872, Pirelli is a company with deep Italian roots, a brand that is known around the world for its avantgarde technology, capacity for innovation and the quality of its products.
With 18 production plants in 12 countries, a commercial presence in over 160 countries, and about
31,100 employees, it is among the main producers worldwide of tyres and related services and the only one entirely dedicated to the consumer market, which includes tyres for cars, motorcycles, and bicycles.
About Lotus – Lotus is a global performance brand built on solid foundations and a rich heritage. Since the formation of Lotus in 1948, it has been pioneering true automotive innovation, introducing cutting-edge technologies and designs to meet its uncompromising vision of how a car should look, perform and feel. Lotus Group is made up of a high-performance sports car business, Lotus Cars, and an all-electric luxury mobility provider, Lotus Technology. Together, they are setting a new standard for automotive excellence.
The Lotus Media Site contains news, images, films, technical specifications and full details of current models, as well as heritage cars and engineering technology.
For more information please contact:
REFERENCE & MEDIA CONTACT:
MAE ANGELIE PACATANG-VALDEZ
SENIOR MARKETING MANAGER
mpacatang@autohubgroup.com
M: +63920 955 7999
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