For more than 76 years, Lotus has been defined by its commitment to innovation, striking design, and unparalleled performance.
Through the tenets of Digital, Natural and Analogue - "The Lotus Theory" explores the human centric creative approach behind the present and future designs of the brand - honouring the free-thinking engineering and the rebellious spirit at the heart of what Lotus is.
DNA: Digital, Natural and Analogue
The company’s design manifesto that forms the foundation for all Lotus cars is encapsulated through three core principles - 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.
By seamlessly blending together these core design principles with the latest design innovations from Lotus, as well as cutting-edge technologies, the brand is able to simplify and enhance how a car should feel and perform.
Inspired by the latest concept car Theory 1 – Lotus cars harmoniously fit around the driver and are able to adapt based on their needs – delivering the ultimate driver experience.
The Exhibition
The exhibition will be structured into 3 Acts:
Context: An immersive space where to explore the brand’s legacy, through video projections and heritage artifacts.
Practice: An area dedicated to D.N.A. design experiments and how they are then translated on our current and future vehicles.
Studio: How the concept of Digital, Natural and Analogue is reinterpreted beyond automotive – with archive examples from a famous guest designer.
At the heart of the exhibition there will be “The Drivers”, Lotus in-real-life space dedicated to talks and workshops with like-minded creators and collaborators.
The Weekly Plan
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11:30 - 15:00: Press preview - Lotus Press Event | invitation-only
15:00 - 21:30: Exhibition on the Ground Floor | free access
15:30 - 16:30: Lotus Public Talk ‘Digital, Natural, Analogue: Beyond Materiality’.
Line Up:
Marie-Camille Lecoq, Head of CMF & Sustainability @ Lotus
Ben Payne, VP of Design @ Lotus
Facundo Gutierrez, MD & Co-founder @ MotorSkins
Dario Rattazzi, Head of Product Prestige R&D @ Pirelli
Gaetano Adolfo Maria di Tondo, President of Associazione Archivio Storico @ Olivetti
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10:30 - 19:30: Exhibition on the Ground Floor | free access
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10:30 - 18:00: Lotus ‘The Drivers’ Lounge Restaurant Area, including Coffee | free access
18:30 - 20:00: Lotus and Pirelli – Private Party @The Drivers Lounge | invite-only
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10:30 - 18:00: Lotus ‘The Drivers’ Lounge in the Restaurant Area, including Coffee | free access
18:30 - 21:30: Lotus Night @The Drivers Lounge | free access
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10:30 - 18:00: Lotus ‘The Drivers’ Lounge in the Restaurant Area, including Coffee | free access
18:30 - 21:30: Lotus Night @The Drivers Lounge | free access
About 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, it is among the main producers of tyres and services worldwide and the only one entirely dedicated to the consumer market, which includes tyres for cars, motorcycles, and bicycles.
About Dolby Laboratories:
Dolby Laboratories (NYSE: DLB) is based in San Francisco with offices around the globe. From movies and TV shows, to apps, music, sports, and gaming, Dolby transforms the science of sight and sound into spectacular experiences for billions of people worldwide. We partner with artists, storytellers, developers, and businesses to revolutionize entertainment and communications with Dolby Atmos, Dolby Vision, Dolby Cinema, and Dolby.io.