International design and innovation office CRA-Carlo Ratti Associati, in collaboration with Italo Rota, have designed the space for an exhibition of the Italian super sports cars brand Lamborghini for the Milan Design Week 2021. The Lamborghini Pavilion will be one of the highlights of the event as it returns for the first time since the COVID pandemic. Like works of art, it uses various media to showcase the carmaker’s iconic and newest models. The exhibition will be open from 5 to 10 September at SuperStudio Più, in the Tortona design district.
The space of the Lamborghini Pavilion is characterized by its minimalism to let the cars take the center stage. Compared to conventional car shows, it explores a new approach in showcasing automobiles that complements the conditions of major design events such as the Milan Design Week. Lamborghini’s creations are presented as works of art, inside a dynamic display case with an almost magical quality, allowing people to discover of the car models gradually.
Upon arrival, visitors will be seated facing the “magical case” that houses the newly launched Countach LPI-800-4. Fully opaque in the beginning, the case slowly reveals the car’s silhouette which appears like a sculpture. Through a show with video projections, light effects and soundscapes, the cars will be unveiled fully for viewing. The case will then separate into several screens to display the legacy of the Countach cars, opening up the space and directing the visitors’ attention towards two other signature models – the classic Countach LP 400 and Aventador LP 780-4 Ultimae.
The pavilion is complete with the tape-drawings of Lamborghini’s cars on the wall, and a robotic illustration by draw-and-erase robot Scribit, designed by CRA and hailed by TIME magazine as one of the Inventions of the Year, which demonstrates four Countach vehicles from different eras.
A project by CRA-Carlo Ratti Associati with Italo Rota
CRA Team: Carlo Ratti, Antonio Atripaldi (partner in charge), Luca Bussolino, Serena Giardina, Aurora Maggio, Alessandro Peretti Griva