'The Lotus Theory' - Exploring design DNA from icons to innovations at Milan Design Week

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).

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.

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.

• • Digital – representing immersive, intelligent, and intuitive experiences
  • Natural – expressing emotion, connection, and everything centred on the human body
  • Analogue – the continual advancement of performance engineering