The increasingly massive presence of car brands at the FuoriSalone can no longer be explained by the desire to present innovative models, basically electric and at the top of design.
On the contrary, the Milan Design Week is increasingly seen as the perfect place to communicate philosophies and strategies that go beyond the product, centered on the great themes of sustainability and new ways to guarantee individual mobility.
The absolute protagonist, as in past editions, is Audi, present with its Audi House of Progress in Piazza Cordusio, where a new extraordinary car, a concept, a prototype, the Audi Urbansphere will make its debut, prefiguring styles and technologies of those future German cars will tend to be fully autonomous.
In another no less prestigious location, the House of BMW in via Pietro Verri, in the heart of the fashion district, will be transformed into an experimental artistic space, six days of reflections (the title is: Tales from a neo collective future) on the themes of connection, digitization and circularity, with installations, workshops and debates curated by Mike Meiré, artistic director, designer and artist.
Sparks of tomorrow, sparks from tomorrow is the title of the installation curated by Lexus, premium brand of the Toyota group, opened at Superstudio in via Tortona.
The aim is to present electrifying ideas for a better future, with the display of the prototypes of the finalists of the Lexus Design Award , the installation ON / of Germane Barnes, as well as 2040 mobility projects of the students of the Royal College of art in London.
Still in a 'house', at CUPRA Garage of Corso Como, the premium brand from Barcelona presents itself in two guises: with Mooney VR46 Racing Team, the official team of Valentino Rossi, of which CUPRA is Official Automotive Partner in the MotoGP and Moto2 world championships; and in the outdoor area, also in Corso Como, with a particular immersive experience that will allow visitors to interact and connect with the unconventional soul of CUPRA.
Last but not least, the Korean company Hyundai entrusts its affiliate Hyundai Transys (manufacturer of auto parts, here in tandem with Dyloan, Dani for Lineapelle) an innovative seating concept for the mobility of the future, a multifunctional space to offer passengers a unique mobility experience.
It is no coincidence that the Korean presence is baptized Shift to Regenerative Mobility, all visible in via Gorani 5 at Palazzo Gorani, in the Lineapelle space.