At the beginning, now more than ten years ago, they had approached with the shyness and reserve of outsiders. In fact, slipping into the midst of the big names in design and furnishings could seem like a gamble for those who, like car manufacturers, were used to talking above all about engines and performance. Design was the theme of coachbuilders and supercars.
Then the presence grew, year after year, the car changed skin, the lines, the interiors, the materials acquired an increasing specific weight to the point of becoming – today, with the energy transition in place – the main element when choosing a car.
Because, among the positive consequences of the new zero-emission cars, in addition to the reduction of pollution, there is a growing freedom of action for designers.
Audi: the revolution at Portrait Milano
The abolition of mechanics leaves room for maneuver that was unthinkable until recently, so much so that Marc Lichte, Audi's design director, declared that we are facing a real revolution, cars will increasingly be imagined starting from the interior spaces, from the well-being of the occupants, and only later on the exterior lines.
It is no coincidence that inside the Audi House of Progress, at Portrait Milano in Corso Venezia 11, it will be exhibited – within Interni Design Re-Evolution of which Audi is co-producer – a very special concept, the self-driving full electric Audi Skysphere.
See also: Gabriele Chiave with Controvento for Audi: The Domino Act
In short, the car is transforming, becoming a second home, a house in motion, where artificial intelligence will take care of driving in the future. Here's what to see during Design Week.
Lexus at Superstudio Più in via Tortona 27
Lexus, the premium brand of Toyota, will be present with a new installation by acclaimed New York artist and architect Suchi Reddy (Superstudio Più, Via Tortona 27) entitled Shaped by Air, inspired by the curves and craftsmanship of the Lexus Electrified Sport and expresses the essence of sustainability of the brand, the innovation and excellence design.
An opportunity to also admire the new all-electric Lexus RZ SUV: a car that retains all the performance and craftsmanship qualities associated with the brand, i.e. offering the advantages of a BEV (Battery Electric Vehicle) with the essential refinement and driving experience unique to Lexus.
The Lexus space will also host the presentation of the prototypes created by the four winners of the Lexus Design Award 2023, the prize that celebrates and promotes new creative talents from all over the world, at the eleventh edition.
Peugeot at the Magna Pars in Via Tortona
The presence of Peugeot was surprising, exhibiting a racing car that competes in the FIA World Endurance Championship, the Hypercar 9x8, built in a stunning livery by J. Demsky, visual artist of Spanish origin, who evolves into a modern artistic universe inspired by the 90s.
Demsky doesn't just decorate a car: he conveys a powerful message, in the great tradition of the Art Cars that have marked the history of the automobile.
BMW: A Creative's Journey, via Montenapoleone 12
BMW is also aiming for an breathtaking installation, inviting the public to take part in a journey towards creative solutions for tomorrow's mobility with the installation A Creative's Journey by BMW Design.
The installation offers insights into the creative design process of BMW Design and, at the same time, is meant to be a meeting place that encourages visitors to linger and stop.
Cupra Garage, Corso Como 1: The absolute surface
Last but not least, Cupra, the young brand made in Barcelona of the Volkswagen group.
In the space of the Cupra Garage, in Corso Como 1, at the presence of the chief designer Francesca Sangalli, there will be the exhibition The absolute surface, or how Cupra reinvents materials and fabrics for the interiors of its cars. In the name of recycling everything possible.