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Why More Automotive Brands Are Showing Up at Milan Design Week

BBG News

2025’s Milan Design Week will continue its tradition as a hub for groundbreaking ideas in furniture, lighting, and interior design, but it’s also becoming a platform where automobile manufacturers are garnering attention. An increasing number of auto brands are participating, moving beyond the traditional showroom setting to assert their roles as trendsetters, design experts, and champions of sustainability.

2019’s event featured renowned brands such as Bugatti, Ferrari, Lamborghini, Ducati, Maserati, Audi, Kia, Royal Enfield, among others, making a significant impact in Milan with artistic displays, new product launches, and interactive brand engagements. However, this change isn’t solely focused on visual appeal; it’s about establishing trust, sharing narratives, and connecting with an audience that might not visit a dealership personally.

Blending Luxury with Design Heritage

Examplely, Bugatti unveiled its first permanent Bugatti Home Atelier within the 18th-century Palazzo Gallarati Scotti. This space debuted alongside a fresh furniture line, showcasing artistic chairs, glassware made from Murano, and 3D-printed serving trays. As Wiebke Ståhl, Managing Director of Bugatti International, stated, “The new Bugatti Home Atelier reflects Milan’s rich design and fashion heritage.” By immersing itself within Milan’s design community, Bugatti underscores its commitment to appreciating craftsmanship alongside speed.

Instead of focusing on its racing achievements, Ferrari decided to emphasize its engineering heritage. At their store located on Via Giovanni Berchet, they unveiled a line called “Emblems of Heritage” which featured high-quality engine components from various projects, such as parts from the LaFerrari prototype and the 1999 F399 Formula 1 car. Ferrari’s Chief Design Officer, Flavio Manzoni, stated that this collection was designed to “showcase the passion behind the project” by using architectural simplicity and minimalistic design.

Collaborations That Matter

During Design Week, both Lamborghini and Ducati revealed a highly exclusive motorcycle – the Panigale V4 Lamborghini Speciale Clienti. This bike was inspired by the hybrid Revuelto model, with 63 unique units tailored to complement each owner’s specific Lamborghini vehicle details. By skillfully blending brand devotion and custom design, this collaboration seeks to transform clients into collectors.

Maserati and the Italian furniture company Giorgetti pushed their partnership beyond expectations. They unveiled a collection of unique furniture pieces and a single Grecale Folgore SUV upholstered in denim-hued leather and blue wood. From the Trident-inspired chairs to the Alcantara-covered headrests, each detail echoed Maserati’s genetic makeup. Speaking about this collaboration, Giorgetti CEO Giovanni del Vecchio said, “This isn’t just a one-off project; it represents a shared philosophy.

Innovation, Electrification and Urban Design

Kia utilized Milan as a venue to exhibit innovative design and sustainability-focused initiatives, such as their “Transcend Journey” display which featured three electric vehicle concepts: the PV5, PV5 WKNDR, and EV2. The PV5, set to debut this year, offers an impressive driving range of up to 248 miles and can be fully charged in just 30 minutes. The WKNDR model incorporates solar panels and off-grid energy storage, while the EV2 offers a fresh take on urban electric vehicles with detachable speakers and adjustable seating options.

Royal Enfield’s new electric sub-brand, Flying Flea, unveiled a unique art bike named “Motototem,” crafted in collaboration with Italian artist Mattia Biagi. Constructed using travertine, leather, walnut, and handcrafted glass, the bike showcases engineering as sculpture. Despite its artistic transformation, the bike remains functional, with the FF-C6 base still incorporating advanced tech powered by Qualcomm, demonstrating that aesthetic elegance and functionality can harmoniously coexist.

Simultaneously, Audi emphasized the allure of customization. Their A6 Avant demonstration vehicle was adorned in Baikal Blue and Neodymium Gold, featuring recycled materials and OLED lighting technology. Additionally, Audi showcased a “Material Bar,” offering guests an opportunity to explore new trim options physically. Digital tools were also provided, allowing visitors to create their ideal cars instantaneously.

Why It Matters

So why are car brands investing in Milan Design Week? One word: relevance.

Each year, Design Week draws in more than 300,000 attendees worldwide, comprising of trendsetters, architects, interior designers, and creative minds. By getting involved, automotive companies successfully alter people’s views — they transform into cultural influencers rather than merely transportation service providers.

Additionally, it’s a smart move from a Search Engine Optimization (SEO) perspective and for branding too. As per Google Trends, there’s a significant increase of around 400% in searches related to “Milan Design Week” every April. By joining the discussion, brands can boost their visibility and cultural relevance.

With the ongoing fusion of automotive, architecture, and art, Milan Design Week has grown into a critical milestone for car manufacturers aiming to demonstrate their innovative flair. In today’s market where design is as important as performance, participating in Milan isn’t just strategic; it’s indispensable.

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2025-04-16 06:56

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