For more than 76 years, Lotus has been defined by its commitment to innovation, striking design, and unparalleled performance.

Through the tenets of Digital, Natural and Analogue - "The Lotus Theory" explores the human centric creative approach behind the present and future designs of the brand - honouring the free-thinking engineering and the rebellious spirit at the heart of what Lotus is.

DNA: Digital, Natural and Analogue

The company’s design manifesto that forms the foundation for all Lotus cars is encapsulated through three core principles - Digital, Natural and Analogue (DNA): 

  • Digital, which represents the immersive, intelligent, and intuitive experience. 

  • Natural, brings to life emotional, connected, human-centric design. 

  • Analogue, which is the brand’s continuous advancement of performance engineering.   

By seamlessly blending together these core design principles with the latest design innovations from Lotus, as well as cutting-edge technologies, the brand is able to simplify and enhance how a car should feel and perform.

Inspired by the latest concept car Theory 1 – Lotus cars harmoniously fit around the driver and are able to adapt based on their needs – delivering the ultimate driver experience.

The Exhibition

The exhibition will be structured into 3 Acts:

  • Context: An immersive space where to explore the brand’s legacy, through video projections and heritage artifacts.

  • Practice: An area dedicated to D.N.A. design experiments and how they are then translated on our current and future vehicles.

  • Studio: How the concept of Digital, Natural and Analogue is reinterpreted beyond automotive – with archive examples from a famous guest designer.

At the heart of the exhibition there will be “The Drivers”, Lotus in-real-life space dedicated to talks and workshops with like-minded creators and collaborators.