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.
