Ducati’s “Forma – Feelings” at Milan Design Week 2024

Dive into Ducati’s world of design mastery at Milan Design Week 2024 with the “Forma – Feelings” exhibition, blending beauty, technology, and emotion seamlessly.

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On Monday, April 15, Ducati entered Milan Design Week with a private event, captivating over 300 attendees. This marks a milestone for the motorcycle manufacturer, plunging into the global design scene.

Housed in the esteemed Leonardo da Vinci National Science and Technology Museum, Ducati’s exhibition, “Forma – Feelings designed by Ducati in Borgo Panigale,” seamlessly merges with Milan Design Week’s ethos. Here, Ducati reveals its meticulous design process, blending beauty, technology, and emotion.

Andrea Ferraresi, Director of Strategy & Centro Stile Ducati, underscores the brand’s dedication to infusing style and beauty into its creations. He emphasizes Ducati’s belief that style and beauty evoke emotions beyond the joy of riding.

Ducati’s “Reduce to the Max” design vision embodies seamless integration, where every element serves a purpose and extravagance is absent.

The exhibition unfolds through seven immersive stages. It mirrors the journey undertaken by Ducati’s designers and engineers in sculpting a motorcycle masterpiece. The centrepiece of this narrative is the iconic Panigale V4, the quintessential super sports bike in Ducati’s Borgo Panigale lineup.

The journey begins with the “Brief,” offering visitors insight into the initial guidelines that shape each motorcycle’s stylistic conception. From there, the exhibition delves into the realm of “Analysis & Concepts”. Designers draw inspiration from art, music, and the world around them to craft a mood board that breathes life into each Ducati model’s personality. The creative process continues with “Sketches,” “Proportion Models,” “Clay Models,” and “Master Models,” and culminates with the “Clinic Model,” representing the final step before production.

“Forma – Feelings” stands out for its ability to engage and captivate audiences. Visitors enjoy exclusive content from Centro Stile Ducati and can interact with designers. Exiting, they’re met with a display of six Panigale motorcycles, offering a firsthand Ducati thrill.

Enthusiasts and design lovers are in for an unforgettable experience. From April 16 to 21, the exhibition at the Leonardo da Vinci National Science and Technology Museum invites immersion in Ducati’s innovation. Open all day, it invites exploration of Ducati’s design mastery.

Amidst Milan Design Week’s inspiration, Ducati’s presence showcases design excellence. It’s a testament to the magic when artistry meets engineering.