Five ways car design engaged at Milan
At Milan Design Week — the world's biggest design fair, and increasingly a must for car brands — we saw five different ways that car design was engaging with the world's design cognoscenti
Milan Design Week is back. After returning to an April slot in 2023, the just concluded 2024 event felt the most alive since 2019, with queues at the entrance to the Fiera Milano site turning any auto show organiser green with envy. Read on for five key takeaways for automotive designers and brands.
1. Non-automotive shows are now major opportunities for car companies to brand build
At their exhibit at the Museo della Permanente, Kia chose not to show any products - although customers could test ride in the EV9 waiting outside. Instead visitors experienced installations Kia had commissioned or produced in collaboration with artists across different disciplines, these pieces in response to the brand’s philosophy of ‘Opposites United’. Most compelling from Lexus was their collaborative ‘BEYOND THE HORIZON’ installation that used two-meter tall interactive light sculptures in conjunction with soundscapes to create an immersive and entertaining space.
2. The best stands used product to add to the experience, not be the centre of it
Many of the most compelling elements of installations by automotive brands at Milan 2024 did not centre around the car: Porsche’s ‘The Art of Dreams’ installation had a heritage 911 model on display, but this was at the back of the courtyard and very much second to the houndstooth pattern and ‘cloud’ inspired structure, designed by studio Numen/For Use, at the front. This installation spoke to brand heritage, the opening night dance performance on the structure underscored Porsche’s sophisticated image, and the ability for visitors to climb on it was fun - a word not always associated with premium German auto brands - but this engaging installation gave the brand and it’s heritage relevance and leadership to a new generation of customer.
3. A greater emphasis on unique, tangible sustainability innovations
Honda presented an updated version of the Sustaina C concept (Japan Autoshow 2023) with exterior panels made from recycled lamp plastic. Their exhibit demonstrated the sustainability benefit - saving material from going to landfill - and the customer benefit - unlocking new colour combinations that were not previously possible.
4. Automotive goes lifestyle
Lancia’s new Ypsilon features a trim option developed in collaboration with Italian furniture brand Cassina, and presented the vehicle in a Cassina store; Audi collaborated with Bjarke Engels BIG architecture group to produce a stand that reflected the city of Milan back to the visitor; Honda headlined the Vanity Fair 'Garden of Ideas' - these automotive brands using these partnerships to position themselves as lifestyle brands.
5. Brands continue to be more informal and playful
In 2023 we noted how premium European brands are becoming more relaxed in how they present themselves as they transform from a ‘serious’ ICE performance brand identity to one that borrows from consumer tech, fashion and lifestyle brands to deliver a new offer that centres around connected EV products. Porsche led with their climbing frame, but Audi’s House of Progress in collaboration with BIG had a whimsical and playful character in the way the mirrors distorted the built environment around it; one of Kia’s installations featured a wall that visitors were encouraged to draw on.
The traditional auto-show might be declining in popularity (in Europe and America, at least) - but Milan 2024 demonstrated how live events that bring together multiple brands can offer uniquely compelling experiences.