Celebrating Mobility Design at Milan Design Week 2025

Milan Design Week, the world’s largest showcase event for international design, is renowned for its extravagant and diverse program. Among the many installations and exhibitions, the contributions from the mobility design industry stand out, highlighting the intersection of human-centric innovation and futuristic design. This year, automobile brands are not just showcasing their latest models; they are also emphasizing their commitment to sustainability and technological advancement. With a vibrant array of installations, exhibitions, and sculptural displays, these projects add a unique flavor to the overall design narrative at this prestigious event.

The Evolution of Automobile Design at Milan Design Week

Over the years, automobile design has increasingly sought a platform at Milan Design Week to collaborate on projects that reflect a brand’s vision and commitment to sustainability. These collaborations often spotlight the intrinsic relationship between design and mobility, showcasing how these two fields can converge to create innovative solutions. This year, brands like Lexus, Audi, and FIAT return with new collections and projects, while also introducing fresh perspectives on the future of mobility.

1. Lexus Explores Technology and Human-Centered Design with A-Un

Lexus has made a significant impact at this year’s Milan Design Week with its immersive installation, A-Un, created in collaboration with Japanese designers SIX and STUDEO. Located at Superstudio Piu’s Daylight Space, the installation draws inspiration from the Black Butterfly, a dual-interface control device used in Lexus’ LF-ZC concept car. The centerpiece is a vast interactive screen shaped like the Black Butterfly, meticulously crafted from about 35 kilometers of bamboo fiber. This screen animates in response to visitors’ heartbeats, embodying the Japanese concept of A-Un no Kokyū, which represents the harmonious breath of two bodies.

In addition to A-Un, Lexus unveiled Discover Together, an interactive collection produced by next-generation designers as part of the Lexus Design Award legacy project. Simon Humphries, Lexus’ chief branding officer, emphasized the importance of exploring the convergence of technology and humanity, stating, "Through ‘Discover Together’, we have collaborated with three visionary creative units who explore the interplay between individuals and society."

2. Audi Collaborates with DRIFT for Drift Us

Audi’s collaboration with Dutch artists DRIFT resulted in the captivating installation, Drift Us, which explores our dynamic relationship with nature. Set in the courtyard of the Portrait Milano Hotel, the installation features enormous bulb-like sculptures that move in response to visitors, symbolizing the calming effects of nature. The project aims to inspire change and progress through movement, reflecting the shared vision of DRIFT and Audi to highlight the importance of flexibility and adaptability in a rapidly changing world.

3. Kia Teams Up with AA Murakami to Spark Conversations on Creativity

Kia’s showcase, titled Opposites United: Eclipse of Perceptions, is set in the neoclassical Museo della Permanente in Milan. The exhibition features immersive displays by renowned artists Philippe Parreno and A.A. Murakami, inviting visitors to engage with contemporary creativity. Murakami’s installations, The Cave and Beyond the Horizon, juxtapose primal and technological elements, encouraging a dialogue about the enduring human impulse for creativity.

4. Range Rover and NUOVA Present a Cinematic Experience

Range Rover’s installation, Futurespective: Connected Worlds, marks its debut at Milan Design Week, celebrating the brand’s design legacy. In collaboration with California-based design studio NUOVA, the exhibition features custom furniture and soundscapes, alongside a cinematic experience that transports visitors through time. The showcase highlights two classic car models, juxtaposing the retro aesthetics of the 1970s with the sleek modernity of the latest fifth-generation Range Rover Autobiography.

5. Maserati Debuts New Collection with Giorgetti

Maserati’s collaboration with Italian design company Giorgetti showcases a dialogue between high-end furniture and automotive design. The new collection, inspired by the dynamic forces of the sea and wind, features pieces like the Lorelei armchair and the Teti pouf/storage unit. Klaus Busse, Maserati’s head of design, emphasized the emotional connection between their cars and Giorgetti’s furniture, highlighting the craftsmanship and timeless elegance that both brands embody.

6. FIAT and Kartell Celebrate Their Enduring Collaboration

At Salone del Mobile.Milano, FIAT and Kartell unveiled the Fiat Grande Panda Kartell, a design that embodies the values of both brands. This striking red automobile features Kartell’s logo as a central decorative element, celebrating over 50 years of collaboration. Olivier Francois, FIAT’s CEO, remarked on the shared values of sustainability and innovation that drive both brands forward.

Conclusion

Milan Design Week 2025 has once again proven to be a melting pot of creativity, innovation, and collaboration. The contributions from the mobility design sector not only highlight the latest advancements in automobile design but also reflect a broader commitment to sustainability and human-centered innovation. As we continue to explore the intersections of design, technology, and mobility, the projects showcased at this year’s event serve as a testament to the transformative power of design in shaping our future. Keep an eye on STIR’s coverage of Milan Design Week for more insights into the most compelling exhibitions and installations from top designers and brands.