New Exhibition Shows Off Ducati’s “Creative Process”

Ducati attended the Fuorisalone, part of the Milan Design Week, with its ‘Forma’ display which shows off the brand’s “creative process”

Ducati Forma at Fuorisalone

Fuorisalone has become regarded among the most important global events for design since its inaugural edition in 2003. For the 2024 edition, Ducati attended with its ‘Forma’ display.

Forma was initially unveiled on Monday, 15 April, on the evening of the first day of Fuorisalone 2024 inside the Leonardo da Vinci National Science and Technology Museum, and will be open to the public until the conclusion of the event on 21 April.

“The exhibition was created with the aim of accompanying visitors in the discovery of the design process through which all Ducati motorcycles are created,” Ducati says. This “process” is “a magical combination of beauty and high-end technology, performance and emotions, in which form and function work in symbiosis.” Lovely stuff.

The display is formatted in seven stages: Brief, Analysis & Concepts, Sketches, Proportion Models, Clay Model Master Model, and finally Clinic Model. All seven are dedicated to a particular part of the design process. A load of drawings and models are, therefore, a part of the exhibition, but also a number of final products. These are: Panigale V4 Bautista 2023 World Champion Replica, Panigale V4 Bezzecchi 2023 Racing Replica, Panigale V4 SP2, Panigale V4 R and Panigale V2, as well as a Panigale V4 S which visitors to Forma can sit on.

Andrea Ferraresi, Director of Strategy & Centro Stile Ducati, said: “In Ducati we consider style and love for beauty as fundamental elements to create emotions and experiences capable of going beyond the pleasure of riding. Our "Reduce to the Max" design vision provides a symbiotic integration between form and function, in which each element is essential and the superfluous has no space. To bring our style principles to Milan Design Week is perfectly aligned with our Company strategy and gives further value to our approach to design."

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