The Automobili Lamborghini Museum is unveiling a bold new chapter in its cultural journey with the launch of “The Industrial Perspective,” a photography exhibition by Italian artist Lucrezia Roda.
Opening on World Art Day, April 15, the exhibition explores the aesthetics of production and manufacturing through a powerful visual language that blends form, function, and emotion—offering a fresh perspective on the industrial world through the lens of art.
Known for her roots in theatre photography, Roda has developed a distinctive style that captures the interplay between structure and chaos, making the industrial environment her creative playground.
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At the heart of this exhibition are new photographs from her 2023 series “Inside Lamborghini,” featuring intimate, rarely seen images of the Lamborghini factory. These are placed in dialogue with shots taken in other iconic Italian manufacturing facilities, crafting a visual symphony that links seemingly disparate spaces through light, texture, and design.
Set within the immersive backdrop of Lamborghini’s most iconic cars, the exhibition guides visitors through a striking narrative that reimagines the factory as a stage—a place where machinery, materials, and architecture become characters in an unfolding story.
The contrast of chromatic tones, sharp lighting, and textural surfaces brings an unexpected beauty to these utilitarian spaces, capturing a reality that feels both grounded and dreamlike. Each photograph carries a title that adds depth, subtly revealing its underlying concept while inviting viewers to reflect on the meaning embedded in industrial forms.
Speaking about her creative process, Roda explained, “I wanted to express the wonder you feel in a place where every detail has a purpose, but also a shape, a light, a narrative tension.
Lamborghini’s world is a fusion of order and unpredictability—of vision in motion.” Her compositions do more than document—they elevate, transforming the Lamborghini production space into something emotionally resonant and artistically rich.
The exhibition builds on the momentum of Lamborghini’s 60th anniversary celebrations and the success of 2024’s “Dreamaway” exhibit, reinforcing the museum’s role as not just a repository of automotive history but a living, breathing platform for art, design, and innovation.
It’s a space where the technical genius of automotive engineering meets the conceptual exploration of contemporary art, attracting record-breaking attendance—172,000 visitors in 2024 alone, a 26% increase from the previous year.
Christian Mastro, Lamborghini’s Marketing Director, emphasized the deeper vision behind the collaboration: “Lamborghini has always stood for innovation and creativity—not just in our cars but in how we share our world. This exhibition celebrates that artistic dimension and offers our visitors a unique look at the beauty of production.”
“The Industrial Perspective” is on display at the Automobili Lamborghini Museum in Sant’Agata Bolognese, a dynamic space that continues to evolve, blending Lamborghini’s heritage with boundary-pushing cultural experiences. The museum is open daily—from 9:30am to 6:00pm (October–April) and 9:30am to 7:00pm (May–September).
For more information or to book your visit, contact: visit@lamborghini.com.
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