Milan Design Week Embraces Four-Wheeled Vehicles at the Milanese Motor Show
At Milan Design Week 2025, a vibrant fusion of automotive innovation and design took centre stage, with several notable collaborations and product launches gracing the event.
Kia was one of the brands that made a significant impact, showcasing multiple design concepts and products. The brand's exhibits included the Kia PV5, PV5 WKNDR, and Concept EV2, each showcasing user-centered design and new material innovations. Kia collaborated with companies like Bcomp, Simplifyber, and Biomyc to bring these innovative components to the Concept EV2. The brand's installation, "Opposites United: Eclipse of Perceptions," highlighted its design philosophy and latest vehicles. Additionally, Kia partnered with LG Electronics to reveal new Purpose-Built Vehicle (PBV) concepts for work and play. Kia's ongoing advances also included technology enhancements like AI voice assistants and an advanced braking system for the EV3.
Škoda unveiled its first all-electric model, the Elroq vRS, at the event. This marks a significant step forward for the brand as it enters the electric vehicle market.
Fashion and automotive collaborations also featured prominently, reflecting the 2025 trend of closer links between the automotive and fashion worlds. Fiat and Kartell collaborated on the Fiat Grande Panda Kartell, amping up the urban style of the Grande Panda with Kartell's signature design flair. Maserati collaborated with Giorgetti, showcasing a one-off Fuoriserie Grecale and a new interiors collection. Notable partnerships also included Alice + Olivia with Ford Bronco, Aimé Leon Dore with Porsche, and Tommy Hilfiger’s involvement in costuming for the F1 racing film and apparel partnership with the Cadillac racing team.
Lamborghini unveiled an exclusive "All Terrain" Huracán Sterrato model at the event. This limited edition, produced in just 12 bespoke units, featured unique design elements such as a matte black roof and bonnet cover, special 19” matte black rims, and customized interiors with carbon twill and Alcantara materials.
Other brands showcased their innovative designs at the event. Audi showcased the new Audi A6 Avant at the 'Audi House of Progress'. Cupra introduced the Cupra Design House, a four-pillared strategy for cross-disciplinary collaborations and the creation of accessories. Polymers used in the Grande Panda are derived from renewable sources, and the upholstery is made from offcuts from Kartell's Foliage armchair. Flying Flea collaborated with LA-based artist Mattia Biagi to create a customised electric motorbike, 'Motototem'.
Smart unveiled the smart #5 Brabus at the event, the brand's largest model to date and the most powerful model to date. The one-off Grecale Folgore, the full-electric variant of Maserati's mid-sized SUV, was also showcased, featuring a special 'Gleaming Dusk' bodycolour, denim-coloured leather interior, and copper-coloured details.
Zeekr showcased its Zeekr Mix, a luxury minivan designed to maximise interior space and flexibility. Phiaro brought along the RideRoid Lean3, a tiny tilting two-seater developed by Lean Mobility. Lotus exhibited the 50-year-old Esprit and an upgraded version of its all-electric Emeya.
The installation transported visitors between the 1970s and 2025, showcasing the evolution of luxury and design. The event underscored automotive brands’ commitment to innovative design, material experimentation, cultural collaboration, and product exclusivity, underscoring the event's role as a premier platform for automotive creativity intersecting with broader lifestyle trends.
Finance played a significant role in the collaborative projects at Milan Design Week 2025, as Kia collaborated with Bcomp, Simplifyber, and Biomyc to fund the development of innovative components for the Concept EV2. Interestingly, the transportation industry also witnessed a fusion with fashion, as Fiat partnered with Kartell to infuse urban style into the Fiat Grande Panda Kartell. The event showcased a variety of automotive innovations in the finance, fashion, and transportation sectors, highlighting the industry's ability to adapt and evolve in response to changing trends.
