Automobili Lamborghini talks about industry through art - the Museum hosts “The Industrial Perspective”

The Automobili Lamborghini Museum presents a new monographic photography exhibition, “The Industrial Perspective” by Italian artist Lucrezia Roda. Opening on World Art Day on 15 April, the exhibition marks a new chapter in the cultural narrative of the Lamborghini brand and confirms the museum’s ongoing commitment to enhancing the dialogue between art, industry, and community.

This new exhibition follows the success of the 60th anniversary celebrations and the exhibition “Dreamaway – Lamborghini through the eyes of the world” in 2024 with works of art inspired by Lamborghini’s heritage. A point of reference for innovation, design and automotive culture, the museum attracted a record of 172,000 visitors in 2024: a 26% increase over 2023.

Born in 1992 and with a background in theater photography, Lucrezia Roda has brought her spectacular approach into the industrial world, making it the focus of her visual research. The works in the exhibition are displayed alongside the most iconic cars of the House of Sant’Agata Bolognese that populate the Museum, guiding visitors on an immersive journey through industrial environments that are often inaccessible, with new images of the Lamborghini factory taken from the series “Inside Lamborghini” (2023), along with a selection of photographs taken in other important Italian companies.

The visual narrative is constructed through these chromatic and semantic associations that link the Lamborghini universe with other industrial spheres, generating unexpected connections between forms, lights, textures, and atmospheres. The dialogue between the images creates a visual tension that highlights, by contrast or by affinity, the singularity of the places depicted, while the title of each work evokes its meaning. The surfaces of the materials becoming textural, the colors accentuated by the photographer’s gaze, and the rigorous composition of the shots are combined in a visual language that speaks of identity, function and beauty. Each photograph is bound to the other by assonance or dissonance, constructing a story that goes beyond the images themselves and invites the viewer to observe the industrial landscape with new eyes.