The Automobili Lamborghini Museum in Sant’Agata Bolognese is set to host a captivating new photography exhibition titled “The Industrial Perspective” by renowned Italian artist Lucrezia Roda. Opening on World Art Day, April 15, 2025, this exhibition marks a significant step in Lamborghini’s ongoing cultural narrative, reinforcing the museum’s dedication to fostering a dialogue between art, industry, and the community. Following the successful 60th-anniversary celebrations and the “Dreamaway” exhibition in 2024, which showcased art inspired by Lamborghini’s rich heritage, this new display promises a unique perspective into the often-unseen world of automotive production. The Lamborghini Museum, a hub for innovation, design, and automotive culture, attracted a record 172,000 visitors in 2024, demonstrating its growing appeal.
Lucrezia Roda, born in 1992 and with a background in theater photography, has turned her artistic lens towards the industrial realm, making it the central theme of her visual exploration. The exhibition will feature Roda’s striking works displayed alongside Lamborghini’s most iconic vehicles within the museum. This juxtaposition will guide visitors on an immersive journey through industrial environments, presenting new and exclusive images of the Lamborghini factory from her series “Inside Lamborghini” (2023), as well as a curated selection of photographs from other prominent Italian industrial companies.
Roda’s visual narrative is carefully constructed through chromatic and semantic associations, drawing unexpected parallels between the Lamborghini universe and other industrial spheres. The exhibition will highlight surprising connections in forms, lights, textures, and atmospheres. The dialogue created between the images aims to generate a visual tension, emphasizing the unique character of the depicted locations through contrast and affinity. The title of each photograph subtly hints at its underlying meaning. Through her lens, material surfaces gain a textural quality, colors are intensified, and the rigorous composition of each shot forms a visual language that speaks of identity, function, and beauty. Each photograph is intrinsically linked to the others, either through assonance or dissonance, building a story that transcends the individual images and encourages viewers to perceive the industrial landscape with fresh eyes.
Lucrezia Roda shared her vision for the project, stating, “With this project, I wanted to express the wonder you feel when you enter a place where every detail has a function, but also a form, a kind of light, a narrative tension. My gaze moves in a balance between order and chaos, between the precision of the production system and the unpredictable expressiveness of the industrial spaces. Photographing Lamborghini has meant entering a dimension in which production becomes vision.” Her artistic interpretation transforms the factory environment into an intimate, powerful, and unexpected experience, shifting its perception from a mere place of production to a dynamic theater where materials come to life, are shaped, and animated by human ingenuity and mechanical processes. Her works go beyond simple documentation, interpreting the production processes through a distinctive visual style characterized by sharp lighting, strong chromatic contrasts, and meticulously rigorous compositions. The result is an interpretation that exists in the liminal space between reality and imagination, between the precision of technology and the evocative power of human emotion.
The inherent affinity between Automobili Lamborghini and the world of art has long been a defining characteristic of the brand. With “The Industrial Perspective,” the Lamborghini Museum reaffirms this deep-seated vocation, delving into the aesthetic and conceptual dimensions of the automotive manufacturing process. Christian Mastro, Marketing Director of Automobili Lamborghini, commented, “Automobili Lamborghini has always stood for vision, innovation and creativity—values that are reflected not only in our cars, but also in the artistic expressions that narrate our world. Our museum is the ideal space to showcase this connection with the world of art, and through the exhibition ‘The Industrial Perspective’ we aim to offer the many visitors who come to Sant’Agata a unique insight into our production universe, highlighting its distinctiveness through the language of photography.”
Located in the heart of Sant’Agata Bolognese, the Automobili Lamborghini Museum is a constantly evolving space where the brand’s rich heritage engages in a continuous dialogue with new forms of cultural expression. Alongside the iconic cars that have shaped Lamborghini’s storied history, the museum regularly hosts temporary exhibitions that broaden the brand’s narrative through the realms of art, design, and technological innovation. “The Industrial Perspective” will be open to the public at the Automobili Lamborghini Museum, with operating hours from 9:30 am to 6:00 pm daily from October through April, and extending to 9:30 am to 7:00 pm from May through September, offering ample opportunity for visitors to experience this unique artistic exploration of Lamborghini’s industrial heart.
Summary:
- The Automobili Lamborghini Museum presents a new photography exhibition, “The Industrial Perspective” by Lucrezia Roda.
- The exhibition opens on World Art Day, April 15, 2025.
- It explores the aesthetics, technology, and vision within industrial production.
- The works include new images of the Lamborghini factory from the “Inside Lamborghini” series.
- The exhibition aims to create unexpected connections between the Lamborghini universe and other industries.
- Lucrezia Roda’s photography transforms the factory into an artistic experience.
- The exhibition highlights the affinity between Lamborghini and the world of art.
- The Lamborghini Museum is located in Sant’Agata Bolognese and hosts evolving cultural expressions.
- “The Industrial Perspective” is open daily with varying seasonal hours.
Disclaimer: This article reports on a photography exhibition at the Automobili Lamborghini Museum. No vehicle specifications or performance details are discussed.
Source: Lamborghini
AI Assistance: Gemini
