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Pininfarina in London

A new exhibition celebrating Italian design opens this month at the Italian Cultural Institute in Belgrave Square.

Pininfarina in London stems from the desire of the Italian Cultural Institute and promoter Pino Pietrolucci to present an example of Italian style and prestigious products to the Londoners, tourists and athletes who are in the capital during the pre-Games period.

Although the exhibition will include references to Pininfarina's core business, with a Ferrari FF and Maserati GranTurismo on display on the day of the inauguration, the real focus of Pininfarina in London is on how the company has been experimenting with design in a wide variety of fields where beauty merges with innovation and functionality.

Pininfarina Extra, which was established in 1986, specialises in product and interior design, architecture, nautical design and aviation, has developed more than 400 projects. Among the works on display will be the 2006 Winter Olympic Torch, the Free Style beverage dispenser that Coca-Cola is installing across the United States, the Lavazza Firma coffee machine, and innovative concepts such as the Pininfarina helmet or Calligaris Orbital table.

Also on display will be graphics of the design for the Juventus stadium, the Keating Hotel in San Diego, the luxury apartments for the Millecento project in Miami, aircrafts, trains and photovoltaic stations to charge electric cars.

Pininfarina in London also marks the world debut of the Personal Rapid Transit, developed in collaboration with Vectus. Vectus concept is based on a system of small, light and driverless vehicles, efficiently navigating on a network of interconnecting tracks. Passengers are carried from one point to another on demand, without intermittent stops, optimizing travel time. A 1:18 scale model of the vehicle will be on display at the exhibition.

"London has a vitality that few cities can boast," says company Chairman Paolo Pininfarina. "This year the city will be at the centre of the world because of the Olympics and thousands of collateral events. This exhibition, which is organised with the full support and active participation of the Italian Embassy in the UK, is an opportunity for us to represent Italian Design at a magical time for the city, for its inhabitants and for the millions of people who will visit it in this period."

To coincide with Pininfarina in London, the prestigious Royal College of Art has launched a design contest among its students, to celebrate the cultural value of creativity and innovation while London gets set to host the Olympic Games. Last February students were invited to submit a design proposal that could enhance London's reputation as a world capital of creativity and contribute to the social and economic wellbeing of its citizens and guests. The three winners will receive their prizes on June 21, during the inauguration of Pininfarina in London.

Pininfarina in London will be open to the public from 22 June to 15 July 2012 with free admission.

Posted on 19.06.2012
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