Pininfarina Exhibition in London

By Henny Hemmes
Senior European Editor
The Auto Channel

THE HAGUE, June 28, 2012. This summer, many tourists will combine a trip to England to watch the Olympic Games with a visit to London. But there is more to do in the British capital than sight seeing. People who are interested in design may use the opportunity to go to the London headquarters of the Italian Cultural Institute, which hosts the exhibition Pininfarina in London.

Recently, Pininfarina in London was inaugurated and is now open to the public until mid July.

It speaks for itself that the exhibition is referring to car design, a theme that always has been Pininfarina’s core business. During the opening of the exhibition, a Ferrari FF and a Maserati GT were shown at the entrance to the Institute. Inside visitors can see four sculptures in cedar wood, made by Riva 1920 presented. They are the 1947 Cisitalia, 1967 Dino, Birdcage 75th of 2005 and the Cambiano concept car, that made waves at the Geneva Auto Show this year.

Of course, the Zuettottanta, the concept that Pinifarina made to celebrate its 80th anniversary in 2010, is presented in the shape of a limited edition scale model.

But in the center of the exhibition forms the design in other fields than cars and made by Pinifarina Extra, which was established in 1986. The exhibition marks the world premier of the innovative urban public transport system PRT (Personal Rapid Transport). Pininfarina developed this together with the Korean company Vectus, leader in urban mobility solutions. The concept is based on a system of small, light and driverless vehicles, navigating on a network of interconnecting tracks. The on-demand service carries passengers from one point to another on demand, without intermittent stops, optimizing travel time. PRT is presented as a 1:18 scale model .

Examples of interior, product, architecture, nautical and aviation design can also be found at the Pininfarina in London exhibition. Such as: the 2006 Winter Olympics Torch, the Coca-Cola Free Stye beverage dispenser, the Lavazza coffee machine, the Juventus stadium am the Keating Hotel in San diego.

A special area is dedicated to young people: 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. Early this year, 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.All ideas have been considered and the jury, chaired by Paolo Pininfarina, selected the finalists, whose work is exhibited in a room at the Italian Cultural Institute. The three winners have received their prizes on June 21, during the inauguration of PININFARINA IN LONDON.

Pininfarina in London is on exhibit in the Italian Cultural Institute in London, 39 Belgrave Square, from June 22 to July 15 between 10.00 am and 8.00 pm. Admission is free.