Ducati participated last weekend in the 34th edition of Estampa, one of the main contemporary art fairs in Spain, held in Madrid. More than 80 contemporary art galleries participatedsome of the main agents of Spanish gallerism and collecting and an attendance of 15,000 visitors during the four days of the fair.
All of them were able to come to the exhibition of the Borgo Panigale motorcycle manufacturer entitled “Adriana Oliver x Ducati”. The project, developed on the occasion of the brand’s centenary and curated by “Lucha de Gigantes”, is made up of six works created specifically by the young Catalan artist Adriana Oliver for the Italian manufacturer.
“Adriana Oliver x Ducati”: a walk through the history of the brand
Under the title “The history of history”the six works that make up “Adriana Oliver x Ducati” started from one hundred years of Ducati to imagine some of the personal stories that have developed around its motorcycles over different generations. Youth, freedom, love, family, transmission of a passion or the most intimate relationship between a person and their motorcycle starred in a visual narrative in which Ducati appears as part of the memories and the different stages of a life.
“The works do not only talk about Ducati, but about everything that happens around a Ducati. The motorcycle appears as an element that accompanies the lives of the characters and that, in some way, becomes part of their memory”explained Adriana Oliver. The opening of the exhibition was attended by the artist herself and Carlos T. López PaniselloGeneral Director of Ducati Spain.
This highlighted the role of contemporary art as a new way of interpreting and sharing the values that have accompanied Ducati during its first century of history. “The centenary is an opportunity to celebrate our history, but also to show how we understand Ducati today and how we want to continue building its future. The collaboration with Adriana Oliver allows us to reinterpret the Ducati universe from a different perspective and get closer to an audience that shares with us a sensitivity for design, creativity and beauty”he pointed out.
The exhibition had a special guest
Along with the six works that make up “Adriana Oliver x Ducati”, the motorcycle manufacturer from Borgo Panigale also exhibited the Ducati Formula 73, a tribute to the legendary model of the ’70s, reimagined as a contemporary urban café racer. This motorcycle celebrates the 750 Super Sport Desmo, the first production Ducati to have the desmodromic distribution system and its retro inspiration allowed us to establish a direct link between artistic creation and industrial design.
His presence completed the story of the exhibition, and highlighted the ability of a motorcycle to transcend its technical function and also become an object of design, culture and emotion. The collaboration also had a particularly personal dimension for Adriana Oliver, a great motorcycling fan and regular user of a Ducati Scrambler Nightshift.
This direct relationship with the brand provided authenticity to the creative process and allowed the artist to transfer to the works sensations linked to driving, freedom and the memories that are built around a motorcycle. Participation in Estampa thus adds to the different initiatives developed by Ducati during 2026 to commemorate its 100 years of history, both in Spain and internationally.
With this the exhibition “Adriana Oliver x Ducati”the Borgo Panigale brand continued to expand its centenary celebrations beyond the world of motorcycles, exploring new creative and cultural territories and reinforcing a vision in which design, innovation, art and emotion are part of the same identity.
