Ducati Spain and Portugal presented last week in the Caleido Shopping Area, in Madrid, “Ducati Inspira”, a new project that was born with the aim of bringing the brand’s universe closer to art, design and contemporary culture in the year of its centenary. The initiative proposes a new way of talking about Ducati beyond the product.
The idea is to put the focus on the emotions, stories and inspiration that the brand awakens in artists, creators and communities linked to design. The opening event included the participation of Carlos T. López Panisello, director of Ducati Spain and Portugal, who held a conversation with the first artists and creators who have shaped the project: María Pol, Diego Meda, Gianluca Lattuada, Lluna Clark and Pablo Laveta.
“Ducati Inspira”: A journey of emotions
Through their works, each of them has reinterpreted Ducati from their own creative language, connecting the aesthetics, history and character of the brand with disciplines such as photography, customization, fashion, painting and sculpture. The exhibition brings together a selection of pieces created especially for “Ducati Inspira”:
- A photographic series linked to a collection of historic Ducati
- Two customized motorcycles
- A personalized jacket
- A pictorial work and a sculpture
All of them are part of a common story that places Ducati as a historic, inspiring and innovative brand, in the year in which it celebrates its 100 years of history. After the inauguration, the works remained on display during the week in the Caleido commercial area, bringing the project closer to the public of Las Cuatro Torres.
In addition, with the help of Ducati Madrid, the brand organized test ride days, in which nearly 50 tests were carried out on some of the most representative models of the Ducati range: Monster, Panigale V2, Multistrada V2, Streetfighter V4 and Scrambler Icon.
With “Ducati Inspira”, Ducati Spain and Portugal begins a long-term project that will use art and culture as a vehicle to continue building the brand’s imagination, strengthening its link with new audiences and expanding the way in which Ducati expresses itself beyond the road, at a particularly significant moment for the brand on the occasion of its centenary.
