Automobili Lamborghini talks about industry through art: the Museum hosts “The Industrial Perspective” [Photo Gallery]

The Automobili Lamborghini Museum presents a new monographic photography exhibition, “The Industrial Perspective” by Italian artist Lucrezia Roda. Opening on World Art Day on 15 April, the exhibition marks a new chapter in the cultural narrative of the Lamborghini brand and confirms the museum’s ongoing commitment to enhancing the dialogue between art, industry, and community.

This new exhibition follows the success of the 60th anniversary celebrations and the exhibition “Dreamaway – Lamborghini through the eyes of the world” in 2024 with works of art inspired by Lamborghini’s heritage. A point of reference for innovation, design and automotive culture, the museum attracted a record of 172,000 visitors in 2024: a 26% increase over 2023.

Born in 1992 and with a background in theater photography, Lucrezia Roda has brought her spectacular approach into the industrial world, making it the focus of her visual research. The works in the exhibition are displayed alongside the most iconic cars of the House of Sant’Agata Bolognese that populate the Museum, guiding visitors on an immersive journey through industrial environments that are often inaccessible, with new images of the Lamborghini factory taken from the series “Inside Lamborghini” (2023), along with a selection of photographs taken in other important Italian companies.

The visual narrative is constructed through these chromatic and semantic associations that link the Lamborghini universe with other industrial spheres, generating unexpected connections between forms, lights, textures, and atmospheres. The dialogue between the images creates a visual tension that highlights, by contrast or by affinity, the singularity of the places depicted, while the title of each work evokes its meaning. The surfaces of the materials becoming textural, the colors accentuated by the photographer’s gaze, and the rigorous composition of the shots are combined in a visual language that speaks of identity, function and beauty. Each photograph is bound to the other by assonance or dissonance, constructing a story that goes beyond the images themselves and invites the viewer to observe the industrial landscape with new eyes.

“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,” commented Lucrezia Roda. “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 interpretation transforms the factory into an intimate, powerful and unexpected experience, no longer a place of production but a theater in which materials come to life and are modeled and animated. Her works are not limited to documenting the production processes, but interpret them through a distinctive visual style made of sharp lighting, strong chromatic contrasts, and rigorous compositions. What emerges is a interpretation suspended between reality and imagination, between technology and emotion.

The affinity between Lamborghini and the world of art is one of the brand’s distinctive traits. With “The Industrial Perspective”, the museum renews this vocation, diving deep into the aesthetic and conceptual dimension of the automotive manufacturing process.

Christian Mastro, Marketing Director of Automobili Lamborghini, remarked: “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 heritage dialogues with new forms of cultural expression. Alongside the cars that have marked the history of Lamborghini, the museum hosts temporary exhibitions that expand the brand’s story through art, design, and innovation.

“The Industrial Perspective” is open to the public at the Automobili Lamborghini Museum,  open daily from 9.30am to 6.00pm from October through April, and from 9.30am to 7.00pm from May through September.