London, UK – September 15, 2025 – Lotus is set to captivate design and automotive enthusiasts alike with the launch of D.N.A. x DNA, an immersive exhibition at the Lotus Mayfair showroom, running from 13–20 September as part of the London Design Festival 2025. Serving as the festival’s official automotive partner, Lotus showcases its pioneering philosophy, Digital, Natural, Analogue (D.N.A.), which has shaped generations of groundbreaking innovations and continues to define the future of performance.
The Essence of D.N.A.
The exhibition offers a deep dive into Lotus’ design and engineering ethos:
- Digital – representing an immersive, intelligent, and intuitive experience, bridging technology with human interaction.
- Natural – translating human emotion and connection into design that is both functional and profoundly engaging.
- Analogue – demonstrating Lotus’ ongoing commitment to precision engineering and performance innovation.
By seamlessly integrating these principles with contemporary design and technology, Lotus simplifies and enhances the driving experience, creating cars that feel almost like an extension of the driver—vehicles you wear rather than merely operate.
Ben Payne, Chief Creative Officer of Lotus Group, reflects on the exhibition:
“This is an important moment for Lotus today. It’s a powerful reminder to everyone of our rich heritage—the design and engineering breakthroughs that have shaped the automotive world and beyond. And it’s proof that we are still that same pioneering brand. Lotus will always innovate, always push boundaries, and always lead the way.”
A Journey Through Heritage and Innovation
D.N.A. x DNA bridges past and future, presenting experimental materials, prototypes, and archival projects that highlight Lotus’ relentless pursuit of innovation. Central to the exhibition is the award-winning Lotus Theory 1, a design study embodying the brand’s vision for the future of performance and design.
Visitors will also encounter several milestones in Lotus’ storied history:
- Lotus Eleven – A lightweight motorsport icon from 1956, the Eleven revolutionised racing with advanced aerodynamics and an aluminium body, achieving record-breaking success at Monza and multiple Le Mans class wins.
- Lotus Type 88B – The radical Formula 1 car of 1981 that pioneered carbon fibre monocoque chassis and introduced the twin-chassis concept. Though banned from racing, the 88B exemplifies Lotus’ fearless pursuit of disruptive engineering ideas.
- Lotus SID (Structure Isolation and Dynamics) Prototype – This experimental vehicle combined active and passive suspension systems to explore advanced vehicle dynamics. SID marked a significant leap in understanding driver perception versus measurable performance, influencing subsequent Lotus models and shaping industry-wide vehicle dynamics methodologies.
- Lotus Theory 1 – This award-winning study fuses digital intelligence, natural human-centric design, and analogue performance precision, delivering an immersive, intuitive, and emotionally engaging experience.
Beyond the Automobile
Lotus Engineering, the brand’s globally recognised innovation hub, demonstrates how Lotus’ philosophy transcends the automotive world. The exhibition features the Lotus Type 108, the record-breaking bicycle ridden by Chris Boardman to Olympic gold at Barcelona 1992. Utilizing advanced aerodynamics, composites, and forward-thinking manufacturing methods, Lotus Engineering’s aerofoil frame design reduced drag and enhanced speed, marking a paradigm shift in cycling technology.
Exhibition Details
- Location: Lotus Mayfair, 73 Piccadilly, London W1J 8HS
- Dates: 13–20 September 2025
- Admission: Free
