Now live on YouTube, the episode 2 of the Lancia short film

“In the episode 2 of the “New Lancia Renaissance” short film, you will go behind the scenes that resulted in the creation of Lancia Pu+Ra HPE, the 100% electric manifesto of Lancia that represents the brand vision for the next ten years in terms of timeless design, interior home feeling, sustainability, electrification and technology. Episode 2 is an ideal way to re-experience the journey taken over the past few months, along with the details and emotions that led to the reveal of the Lancia concept car to journalists first and then to the public at the 2023 Milan Design Week,” stated Luca Napolitano, CEO of the Lancia brand.

Filmed at the Lancia brand offices in Turin, Centro Stile, and at the Cassina Milan Store in Via Durini, the episode 2 of the docufilm is a relentless succession of images that use the language of documentaries to show what usually remains hidden from the general public. In episode 2, Luca Napolitano, together with the entire Lancia and Cassina teams, guides the viewer in discovering Lancia Pu+Ra HPE. A voice is given to the many people who played a vital role in the process of creating and developing the Lancia concept car, getting in contact with the first results of the collaboration with Cassina, a vital source of inspiration for the creation of interiors now much more similar to the ones of a house rather than a car.

In this episode, Jean-Pierre Ploué, Head of Stellantis Design & Head of Lancia Design, emphasizes the concept of timeless design, which inspired the new Lancia concept car and fully embodies the principles of the brand’s innovative, pure and radical design language, in a continuous dialogue between elementary and brutalist forms of the past and of the future, in the interiors and exteriors.

Fully consistent with this philosophy, the interiors of the Lancia Pu+Ra HPE eschew the typical automotive language, recreating an eclectic space inspired by interior design and fluid architecture. As explained by Luca Fuso, CEO of Cassina, the concept is the first car inspired by the world of furnishing and “home feeling” typical of an Italian house, made possible by components, such as the round carpet, the front seats, brand-new coffee tables and extensive glazing.

Lancia Pu+Ra HPE also stands out for Sustylenability, a word made up of ‘sustainability’ and ‘style’. The focus then shifts to Rossella Guasco, Stellantis Vice-President of Color & Material Design, and to Danila Giordano, Stellantis Color & Material Innovation manager, who describe “Sustainability by Lancia”, the initial epitome of which is the Lancia concept car. Thanks to partnerships with outstanding “Made in Italy” brands, sustainable materials have been used in the car’s refined interior, in line with the values stated in Lancia’s 10-year strategic plan, and with the 70% of the touchable surfaces made with recycled/recyclable materials: the historic panno Lancia wool cloth upholstery, an iconic material part of the brand’s tradition, is now revisited with a modern flair and thus becomes an icon of reinterpretation of the tradition by Lancia.

Eclectic and sustainable spaces, but also more dynamic. The video continues with Gianni Colonello, Head of Lancia Interior Design, with an in-depth look at the iconic components of Lancia Pu+Ra HPE. Specifically, the front seats, inspired by the Maralunga armchairs designed for Cassina by Vico Magistretti. The two individual, free-standing armchairs are uniquely proportioned and express power in their color combinations: the two front seats have been designed and treated as elements that can naturally survive even outside the passenger compartment, from the point of view of geometry and of the materials and colors used.

References to the brand’s historic cars are also evident, including in the typical Venetian blind structure of the 1970s Lancia Beta HPE, brought back with a contemporary flair in the Lancia concept car, as a result of the horizontal lines that envelop the rear window.

Finally, it’s up to Paolo Loiotile, Head of Lancia Products, to illustrate the electrification of Lancia Pu+Ra HPE. In line with its streamlined, efficient and aerodynamic body, it represents the brand’s vision of the future in terms of autonomy, charging time and efficiency for market-leading performance.

Alongside electrification, Paolo also tells us about “effortless technology”, i.e. simple, effortless and intuitive technology that makes life on board easier for its customers, welcoming them in and making them “feel at home”. Technology based on the minimal and smart S.A.L.A. virtual interface brings together the audio, climate control and lighting functions. The driver and passengers can therefore adjust the car’s interior environment according to their mood, by reacting to improve their well-being via the better in-car atmosphere.

Entitled “Shaping the future”, the episode 2 can be viewed at this link.

Episode 2 continues the journey that started last December, after the Lancia Design Day, in the episode 1, entitled “New Lancia Renaissance: The Future in Our Roots”.

The third and final episode of the web series will be presented in 2024 for the launch of the New Ypsilon.

Director                            Beppe Tufarulo

Writer                               Alessandro D’Ottavi

Producer                          Skipless

Media Planning              Starcom

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