Discover Lucrezia Roda’s “The Industrial Perspective” at the Automobili Lamborghini Museum
The Automobili Lamborghini Museum proudly unveils “The Industrial Perspective,” a monographic photography exhibition by acclaimed Italian artist Lucrezia Roda. Launching on World Art Day (15 April), it inaugurates a fresh chapter in Lamborghini’s cultural story. It reaffirms the museum’s ongoing dedication to fostering dialogue between art, industry, and the wider community.
Building on the triumph of Lamborghini’s 60th-anniversary celebrations and the “Dreamaway – Lamborghini through the eyes of the world” exhibition in 2024, this new showcase follows a year when the museum welcomed a record-breaking 172,000 visitors—a 26% rise over 2023. As a renowned hub of innovation, design, and automotive heritage, the Automobili Lamborghini Museum continues to captivate enthusiasts from around the globe.
Born in 1992 with a background in theatre photography, Lucrezia Roda applies her dramatic vision to industrial settings, making them the focus of her visual study. Visitors encounter her photographs among the museum’s most iconic Lamborghini models, embarking on an immersive journey through seldom-seen industrial environments. Highlights include new images of the Lamborghini factory from her 2023 “Inside Lamborghini” series and photographs taken at other influential Italian companies.
Roda’s visual narrative unfolds through chromatic and semantic connections that unite the Lamborghini world with a broader industrial sphere. These striking contrasts and affinities illuminate the depicted locations' unique character, accentuated by each work's evocative titles. Rich textures, bold colours, and meticulously composed shots form a compelling visual language encompassing identity, function, and beauty. Each image resonates with others through assonance or dissonance, encouraging viewers to see the industrial landscape in an entirely new way.
“In this project, I aimed to capture the sense of wonder you feel when entering a place where every detail serves a purpose yet also possesses a certain form, atmosphere, and narrative energy,” explains Roda. “My perspective balances order with chaos, precision with the unpredictable vitality of industrial spaces. Photographing Lamborghini immersed me in a realm where production becomes a vision.”
Roda’s interpretation recasts the factory as an intimate, captivating setting—a theatre where materials are shaped and animated. Instead of merely documenting production processes, her sharp lighting, dramatic colour contrasts, and methodical compositions craft a world where reality meets imagination and technology merges with emotion.
This artistic affinity underpins Lamborghini’s identity. With “The Industrial Perspective,” the Automobili Lamborghini Museum reaffirms its commitment to exploring the aesthetic and conceptual dimensions of automotive manufacturing.
“Automobili Lamborghini has always represented vision, innovation, and creativity—values that permeate not only our cars but also the artistic expressions we inspire,” notes Christian Mastro, Marketing Director of Automobili Lamborghini. “Our museum is ideal for illustrating this synergy with the art world. Through ‘The Industrial Perspective,’ we aim to give the many visitors who journey to Sant’Agata a fresh glimpse into our production universe, highlighting its distinctive character through the lens of photography.”
Situated in the heart of Sant’Agata Bolognese, the Automobili Lamborghini Museum is a dynamic environment where the brand’s heritage meets new forms of cultural expression. Alongside the vehicles that have shaped Lamborghini’s history, the museum hosts temporary exhibitions showcasing the brand’s narrative through art, design, and forward-thinking innovation.
“The Industrial Perspective” welcomes the public daily, from 9.30 am to 6.00 pm (October through April) and 9.30 am to 7.00 pm (May through September). Experience this visionary fusion of art and engineering at the Automobili Lamborghini Museum.
