If you’re a motorcycle enthusiast and curious to know how Ducati, one of the finest motorcycle brands in the world, has reached a major milestone in motorcycle designing, then you should definitely visit the ‘Style Ducati’ exhibition. It’s dedicated to the origin and evolution of Ducati’s unmistakable style and will feature sixteen of the most mythical Ducati motorbikes.
‘Style Ducati’ is the first exhibition in Russia which is dedicated to Ducati design. It is open for five months at Erarta Museum of Contemporary Art of Saint Petersburg starting from 15th Feb to 16th June 2019.
“This exhibition stands out for its modern concept, in which every motorbike is presented as a work of art. The intention is to create an exhibition experience which highlights our aesthetic quest and the shaping of our motorbikes” – explains Andrea Ferraresi, the Director of the Ducati Centro Stile.
The exhibition will be spread between two floors. The first floor focuses on the company’s key moments from 1926, when the Cavalieri Ducati brothers founded Radio Brevetti Ducati, a story that then runs all the way to the 2018 presentation of the V4 Desmosedici Stradale, the first serial-produced V4 engine of the company.
At the lower level, the exhibition’s prize item is the marble sculpture named “Fortitudo mea in levitate” (My strength lies in my lightness). This contemporary creation features a stylized motorbike made from three blocks of the purest white Carrara marble, whose smoothed streamlined lines evoke a shining lightness despite the massive but noble weight of its marble. This sculpture, symbolizing the marriage of design with art, introduces a long line of Ducati models that lead visitors on a journey through time. Altogether sixteen Ducati creations shine in this space, some of them leaving Europe for the first time, each accompanied by exclusive stylish design concepts, images, and videos.
“The Ducati Exhibition, in its setting in the Erarta Contemporary Art Museum in Saint Petersburg, stands out for its modern concept, in which every motorbike is presented as a work of art. The intention is to create an exhibition experience which highlights our aesthetic quest and the shaping of our motorbikes” – explains Andrea Ferraresi, the Director of the Ducati Centro Stile – “It’s like a journey through the Ducati myth. It starts with the storytelling of Ducati Moments, expressing the events, individuals and technological innovations that make up the Company’s history, and continues until it reaches latest-generation models such as the new Diavel 1260.”
This Ducati Exhibition bears witness to the appeal and interest aroused by Made in Italy and by Ducati bikes in Russia a fact confirmed by the country’s new importation strategy. Since January 2019, the Volkswagen Group Rus has taken over running the sales, after-sales, and commercialization of the entire Ducati and Scrambler Ducati ranges, as well as both brands’ spare parts, accessories, and apparel.
“The rapid growth of the Russian Market, particularly in the Big Bike segment, is making this country increasingly relevant for our business. This is why we are so proud to be present here as ambassadors of Premium Italian quality, and to be collaborating with one of the most important Contemporary Art Museums in the world” – declared Francesco Milicia, Ducati’s Vice President and Global Sales Director – “We are also extremely pleased that we are able to count on the synergies and contributions provided by our new importer, Volkswagen Group Rus. The partnership with Volkswagen offers us further options for taking advantage of the many opportunities this market holds for us.”
The ‘Style Ducati’ exhibition is a great opportunity to go and witness the evolution of Ducati motorcycles. It will be an experience of a lifetime. For more details about the exhibition, check out the Erarta Museum’s official website.
