Lotus showcases D.N.A. x DNA at London Design Festival 2025

Lotus presents the immersive D.N.A. x DNA exhibition at London Design Festival 2025, highlighting design heritage, innovation and future performance vision.

London has become the stage for a striking encounter between heritage and innovation as Lotus unveiled the D.N.A. x DNA exhibition at its Mayfair showroom, part of the London Design Festival 2025. The showcase invites visitors to explore how the brand’s guiding philosophy—Digital, Natural, Analogue (D.N.A.)—has shaped its past breakthroughs and continues to define its future direction.

This triad explains the Lotus mindset: digital stands for intuitive and intelligent technology, natural reflects human-centered design, and analogue embodies engineering precision. As Ben Payne, Chief Creative Officer of Lotus Group, noted, the exhibition serves as both a reminder of a pioneering legacy and a declaration that innovation remains at the heart of the company.

The exhibits transform the Mayfair space into a bridge between eras. The lightweight Lotus Eleven, celebrated for its record-breaking runs at Monza in 1956, appears alongside the radical Type 88B, the first Formula 1 car with a carbon monocoque and twin-chassis concept, banned but never forgotten. The experimental SID Prototype revealed how Lotus engineers first connected driver feel with objective vehicle data. At the center of the exhibition stands Theory 1, the award-winning design study that fuses digital intelligence, natural form, and analogue precision.

Through Lotus Engineering, the company’s innovation hub, the exhibition also highlights impact beyond the automotive world. A striking example is the Lotus Type 108 bicycle, which carried Chris Boardman to Olympic gold in Barcelona in 1992. Its aerofoil carbon frame marked a turning point in cycling technology and influenced aerodynamic design in sport for decades to come.

Running from September 13 to 20 at Lotus Mayfair, with free admission, D.N.A. x DNA is more than a festival highlight. It is a statement that Lotus continues to unite heritage and possibility, reminding visitors that the brand’s spirit of engineering courage and creative vision remains as strong as ever.