The future of mobility stems from the convergence of innovation, creativity, and the younger generations. This is the vision behind the Geely Design Camp, the international project promoted by Geely Auto, which—following the success of its first two editions in China—is expanding to Europe for the first time this year, involving some of the continent’s most prestigious automotive design universities. The initiative serves as an important platform for dialogue dedicated to young design talents, who are called upon to envision the future of the automobile through new ideas, aesthetic languages, and solutions that combine technology, sustainability, and the customer experience.
The European leg of the Geely Design Camp will reach one of its most significant milestones in Milan, a city that symbolizes international design and is home to the Geely Innovation Design Center Italy—the creative hub inaugurated in 2023 that serves as one of the strategic hubs of the Group’s global design network. Here, the finalists will have the opportunity to engage directly with the world of Geely Auto, gaining a deeper understanding of the brand’s design philosophy, its design principles, and the increasingly central role of aesthetic identity in the development of future vehicles.
“Design is one of the fundamental elements through which Geely interprets the evolution of mobility,” says Marco Santucci, Managing Director of Jameel Motors for Geely and Zeekr. “Investing in young designers means investing in the ideas that will guide the next chapter of the automotive industry. Milan, with its unique design culture, is the ideal place to foster a dialogue between talent, technology, and an international vision.” The program also includes a hands-on experience with a visit to Ambrostore Milano, Geely Auto’s new Italian dealership, which serves as a concrete example of Geely’s market approach: a place where design, technology, and brand values connect with customers and the community on a daily basis.
Geely’s Milan design center opened in 2023 inside the Torre Diamante in Porta Nuova. Here, the Chinese group has chosen to establish its design language at the heart of one of the world’s most influential creative ecosystems. This decision goes beyond a mere operational presence and reflects a specific cultural vision: to shape the future of mobility through a dialogue between European sensibilities, technological innovation, and international identity. The Milan center is now one of the five hubs in the global Geely Design network—alongside Shanghai, Ningbo, Gothenburg, and Coventry—connected through a continuous, 24-hour operational model that accelerates creative processes and fosters consistent design development on a global scale. Milan, however, represents something more: it is the meeting point between “Italian Flair”—defined by proportions, material culture, and an attention to light and the human experience—and Geely’s contemporary vision of smart, electrified mobility.
