Past, present, and future\u2014art as an expression of design philosophy and a symbol of evolving creativity. These are the themes explored and celebrated by the installations and events presented by several car manufacturers during Milan Design Week, which once again drew large crowds to the city from April 7 to 13. From art exhibitions to multisensory experiences and new product reveals, design remained the undisputed star. Here are a few highlights:<\/span><\/p>\n Range Rover: when the past still inspires<\/b> Kia: a journey into the human soul<\/b> Omoda 9: a growing personality<\/b>
\n<\/span>Range Rover, now a flagship brand under the new JLR umbrella, created an installation in Piazza Belgioioso that celebrated the connection between past and future in a unique way. Two environments, created in collaboration with NUOVA, a Californian design studio, served as a backdrop for two cars representing the beginning and culmination of the Range Rover story. The common thread: color. In the first room\u2014evoking the 1970s with immersive sensory elements such as lighting, background music, wood and Carrara marble furnishings, and Aeir-brand scents\u2014the original pre-series Range Rover stood proudly in classic Olive Green. That same color, reinterpreted for today, was used on the 2025 Range Rover Autobiography in the second room, a more metaphysical setting featuring white columns and stones. Accompanying it: the Wet Stone fragrance and ambient melodies.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>![](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2025\/04\/Kia-Trascend-Journey-3.jpg\")
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\n<\/span>In recent years, Kia has often explored themes such as multiculturalism, encapsulated in its current design philosophy \u201cOpposites United.\u201d The brand hosted a dual exhibition: one titled <\/span>Transcend Journey<\/span><\/i> at East End Studios on Via Mecenate, where it showcased the EV2 concept\u2014previewing an upcoming electric B-SUV\u2014and the adventurous WKNDR concept of the new PV5 electric utility vehicle, both introduced by design chief Karim Habib. The other, <\/span>Opposites United: Eclipse of Perceptions<\/span><\/i>, was housed in the Museo della Permanente and featured four artworks by Philippe Parreno and A.A. Murakami. Two of Murakami\u2019s pieces, <\/span>The Cave<\/span><\/i> and <\/span>Beyond The Horizon<\/span><\/i>, offered particularly evocative experiences. <\/span>The Cave<\/span><\/i> featured still waters and red light with robotic arms moving through the scene\u2014symbolizing the creative drive of the human soul\u2014while <\/span>Beyond The Horizon<\/span><\/i> filled a dark wall with giant, floating bubbles.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/a><\/span><\/div><\/div><\/div><\/div><\/div>
\n<\/span>More pragmatic, without artistic ambitions but with a clear philosophy guiding its brand identity, Omoda revealed its latest model on Via Tortona. The brand, which entered Europe alongside sister marque Jaecoo under the Chinese giant Chery, introduced the Omoda 9\u2014marking the next step in its fashion-forward, high-tech evolution beyond the pioneering Omoda 5. This large SUV represents a stylistic maturation, with less emphasis on the distinctive oversized grille of the Omoda 5, replaced by a more refined front end with luminous horizontal and vertical lines that convey an aristocratic yet reassuring presence. There’s more: proportions were defined using the golden ratio, and the aerodynamics were honed to optimize comfort and efficiency. Great care was also given to the onboard experience, not just through materials and design, but also with a tactile interface (including touch controls on the steering wheel), a 24.9\u201d display, and a dedicated Sony sound system.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>