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"Forma-Feelings designed by DUCATI in Borgo Panigale"

"Forma-Feelings designed by DUCATI in Borgo Panigale" - Gabriella Ruggieri & partners

Could we have missed the "Forma - Feelings designed by Ducati in Borgo Panigale" exhibition held at the Leonardo da Vinci National Science and Technology Museum in Milan? Absolutely not!

Since those who know me know that I am "sick" of motorcycling, this was an unmissable opportunity to "glaze my eyes" and learn something.

DUCATI is the bike of the moment, given the successes it has achieved in the world championship, but also a company that has pages and pages of history behind it having been founded in 1926.

During the Milan Design Week it is obvious that the word "design" is the common thread of multiple events and the one organized by DUCATI was truly incredible and accessible to everyone, not necessarily to motorsport lovers, professionals or engineers.

It is very fascinating to understand and see how a masterpiece is born, step by step.

Below you will find the press release released by the press office but also the description of the seven steps needed to go from a sheet of paper to a motorbike ready to go for a ride.

Last but not least, thanks to the staff for their kindness, hospitality and the material provided to us.

Enjoy the reading and don't forget to visit the Gallery

Gabriella Ruggieri for 1blog4u

 - Gabriella Ruggieri & partners

On the evening of Monday 15 April, with a private event attended by over 300 people, DUCATI inaugurated its participation in the 2024 edition of the Milan Design Week, the most important moment of the year for the world of design at an international level.

DUCATI fits perfectly into the context of the Fuorisalone with the exhibition "Forma - Feelings designed by Ducati in Borgo Panigale", set up in a place in line with the values of the brand, the Leonardo da Vinci National Science and Technology Museum. The exhibition was created with the aim of accompanying visitors in the discovery of the design process through which all DUCATI motorcycles are created: a magical combination of beauty and high-end technology, performance and emotions, in which form and function work in symbiosis.

Andrea Ferraresi, Director of Strategy & Centro Stile DUCATI: “In DUCATI we consider style and love for beauty as fundamental elements to create emotions and experiences capable of going beyond the pleasure of riding. Our "Reduce to the max" design vision provides a symbiotic integration between form and function, in which each element is essential and the superfluous has no space. To bring our style principles to Milan Design Week is perfectly aligned with our business strategy and gives further value to our approach to design."

The exhibition “Forma – Feelings designed by Ducati in Borgo Panigale” is structured through a journey in seven stages, which represent the fundamental steps by means of which the designers of the Centro Stile DUCATI and the engineers of the R&D department transform the idea of a motorcycle into a true work of art. The DUCATI model used to describe this process is the super sports bike par excellence in the Borgo Panigale range: the Panigale V4.

The immersive itinerary of the exhibition opens with a space dedicated to the "Brief", the document that provides the designers with the general guidelines with which to begin the stylistic creation of each motorcycle. The following "Analysis & Concepts" phase is a flow of research in which the designer's thoughts range between art, music, places, colours and shapes, composing a moodboard from which the personality and character of each new DUCATI model are born. The third step of the exhibition is dedicated to the "Sketches", the means by which the DUCATI designers put all their ideas on paper. The most effective proposals are then materialized in 3D CAD models which allow the creation of the first physical models, the so-called "Proportion Models", from which the best solution is selected. Having reached this point, the next three steps lead to the actual birth of a new DUCATI motorcycle, through the "Clay Model", a 1:1 scale model refined by hand like a real sculpture using highly mouldable synthetic clay, the "Master Model", a resin model that allows you to perfectly highlight the lines and surfaces and evaluate any refinements, to then arrive at the "Clinic Model", which is a faithful representation of the final product (painting included) as well as the final step before going into production.

The narrative of this process in seven stages within "Forma - Feelings designed by Ducati in Borgo Panigale" was built in such a way as to be fascinating and involving. It allowed the public to access never-before-seen content made available by the Centro Stile Ducati and speak directly with the designers present. Furthermore, at the exit of the exhibition, visitors will be able to enjoy a display with six motorcycles from the Panigale family: 

-Panigale V4 Bautista 2023 World Champion Replica, 

-Panigale V4 Bezzecchi 2023 Racing Replica, 

-Panigale V4 SP2, 

-Panigale V4 R,

-Panigale V2, 

as well as a Panigale V4 S with which to experience the thrill of stepping onto a DUCATI.

For DUCATI, design is not just about creativity, style or beautiful motorcycles but about creating feelings. (ducati.it)

 - Gabriella Ruggieri & partners

The Design Journey

It takes an average of 3 years of work from the brief to the start of production. It takes up to 5 years if a new engine needs to be developed too. It is a scrupulous, unique process, which links the Centro Stile and the technical area of Product Development, and combines design and engineering, heart and logic, to create a motorcycle in which every shape has a function and every function has a shape. A thoroughbred DUCATI.

The idea kicks off: the brief
Every new motorcycle design stems from the desire to look forward. This is achieved by combining different inputs, such as product divisions, customer suggestions, and new market areas to be explored.
The Centro Stile receives everything in a kick-off document drawn up by the Product Marketing area, known as the Brief, in which the general guidelines to start working can be found.

The concept takes shape
When the designer transfers his ideas to paper, Sketches are created. First freehand, coming up with hundreds of drawings. Then everything is further developed digitally thanks to sophisticated drawing software.
The golden rules of DUCATI designers are: style - always unmistakable and original. Dimensions - compact and racing-inspired. Shapes - sensual and captivating. Lines - which must express a sporty, aggressive nature without altering the aerodynamics. Looking at a Ducati must make you want to touch it.

Forms, evolving.
Thanks to digital technology, the Sketches are realized as 3D models: three-dimensional digital objects that allow the first physical model to be created.
From the digital models, the designers’ proposals are processed into actual small-scale physical models, ready for selection. At this stage, Ducati chooses the best through a specifically defined approval team.
Only one becomes the 1:1 scale three-dimensional Proportion model in ureol - a wood-like polyurethane resin that is milled, finished and painted.

 - Gabriella Ruggieri & partners

The creation.
Each line of the Proportion model is 3D scanned and digitally reproduced. The new file is then fine-tuned. It’s now time to create a 1:1 scale prototype, called Clay model, combining style, design, technical and layout requirements.
The base is a polyurethane foam body that is shaped by a 3D milling machine. A layer of clay is then applied; this is a synthetic clay specific for automotive design purposes, which is modelled by hand like a sculpture, then refined by the designer. Testers put on technical clothing and get on the saddle to simulate riding movements and check ergonomics. Once the Clay model is approved, the style is defined.

Crafting perfection.
The finished Clay model is scanned with a Point Cloud technique designed to capture digital data on a physical object to a precise degree as true to life as possible. This is known as reverse engineering, or reverse design: a complex process that goes from physical material to virtual. By doing this, symmetries are corrected, industrialization of the components are planned and the final mathematics of the new bike are generated. Everything is ready to create the Master model. A high-density ureol prototype in a sparkling silver shade, which makes the lines and surfaces of the motorcycle stand out for any fine tuning. The most faithful representation of what the final product will be, including the paintwork, is the Clinic model, a maquette that comes just before the production bike.

 - Gabriella Ruggieri & partners

From Design to the Track.
Once the layout is finalized, the purpose of this phase is to put a working machine on the track and on the road, representative of all the characteristics of the actual bike: the Prototype. A complete vehicle made of accurately designed but temporary components, less expensive than the final versions and quicker to produce. The road tests performed allow the motorcycle’s unique geometries to be validated and settings to be defined accordingly to achieve the best performance, ergonomics, and thermal comfort.

visit the Gallery (ph. Vaifro Minoretti)