Today, “Made in Italy” is synonymous with luxury. Italians are famous for their passion and incredible commitment to design no matter the financial risk. Nonetheless, in the Post-World War II era, Italians were redefining who they were, what they valued, and how the world would perceive them. With limited resources, they had to do more with less; they had to rebuild their culture, society and infrastructure. The result of this effort is a culture that values design for its function and its beauty. This delicate balance has made Italian products the most sought after and valued objects in the world.
As the exhibition curator, Joe Remling, a founding partner of ai3, developed Passione Italiana to examine the rich Italian design culture told in detail through the Italian motorcycle. The exhibition at The Museum of Design Atlanta (MODA) was developed in association with the Barber Vintage Motorsports Museum and showcased the designer’s passion and technological advancement behind the most desired motorcycles in the world.
Included in the exhibition were eleven masterpieces of Italian motorcycle design spanning the last five decades including motorcycles by MV Agusta, Ducati, Bimota and Moto – Morini. ai3 incorporated a dynamic and exclusive mixed-media backdrop, large-scale print material and a collection of rare images accompanying freestanding interpretative stations of each motorcycle.