Final month, the Italian Grand Prix introduced collectively bike followers from throughout the globe. Touchdown within the iconic Mugello circuit, Ducati unveiled its newest venture that celebrates Italy’s wealthy cultural heritage and its contribution to the Renaissance period.
Exploring the fantastic thing about artwork, know-how and excellence, the venture embraces the joint ethos of the Italian Renaissance from the 14th and sixteenth centuries and Ducati to create a particular livery for the Desmosedici GP bikes and a racing swimsuit.
The ideas are impressed by two contrasting components of the identical period: Leonardo da Vinci’s genius, discovering synergy between artwork and science; and Niccolò Machiavelli, the thinker representing the “darkish facet” of the Renaissance. Whereas the previous’s well-known Historical Captain drawing turns into the spotlight, contributing historian Marcello Simonetta leans on a quote from Machiavelli’s The Prince: “Since a prince must know learn how to use the beast, he should select the fox and the lion; as a result of the lion can’t defend himself from snares, and the fox can’t defend himself from wolves. One should due to this fact be a fox to acknowledge snares, and a lion to frighten wolves. Those that use solely pressure don’t perceive this.”
By these inspirations, Ducati explores the modern-day knight and their motorized steeds by enlisting riders Francesco Bagnaia and Marc Márquez to be the face of the story. Reinterpreting the 2 historic references by means of a up to date lens, designer Drudi incorporates a lion, which was a part of the unique ornament within the Historical Captain, and a fox depicted on the particular livery. Elsewhere, the riders’ racing numbers, 63 and 93, are additionally branded onto their bikes in an analogous fashion to their armor-like fits that proceed the theme.
The marketing campaign visuals take the 2 riders to Florence, also called “the cradle of the Renaissance,” championing the knighthood idea and the town’s reverence. From its grand Stibbert museum to the landmarks Piazza della Signoria and Palazzo Vecchio — it captures the spirit of design excellence and inventive magnificence.
Take a look at the marketing campaign above. For extra info, go to the Ducati web site.
