LOTUS SH

Category: Exhibition Design
Location: Shanghai, China
Size: 1,200 sqm - L
Year: 2023

Atelier I-N-D-J has won best pavilion design at the 2023 Shanghai Auto Show for our visionary design for LOTUS — with thanks to our partners at GPJ for making this happen. Our aim was to create a clear platform to present the LOTUS story to the public — as LOTUS transitions from a niche British sports car manufacturer to a globally relevant premium performance lifestyle brand.

1987 Lotus Type 99T displayed in a metal double-height atrium before a tall yellow screen at the 2023 Shanghai Auto Show booth

Mark 1, 99T, Emira, Eletre, LFC, and Evija displayed at the Lotus Shanghai Auto Show booth beneath a kinetic multi-screen display

Emira, electric Eletre SUV, LFC, and Evija displayed at the Lotus Shanghai Auto Show booth beneath a kinetic multi-screen display

Axonometric diagram of the Lotus booth at the 2023 Shanghai Auto Show, by Atelier I‑N‑D‑J

Exploded axonometric diagram of the Lotus booth at the 2023 Shanghai Auto Show, by Atelier I‑N‑D‑J

Lotus is in its 75th Year so we aim to convey the history, the glorious racing heritage alongside the bold pioneering future laid out - the last of the petrol sports car the EMIRA is sat alongside the EVIJA — the world's most powerful production car as well as the paradigm shifting ELETRE HYPER SUV. Our pavilion is for the drivers and presents an iconic LOTUS experience for an expected 1,000,000 visitors to the 2023 Shanghai Auto Show.

Crowd filling the Lotus booth at the 2023 Shanghai Auto Show beneath the long multi-screen kinetic display

Lotus Mark 1, 1956 Type 11, 1987 99T, and Eletre SUV displayed at the Lotus Shanghai Auto Show booth beneath a kinetic multi-screen display

Lotus Eletre SUV displayed in a dedicated area with materials, paint panels, and wheel options beneath a lightbox ceiling

1987 Lotus Type 99T displayed in a double-height atrium with tiered stairs to L2, before a tall yellow screen at the 2023 SH Motor Show

Tiered stairs leading to the second floor with a metallic high-tech atmosphere and horizontal light strips creating a dynamic effect

Tiered seating leading to the second-floor bar, featuring metal walls, grid ceiling, a large lightbox, and a yellow light datum

Lotus 1956 Type 11 and Lotus Mark I displayed on black glossy floors in front of dedicated screen panels organized by year

Lotus driver suit and branded helmet displayed in a glass cabinet with a lightbox ceiling

Lotus staff standing in front of a yellow screen at the 2023 Shanghai Auto Show booth

LOTUS is at a remarkable place in the industry charting new paths that the old marques cannot reach and the tech startups are unable to compete with history. Especially 75 years which LOTUS celebrates this year.

As the public approaches the show a 132m wide billboard calls for attention, and through this main entry point the pavilion is oriented to do the same and catch visitors' attention. The pavilion must serve several functions: (1) attract attention and (2) inform and educate the visiting public about this little-known car brand as it continues to enter and make headway in the largest and most competitive car market in the world. LOTUS is almost unknown in the Chinese market, but we set to change that with a bold arrival (3) for all visitors we use anchors and attractors such as the hyper-car as well as a rich program of speaker events and social components to envelope visitors in the LOTUS narrative and convert visitors to customers.

From first impressions a dramatic dynamic screen bisects the pavilion stand overhead, its lines directing visitors gaze towards the heart of the pavilion. This screen is as alive as the cars themselves - SEE BREATHE STRETCH AWAKEN of the ELETRE informing the movement of 9 LED panels as they rotate displaying abstract lines of airflow that are broken by the screens, alluding to the notion of POROSITY, of ACTIVE AERODYNAMICS and of deployable technology.

The large dynamic screen is aptly paired with an on-stand screen that forms a backdrop to the EVIJA HYPERCAR - the screen displaying content in synchronicity, with flashes of signature yellow and black that grab visitors' attention. LOTUS’ new evolutionary trajectory is rooted in the development of the best car on the planet, which is on display on the pavilion; the EVIJA at 2000BHP is the most proverbial production car ever made, carved by air, porosity, and downforce track its lineage throughout LOTUS history who pioneered ground effect and aerodynamics to change motorsport forever.

The ELETRE follows its HYPERCAR roots in aerodynamics and yet adds further intelligent technology to create a level 4 capable HYPER SUV that manages to retain performance yet does so with luxury. With the world's first deployable LIDAR sensors, active aerodynamics, and infotainment that blend technology, luxury, and performance.

These are some of the direct design cues that Atelier INDJ has taken to inform the LOTUS pavilion. A series of spaces that from the outset blend history, racing pedigree, hyper-performance, and advanced intelligent technology can be found. It's a rich story and a rich customer journey. Within the same viewpoint, visitors can see the ELETRE in a central position, whilst on display at the front of another world first in performance. First automated robotic charging station.

The juxtaposition of heritage, racing, performance, and luxury continues as visitors journey inwards towards the heart of the pavilion. 3 stunning replicas of LOTUS' most important models are set in a beautiful backdrop that conveys the full passion and spirit of LOTUS' glorious racing heritage. The 1948 MARK 1, 1956 type 11, and the 1987 LOTUS type 99t driven by Ayrton Senna. These creations by CLASSIC TEAM LOTUS led by Clive Chapman at Hethal.
The central heart of the pavilion is marked by a void, a negative space that is backed by a strong 6m tall yellow portal, the brand's signature yellow. This portal denotes the HEART of HUB - a critical social component of our overall design whose intent is to envelope users in the LOTUS atmosphere - a space that without trying hard and doing so naturally conveys the essence of CONTEMPORARY BRITISH TECH LUXURY.

A central social plaza is a natural amphitheater as Spanish-style steps lead upwards towards the lounge space. This is a place that can come alive with LOTUS DAY content to share the celebration of 75 years or a place for keynote speeches to share the LOTUS TECH CREATIVE CENTRE story.
During the media day in order to facilitate a dramatic press conference, the 99t model was displayed in the heart of the social hub.

Upwards on L2, we have designed a TECH LUXURY space that affords visitors comfort, allows sales to happen, and affords visitors views across the stand to every model, from the Mark 1, 11, 99t, to the EMIRA, ELETRE, and LFC and the EVIJA. In doing so visitors have their views framed by the dynamic screen, LOTUS content fills their field of view and importantly prevents views across to the competition. The L2 lounge space creates a comfortable space for guests to rest, dine, drink, and talk, a platform for sales and converting visitors to customers. VIP meeting rooms for executives, partners, and investors. Beyond the social HUB lies the KEF audio experience where visitors can be surrounded by the very best in audio excellence, or the TECHNOLOGY space where the components of the ELETRE are on full display, there are gamified opportunities for social sharing as well as photo moment for further social sharing - the LOTUS atmosphere continues with LOTUS LIFE where the iconic HOPE / LOTUS Olympic bicycle is on display as well as LIFESTYLE products. On the pavilion floor the last of the petrol engine models; EMIRA is on full display, positioned alongside an iconic yellow portal monolith that acts as an attractor to the pavilion. Our design presents opportunities to display rare items from the LOTUS archive, racing helmets, and suits from Emerson Fittipaldi 72' and 74' Formula 1 world champion,n and Jenson Button Formula 1 world champion 2009.

As designers ATELIER INDJ has our roots in GREAT BRITAIN - like the LOTUS brand is one we have grown up with within four formative years, it's a great honor and privilege to work alongside the GLOBAL TEAM LOTUS - with design rigor to present the LOTUS story to the general public.
Thanks to the remarkable support and execution from the world's most talented and experienced agencies GPJ. Our end goal is to convert visitors to customers in an ICONIC LOTUS PAVILION - FOR THE DRIVERS.

Behind the scenes, the 1200sqm pavilion from concept inception to completion took a mere two and a half months, ultimately assembled on site in 7 days by a team of 100. This endeavor required incredible coordination across multiple parties and stakeholders from idea to structure, car delivery logistics to operations. With teamwork incredible things happen; remarkable solutions are revealed in unexpected places.
With special thanks to the team at LOTUS NYO for clarity of vision and GPJ for execution against the odds of time.