The 2016 World Ducati Week is Ducati's world-scale international gathering taking place from July 1st to 3rd at the Marco Simoncelli Misano World Circuit. As part of this event and to celebrate the company's 90th anniversary the Ducati Museum in Bologna has undergone complete renovation.
The museum's permanent display, which is hosted inside the Bologna factory, is reopening with a new concept: each motorcycle on display is treated like an authentic work of art. A story told in the language of shapes and colors highlighted by the dedicated presentations.
“Ducati is ‘Style, Sophistication and Performance',” points out Andrea Ferraresi, head of the Ducati Design Center, “We use this approach at the Design Center when designing our motorcycles and it's the idea behind the project led by creative director Paola Bosi for the set-up of the new museum.”
As it was conceived 18 years ago, the museum brought the Ducati history to life focusing exclusively on the world of racing. Specific to this new version is an entire area dedicated to some of the most iconic road bikes that have made the story of the company so great.
“Three of the fundamental elements of our brand are to be found within the museum: the Ducati history, races and DNA applied to our most iconic motorcycles,” Ferraresi explains, “We consider every bike to be an item of design, a work of art which, today, we are displaying with pride in this new gallery.”
The new design walks museum-goers how motorcycles are designed and built, explained from start to finish. How the project is conceived and developed in precisely defined technological, economic and social contexts.
The new narrative in place at the museum is divided into three different threads: the history of Ducati production bikes and the sociocultural context they exist in; the history of racing with race bikes and trophies won on display and finally, the third thread which tells of 'Ducati moments', that is the facts, people and technological innovations that have made the story of Ducati what it is and also the 'Ducati heroes', the Ducati riders.
The area dedicated to production bikes includes 27 bikes, 15 of which have never been on show before, occupying four different rooms. In each of the rooms, the bikes are accompanied by the technical specifications for each single item on display, and an artistic installation which highlights the features and personality of the product.
One example of this is the DNA structure matched with the Ducati 916, which represents the founding values of the Ducati brand, synthesized for the first time in the history of Ducati in Massimo Tamburini's masterpiece.
“We wanted to celebrate the passion, ingenuity and talent of the men and women who have made the Ducati brand globally unique through the company's 90 years of history,” adds Patrizia Cianetti, Ducati Marketing Director. “We were motivated by the thousands of Ducatisti who come to visit the museum each year, with the desire to let them experience new and even more intense emotions.”
The Italian motorcycle manufacturer is using the new Ducati Museum as a bookends of the company. Not only is it dedicated to the memory of the Bologna factory, it is also a symbol of what Ducati considers ‘the company's indisputable contemporaneity and continuing desire to reach for the future’.
As Clutch and Chrome reported in ‘World Ducati Week 2016 - Full 3 Day Program Revealed’, there are three full days of activities and events planned for the celebration but certainly the highlight for many Ducati fans, the exclusive opportunity for a preview visit to the Borgo Panigale Museum.
For riders who want to keep track of what’s happening where, the event will offer the new WDW2016 app for iOS and Android, promising the entire World Ducati Week is at an attendees fingertips: info, news and the fully updated program. Also Ducati notes, during the three days at Misano the WDW2016 app will help speed up kit collection, provide useful real-time info and even offer prizes and exclusive freebies.