About the project

The Master's Thesis project "Unfading Journey," developed at IAAD in Transportation Design, envisions a luxury mobility concept for Automobili Pininfarina for 2050. the project responds to a client brief: to create a bespoke, transformative, and elegant vehicle that accommodates four passengers while embodying Pininfarina's artistry and Italian heritage. The concept centers on the story of Leonardo, an Italian perfumer living abroad. Longing to relive cherished memories of Italy, especially moments spent with his grandfather driving through Tuscany in a Pininfarina—Leonardo commissions a custom vehicle to symbolize the enduring beauty of his roots. Designed to share this experience with his wife, Lidia, the car becomes a personal narrative of tradition, craftsmanship, and modern luxury. The interiors draw inspiration from contemporary Italian furniture, delivering unparalleled comfort and elegance. Thoughtful features are tailored to reflect Leonardo and Lidia's personalities. The exterior design captures Pininfarina’s signature elegance, blending strong proportions with fluid, timeless lines. The results of Automobili Pininfarina’s Elixir celebrate Pininfarina’s legacy by harmonizing innovation with sophistication, creating a luxury mobility concept that bridges the past and the future of Italian automotive excellence.