UNLEASHED

DUCATI UNLEASHED Exhibition SPRING 09 ERICA LI

DUCATI’S TIMELESS HERITAGE EVOKES A SENSE OF AN INDESTRUCTIBLE

UNTAMED FORCE YET ITS PRECISION COMMANDS ULTIMATE CONTROL.

CONCEPT STATEMENT

UNLEASHED is an experience driven trade show that tells the world that DUCATI can go beyond the existing target market by allowing people to experience DUCATI by taking the motorcycle off the stools.

Ducati produces racing-inspired motorcycles with unique engine features, innovative designs, advanced engineering and overall technical excellence. Ducati offers a range of the most highly sophisticated and sought-after bikes ever created for the road.

Currently Ducati produces motorcycles in dinstict market segments which vary in their technical and design features and intended customers: Superbike, Monster, Multistrada, SportClassic and Hypermotard.

The Company’s motorcycles are sold in more than 60 countries worldwide, with a primary focus in the Western European

DUCATI HERITAGE

and North American markets. From the fastest sport bikes to the meanest Monsters, Ducati turns dreams into reality for even the most demanding riders and fanatical enthusiasts.

Unleashed will be the first world traveling exhibition for Ducati. Exhibit will be traveling Berlin, London, Sydney, Tokyo, Hong Kong, and other major cities all over the world.

BOOKS REFERENCE THE DUCATI STORY

THE ART OF THE MOTORCYCLE Solomon R. Guggenheim Museum in New York City, designed by Frank Lloyd Wright, looks more like a giant spiral parking ramp than a museum–which makes it a fitting venue for an exhibit on the history of motorcycle design and the motorcycle’s role as a cultural icon. “The Art of the Motorcycle,” showcases noteworthy bikes built from 1885 to 1998, from all over the world. Curators divided the bulk of the exhibit into eight historical periods, and also included a collection of pre-production models. In all, 114 bikes are on display.

Celebrating the 60th anniversary of this famous Italian marque, Ian Falloon’s authoritative history - updated, expanded and reformatted in full color. It covers every Ducati racing and production motorcycle from the cheap post-war Cucciolo to the 2006 world-beating production Desmosedici.

CASE STUDIES

THE DUCATI MUSEUM The Ducati Museum opened on June 12, 1998, during the first annual WDW (World Ducati Week), and was officially inaugurated on October 16th later that year. The Museum has preserved over half a century of Ducati racing history and also the history of the company (before it produced motorcycles) founded by the Ducati brothers in 1926.

THE ART OF THE MOTORCYCLE

Multistrada sport bike aggression on twisty roads, yet is smooth and relaxed when scenery beckons.

New York’s Guggenheim Museum open a show called The Art of the Motorcycle. It displayed the design element of motorcycles in the metal, in the historic context from the beginning of the industry into the 1970s. In Las Vegas, architect Frank Gehry mounted the exhibition, which was the most spectacular of any of the installations.

Inspiration SITE LOCATION Toyota Speedway at Irwindale

UNTAMED TIMELESS EVOLVED RAW

UNTAINTED

Features 6,000 comfortable seats, twin paved oval race tracks (banked 1/2 and 1/3 mile), great sound and lighting systems, paved parking for over 3,000 cars, convenient snackbars and 12 exclusive Corporate “Sky Box” Suites. A brand-new, state-of-the-art, motorsports / entertainment event facility.

FIRST PERSON PERSPECTIVE Taking motorcycle training course myself, and then found out that to truly understanding what is so special about Ducati is to ride on the bike in a first person perspective. Beside Ducati’s heritage of making the best motorcycle with design and the engineering, Ducati also lead the trend of motorcycle industry.

“ Everyone’s first bike has a special place in their hearts, but it seems that once you’re bitten by the DUCATI bug, you stay hooked and that’s what happens to me.”

Alan Cathcart

STAGE 1: IDEATION SKETCH At this stage of creative exploration, the goal is to transform the forms of Ducati into a building structure, at the same time the structure has to carries the essential sprite of Ducati.

START SKETCHING....

STAGE 2:

Transformation

At this stage, transfering the essenual form of DUCATI into concept structure.

STAGE 3: TRANSFORMING FORM TO STRUCTURES This is a stage that putting the form of ducti into a structures. Including human factor and the feeling of ducati.

Sketch Model Rendering This model is too organic and missing the balance of geometric and organic shape. Structurally is hard to build and the main problem is it wasn’t the best representation of Ducati .

Guest walking towards UNLEASH

A over view shots of UNLEASH

SKETCH MODEL

SKETCH MODEL RENDERING This model is too organic and missing the balance of geometric and organic shape. Structurally is hard to build and the main problem is it wasn’t the best representation of Ducati .

SKETCH MODEL RENDERING Physical Sketch Model

This model is too geometric and missing the speedform feeling of a Ducati.

Lecture Room 6 and Engineering of Ducati

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Exhibition of Ducati

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Retail

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2 Lecture Room 6 and Engineering of Ducati

3 Exhibition of Ducati

Retail

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Entering the Unleash.

Showing the bike is a different perspective

The third part is the Ducati retail store.

This is the overview of the whole unleash exhibition.

Human travel though the exhibition like how the air pass though the air vent.

Midterm Poster Board

Storage

SKETCH MODEL

Ducati Life Style Display Intro. to Ducati EngineDisplay

Tech Display

Retail and Gear Rental

Locker, Changing Room and Storage

Cafe and Waiting Area Storage

SITE LOCATION

Unleashed will kick off their world tour in Irwindale Speedway, CA. The site location already have racing tracks and allowing people to test run the Ducati’s Motorcycle.

Experience of the space 2

Intro. to Ducati

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1. When first arriving at the Irwindale Speedway parking area, visitors and riders alike will walk across a bridge, which connects the parking area to center of the track where the Unleashed exhibit is located.

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3

Ducati’s Life style

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2. As the visitors approach the Unleashed exhibit, their senses will be excited by the smell of burning tires and the roaring sound of Ducati’s engine. However, once entering, the visitors will walk into a quiet darkened tunnel illuminated by lights coming from below.

Bridge Cafe and wating area

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Technology Lecture area display Restroom Engine display

7 Retail/ Gear rental

UNLEASHED: PLANS

Locker Changing Room

3. Walking towards the end of the ramp, visitors will end up on the second level of the exhibit. From there, natural sunlight will filter from above as Ducati bikes are suspended in air via cables, allowing visitors an unusual and complete view of the vehicle.

4. Presenting Ducati in this fashion attracts different types of lifestyles beyond racing.

Here Ducati can be viewed as an art form, historical innovation, aggressive yet delicate engineering, rather then a mere vehicle.

Viewing the multiple facets of Ducati allows for renewed appreciation of the brand.

5. Once descending from the ramp, visitors are ushered toward a check in area for information about classes and lecture schedules. This is where interested riders will take their hand at Ducati training, ranging from novice to advanced riders.

6. The feel of the second part of the lecture hall contrasts with Ducati’s sculpted surface as the divided walls are made of soft material. This transitory space is versatile as it can be used for presenting most anything. Ducati’s precise engineering and technology will be exhibited through the use of overhead projectors.

7. Once informed about Ducati’s technology, riders will proceed to the third part of the exhibit, where retail sales and gear rental are located. In the retail section, full body suits, helmets and other accessories will be for sale while the rental area will provide full equipment for rent, as well as amenities such as lockers and changing rooms.

8. For the advanced riders, they will proceed to the North side of the exhibit to meet their training coach. The novice riders will meet on the opposite South side where they meet their coaches and be given additional lectures. Non-participants, such as family and friends, can await the return of riders in cafe/waiting area overlooking the track.

UNLEASHED: SECTION

When first arriving at the Irwindale Speedway parking area, visitors and riders alike will walk across a bridge, which connects the parking area to center of the track where the Unleashed exhibit is located.

As the visitors approach the Unleashed exhibit, their senses will be excited by the smell of burning tires and the roaring sound of Ducati’s engine. Once entering, the visitors will walk into a quiet darkened tunnel illuminated by lights coming from below.

Walking towards the end of the ramp, visitors will end up on the second level of the exhibit. From there, natural sunlight will filter from above as Ducati bikes are suspended in air via cables, allowing visitors an unusual and complete view of the vehicle.

UNTAMED Presenting Ducati in this fashion attracts different types of lifestyles beyond racing. Here Ducati can be viewed as an art form, historical innovation, aggressive yet delicate engineering, rather then a mere vehicle. Viewing the multiple facets of Ducati allows for renewed appreciation of the brand.

The feel of the second part of the lecture hall contrasts with Ducati’s sculpted surface as the divided walls are made of soft material. This transitory space is versatile as it can be used for presenting most anything. Ducati’s precise engineering and technology will be exhibited through the use of overhead projectors.

Once descending from the ramp, visitors are ushered toward a check in area for information about classes and lecture schedules. This is where interested riders will take their hand at Ducati training, ranging from novice to advanced riders.

LIFE STYLE

Once informed about Ducati’s technology, riders will proceed to the third part of the exhibit, where retail sales and gear rental are located. In the retail section, full body suits, helmets and other accessories will be for sale while the rental area will provide full equipment for rent, as well as amenities such as lockers and changing rooms.

EVOLVED

Once informed about Ducati’s technology, riders will proceed to the third part of the exhibit, where retail sales and gear rental are located. In the retail section, full body suits, helmets and other accessories will be for sale while the rental area will provide full equipment for rent, as well as amenities such as lockers and changing rooms.

Introduction to Ducati

ati’s timeless heritage evokes a sense of an indestructible amed force yet its precision commands ultimate control.

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4

Ducati’s life style 33

Unleashed is a test drive experience allowing riders the sensation of experiencing a Ducati themselves. Rather than seeing motorbikes put on a pedestal, we take it out to the track to release our inner-Ducati.

cal model

Check itLife out Style Ducati’s

PRESENTATION POSTER

5 Walking towards the end of the ramp, visitors will end up on the second level of the exhibit. From there, natural sunlight will filter from above as Ducati bikes are suspended in air via cables, allowing visitors an unusual and complete view of the vehicle.

Bridge

Sketch ideation

Cafe and waiting area

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Technology Display Lecture area

Restroom

Engine Display

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Retail and gear rental

Locker Changing room

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ial

ft wall

2 1

2. 4' x 8' Ecoresin

3. Stainless Steel for Structure

4. 4' x 8' Rubber flooring

Demographic

Site Location

Unleashed are for Ducati addicts, seasonal riders, speed lovers, and citizens who live and breathe design and technology.

Unleash will kick off their world tour in Irwindale Speedway, CA. The site location already have racing tracks and allowing people to test run the Ducati’s Motorcycle.

Unleashed will be travel around the world, location such as New York, Berlin, Tokyo, etc...

Material List 1. Soft wall by Stephanie Forsythe & Todd MacAllen

Connection Detail Drawing

2. 4’ x 8’ Ecoresin by 3form for surface 3. Stainless Steel for Structure

5. Ondine Bench by Michael Bihain and Cédric Callewaert

2nd Floor Connection

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Welcome 1 When first arriving at the Irwindale Speedway parking area, visitors and riders alike will walk across a bridge, which connects the parking area to center of the track where the UNLEASHED exhibit is located.

The one to two leveled massive structures, totaling 14, 237 square feet, are made of heat formable semi-translucent fiber-glass surfacing of 4 by 8 feet ecoresin with acoustic properties for a progressive installation, as well as, contemporary translucency. Here, I wanted the structures to mimic and represent the fluidity and aggressive stance exuded by the Ducati brand with soft curves and pointed ends.

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Check in for classes Once descending from the ramp, visitors are ushered toward a check in area for information about classes and lecture schedules. This is where interested riders will take their hand at Ducati training, ranging from novice to advanced riders. This is where interested riders will take their hand at Ducati training, ranging from novice to advanced riders.

Presenting Ducati in this fashion attracts different types of lifestyles beyond racing. Here Ducati can be viewed as an art form, historical innovation, aggressive yet delicate engineering, rather then a mere vehicle. Viewing the multiple facets of Ducati allows for renewed appreciation of the brand.

Entry to UNLEASHED Within the interior, the exhibit will lead visitors through three main installments. When arriving at the Irwindale Speedway parking area, visitors and riders alike will walk across a bridge, which connects the parking area to the center of the track, where the “UNLEASHED” exhibit is located. As the visitors approach the Unleashed exhibit, their senses will be excited by the smell of burning tires and the roaring sound of Ducati’s engine. However, once entering, the visitors will walk into a quiet darkened tunnel illuminated by lights coming from below.

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4. 4’ x 8’ Rubber flooring

Ducati’s Life Style

Lecture space/ tech show

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Retail and Gear Rental

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Cafe/waiting area

CONNECTION DETAIL

PARTS DETAIL FLOOR CONNECTION DETAIL

Wall Section MATERIALS

LINCOLN CENTER- ALICE TULLY HALL LOCATION: New York, NY 3form ADVANTAGE: Custom Fabrication, Architectural Support and Material Development

For UNLEASH, is to create a heat formable semi-translucent with acoustic properties for a progressive installation combining fiberglass surfacing with contemporary translucency. The complex installation proposed many challenges including material engineering, innovative fabrication, and custom hardware development.

Unleashed is a test drive experience allowing riders the sensation of experiencing a Ducati themselves. Rather than seeing motorbikes put on a pedestal, we take it out to the track to release our Inner-Ducati.