Welcome to day 3 of the 2022 Online 

World Forum For Motor Museums seminar



Below you can find today’s presentations

Feel free to select the full screen button in the lower right corner of each video



Presentation 07:


Lamborghini Countach design contaminations through 50 years

Simone Carena


“Countách!” in Piedmont dialect dubs as a ‘Damn!’ with shock and admiration.The right pronunciation should slap on the ‘a’, ending with a sharp ‘touch’. Less known is that it translates in ‘contagion!’: to curse the plague that hit Piedmont in the 1600’s. Facing a new pandemic, we respond with the positive design contagion that Countach offers since 1971. The ‘d-Revolution’ theme of the Gwangju Design Biennale, directed by Hyunsun Kim, addresses environmental challenges and the necessary design & digital revolutions. The International Hall chose DUB as a way to welcome mixing international and local flavors, generating diversity and evolution. Beside many international designers, the core presentation focuses on Bob Marley, icon of creative revolutions, who passed away in 1981 (in MIAMI!) and the 50 years of Countach.For 10 years the two icons coexisted on parallele universes, finally reaching Korea for the first time.With the support of Cedella Marley, first daughter, fashion designer, musician, author and CEO of the Marley Brands we showcase their eclectic production. With the help of MAUTO President, Architect Benedetto Camerana, and Director Mariella Mengozzi, we reached Marcello Gandini to feature sketches, photographs and original videos of Countach.We designed a rice paper kite version of Countach with the Korean Craftsmen at Glimtory, returning to its original stage, a sketch on paper, but able to fly like an idea, primordial as a kite. Gandini sent an autographed message with greetings and a blessing of the ‘flight’. The contagion is celebrated with a design dub by Motoelastico, not for ‘automobili’(cars) but ‘mobili’( furniture) and the wonderful creations of GGF-T by Tamotsu Akama & Shinichi Ekko: Illustrated books, table games & Countach eraser cars able to charm the new generations of potential designers.A video dubs Gandini’s inspiring statement that design should make you go: ‘AH! and that’s it…if it requires too much talking… it is not that good..”

Bio: Simone Carena Born in Turin Italy in 1969, Working in Korea since 2001.Architect, Founder, Principal at MOTOElastico.comAssociate Prof. Media Design at IDAS_Hongik University, 2001-current.Curator for the 2021 Gwangju Design Biennale, International Hall: DUB RevolutionKnight of the Order of the Italian Star Simone’s (auto)mobile career starts during the studies from The Turin Polytechnic, with exchanges with Oxford and Harvard University and SCI_Arc in Los Angeles, all the way to the Caribbean School of Architecture in Kingston Jamaica. His design practice and teaching also started in Turin, reaching Seoul in the turn of the millennium. His effort at MOTOElastico, the best Italian architecture office in Korea, was featured at Art and Architecture Biennales, Conferences and Museums around the world. The 2021 appointment as curator at the Gwangju Design Biennale, celebrates an eclectic approach to design (DUB Architecture) combining international sources with local flavor together with his life-long passion for Bob Marley and Marcello Gandini. The anachronistic poem manifesto of Dub Revolution summarizes this personal vision: “I saw Bob Marley inside a Countach, wearing FILA, writing notes on a Moleskine, reaching Gwangju and I thought it was DUB”. For the World Forum for Motor Museums Simone wishes to share this adventurous road trip with improbable passengers, between Turin, Seoul, Gwangju and Miami, testing where vehicles can take us, from imagination to mechanics, from bumps and turns to the rhythms of DUB.



Presentation 08:


90 (+1) years of Pininfarina style

Paolo Pininfarina


Paolo Pininfarina is Chairman of the Pininfarina Group since 2008. He will provide a overview of the company history.
For 30 years he was President and CEO of Pininfarina Extra, a Group company specialized in industrial, architectural, nautical, aeronautical and furnishing design.


Bio: Born in Turin on August 28, 1958.

After graduating in Mechanical Engineering at Turin Polytechnic he began his career in Pininfarina in 1982 and in 1983 gained experience working at Cadillac in Detroit, USA, and then in Japan with Honda.

From 1984 to 1986 he was Quality and Reliability Manager for Cadillac’s Allanté project.

From 1987 to 1989 he was Program Manager at General Motors for the Engineering GM 200 project.

In 1987 he was appointed Chairman and CEO of Pininfarina Extra S.r.l., a Pininfarina Group company operating in the industrial, furnishing, architectural and nautical and aeronautical design sectors. Under his management, in a 25-year period Pininfarina Extra has developed about 500 projects and has consolidated relationships with prestigious international companies like Alenia Aermacchi, Bovet, Calligaris, Chivas Regal, Coca-Cola, Costa Coffee, Gorenje, Juventus, Lavazza, Motorola, Petronas, Samsung, Schaefer, Snaidero and Unilever.

From 1999 to 2004 he has been a member of the Scientific Committee of Turin’s European Institute of Design.

In 2001 he became “Emeritus Participating Founder” of the ADI Foundation for Italian Design.

At the Pininfarina S.p.A. parent company he became a board member in 1988, from 2002 he has been a member of the Steering Committee and, again starting 2002, in his capacity as the head of the Quality System Department he contributed to the award of ISOTS/16949 certification to the Company, which took place in July 2003. On May 12, 2006 he was appointed Deputy Chairman of Pininfarina S.p.A.

On August 12, 2008 he was appointed Chairman of Pininfarina S.p.A.

From 2011 to 2013 he was Chairman of the Scientific Committee of the Farnesina Design Collection.

On June 2011 France recognized him as “Italian Personality of the Year” for his contribution to the success of the electric car sharing program Autolib for Paris.

On April 2014 he was appointed President of the company network E.B.T. – Exclusive Brands Torino, of which he has been Vice President from 2011.

On April 2019, he was appointed Vice President of Automotoclub Storico Italiano (ASI), the most important Italian association promoting the historical motorism.

On June 2020 he was appointed “Ambassador of the territory excellence” by the City of Turin.


Presentation 09:


American car exports to Central and Eastern Europe

Dr. Pál Négyesii


Influence of American Cars in the Russian, Central and East European Auto Industry from 1900 to 1989

It is a relatively well-known fact that Soviet auto designers looked at contemporary American cars in the 1950s and 1960s when they designed their representative sedans. However it is a less well-known fact that American cars conquered the Russian market even in the early 1900s – half of the Moscow car population was Oldsmobile Curved Dash in 1905. Here we chart the influence of American cars in Russia, including the GAZ plant in Nizhny Novgorod which was set up with participation from Ford. The second half of the presentation looks at the Central and East European region and the influence of American cars including assembly plants in Poland, Romania and Hungary in the 1930s. Additionally we look at the postwar period when American cars became exotic commodities in this region. The last part of the presentation introduces an American resource which is of assistance when researching such topics

Bio: Dr Pál Négyesi is an award-winning historian, museum professional and author. He completed his PhD on the history of automotive museums at the University of Leicester in 2019. Currently he is the publisher of Rare & Unique Vehicles, a quarterly motoring history magazine featuring exceptional motorcars. He is also an advisor to museums in Hungary and Germany.


Presentation 10:


Haynes Museum Post Covid topic

Hetty Everest, Christopher Scudds, Chris Copson, Amanda Wilson