Pistons & Pretzels is about more than “just“ cars now. Turin set the stage for the debut of a new era.
From June 5 to 7, our beloved car event returned to Turin for its third edition in the city. Yet this year was something different from the very beginning.
Not only because Turin hosted the first-ever full Pistons & Pretzels Weekend, but because this edition marked the beginning of a new chapter for the event itself: the expansion of the conversation beyond the aesthetics of Design to its power in shaping identity, experiences, and emotions.
In short: Design as a driver of culture.
Over three days in Turin, that idea would become the common thread.
But let’s bring it back to the beginning.
The weekend started on Friday with the first in this series of firsts: a Pistons & Pretzels press conference.
Together, our CEO Martin Groschwald, our Client Relations & Brand Experience Manager Martina Bonino, and Ivano Viotto from the Barriera Design District, Turin’s up-and-coming creative hub and our main partner for this special edition, officially introduced the new format of Pistons & Pretzels Turin and shared the vision behind it: Design as a cultural force and a way for people to connect, feel, and express themselves.
Friday also marked the start of two days of hands-on workshops organised together with C-LAB. The next premiere for Pistons & Pretzels.
Rather than simply talking about standout design, participants had the opportunity to create it themselves, with the tools pushing the future of Automotive Design.
The first workshop, delivered by Prisma Tech in support of D4P, immersed attendees in VR creation and collaboration through Autodesk VRED and Apple Vision Pro, exploring how virtual environments are changing the way teams create, review, and communicate ideas. The second workshop, hosted with Vizcom, focused on AI-powered Design workflows and the opportunities emerging from the latest generation of creative tools to boost speed while keeping intent and quality.
Curiosity was high, discussions were lively, and the willingness to experiment and learn that we witnessed shone a bright light on the future of our industry.
A special bonus for the participants? Some new content for their portfolios.
Then, on Sunday, Pistons & Pretzels transformed into the community gathering that so many people know and love.
As always, the cars took centre stage. From elegant Porsches and rugged Toyota trucks to racing machines, design icons, and vehicles carrying decades of automotive history, the lineup offered something for every taste and generation.
A special thanks goes to our partners Pininfarina, who brought a fiery red triple threat consisting of the Ferrari Sergio, Battista Edizione Nino Farina, and Ferrari Mythos, as well as to Granstudio with the Dallara Stradale.
Alongside them stood a no less impressive collection of dozens of privately owned vehicles rolled in by our guests, featuring plenty of worthy contenders in this year’s Design Contest, which highlighted different ways in which Design leaves its mark on people, industries, and culture.
To underline the role of Design in how we feel, connect, and experience the world around us even more, one of the most important additions to this year’s programme was the introduction of Design Talks.
Having brought together voices from across the industry in the form of designers, industry experts, educators, content creators, and journalists alike, each session offered a unique perspective on what Design means today.
Content creator Daveoncars contributed an authentic perspective on the relationship between people, cars, and contemporary culture. Paolo Dellachà and Maestro Fioravanti reflected on the value of Pininfarina’s legacy and Turin’s continuing role as a global centre for Design culture. Giovanni Paolo Aquinardi from Granstudio joined Martina Bonino to discuss how Design increasingly extends beyond products into experiences, services, and interactions. Michele Albera and David Wilkie explored how creativity is evolving in a digital age shaped by sketching, clay modelling, AI, and emerging technologies. Lastly, Federico Ferrero from Autoappassionati.it and Michele Albera discussed the opportunities and challenges involved in communicating Design to modern audiences.
Different viewpoints and backgrounds, one shared understanding: Design is more than something we look at.
Of course, that doesn’t mean we can’t simply enjoy the view of a beautiful car. Especially if it’s a Lamborghini Miura S, widely recognised as the world’s first true supercar.
As the Miura celebrates its 60th anniversary this year, seeing it up close at Pistons & Pretzels Turin was already special. But its spectacular reveal beneath a bespoke vehicle cover, created by our sponsor Goodwool specifically for the occasion, made the moment even more memorable.
For all the new additions, workshops, talks, and expanded perspectives, the heart of Pistons & Pretzels remained unchanged: the Automotive Design community.
Throughout the day, designers, students, industry leaders, enthusiasts, families, and friends gathered around the cars and around each other to explore engine bays, exchange stories, catch up with familiar faces, and make new connections.
This edition may have been smaller than some previous years, but the energy throughout the weekend was as big as ever. The enthusiasm for Automotive Design, the joy of meeting face-to-face, and the unmistakable spirit of Italian dolce vita could be felt everywhere.
To everyone who joined us – the long-time supporters who have helped Pistons & Pretzels grow from a small community gathering into what it is today, the newcomers who embraced this next chapter from day one, and the brands that shared their remarkable vehicles and stories – mille grazie!
If Turin was any indication, the future of Pistons & Pretzels is going to be quite a ride.
Next stop: California.
– All partners –
Amen Bistrot, Aria Gelateria, Barriera Design District, Cingomma, Crostone.it, DD Wine Bar, Goodwool, Granstudio, MAUTO, Pininfarina, STUDIOTORINO, Tripel B
P.S. If the weekend left you inspired to continue exploring automotive history and design, don’t forget that all Pistons & Pretzels ticket holders enjoy an exclusive discount at MAUTO and the Centro Storico FIAT until the end of the year.
Both are well worth a visit and the perfect way to keep the Turin experience going a little longer.
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