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Marco Lambri :: Piaggio & C.

Design Director, Piaggio

Titolo: Design in transizione

BIO: Marco Lambri (March 23, 1967) is an Italian architect and a transportation designer. He is the Senior Vice President of Design at Piaggio Group from 2012, and under his direction were born many models including motorcycles, scooters and commercial vehicles, for all the brands of the Group (Aprilia, Gilera, Moto Guzzi, Piaggio, Scarabeo, Vespa). He has received many awards including the Motorcycle Design Association Award in 2007 (Best scooter), the ADI Compasso d'Oro Honorable Mention in 2016 for Vespa 946, and in 2020 for Vespa Elettrica.


Marco Lambri graduated in architecture at the Politecnico di Milano, specializing in industrial design. After developing his thesis at the CRF (Centro Ricerche Fiat) overseen by the architect Ermanno Cressoni, he entered the Fiat Group Advanced Design (Arese, headed by Carlo Maria Fugazza) realizing a project in team, for the brand Alfa Romeo (Alfa Romeo Centauri). In 1999 he joined the Lancia Style Center (Turin, headed by Michael Robinson), as Interior Designer. He worked on various projects such as the interiors of the New Lancia Y.  In 2001, he moved to Alfa Romeo Style Center (Arese, headed by Wolfgang Egger) as Chief Interior Designer, and working in the interiors of the Alfa Romeo 159 in all its variations, from the concept to the production. From 2005 he joined Piaggio (Pontedera) as director of design, for Gilera, Piaggio e Vespa Brand. During its first six years of activity, he completely renewed the design of the Piaggio scooters range, such as Liberty, Beverly and MP3 (three wheeler scooter), in the 2009 he developed with his team the concept scooter Piaggio USB, and in the 2010 the concept car Piaggio NT3, both presented in Eicma (Milan). Lambri did the same for Vespa, the most iconic scooter in the world, introducing new lines and proportions presenting the Vespa 946 in Eicma 2012. In 2012 he became also responsible for the design of Moto Guzzi and Aprilia, succeeding Miguel Galluzzi who moved to Pasadina (California) at the Piaggio Group Advanced Design, with whom he continues to collaborate on many projects. Since that year, the style of scooters, motorcycles and Lcvs with the brands of the Piaggio Group is developed by the style center headed by Marco Lambri. About the scooter style, Marco Lambri has led in the creation of many Vespa models including the GTS, in all the variants (GTV, Super, Supersport), the Vespa LX and S series, the Vespa 946 and the new Vespa Primavera and Sprint, for all markets, Western and Asian. The same evolution concerned the style of all Piaggio scooters (Typhoon, Liberty, Medley, Beverly, MP3), and Aprilia scooters (SR, SRV 850, SRMT, SRGT). Regarding the motorcycles, under Lambri’s direction has been developed the range of Moto Guzzi V7, the completely new Moto Guzzi V85TT, and the evolution of the RS-Tuono (1100cc and 660cc) for Aprilia brand. Also the style of Piaggio Commercial vehicles like Ape and Porter, were overseen by him and his team.


The Piaggio Group Design team headed by Marco Lambri has received international awards and recognition

2020 ADI Compasso d'oro Honorable Mention: Vespa Elettrica

2020 ADI Design Index: Moto Guzzi V85 TT

2016 ADI Compasso d'oro Honorable Mention: Vespa 946

2015 ADI Design Index: Piaggio E-Bike

2007 MDA Motorcycle Design Association Award: Gilera GP800

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