Lancia’s Pop-Up Concept Car

Over the last weekend, Stellantis’ Lancia brand revealed its latest (the first in a long time) concept car, the PU+RA HPE, with a press announcement and a digital packet of photos. This, after an extended series of teasers that suggested radical form and technology. As is typical of this sort of drip-drip-drip reveal, there is a real danger of the actual car being a disappointment, as expectations are often raised too high.

When the press photos were released over the weekend, we were afraid that this is precisely what was to happen. The finished car, as shown in the photos, seemed like a collection of heritage details in search of a concept. The whole seemed to be less than the sum of its (admittedly, beautiful) parts.

Fortunately, at Milan Design Week, we found out that our fears were misplaced.

With little announcement or fanfare, the PU+RA HPE appeared in a pop-up pavilion on the Via Durini, in front the Cassina showroom, sharing the spotlight with Patricia Urquiola’s new Modcloud collection of radical (and comfortable!) living room furniture.

Visitors can only partially walk around the car, as it sits in a covered pavilion which, unfortunately, allows the best views from the street, thus rewarding those willing to risk life and limb to step out in between lorries and limousines to get a good look at the design. Fortunately for those a bit more timid, the best view of the car is from across the street, assuming you can get a break in both pedestrian and vehicle traffic.

Looking at the PU+RA HPE from any angle, you realize that this is a classic case of “you’ve got to see it in the metal”. Photos, however well shot – or photoshopped – can’t equal the experience of walking around a car, sensing its proportions, its stance, and its aspect - from front and rear ¾ views, to the side elevations, and, of course, the details. Walking around the car, you realize the Pu+Ra delivers in every respect.

As for the interior, the car was not open for inspection of the cabin and you couldn’t get very close to it, so Cassina’s signature elements and principal contributions to the project, were hidden behind the reflective glasshouse. That is a real shame, as a stronger dialogue between Cassina’s heritage references and futuristic details would have been great in close proximity to the 2023 furniture collections nearby in the showroom.

As for all those allusions to the legendary Stratos of the 1970s, they may be important to the brand and a way to place the PU+RA HPE in Lancia’s canon of car designs, but they aren’t necessary to appreciate this concept. Yes, the Stratos’ design is the gantry from which this rocket is launched, but the design can stand on its own – you don’t need to know its backstory to appreciate this extremely brilliantly design and well- executed concept.

Look for the PU+RA HPE at events throughout the year – not just car shows, but cultural events too. Then judge its merits for yourself as you give it a walk-around. We think you will agree with us that it is one of the strongest concepts of the year.