Concept Car of the Week: Linea Diamante (1953)


Arguably Italy’s greatest modernist architect, Gio Ponti also had a whirl at car design with the Linea Diamante

We saw our fair share of concepts this week at the 2019 Geneva Motor Show, but few more unusual than this full-scale model that was gracing the Quattroruote stand. The car’s name is the Linea Diamante, roughly translated from the Italian as the Diamond-shaped Line. It was designed by Italian architect Gio Ponti in 1953.

Gio Ponti was an architect, industrial designer, graphic designer, and was the founding editor of Domus, where he served for decades. Even a partial of his list of accomplishments can make any one of us feel like an underachiever.

He designed buildings in 13 countries. He wrote over 600 articles for Domus magazine, as well as other publications. He directed a porcelain manufacturer and helped revolutionise production and marketing of Italian porcelain products. He designed interiors for Italian cruise ships and specialised in ingeniously organised cabins of astonishing style and comfort. He designed all manner of products from bathroom fixtures to dining table place settings, as well as furniture and lighting fixtures.

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