Pininfarina and Roarington: Shaping the Future of Elegance

In the automotive world, few names evoke such an aura of style and prestige as Pininfarina. Before the war, it was simply Farina, from Turin; later came Pinin, the affectionate diminutive of Giuseppe (Giuseppino) in the local dialect – the founder’s nickname. In 1961, thanks to the international fame and esteem the brand had earned, the name officially became Pininfarina. Those were the years when Ferrari was rising to prominence. When the two met, a friendship based on mutual respect was born, marking the beginning of a partnership that made the Turin-based atelier Ferrari’s official coachbuilder. The combination of Ferrari’s extraordinary mechanics and Pininfarina’s creative genius produced some of the most beautiful and celebrated Ferraris ever made — masterpieces that spoke a language of timeless beauty. Today, Pininfarina brings that same sensitivity to the digital realm of Roarington, a world dedicated to those who love cars, their history, and their culture. In Roarington, tradition and innovation engage in a dialogue through a new, exhilarating language.

Sergio Pininfarina poses with the F355. The Turin-based design house became Ferrari's official coachbuilder, creating the most famous Ferraris in history.

The collaboration between Pininfarina and Roarington is far more than an aesthetic choice. It is a meeting of two visions united by a passion for form, technology, and the thrill of movement. The Sportiva simulator, designed by Pininfarina for Roarington, stands as a manifesto of this harmony. Its pure, dynamic lines take inspiration from the Cisitalia 202, a milestone in global automotive design and a lasting symbol of Italian elegance. Conceived in 1947 during the era of the original “Pinin”, its design embodies sportiness without ever compromising refined grace.

The “Sportiva” simulator designed by Pininfarina for Roarington, inspired by the shapes of the Cisitalia 202.

Today, operating from its historic headquarters in Cambiano, just outside Turin, Pininfarina is one of Roarington’s most enthusiastic partners. The collaboration also extends to the creation of a Pininfarina Virtual Showroom, an immersive digital environment soon to open within Roarington. Here, visitors will discover some of the brand’s most significant creations: the Cisitalia 202, the futuristic Modulo prototype from 1970 — one of the most awarded and recognized concept cars in history — and its mascherone, the wooden template used to shape and measure the car’s body panels before welding. Each piece narrates a chapter in Italian design history — a bridge between craftsmanship and innovation that finds a new digital life in Roarington.

The 512 S Modulo designed by Pininfarina in 1970 seemed to come from the future. Today, the car is on display in Roarington's Virtual Showroom, which will soon be open to visitors.

Pininfarina’s presence in Roarington embodies a century of knowledge and artistry that has accompanied the evolution of the automobile — from the legendary silhouettes of Ferrari to the modern intersection of art and technology. This collaboration brings together shared values: the pursuit of formal perfection, reverence for tradition, and a constant gaze toward the future. With this partnership, Roarington confirms that it is far more than a showcase of the past. It is a laboratory where beauty continues its unstoppable evolution.

The “Sportiva” simulator designed by Pininfarina for Roarington. Timeless lines and new technologies come together for an unforgettable driving experience.