How did this collaboration with Pagani begin and how has it evolved over time?
Before discussing a collaboration, I feel compelled to recall the deep friendship and mutual respect that bound my father, Loris, to Horacio Pagani. When Pagani decided to establish a direct contact in Switzerland in 2015, it was almost natural to turn to us, and I was delighted to offer our facilities to represent the San Cesario sul Panaro brand. Over the past decade, alongside the growth of the Pagani car manufacturer, our relationship has intensified, and now the opening of this space marks an opportunity for Ticino to become a center of convergence between Swiss excellence and Italian creativity. This combination will attract enthusiasts and collectors from around the world, strengthening the canton's reputation as an international hub for luxury automobiles as well.
So what are the values that the Pagan and Kessel Groups share?
I'd like to emphasize the philosophy that has always distinguished Kessel: It's never just about cars. It's about CARS – Classic, Auto, Racing, Service. For our group, the inauguration of the Pagani of Lugano showroom confirms an international vocation that begins with motorsports. An approach that isn't limited to sales, but includes maintenance, personalized assistance, and technical support even for track-day hypercars. In this sense, the program is emblematic. Art on the Track, promoted by Pagani and supported by Kessel Racing».
Specifically, what does this program consist of?
Arte in Pista is an exclusive experience reserved for owners of Pagani track-only hypercars, typically models such as the Huayra R, Zonda R, and Zonda Revolución. These non-competitive track events, held on FIA-approved circuits around the world, are designed to allow participants to explore the maximum performance of their car with dedicated technical support: track engineers, specialized mechanics, and professional coaches ensure an approach that goes far beyond a simple track day, offering a premium experience of unparalleled technical, sporting, and human value.
Who are the car enthusiasts who buy a car built by Pagani?
We're dealing with at least two distinct types of collectors. On one hand, there's the automotive enthusiast who already owns several classic or iconic cars and rightly sees a Pagani creation as the culmination of his career, as this brand fully embodies the ideal of perfection in performance, design, and craftsmanship. On the other hand, there are also collectors who look to Pagani for their cars, recognizing them as true masterpieces of art on four wheels. There are cases, especially in the United States, of Pagani cars displayed in art galleries or even in the living room of a home, just like a sculpture or a masterpiece.
How is this Pagani store organized and what services does it offer?
The space, deliberately private and not accessible to the general public, was conceived as an intimate and discreet space, designed to welcome an international clientele accustomed to the highest standards. Every detail reflects the brand's aesthetic and philosophy: from the furnishings created by Pagani Arte, the division dedicated to interior design and furnishing accessories, to the layout of the spaces, designed to provide an exclusive experience. The Kessel Group, through its various branches, guarantees all necessary services, from sales to assistance, from maintenance to restoration, with a focus on used vehicles, which, for a brand like Pagani, constitute a significant segment of the market.
Visiting the new showroom is also an extraordinary opportunity for a global journey into the world of Pagani…
Absolutely. Pagani Arte is the division that champions a unique approach to conceiving and executing interior design. It was born from the creative need to design objects characterized by exquisite craftsmanship, sophisticated technology, and extraordinary attention to detail. The lounge area is therefore furnished with a series of exquisite pieces, customized with exclusive finishes and upholstery that demonstrate the unparalleled craftsmanship of all Pagani creations.
