Lamborghini cars assist Milan Design Week with an exhibition space at Superstudio Più, Via Tortona 27, produced in partnership with the CRA – Carlo Ratti Partner creation and innovation studio. Lamborghini strong links with the world of design are evidenced by both the exhibition and the European unveiling of the Countach LPI 800-4, 50 years after the launch of the very first Countach. This car is produced in a limited edition of 112 units and is a futuristic homage to a vehicle that redefined the supercar look, with stylistic features still visible in the silhouette of each. Lamborghini.
The exhibition space will also house the historic Countach LP400; the Aventador Ultimae – the latest Aventador edition and a car that celebrates the naturally aspirated V12, and a space dedicated to design collaborations with Tecnomar and iGuzzini.
CRA-Carlo Ratti Associati designed the exhibition space at the heart of an art gallery to highlight the know-how and technology of Lamborghini. In an area of ​​825 square meters, a captivating experiential journey takes place in a subdued and mysterious setting. Three different Lamborghini the cars are located in separate “dynamic boxes†veiled with curtains.
As the pavilion slowly comes alive with mood lighting, a carefully crafted sequence of video projections, graphic animations, and soundscapes is played out to evoke the cars’ iconic character and silhouettes. The “dynamic boxes†are then fully revealed to give visitors the opportunity to appreciate the vehicles from different angles.
Lamborghini designers will illustrate the brand’s design DNA throughout the event using sketches and comics. These two techniques are still used daily within Lamborghini Centro Stile, although virtual design is used as the basis for any new car. Lamborghini heritage combined with automotive design and modern techniques is the inspiration for the title of the exhibition: The future is our heritage.
On the screen, visitors will also find the Scribit, a writing and erasing robot that can turn any vertical surface into an interactive canvas to display graphic and textual content. He was selected by Time magazine as one of the 100 Best Inventions of 2019. His initial campaign on Kickstarter was one of the 150 best crowdfunding campaigns of all time. At Lamborghini pavilion, Scribit will sketch the evolution of Countach over several decades in real time.
An area of ​​the site will host the Tecnomar 1: 6 model for Lamborghini 63, the recently presented motor yacht offering performance, driving pleasure, attention to quality, detail and emotion: these essential characteristics are united in the Tecnomar for Lamborghini 63, thanks to innovative engineering solutions and a distinct design unique to shared Italian style and tradition.
This yacht represents the importance of creating a valuable partnership, at its best: cooperation allows the essence of the styles and expertise of both organizations to be transferred to different worlds, sharing their diversity to interpret and add value to the end product in a new environment. If anyone had to imagine a Lamborghini on the water, that would be the perfect view.
Finally, the event also emphasizes the partnership with iGuzzini. In conjunction with Centro Stile Lamborghini, a new lighting solution has been imagined and created: Mya is a table lamp with high visual performance, created to be personal, customizable, and therefore an exclusive piece for those who choose it.
Its name “Mya” emphasizes the possibility of configuring the lamp according to personal preferences, aligning itself with the “ad personam” philosophy with which Lamborghini cars designs and manufactures its super sports cars. Mya is a unique piece of furniture: an imaginative product of style, art and elegance reminiscent of Lamborghini design elements in the name, such as the iconic “Y”.
