Milano Design Week, 9-14 April at Magna Pars Suites Milan
LAMBORGHINI LIVING IN THE FAST LANE
For the first time at Fuorisalone, Automobili Lamborghini interprets the meaning of
avant-garde in technology and design in the Interactive Lamborghini Lab
Sant’Agata Bolognese/Milan, 27 March 2019
From 9 to 14 April for the first time at Milan Design Week, Lamborghini presents Living in the Fast Lane: the interactive Lamborghini Lab where design merges with technological and engineering development.
In addition, presented as a world preview at the Geneva Motor Show, the new Huracán EVO Spyder will be on show for the first time in Italy.
The Lab space, located in Via Tortona 15 within the Magna Pars Suites Milan, is designed as an exhibition route that allows the visitor to immerse themselves, step by step, into the Lamborghini universe, from the first historical masterpieces to the significant current developments.
In the first area, a multimedia journey passes through more than 50 years of history, with iconic models from 1963 to today. A bright, white environment is the background for the verde (green) Selvans of the Huracán EVO Spyder, with its leather and Alcantara interiors.
Guests can discover all the extraordinary performance of the car and in particular the Lamborghini Dinamica Integrated Vehicle (LDVI) system, as well as the new connectivity features through the 8.4" HMI touchscreen. In the customization area Ad Personam Studio, the personalization of a car’s every single detail can be realized virtually, thanks to the Car Configurator.
At the end of the experiential route, an area of significant importance is dedicated to the Centro Stile Lamborghini, a focus on the brand's design methods. Design, shapes and technology are represented through manually carved demonstrations, sketches and scale models. Lamborghini designers take turns in presenting live demonstrations of Tape Drawing, a magical step in design.
The Lab also offers an exciting driving experience through Lamborghini’s official simulation partner ImSim. Guests turn into professional drivers around a race track using motion simulation and VR technology.
Lamborghini’s brand partners are present in the Interactive Lamborghini Lab:
Riva 1920 with a selection of solid wood furnishings from the latest collections, also present at the Salone Del Mobile with the Autenthic Living collection, designed by Karim Rashid and produced in collaboration with Lamborghini.
Bodyfriend with its massage chair that transforms and overcomes the standard idea of products already available on the market thanks to the brand new link between medical science and super sports car design.
Zambaiti Parati with the Lamborghini Living Collection - Italian Luxury Wallpaper, with a wallpaper collection created in collaboration with the brand are also displayed.
On 8 April, from 2.30 pm to 6.30 pm, the space will be open for a preview presentation to the media; from 9 to 14 April, from 10:00 am to 7:00 pm, Lamborghini will open the doors to the Fuorisalone public.