LAMBORGHINI

YOU CAN'T HIDE WHAT YOU ARE

Strategically plan and execute the Lamborghini Temerario Launch event in the EMEA region from November 2024. The event, targeting press and HNW individuals in the UK, SE, and WE subregions, will be held six times over five days, featuring a three-hour cocktail reception, product presentation, car unveiling, and entertainment for 150-175 guests per session.

OBJECTIVE

Design an immersive experience, aligning with Lamborghini’s brand values of being Brave, Unexpected, and Authentic, to create a memorable experience that embodies the brand's “DRIVING HUMANS BEYOND” positioning.

VISION (part of my creative response)

My creative approach blends strong aesthetics with unexpected collaborations, evolving luxury and embrace new voices and visions. This philosophy, rooted in the idea that YOU CAN’T HIDE WHO YOU ARE, will be seamlessly woven into Lamborghini's experiential aesthetics, ensuring every moment is a testament to authenticity and legacy.

CHECK IN

A seamless and conducted blend of sophistication and personal attention. Each guest is handed a sleek, colour-coded lanyard that not only reflects their status but also subtly integrates them into the curated, personalised luxury experience of Passione Pura.

GALLERY

Unmistakable spirit of Passione Pura. s guests step into the space, they are immediately drawn into an intimate photographic journey by Roberta Krasnig, where every portrait captures raw, unfiltered expressions, embodying the campaign’s essence: YOU CAN’T HIDE WHO YOU ARE. The minimalist exhibition, with its clean lines and understated elegance, invites them to pause and reflect on the authenticity that the images evoke. As they move through the gallery, they arrive at the mezzanine, where the event’s grandeur unfolds below—a perfect blend of purity and class. From this vantage point, they glimpse the carefully curated scene that awaits them, reinforcing the seamless fusion of art and elegance.

ENGINE EXPERIENCE

Guests enter a space where the drama of an Italian opera meets brutal minimalism. Applying our design philosophy of ‘Art of Reductiveness’ - the room is defined by moody blue hues and sleek mirrors that reflect guests’ true selves, setting a tone of bold simplicity. At the center, an avant-garde pianist takes the stage, seamlessly blending with the sound of Temerario’s engine, creating a soundscape that echoes Lamborghini Temerario’s energy and pays tribute to Lamborghini’s brand. As the lighting shifts from intimate to theatrical, guests are drawn deeper into the experience, exploring the powerful DNA of the Temerario through a refined, yet striking ambiance.

CAR REVEAL

As guests settle into intimate groups, the anticipation builds for the grand reveal of the Lamborghini Temerario. The atmosphere is charged with a sense of mystery as the lights dim, and a dancer dressed in a couture matador outfit takes the stage. In a mesmerising shadow dance, the matador's graceful movements are juxtaposed with the powerful image of a raging bull, projected onto a large canvas. The performance captures the essence of controlled power and raw energy, setting the stage for what’s to come. As the bull charges and the tension peaks, the canvas rolls up in a dramatic flourish, unveiling the Temerario in all its glory, leaving the audience breathless with the sheer intensity of the moment.

ROLE Creative Director

AGENCY ENERGY

MEDIA Creative Strategy / Creative Lead / 2D Design / Pitch Deck