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Client: Lamborghini

Project: The Lounge
Location: New York, Monterey, Tokyo, St. Moritz, Melbourne
The Story: Starting from a blank sheet of paper, we interpreted a challenge from Lamborghini for a non-conventional space to meet existing and new clients and bought this new concept to life. We created The Lounge, selected the contents, designed all of the installations, key visual communications material and the overall graphic design.


The Story on Forbes
During Monterey Car Week, Lamborghini set up its moveable feast, The Lounge, in a newly built home off the Pebble fairways. Populated with interesting people from around the world, spectacular and abundant food and wine, The Lounge was the happiest place on earth every night during Monterey Car Week, and a cool, calm atelier during daylight.
Watching Domenicali, Mitja and chief engineer Maurizio Reggiani mingle with guests illustrated what we might call The Lamborghini Way—every guest a character in this vibrant, swingin’ immersion, a V12-powered Fellini film performed live, but without any of the dark La Dolce Vita undercurrent. Again, an unfettered sensation of pure joy, reveling in the sweet life.




When Lamborghini said they wanted a place to meet clients and VIPs, we knew we needed to think differently. The Lounge is not a selling space, but a physical representation of the brand’s values and a friendly and welcoming place to immerse yourself in the world of Lamborghini. Constrained in part by the locations themselves, we translated the vision into various formats to fit unique spaces around the world while retaining the home of Lamborghini feel.




The Lounge is a series of exclusive venues created to offer a Lamborghini lifestyle experience to customers and their families. These intimate and luxurious home from homes aim to develop a strong network among visitors while amplifying the Lamborghini DNA.




Replicated in the most vibrant cities and locations around the world, the exclusive Lamborghini Lounge has bought informal luxury to New York, Tokyo, St. Moritz, Melbourne and Monterey so far.




In New York, The Lounge was located in Manhattan, providing the ideal location to experience the Lamborghini lifestyle to the fullest in the city that never sleeps.




In St. Moritz, The Lounge was created right in the heart of the exclusive resort.




In Melbourne, Lamborghini welcomed owners, customers and guests to the Formula 1® Paddock Club during the Australian Grand Prix.




In Tokyo, at the BA-TSU art gallery, The Lounge hosted the Japanese reveal of the Huracán Performante Spyder Noted photographer, Stefano Guindani displayed his stunning images.




In Monterey, a stunning villa outpost near Pebble Beach hosted an exclusive kick-off party for Monterey Automotive Week. The Lounge welcomed 1,500 guests over four days with an array of specially-designed activities and experiences.