Automobili Lamborghini is taking its unmistakable brand experience beyond the traditional showroom this summer, bringing its latest supercars to some of the most exclusive destinations across Italy, Spain and Portugal.
Under the “Driven by Color” concept, Lamborghini and its official dealer network are transforming select beach clubs, luxury resorts and golf clubs into temporary showcases where customers and enthusiasts can experience the brand’s latest hybrid lineup in a distinctly Mediterranean setting.
The traveling experience spans some of Southern Europe’s most celebrated destinations, including Lake Garda, Sanremo, Forte dei Marmi, Cortina d’Ampezzo and Porto Cervo in Italy; Marbella, Costa Brava and Madrid in Spain; and the Algarve in Portugal.
Color plays a central role in the experience. Long regarded by Lamborghini as an important expression of individuality, color is also a defining element of the marque’s Ad Personam personalization program. For each pop-up, the participating dealer has selected a signature Ad Personam shade that becomes the visual identity of the entire location.
The chosen color extends beyond the cars themselves, appearing throughout the furniture, graphics and décor to create an immersive environment inspired by Lamborghini’s design philosophy. Visitors can explore the brand’s current hybrid lineup, including the Revuelto, Urus SE and Temerario, with dedicated test drives available alongside product specialists from Lamborghini’s official dealer network.
Adding an extra layer of exclusivity, selected locations will feature a specially commissioned Lamborghini Temerario finished in an Ad Personam configuration combining Gessato Tweed inserts with bespoke sartorial details.
The unique Temerario will be displayed in two different interpretations: Celeste Fedra and Grigio Crater, the latter having recently been unveiled at the Goodwood Festival of Speed. The two configurations showcase Lamborghini’s ability to combine high-performance engineering with the craftsmanship and sophistication associated with Italian tailoring.
At Nikki Beach in Marbella, visitors will see the Celeste Fedra interpretation, while the pop-up at La Marea a Pettolecchia in Bari will feature both versions.
With “Driven by Color,” Lamborghini is effectively turning some of Europe’s most desirable summer destinations into temporary extensions of its showroom network. The result is an experience that combines Lamborghini’s latest electrified performance cars with luxury travel, Italian design and the brand’s increasingly sophisticated approach to personalization.
