Automobili Lamborghini celebrated its new positioning "Seeing the luxury world with Lamborghini eyes - Always different - Always Lamborghini" as well as its new product, the Gallardo LP560-4, in Las Vegas with a two day event.
The company digress the boring, colored, casual, and luxurious world and is facing an exciting and breathtaking black and white contrast.
Lamborghini´s perspective on the world of luxury was presented to 600 people including, business - lifestyle journalists, international dealers and top VIP clients.
Within the first evening event the guests were able to immerge the world of Automobili Lamborghini with its facets and values: "Extreme", "Challenging", "Italian", "Exclusive", "Aggressive", "Sensuous", and "Uncompromising".
The brand values were demonstrated on a fabulous "dinner of the 21st century" on a 30 meters long table which was transformed to a stage and a projecting screen.
Sitting on this table, the participants were able to enjoy the show to feel the luxury but aggressive and expressive lifestyle, Lamborghini stands for. The dinner of the first event day was followed by a Lamborghini experience on the Las Vegas Speedway outside the city, in the desert of Nevada.
All guests flew with helicopters straight into the Speedway and were able to attend a test drive on the circuit, followed by a desert drive, and concluded by a "show off" drive along the Strip in Las Vegas.
The brand- and the driving experience were melting together to one strong message, facing the sophisticated and exalted pretentions of the participants.
A video about the event is available on YouTube
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