Founded in 1963, the luxury car brand is set to spend the entire festive year. The first activation of the manufacturer: an exhibition tracing its history within its Sant’Agata Bolognese museum in Italy.
World events are expected in 2023.
Two years ago, Louis Vuitton began a full year of projects to commemorate the 200th anniversary of the birth of its founder. Last year, Fendi celebrated its iconic Baguette bag through a show, while Moncler, seven decades of existence, organized an event that brought together thousands of people in Milan, among artistic exhibitions, parades and new collaborations around Maya jackets.
And 2023 will also have its share of anniversaries to celebrate. If Moët & Chandon will honor 280 years of life this year, another paid entity intends to celebrate its birthday with honor. Lamborghini, 60 years on the clock, seems to inspire to glorify its history that began in 1963 in Sant’Agata Bolognese, a city in northern Italy. Therefore, the car manufacturer should introduce “international events, plans and unexpected activities” revealed “in a year” said Stephan Winkelmann, CEO of Automobili Lamborghini. To kick off the festive activities, the brand is already offering a “new museum area”.
Go to the heart of its city to discover the exhibition “The future begins in 1963” launched by his museum, located inside his factory and head office. 350GT, Murciélago SV, Huracán Performante, Veneno, Sián… 19 cars are presentedspread over three main topics and various articles that have marked the history of the company. “All of Lamborghini’s great sports cars embody at least one disruptive idea that at first seemed idiosyncratic but has been embraced in automotive evolution” he mentioned the company. Opportunity for luxury manufacturer develop your story and of appreciate his heritage in the eyes of his listeners.
This first activation follows a 2022 is a good financial year for the premium car brand. The Lamborghini has been handed over 9,200 cars over the past 12 months, representing +10% growth compared to the same period last year. Results that encourage companies to invest in new projects, as evidenced by the launch of a premium bike in a super limited edition.