Take A Look Inside Lamborghini's Renovated Ad Personam Studio

Oct. 15, 2023 8:38 AM ET byKarl Furlong Design /1 Comment

It's here where customers can configure their cars down to the most minor detail.

At Lamborghini's Sant'Agata Bolognese headquarters, its Ad Personam Studio - where customers can enjoy a unique car configuration experience - has undergone a significant transformation. First opened in 2016, the Studio's space has doubled in size, creating an even more immersive and tactile experience for creating your dream Lamborghini.

The automaker refers to the renovated areas as a "phygital" experience, whereby experiencing physical materials is combined with multimedia tools for virtual interactions with one's car. Whereas online configurators are commonly used to design one's perfect car, it's not always an engaging experience, and exotic brands like Lamborghini and Bugatti have endeavored todeliver something more special.

At the Studio, the customer experience begins by meeting a Lamborghini dealer in their part of the world to get a general sense of the car before being invited for a day at Sant'Agata Bolognese. Here, Lamborghini customers can touch and smell various upholsteries,听sound of enginesvia new audio equipment, and view multimedia materials on a special powerwall.

For the first time, the Studio shows all available options for the Lamborghini range in a single place. Enjoying the comforts of a lounge area, a revolving platform provides a clear view of all the vehicle's details. Customers can choose paint colors, logo finishes, the type of threads used for interior upholstery, and a lot more.

"The Ad Personam program is a project we've worked hard on and which we've pursued with great conviction," said Federico Foschini, Chief Sales & Marketing Officer at Automobili Lamborghini. "It is a testament [to] the attention to detail and needs that customers have always recognized and appreciated in Lamborghini. Through the Ad Personam Studio, we offer customers a one-off experience, with the opportunity to personalize their car down to the smallest detail, making it unique."

For customers who may not travel to the Sant'Agata Bolognese headquarters, they can configure theirRevueltoor Urus models at another two Ad Personam spaces,including in New Yorkand Tokyo. Alternatively, there is the Ad Personam Virtual Studio, where the configuration process takes place virtually.

"The new Studio allows our customers to fully enjoy the configuration experience and see their dream take shape and color," said Marco Valentini, Head of the Ad Personam Team. "The display of 400 different shades in the Studio in the form of vehicle silhouettes is an aspect that appeals to customers and shows the obsessive dedication we have invested into this project."

Lamborghini's efforts in the project seem justified, as Valentini says close to 100% of Revuelto models are built with "at least one Ad Personam element," followed by around 80% of Huracan and Urus models.

A few months ago, the Ad Personam department's prowess was on full display when it revealed a one-offHuracan Sterrato with a crystal-effect paint finish. The intricate blue shade's painting process took over 370 hours and included hand-etching of the paint.

In Lamborghini world, the memorable ownership experience begins long before your car is even delivered.