HUB Guglielmo Marconi Airport

Lamborghini

Italy

“Guglielmo Marconi” Airport in Bologna serves as the primary gateway to the region for thousands of international travelers. Within this strategic setting, Automobili Lamborghini chose to strengthen its presence by creating an exhibition hub at the terminal's main entrance. Space acts as an identity-driven showcase for the Sant’Agata Bolognese brand, narrating its values, style, and vision through an immediate and highly recognizable experience.

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Client

Automobili Lamborghini S.p.A.

Typology

Exhibition Space | Brand experience | Retail

Location

Guglielmo Marconi Airport, Bologna, Italy

Services

Concept, preliminary design, final draft design, execution design, construction site management, artistic direction, health and safety coordination (design and execution phases).

Year

2023

Team

Veronica Caselli, Francesca Venurelli, Laura Pozzi, Valentina Gianelli.

Credits

Architectural Design: Archilinea S.r.l.

Interior Design and Styling: Archilinea S.r.l.

Construction Site Management: Arch. Giuseppe Gervasi

CONCEPT

The Lamborghini Hub project stems from the desire to translate the brand’s identity into a compact yet powerfully iconic space, integrated into a high-traffic airport environment. Archilinea reinterprets the corner as a true experiential boutique, where architectural language, materials, and visual communication converge to build a coherent brand narrative. The concept is founded on formal clarity and expressive strength: the new entrance portal, display elements, and videowall interact to create a dynamic, immersive environment that captures the eye and invites discovery of the Lamborghini world.

PROJECT

The intervention involved a complete redesign of the Lamborghini Hub space, previously designed by the studio in 2016. The new layout integrates the permanent display of a Lamborghini car, an area dedicated to the fashion items and accessories, and booking services for factory and museum tours. The result is a direct touchpoint between the brand and a global audience, seamlessly blending exhibition and retail functions.

INTERIOR

The interiors are designed as a compact yet highly representative environment. Surfaces, furnishings, and display supports are custom-designed to enhance both the car on display and lifestyle products. The calibrated use of light and premium materials fosters an atmosphere consistent with the Lamborghini universe. The videowall and iconic branding elements reinforce the narrative component, transforming the space into an immediate and immersive experience.

A privileged stage

The Lamborghini Hub project is part of a broader strategy to bolster the brand’s presence in high-visibility international locations. The airport thus becomes more than a transit infrastructure; it is a privileged stage for showcasing Made in Italy excellence. The revamping by Archilinea touched every element included in the space: from the entrance portal to the walls, from displays to custom furniture, including the integration of multimedia devices. Every design choice is geared toward ensuring recognizability, craftmanship quality, and alignment with Lamborghini’s values, transforming a transit area into a place of experience and brand engagement.

SITE

The project was executed in early 2023 within a complex operational context characterized by continuous passenger flows. Works were completed in just one month, concentrating activities during off-peak hours to ensure service continuity and minimize interference with airport operations.

APPROACH

Archilinea approaches the project as an exercise in synthesis between brand identity, functionality, and context. This integrated approach allows the translation of the Lamborghini language into a confined yet highly expressive space. Meticulous attention to detail, bespoke design, and strictly managed execution times confirm the studio's method: delivering effective, recognizable solutions perfectly aligned with the client’s vision.