CICD Showroom & Service

Lamborghini

Worldwide

The long-standing collaboration between Archilinea and Lamborghini has fostered a powerful synergy, contributing to the creation of a retail journey where the architectural design, the client, and the vehicles take center stage.

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Client

Automobili Lamborghini S.p.A.

Typology

Retail Network

Location

Worldwide

Services

Concept, preliminary design, final draft design, execution design, procurement assistance, retail process management, artistic direction.

Year

2015 – on going

Technical Data

250 Dealerships worldwide

Team

Veronica Caselli, Simone Piumi, Laura Pozzi, Michela Borghi.

Credits

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

CONCEPT

The new Corporate Identity/Corporate Design (CICD) draws inspiration from the recent evolution of Lamborghini’s Brand Values, translating them into a sophisticated and minimalist stylistic language. The Lamborghini showroom is conceived as a space that offers clients a unique experience, guiding them through every phase of defining the colors, configurations, and materials of their future super sports car.

INTERIORS

Every element has been custom-designed, drawing inspiration from Italian tailor-made excellence, pure lines, and the innovative DNA that defines Automobili Lamborghini. This approach further reinforces the concepts of exclusivity and uniqueness inherent in the purchase of a personalized vehicle.

Exterior design

The exterior design, minimalist and futuristic, echoes quintessential Italian style. Sharp surfaces, clean lines, and a graphic color palette of black and white provide the ultimate backdrop to highlight the golden yellow of the Lamborghini shield logo. The dealership restyling guidelines introduce a warm, emotional, yet unconventional atmosphere in the interiors, achieved through bold color combinations and a curated selection of furniture and finishes.

Within the display area, surfaces are enriched with tactile textures. Each element is accentuated through chromatic choices and the expert use of lighting, ranging from ambient layers to focal points designed to spotlight the product. Everything is engineered to serve the vehicle and the client. Through a sensory and immersive experience, multimedia devices offer clients a complete overview of the Lamborghini world, allowing them to explore product features and engage deeply in customizing their dream car.

The interiors are refined and characterized by the polygons and sharp forms that have become icons of Lamborghini style. Beyond the showroom floor, the focal point of the project is the Lounge, where the Product, Accessory, and Ad Personam areas allow clients to touch, match, and experiment with colors and materials. The “Collezione Automobili Lamborghini” area has also been completely renewed to seamlessly integrate into the new spaces.

APPROACH

The need to adapt the new CICD to approximately 250 points of sale worldwide required the definition of a flexible yet highly recognizable concept. Archilinea’s project is based on a series of "constants" that can be easily replicated and adapted to any showroom, optimizing project timelines. These include the design of the external facade and the definition of the internal exhibition and Lounge areas. Every detail has been developed with selected suppliers who support the studio in restyling operations and new openings globally. Finally, Archilinea manages the preliminary and technical design phases, as well as construction supervision, for all Automobili Lamborghini showrooms worldwide.