Milan Design Week: Living in the Fast Lane with Lamborghini

For the first time at Milan Design Week, Lamborghini presents Living in the Fast Lane: the interactive Lamborghini Lab where design merges with technological and engineering development. The experience can be enjoyed from April 9 to 14 April at Magna Pars Suites Milan.

The Lab space, located in Via Tortona 15 within the Magna Pars Suites Milan, is designed as an exhibition route that allows the visitor to immerse themselves, step by step, into the Lamborghini universe, from the first historical masterpieces to the significant current developments.

In the first area, a multimedia journey passes through more than 50 years of history, with iconic models from 1963 to today. A bright, white environment is the background for the verde (green) Selvans of the Huracán EVO Spyder, with its leather and Alcantara interiors.

Guests can discover all the extraordinary performance of the car and in particular the Lamborghini Dinamica Integrated Vehicle (LDVI) system, as well as the new connectivity features through the 8.4″ HMI touchscreen. In the customization area Ad Personam Studio, the personalization of a car’s every single detail can be realized virtually, thanks to the Car Configurator.

At the end of the experiential route, an area of significant importance is dedicated to the Centro Stile Lamborghini, a focus on the brand’s design methods. Design, shapes and technology are represented through manually carved demonstrations, sketches and scale models. Lamborghini designers take turns in presenting live demonstrations of Tape Drawing, a magical step in design.

The Lab also offers an exciting driving experience through Lamborghini’s official simulation partner ImSim. Guests turn into professional drivers around a race track using motion simulation and VR technology.

 

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