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We developed a presentation that brings out the aura of Lamborghini by a reductive language of form with connotations of the sacred. The construction made of black sheet metal was mainly marked by the special staging of the highlight: The Lamborghini Murciélago Roadster, which had its world premiere in Geneva, was mounted vertically on the façade of the exhibition stand, thus providing a maximum effect from a distance. The choice of this manner of presentation, which allowed for a top view onto the vehicle, took up the main feature of a roadster: its open rooftop. At the official press presentation, the public initially saw nothing of the vehicle only the empty face of black wall. It was not until the moment of the unveiling, when two wall elements moved like sliding doors to the left and to the right, that the roadster was exposed to public view, appearing like a precious intarsia in the illuminated recess of the façade and providing a special visual attraction for the duration of the trade show.
Automobili Lamborghini S.p.A.
Sant`Agata Bolognese, Italy
KMS Team GmbH
Michael Keller, Birgit Vogel, Julia Romeiß, Armin Schlamp, Andreas Koch
Schmidhuber + Partner
Susanne Schmidhuber, Camilla Rauterberg, Josef Scheuerer
A&A Expo International B.V.
Wijk bij Duurstede, Netherlands