Lamborghini Urus World Premiere

Sant'Agata Bolognese, Bologna, (IT) 2017
2017
Completed
Events

A horizontal structure, long and light, that evoked the spiral movements of DNA molecules, was the epicenter of the Urus World Premiere

The entire event, from the welcoming of the guests to the show at the end, took place along a single scenic element: a horizontal structure, long and light, that evoked the spiral movements of DNA molecules, the flexibility and density of a back, the dynamic of a particle accelerator.

The shape was used to visually represent the creation process in which the assembling line becomes the horizon on which the life of the motor takes places. Eventually created a place where the impossible becomes possible.

The video mapping showed the transformation of the DNA, a harmonious union of natural sinuous forms and high-tech structures.

The presentation of Urus was the perfect occasion of creating a big event, an incredible spectacle, but above all, a sensational event of enormous visual impact.

Long runway lit in yellow with projected pop-art faces, robotic arms and orange light frames beside the audience – Lamborghini Urus World Premiere, Sant'Agata Bolognese, Italy, 2017 – event design
Undulating green, white and red light structure with a wave projected on the floor beside the audience – Lamborghini Urus World Premiere, Sant'Agata Bolognese, Italy, 2017 – event design
Inline skater in a yellow suit carrying a light tube through a tunnel of angled light frames – Lamborghini Urus World Premiere, Sant'Agata Bolognese, Italy, 2017 – event design
Twisting tunnel of purple light frames spiralling towards a lit exit – Lamborghini Urus World Premiere, Sant'Agata Bolognese, Italy, 2017 – event design
Performers on the long stage in front of screens with green data projections, audience filming with phones – Lamborghini Urus World Premiere, Sant'Agata Bolognese, Italy, 2017 – event designAudience watching the show along the stage, robots and screens in a field of yellow projected light – Lamborghini Urus World Premiere, Sant'Agata Bolognese, Italy, 2017 – event design