Lamborghini Urus World Premiere.
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.
Sant'Agata Bolognese - BO (2017)
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.
