Always Different, Always Lamborghini
Lamborghini collaborated with The VOK DAMS GROUP based in Germany to produce the brand launch of the luxury Lamborghini Gallardo LP560-4 in Las Vegas, Nevada.
Lamborghini supported their motto, “Always Different. Always Lamborghini.” with a visionary event. VOK DAMS vision and innovation produced the two day event with experiences bringing to life the Lamborghini brand values of “Extreme”, “Challenging”, “Italian”, “Exclusive”, “Aggressive”, “Sensuous”, and “Uncompromising.” The colorful Las Vegas world of luxury was selected to contrast with Lamborghini’s special signature interpretation of luxury, which is black and white. Guests of the product launch included media and press, automobile, business and lifestyle journalists as well as international dealers and top VIP clients. VOK DAMS GROUP stated, “The task and goal of the brand launch involved the positioning of the Gallardo LP560-4 as a new model, and substantiate and emotionally charge the brand Lamborghini.”
An exclusive tent offered the perfect canvas for the dramatic elements of the launch. According to Lamborghini´s slogan “Closer to the Road”, the tent was put up on a parking lot between the hotel Luxor and THEhotel at Mandalay Bay in the heart of the city. Inside the tent, the “dinner of the 21st century” awaited the guests at a 30-meter long banqueting table. When sitting down, the guests did not know that the table would also function as catwalk, stage and projection screen. The walls of the tent were used as projection screens while they also allowed views of the driveways around. The entire interior was designed exclusively. As communication color black and white was chosen.
The exclusive evening event, on the first night, utilized the exquisite table as a stage to illustrate four of the Lamborghini brand values. Dancers in Italian design represented the brand value “Italian.” “Aggressive” played out on and around the table as stunt performers in Lamborghini merchandising garb staged a street fight. “Uncompromising” was represented by fabulous style, as Italian models strutted the catwalk wearing the Automobili Lamborghini line of clothing/couture in a dynamic fashion show. Finally, a classically trained vocalist interpreted a modern variation of an Italian aria blending culture with the brand value “Sensuous.” The cuisine, served between the performances, paired each course with the brand value illustrated by the performance artists.
The second day experiences defined an additional three brand values: “Extreme”, “Challenging” and “Exclusive.” Extreme? A fleet of helicopters sped the guests to Las Vegas Speedway in a low-level flight with a spectacular landing! They were greeted by a line up of Gallardo LP560-4’s lined up and ready to race!
Following a brief press conference and a drivers’ briefing, guests were challenged to take the new luxury car for a test drive on the high-speed oval. They also took advantage of the opportunity to race through a handling and dynamics course in the infield of the track. One of the most exclusive moment was yet to come as the press guests experienced the thrill of driving the car through the red rock desert followed by a “show-off” cavalcade as they drove back into the city along the Las Vegas Strip.
The Lamborghini launch of the Gallardo LP560-4 set the standard of luxury and power in both the automobiles and the events which introduced this new line. VOK DAMS GROUP intricately detailed every experience to support the Lamborghini brand values, perception and provide the guests with vibrant memories that they will relive and discuss over and over again. The entire event was a great success. “The combination of events translated perfectly the brand values of Lamborghini. The guests experienced two days which they will never forget,” acknowledged Timo Hallwachs, VOK DAMS executive.
Production Team:
VOK DAMS GROUP
Main Partner for Production: Goose Communications Ltd., England
Helicopter Company: Maverick, Las Vegas
Catering: Mandalay Bay, Las Vegas`
Transfer: Cars rented from Audi USA
Hotel: THEhotel@Mandalay Bay, Mandalay Bay
Staging of the Table: Produced by De Otter in cooperation with VOK DAMS GROUP
Table/Stage Fabrication: Freeman
Tent: Clear Span Tents, Las Vegas
Technique: Creative Technology Las Vegas
Photography: Courtesy of Automobili Lamborghini