LAMBORGHINI NAIAS 2018

PRESS EVENTS

OVERVIEW:

To debut the new Urus SUV to the American market, Lamborghini hosted a private launch event at the Museum of Contemporary Art Detroit in conjunction with the North American International Auto Show—which is among the largest auto shows in North America, drawing in industry media and executives from around the world.

EXPERIENCE:

Guests were treated to a fully immersive environment from the moment they entered the space which displayed millions of dollars in vintage sports cars along with moving walls, interactive displays, architectural elements, and more. To keep guests engaged, a number of interactive elements—such as design sketch stations, social media walls, and interactive car building displays—were featured throughout the space. After browsing the various displays, guests were led into the main presentation room which featured a custom presentation stage complete with kabuki drop curtains and video projection to maintain a level of intrigue with the audience prior to the reveal.