Automobili Lamborghini is preparing its international dealer network for the future, with the launch of a new dealership corporate identity and brand environment.

The first dealership to sport the new showroom design and service centre officially opened in Bristol, increasing the UK dealer network to eight outlets. The new corporate design will roll-out worldwide to all new and existing showrooms over the next years.

The new showroom environment reflects the need for increased space as Lamborghini expands its model line-up and doubles sales with the launch of its new SUV by 2018.

“Lamborghini is a strong, highly-acclaimed brand worldwide, and our new dealership environment is a very tangible demonstration of this, perfectly communicating our philosophies of Pure, Visionary and Cutting Edge,” said Automobili Lamborghini Chief Executive Officer, Stefano Domenicali. 

“It is also important that we continue to build a solid, committed dealer network that clearly communicates our brand to loyal and new clients in both the way we look and the way we operate.  Both Lamborghini and our dealer partners are investing in a bright future.”

The new showroom exteriors are instantly recognisable by the illuminated Lamborghini shield on a black background that glows at night, and complemented by a black totem sporting the Lamborghini bull logo. The new showroom space is bright and clean, characterised by polygons, sharp forms, raw surfaces and a diffusion of light and colour. 

Opportunities to literally ‘touch and feel’ the world of Lamborghini include digital elements to enhance the customer experience: a client lounge includes a car configuration system to guide the customer through specifying his Lamborghini; product and Ad Personam areas provide samples of exterior and interior finishes and allow clients to physically touch and play with combinations of colours and materials, such as soft leathers or the appearance of carbon fibre.

The range of Lamborghini models is displayed, with a car on a white centre-stage lit up by LED lights in a complementary colour to its exterior. Video walls give clients and even passers-by an insight into the world of Lamborghini. 

An area dedicated to Accessori Originali displays aftersales enhancements, and includes a digital experience with headphones and screen to explore and even hear product features such as engine sounds. The Collezione Automobili Lamborghini range of clothing and accessories has a dedicated space in the entrance, visible from both inside and through the showroom windows.