Lamborghini is spending the summer setting up temporary spaces across some of the Mediterranean’s best-known resort towns, using beach clubs, golf clubs and resorts in place of traditional dealerships.
The Driven by Color initiative, run with the brand’s dealer network, gives customers a chance to see, drive and personalize Lamborghini’s full lineup in settings that lean into the brand’s lifestyle image rather than a showroom floor.
The tour stops span Lake Garda, Sanremo, Forte dei Marmi, Cortina d’Ampezzo and Porto Cervo in Italy, Marbella, Costa Brava and Madrid in Spain, and the Algarve in Portugal.
Color as the Organizing Idea
The concept leans on Lamborghini’s Ad Personam customization program, which treats color as a core expression of individuality rather than a simple styling choice.
Each participating dealer picked one signature Ad Personam shade to define its own pop-up, with that color carried through the furniture, décor and graphic elements of the space so the entire setting reflects a single, cohesive interpretation of Lamborghini’s design language.
The Lineup and a Bespoke Standout
Visitors can explore Lamborghini’s hybrid lineup — Revuelto, Urus SE and Temerario — with test drives run by specialists from the dealer network.
Select stops will also feature a bespoke Temerario finished with Gessato Tweed inserts and sartorial detailing, shown in two Ad Personam colorways: Celeste Fedra and Grigio Crater, the latter having recently debuted at the Goodwood Festival of Speed.
The Marbella pop-up at Nikki Beach will show only the Celeste Fedra version, while the Bari stop at La Marea a Pettolecchia will display both.
A Hybrid Lineup Built Around Extremes
Lamborghini’s current range centers on three hybrid model families. The Revuelto pairs a 6.5-liter naturally aspirated V12 with three electric motors and a high-output lithium-ion battery for a combined 1,015 CV, making it the brand’s first V12 High Performance Electrified Vehicle.
The Temerario uses an all-new 4.0-liter twin-turbo V8 alongside three electric motors, producing over 920 CV and revving to 10,000 rpm — a first for its segment. The Urus SE rounds out the lineup as a plug-in hybrid Super SUV, combining a 4.0-liter twin-turbo V8, an electric motor and a 25.9 kWh battery for 800 CV and 950 Nm of torque.