Lamborghini’s Ad Personam Studio offers enhanced customization experience

Inside Lamborghini's Renovated Ad Personam Studio (

Inside Lamborghini’s Renovated Ad Personam Studio (

Lamborghini’s renovated Ad Personam Studio expands bespokability for customers.

Lamborghini’s renowned Ad Personam Studio, located at the automaker’s Sant’Agata Bolognese headquarters, has undergone a significant expansion and transformation to provide an enhanced and immersive car configuration experience for customers. The Studio’s space has doubled in size, creating a unique “phygital” experience, combining physical materials with multimedia tools for a personalized, dream Lamborghini creation.

The redesigned Studio aims to offer customers a more engaging and tactile interaction with the customization process, far beyond the capabilities of online configurators. The exclusive experience begins with customers meeting a Lamborghini dealer to get an initial sense of the car before being invited to Sant’Agata Bolognese. Here, they can explore various upholstery options, listen to engine sounds through advanced audio equipment, and view multimedia materials on a dedicated powerwall.

For the first time, the Studio showcases all available options for the Lamborghini range in one location. Within a comfortable lounge area, customers have access to a revolving platform that offers a comprehensive view of the car’s details. They can personalize their vehicle by selecting paint colors, logo finishes, interior upholstery thread types, and numerous other customizable elements.

Federico Foschini, Chief Sales & Marketing Officer at Automobili Lamborghini, emphasized the Ad Personam program’s commitment to attention to detail and personalized experiences for customers. He stated that the Studio provides an opportunity for customers to create a truly unique vehicle down to the finest details.

While some customers can visit the Sant’Agata Bolognese headquarters, Lamborghini also offers two other Ad Personam spaces in New York and Tokyo, where customers can configure their Revuelto or Urus models. Alternatively, the Ad Personam Virtual Studio provides a virtual configuration process.

Marco Valentini, Head of the Ad Personam Team, highlighted the appeal of the Studio’s expansive display, featuring 400 different shades in the form of vehicle silhouettes, showcasing the team’s dedicated approach to the project. Valentini mentioned that close to 100% of Revuelto models incorporate at least one Ad Personam element, followed by approximately 80% of Huracan and Urus models.

Lamborghini’s Ad Personam department previously showcased its customization expertise with the creation of a one-of-a-kind Huracan Sterrato model featuring a stunning crystal-effect paint finish. The intricate painting process, which took over 370 hours, included hand-etching of the paint, demonstrating Lamborghini’s dedication to delivering a memorable ownership experience.