all-encompassing media façade
Purism is the Lamborghini motto at the Auto Shanghai 2011. The cube with LED façade forms the scenographic setting for three vehicles presented in a strict profile view. The multimedia displays add spatial depth to the vehicles and stages them within different settings. The special feature: Not only the highlight stage, also the side walls are entirely composed of media screens, creating an all-encompassing media façade.
The “brand wall”
At the front and stage sides, the central part of the cubic building is slightly set back to form a piazza. It marks the central meeting spot and visual vanishing point where all perspectives meet. The message of the “brand wall” is therefore simply: Automobili Lamborghini.
Showroom „artimarca“
From there, two entrances lead to the inner showrooms “artimarca”, presenting the current fashion collection, and “adpersonam” for unlimited individual design options. The back space is home to the exclusive Italian Bar, furnished with design classics, offering customers and guests the right ambience for espresso, freshly cut prosciutto and a personal business talk. Two daily fashion shows at the stand present what “stile di Lamborghini” has to offer.
Concept + architecture:
SCHMIDHUBER, München
Photographer:
Andreas Keller, Altdorf
