For luxury brands, summer has long been about meeting clients where they choose to spend their time. This season, Automobili Lamborghini is expanding that philosophy across Southern Europe with Driven by Color, a collection of seasonal pop-ups that bring the brand’s latest supercars into some of the Mediterranean’s most exclusive resorts, beach clubs and golf destinations.
Rather than asking prospective owners to visit a dealership, Lamborghini is creating temporary lounges in destinations including Lake Garda, Forte dei Marmi, Porto Cervo and Cortina d’Ampezzo in Italy, Marbella and Costa Brava in Spain and Portugal’s Algarve. Each location showcases the company’s fully hybrid lineup—the Revuelto, Urus SE and Temerario—while offering guided test drives, vehicle consultations and opportunities to explore Lamborghini’s extensive personalization program.
The concept revolves around one of Lamborghini’s defining strengths: color. Every pop-up is centered around a signature Ad Personam paint selected by the local dealer, with the chosen hue extending beyond the cars themselves into the furniture, décor and visual identity of the space. Rather than simply displaying automobiles, the environments are designed to immerse visitors in the aesthetic language that has become synonymous with Lamborghini’s bespoke offerings.
Several locations will also feature a specially commissioned Temerario finished through Ad Personam. The one-off specification pairs bespoke exterior colors with Gessato Tweed interior accents and tailored detailing that blur the line between automotive craftsmanship and Italian fashion. Two versions have been created—one in Celeste Fedra and another in Grigio Crater, the latter making its public debut earlier this summer at the Goodwood Festival of Speed. Marbella’s Nikki Beach hosts the Celeste Fedra example exclusively, while Lamborghini’s Bari activation displays both interpretations.
The initiative also serves as a showcase for Lamborghini’s transition to a fully hybrid model range. The 1,001-horsepower Revuelto represents the company’s V12 future, while the new Temerario replaces the Huracán with a hybrid twin-turbo V8 capable of spinning to 10,000 rpm. Completing the trio is the Urus SE, the plug-in hybrid evolution of Lamborghini’s bestselling Super SUV.
For Tailored Driver, the appeal of Driven by Color extends beyond the cars themselves. It reflects a broader shift among luxury manufacturers, where ownership is increasingly supported by curated experiences rather than traditional retail. Whether overlooking the Costa Smeralda, relaxing along Marbella’s beaches or escaping to the Italian lakes, Lamborghini is positioning itself as part of the destination rather than simply the vehicle that gets you there.
It’s an approach that feels particularly well suited to the brand. Lamborghini has always sold emotion alongside performance, and this summer it is doing so in settings where both are naturally at home.
