SANT’AGATA BOLOGNESE (July 30, 2026) – This summer, Automobili Lamborghini is bringing its universe to some of the most iconic destinations across Italy, Spain and Portugal. Through a series of elegant temporary spaces customers and prospects are invited to experience the brand beyond the traditional showroom environment, discovering Lamborghini in a refined, seasonal context. A Mediterranean journey featuring exclusive pop‑ups to discover, drive and personalize the full product range.

Together with its official dealer network, the company is transforming beach clubs, resorts and golf clubs into exclusive spaces to discover the entire model range in an exclusive environment that reflects the Lamborghini lifestyle. Throughout the season, Driven by Color reaches some of Southern Europe’s most iconic destinations — 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 — bringing the Lamborghini experience into the heart of the region’s most celebrated summer settings.

At Lamborghini, color has always been far more than an aesthetic choice. It is one of the purest expressions of individuality and a defining element of the Ad Personam program. Inspired by this philosophy, the Driven by Color concept came to life with each dealer selecting a signature Ad Personam shade to define the identity of its own pop-up. The chosen color extends throughout the surrounding environment, becoming the defining element of the entire experience. Furniture, graphic elements, and décor are all centered around a single Ad Personam shade, transforming each location into an immersive expression of Lamborghini’s design language.

Each Pop Up showcases the brand’s hybrid line-up, including Revuelto, Urus SE and Temerario, giving visitors the opportunity to explore each model in depth and experience them through dedicated test drives accompanied by specialists from the official dealer network. Selected destinations will also host a bespoke Lamborghini Temerario in an Ad Personam configuration featuring refined Gessato Tweed inserts and exclusive sartorial details that underscore the brand’s craftsmanship and personalization capabilities. This unique configuration will be presented in two distinct Ad Personam interpretations — Celeste Fedra and Grigio Crater, the latter recently unveiled at the Goodwood Festival of Speed.

The Marbella pop‑up, taking place at Nikki Beach, will showcase the Celeste Fedra interpretation exclusively, while the Bari pop‑up at La Marea a Pettolecchia will display both. Each interpretation represents a unique expression of Lamborghini personalization, embodying the highest level of bespoke craftsmanship and creating a dialogue between high‑performance engineering and the timeless elegance of Italian haute couture.

Through Driven by Color, Lamborghini brings its universe to life in the Mediterranean’s most exclusive settings, offering a seasonal experience that reflects the brand’s unmistakable character and forward‑looking vision.