LAMBORGHINI HURICÀN
BRANDED COLLABORATION
Lamborghini Huracán
Luxury automotive manufacturer Lamborghini commissioned Sila Sveta to produce a spectacular multimedia show for the 2019 European launch of their Huracán EVO supercar. It was Sila’s second commission for Lamborghini, after the 2018 Moscow premiere of the manufacturer’s Urus model. This time, taking over Moscow’s Cition Hall, our objective was to erase any distinction between “real” phenomena and digital illusion for our viewers, where the EVO was seemingly assembled right in front of their eyes.We later presented the multimedia show for the premiere of the Lamborghini EVO in Berlin, London, and Milan.
Concept
The key conceptualization of the show followed the EVO’s tagline: Every Day Amplified. Anton Nguyen, Sila Sveta’s Art Director, shared, “The world has been waiting too long to see the border between screen and reality blurred. We brought to this project our own restless energy and ambition, and our excitement for a future that more seamlessly merges the digital and the real. We used real lasers to create digital worlds; we gave life to drawn objects. We strove to break into a new era with our presentation — and to mirror Lamborghini’s accomplishments with the EVO.”
The new car is the central figure of the show, and everything virtual around it would become real. Moreover, unlike most of our presentations, the EVO was introduced immediately and remained centerstage throughout the presentation.
SILA SVETA
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