Lamborghini will operate a pop-up lounge in South Korea to celebrate its 60th anniversary from the 16th to the 19th of this month at G Square, located on Garosu-gil in Sinsa-dong, Gangnam-gu, Seoul (35 Dosan-daero 15-gil, Gangnam-gu, Seoul).
Francesco Scardavino, the head of Lamborghini Asia Pacific, stated, “This pop-up lounge, which is the first of its kind in Korea, is a special place where visitors can see both the current models and iconic models of Lamborghini that have continuously evolved over the past 60 years. I hope that not only our existing customers but also the many fans of Lamborghini can personally experience the various charms of Lamborghini here.”
The pop-up lounge is being held to showcase Lamborghini’s heritage and sensory performance, displaying legendary classic models such as the Countach and Diablo SV. Present models on display include the Huracán STO, inspired by Lamborghini Squadra Corse’s one-make race series, and the Urus Performante, which has set new standards for sportiness and performance in SUVs, allowing visitors to encounter Lamborghini’s past and present all in one place.
The first floor of the Lamborghini pop-up lounge includes a vehicle exhibition zone featuring historical models such as the Countach and Diablo SV, capturing the attention of customers.
The Countach debuted as a concept car at the 1971 Geneva Motor Show and garnered enthusiastic responses for its futuristic design, innovative vertically-mounted engine, and the introduction of the signature “scissor doors.” Based on this response, the Countach went into production starting in 1973, and its progressive design and engineering have established Lamborghini’s identity that continues today, greatly influencing the design and engineering of many mid-engine sports cars thereafter.
Another model on display, the Diablo SV, is also an essential part of Lamborghini’s history. Developed as the successor to the legendary Countach, production of the Diablo began in 1990. The Diablo carried forward the heritage of the Countach, featuring advanced specifications including an electronic fuel injection system, setting the foundation for modern Lamborghini flagship models. By 2001, a total of 2,884 units were produced across various variants, enjoying considerable popularity. The Diablo SV on display is the high-performance version released in 1995.
Among the current Lamborghini models on display, visitors can see the Huracán STO. The Huracán STO draws inspiration from Lamborghini Squadra Corse’s one-make race series and the racing heritage of the Huracán Super Trofeo EVO. Another captivating vehicle at the exhibition is the Urus Performante, which set a new record in the SUV category at the 2018 Pikes Peak International Hill Climb, finishing in 10 minutes and 32.064 seconds over 4,302 meters (14,115 feet).
In addition to the vehicle exhibitions, the second floor features a customized program called “Ad Personam,” where customers can order a variety of exterior colors, interiors, finishes, and details as per their preferences. Furthermore, behind the central stage, there is an exhibition space showcasing luxury watch brand Roger Dubuis, a global lifestyle partner of Lamborghini, alongside a specially designed “Strada X Automobili Lamborghini Bike” created with Italy’s luxury bike brand 3T Bikes to celebrate design and innovation. There is also a special booth by Master & Dynamic, a leader in premium audio equipment, offering customers an immersive experience in the world of luxury.
The pop-up lounge will also exhibit collaborative works with the renowned graffiti artist, Beom-min, known by the pseudonym “+ BF MIN.” Beom-min is a world-class graffiti artist who collaborates with major corporations and luxury brands, and through his artwork, he celebrates Lamborghini’s heritage in a sensory manner, marking the 60th anniversary.
Beom-min expressed, “It’s a great honor to present this collaborative work commemorating Lamborghini’s heritage as an icon of innovation. This piece symbolizes Lamborghini’s evolution and innovation, visualizing the flow of time while conveying the meeting of tradition and modernity, and moreover, opening up the future of Lamborghini.”
Meanwhile, Lamborghini is hosting various events around the world to celebrate its 60th anniversary this year. Since the opening ceremony of the remodeled Lamborghini Museum in Bologna, Italy, last January, they have been hosting commemorative tours and events across 24 countries worldwide.
Lee Sang-jin daedusj@autodiary.kr