The Mayfair Experience: Europe’s Largest Ad Personam Lounge
Berkeley Square now hosts what Lamborghini describes as the most extensive Ad Personam dealer display in Europe for colors and finishes. That is the real story behind the new Lamborghini Mayfair showroom, which Automobili Lamborghini Chairman and CEO Stephan Winkelmann officially inaugurated on October 9, 2025. Strip away the champagne reception and the VIP guest list, and what remains is a clear signal: Lamborghini believes the personalization experience itself is a competitive weapon, and the company chose one of London’s most prestigious addresses to prove it.
The Ad Personam lounge occupies its own private floor. Walk through it and you encounter wall-to-wall hexagonal paint samples spanning a full color spectrum, drawers filled with leather and fabric swatches, and large-format 3D configurator screens where clients can visualize a finished car in real time. Separate drawers hold dozens of hues in leather and fabric. Hanging samples let clients feel weight and texture before committing, while a dedicated area with carbon fiber trim pieces and branded material kits rounds out the physical selection. Lamborghini’s configurator tools are available online, of course, but the point of a space like this is tactile: touching the grain of a leather sample, seeing how a paint finish shifts under controlled lighting, sitting with a specialist to work through combinations that no screenshot can fully convey.
The digital side complements all of this. Large-format screens run Lamborghini’s 3D configurator, and the Temerario was shown on one of these displays during the opening event. Clients choose physical samples, then see the result rendered on screen in real time, all within a lounge environment that includes a hospitality bar and comfortable seating. The space is designed for appointments that last, not quick drop-ins.
Owners who have been through the Ad Personam process at other dealerships will recognize the general format, but the scale here is different. The sheer volume of physical material on display removes the guesswork that sometimes accompanies bespoke ordering when a dealer carries only a partial sample set. For a buyer commissioning a car with a non-standard exterior color and a contrasting interior, being able to hold the actual leather against the actual paint chip, under proper lighting, in the same room, is a practical advantage that no online tool can fully replicate. Previously, the most comprehensive Ad Personam experience required a trip to Sant’Agata Bolognese or one of a handful of global flagship locations. Concentrating that depth of physical samples in a London dealer means UK clients can make more informed decisions locally, potentially reducing the back-and-forth that sometimes accompanies high-end bespoke orders.
Strategic Significance: London’s Ultra-Luxury Market and Lamborghini’s Global Ambition
Winkelmann has stated that the UK consistently ranks among Lamborghini’s top four markets worldwide. That ranking helps explain why HR Owen, the luxury retail group that owns and operates Lamborghini Mayfair, now runs five franchised Lamborghini dealerships across the country: South Kensington, Manchester, Pangbourne, Hatfield, and the new Mayfair location. The partnership between HR Owen and Lamborghini stretches back more than 25 years, making this expansion less a speculative bet and more a measured doubling down on proven demand.
Mayfair itself is an obvious choice for a brand selling cars to an international clientele. The neighborhood functions as a magnet for global wealth, and Winkelmann acknowledged as much, noting that the London location connects with Lamborghini’s international clients who regularly frequent the capital. Placing a showroom in Berkeley Square puts the brand in the daily sightline of exactly the demographic most likely to commission a bespoke Revuelto or Urus SE.
Lamborghini reported global deliveries of 10,687 cars in 2024, supported by roughly 3,000 employees and a commercial presence in 56 countries through 186 dealers. Adding a high-profile Mayfair address to that network is a retail move, not a production one, but it reflects a brand operating from a position of commercial strength. The personalization lounge is central to that confidence. In a market where every rival offers some form of bespoke program, Lamborghini is betting that the physical depth and quality of the ordering experience can differentiate it as much as the cars themselves. Concentrating Europe’s most extensive Ad Personam display in one of the world’s most competitive luxury-car markets is a statement about where the brand sees its growth coming from: not just more cars sold, but more deeply personalized cars sold to clients who value the process as part of the ownership experience.
The Hybrid Future on Display: Temerario, Revuelto, and Urus SE
Lamborghini used the Mayfair opening to showcase its full current model range, and the selection on display told a clear story about where the brand stands in late 2025. The company says it is the first super sports car brand to offer a fully hybridized lineup, and every car on the showroom floor reinforced that claim.
The Revuelto anchored the display as Lamborghini’s V12 HPEV flagship. Event photos show both yellow and black examples inside the showroom, their Y-shaped daytime running lights and aggressive rear diffusers catching the controlled lighting. Alongside it sat the Urus SE, the brand’s plug-in hybrid Super SUV, visible through the large street-facing windows from Berkeley Square itself.
The Temerario drew particular attention as the newest entry in the three-model hybridized range. Lamborghini positions it as the lineup’s second HPEV, built around an all-new V8 twin-turbo hybrid powertrain that the company says can reach 10,000 rpm. That redline figure is worth pausing on. A twin-turbocharged V8 spinning to five figures represents a deliberate engineering statement: forced induction and electrification do not mean sacrificing the high-revving character the brand built its reputation on. A large configurator screen in the Ad Personam lounge displayed the Temerario in various color options, hinting at early buyer interest in speccing the car, and reinforcing the connection between the showroom’s personalization capabilities and the models clients will actually be ordering.
The evening’s most exclusive guest was the Fenomeno. Lamborghini says this “few-off” model, unveiled at Monterey Car Week earlier that summer, is the most powerful Lamborghini ever produced. All 29 examples are sold. Displaying a car that no visitor could actually buy might seem like an odd retail choice, but it serves a purpose: it anchors the showroom’s credibility as a space where the full spectrum of Lamborghini ownership, from current production models to ultra-limited specials, is taken seriously. The presence of a yellow Centenario in event photographs, a model not mentioned in Lamborghini’s official account of the display, hints that the showroom may also serve as a rotating showcase for heritage and limited-production cars. Lamborghini confirmed nothing specific on that front, but the physical space clearly accommodates more than the three current production models.
HR Owen’s Expanding UK Network
HR Owen’s decision to open a fifth Lamborghini franchise is a meaningful data point for anyone watching the UK supercar retail landscape. The group already operates Lamborghini London in South Kensington, plus locations in Manchester, Pangbourne, and Hatfield, giving it broad geographic coverage across England. Adding Mayfair concentrates two Lamborghini showrooms in central London under the same operator, which suggests demand in the capital supports distinct locations rather than cannibalizing a single site.
Ken Choo, CEO of HR Owen, joined Lamborghini executives for the evening launch. The partnership’s longevity, over 25 years, gives HR Owen institutional knowledge of the brand’s ownership base, service requirements, and client expectations that would be difficult to build from scratch. For buyers, the practical takeaway is continuity: a well-established dealer network with deep Lamborghini experience, now with a Mayfair address that may prove more convenient for clients based in central London or visiting from abroad.
Lamborghini confirmed that the UK is part of a 12-strong network of franchised dealers across the country. The Mayfair addition does not change the total network size dramatically, but it does elevate the brand’s retail visibility. More importantly, it places the Ad Personam lounge, the real differentiator, within walking distance of the clientele most likely to use it. Experienced Lamborghini buyers know that dealer quality matters enormously for aftersales, and HR Owen’s long track record in the UK gives the Mayfair site a foundation that a newcomer would struggle to replicate.
Lamborghini’s Commitment to Sustainability and Performance
Lamborghini founded its operations in Sant’Agata Bolognese in 1963, and the company highlights that its production site there has maintained carbon-neutral status for more than a decade. The Direzione Cor Tauri strategy, Lamborghini’s roadmap for electrification and sustainability, now manifests in a product range where every model carries a hybrid powertrain. Opening a flagship retail space that foregrounds this hybridized lineup, rather than leaning on heritage models alone, is a deliberate choice, and the Ad Personam lounge ties directly into it. Personalization at this scale invites clients to engage deeply with the current cars, to spend time speccing a Temerario or Revuelto rather than simply admiring a legacy model behind a rope.
For Lamborghini enthusiasts watching the brand navigate its transition from naturally aspirated legends to hybridized successors, Mayfair offers a tangible place to experience that evolution. The Temerario’s 10,000-rpm V8, the Revuelto’s V12 hybrid architecture, and the Urus SE’s plug-in capability all represent different answers to the same question: how does Lamborghini stay unmistakably Lamborghini in an electrified era? The Berkeley Square showroom, with its vast customization lounge and full model lineup, is where the brand wants UK clients to find out.
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