Inside Lamborghini's Milan Design Week Power Play

Twelve camouflaged Sterrattos, a Michelin-starred dinner, and Tod's loafers — all aimed at collectors who buy supercars and furniture in the same week.

Lamborghini targeted collectors and high-net-worth buyers who move between Salone del Mobile furniture previews and supercar deliveries in the same week, people who see a V10 supercar as a lifestyle object as much as a performance machine.

Luxury partnerships reinforcing the brand beyond cars

Federico Foschini, Lamborghini's Chief Commercial and Marketing Officer, confirmed the strategic intent directly, calling limited series that demonstrate the Ad Personam studio's capabilities an important part of the company's business model.

BOSCO: the forest-palette livery against its trompe l'oeil backdrop

Each of the four themes carries an Italian name — NEVE deploys cool grey and white tones, SABBIA blends neutral desert hues with cactus-green accents, BOSCO layers a mossy forest palette, and TERRA recalls warm ochres of moorland under a sunset.

Adventure utility on a V10 supercar roof rack

The 5.2-liter naturally aspirated V10 produces 610 CV and 560 Nm of torque, channeled through a 7-speed dual-clutch gearbox and electronically controlled all-wheel drive — and the roof rack reinforces an adventure-utility pitch no other supercar shares.

Stephan Winkelmann unveils the All Terrain series

All twelve All Terrain Sterrattos sold out before the Milan event took place, with Lamborghini-selected buyers spanning the Americas, EMEA, and Asia Pacific regions so that every livery theme is unique in its country.

Segheria of Tanja Solci staged as terrain-themed gallery

Lamborghini chose to unveil the All Terrain series inside Segheria of Tanja Solci, a Milanese venue known for its restoration-as-art philosophy, where each car sat against a trompe l'oeil backdrop matching its livery.

Ad Personam palette: curated by designers, not client briefs

Creative direction for the All Terrain series came from Lamborghini's own designers rather than individual client briefs, positioning the twelve cars as curated works of design rather than bespoke commissions.

The last V10 adventure car meets the design world

Twelve units from a run of fewer than 1,499 cars makes this a 0.8% subset — the kind of scarcity that practically guarantees collector interest for the final V10-powered derivative of the Huracán line.