A white Lamborghini Huracan STO with blue accents is prominently displayed in a modern showroom, with a large Lamborghini shield logo on the wall.

Lamborghini Turns Bologna Airport Into a Brand Experience

A Urus on the tarmac, a Huracán leading the way, and a boutique in the terminal.

Lamborghini's renewed partnership with Bologna's Guglielmo Marconi Airport places a Urus on the tarmac as a VIP shuttle, a Huracán EVO in fresh livery as the official follow-me car, and a redesigned boutique inside the terminal selling branded merchandise and booking factory tours.

The terminal boutique with a Huracán STO on display

The expanded boutique replaces a former static car display with a full retail space where visitors can browse branded merchandise, see a car up close, and book factory and museum tours on the spot.

Branded merchandise inside the airport boutique

The boutique's merchandise catalog includes branded headphones, scale models of heritage cars like the Countach and Diablo, luxury bags, and collaborations with partners such as Culti Milano.

Partnership renewal ceremony at Bologna Airport

The collaboration, which originally began in 2013 and runs through 2025, is designed so that every touchpoint feeds the next — the follow-me car, the Urus shuttle, and the boutique layer a brand impression far deeper than any single showroom visit could achieve.

Heritage models anchor the boutique's collector appeal

Bologna's geographic logic makes the partnership especially organic, since Lamborghini's headquarters in Sant'Agata Bolognese sits roughly 30 minutes from the airport, turning the shuttle into a natural bridge to the factory and museum.

Urus and Huracán on the tarmac at Guglielmo Marconi Airport

No other supercar manufacturer embeds one of its own vehicles into an airport's formal VIP transfer operation, giving Bologna a distinction that no competing factory-visit destination can currently match.

The lifestyle catalog extends the brand beyond the road

Lamborghini confirmed the Urus shuttle is available exclusively through the airport's YouFirst VIP booking, meaning it layers on top of an already premium airport experience that includes lounge access, priority security, and dedicated staff.