The €9,900 Coffee Table Book With a Supercar's Rear Wing

Lamborghini's 2019 Geneva lifestyle offensive put carbon fiber books and smart backpacks on equal footing with supercars.

At the 2019 Geneva Motor Show, Lamborghini integrated a hand-bound book with a carbon fiber cover, a tech-loaded backpack limited to 63 units, and a gaming simulation station directly into its car display.

Forged Composite: from rear wing to book cover

DNA Lamborghini, priced at €9,900, features a Forged Composite shell made with the same chopped carbon fiber technology developed for the Huracán Performante's active aero system.

The number 63: Lamborghini's shorthand for scarcity

Piquadro produced only 63 examples of the Bagmotic backpack, referencing Lamborghini's 1963 founding year, the same numeral used across special editions from the Aventador SVJ 63 to the Huracán STO.

Digital reach beyond the dealership

Lamborghini's Asphalt 9: Legends partnership placed the Huracán EVO Spyder in front of millions of mobile gamers, building brand familiarity with a younger demographic that may never visit a showroom.

Material innovation as exportable intellectual property

Lamborghini views its material innovations as transferable markers of authenticity rather than components locked inside a vehicle chassis.

Beyond V12 displacement

For a brand built on V12 displacement and naturally aspirated fury, the Geneva message was pointed: Lamborghini's material science and design language now extend to objects you carry, read, and interact with digitally.

Every model from 1963 to the present, sketches included

Each numbered copy of DNA Lamborghini covers every model and prototype from 1963 to the present, with original sketches signed by Mitja Borkert, the company's Head of Design.

The Bagmotic backpack: €800 for Bluetooth, carbon fiber, and Alcantara

At €800, the Piquadro Bagmotic sits well below the book's stratosphere, though it remains a significant premium over comparable smart backpacks from mainstream brands.

Every sense curated on the Geneva stand

Artisan chocolatier Amedei hosted a discovery tasting on the stand, led by founder Cecilia Tessieri, reinforcing the philosophy that every touchpoint should feel like an extension of the world that produces the cars.

Scarcity versus appreciation: the collector's question

The 250-unit first edition of DNA Lamborghini and the 63-unit Piquadro run are scarce enough to generate secondary-market interest, but whether they appreciate like a low-mileage Performante is an entirely different proposition.