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Customization beyond the car: Ad Personam program for Collezione Automobili Lamborghini


The Ad Personam program was introduced a few years ago to provide customers the opportunity to customize their Lamborghini to fit their own personal style.  An extensive palette of colors and finishes are available for the exterior.  In the interior,  the choice of upholstery materials, even the color of the upholstery stitching is decided by the owner.   The variety of colors, materials, finishes, and accessories ensures each Lamborghini is tailored to their owners exact taste.




The Ad Personam program was introduced a few years ago and is currently available for the Huracán and Aventador.   Automobili Lamborghini shows their understanding of the high-end luxury market and is in tune with wants and needs of high-net-worth consumers who believe bespoke is better.


Luxury is no longer just about high quality, performance, and design but is evolving towards the search for exclusivity, which is expressed by means of customization –  Stefano Domenicali, Chairman and Chief Executive Officer of Automobili Lamborghini.


At the 2017 Geneva Auto Show, Automobili Lamborghini extended their Ad Personam program beyond the cars to the clothing and personal accessories.

Unlike other automotive branded products, this is not simple fan service consisting of logo caps and key chains.  These are boutique quality goods crafted with the same materials and techniques used for the Lamborghini interior.  Major pieces like the luggage, footwear, and leather goods required the collaboration of Bolognese artisans and craftsmen resulting in a product that meets Lamborghini’s uncompromising standard of quality.




Automobili Lamborghini had partnered with Enzo Bonafè to create The Capsule Collection – Ankle boots, derby shoes, and a moccasin shoe.  Each with details defined by Lamborghini but as with all the products in Ad Personam program, can be customizable to a persons individual taste.

A family run business, Enzo Bonafè has been making shoes by hand since 1963.  Creating the shoes by hand, the craftsmen at Enzo Bonafè are able to ensure the materials they use are of the finest quality.  The process of building and polishing the shoes by hand also ensures the footwear are second to none.  Their shoes can be found in exclusive boutiques across the world, from Beverly Hills to Tokyo.

The Capsule Collection was on display at Milan Fashion Week earlier this year as well as the 2017 Geneva Auto Show.





Another exclusive fashion brand that partnered with Collezione Automobili Lamborghini is the bolognese House of Hettabretz.

Known for their definitive Italian style, uncompromising luxury, and devout attention to the smallest details, the leather goods produced at this small bolognese shop has been sought after and coveted by celebrities and taste-makers all over the world since 1960.

In their collaboration with Collezione Automobile Lamborghini, the House of Hettabretz created a limited edition jacket.  As with the footwear certain accents will be present – the hexagonal shapes commonly found in the Lamborghini cars, and the Lamborghini shield.

Customers will get their choice of leathers, trim, and lining so each jacket is unique to the owner.  This collection however is limited to only 30 jackets and given Hettabrets reputation for extraordinary quality and design they are sure to sell out fast.




The bags created in collaboration with TecknoMontser is a reflection of the cars themselves.  The same leathers, carbon fiber, and machined aluminum used in making the cars are also used to create Lamborghini’s luxury luggage collection.




As with all the TecknoMonster goods in the Ad Personam program, the leathers, stitching, and other details are customizable.   If you have a bespoke Huracán and Aventador, you can be sure to have luggage to match.



Where you can find Collezione Automobili Lamborghini :

Flagship store in Sant’Agata Bolognese.

At all official Lamborghini dealerships worldwide.

And In the following retail locations:

Macau: Taipa, Cotai Strip – Grand Motorsport Shop @ The Venetian, Macau, Cotai Strip – Grand Motorsport Shop @ The Parisian
Taiwan: Taipei – Bellavita Shopping Mall
Thailand: Bangkok – Siam Paragon, Bangkok – The Emporium, Bangkok – Emquartier Department Store, Pattaya City – Central Festival Pattaya, Samutprakarn – King Power Duty Free Downtown Complex, Samutprakarn – King Power Lat Krabang, Samutprakarn – King Power Suvarnabhumi Airport Bangkok, Prachuap Khiri Khan – Grand Motorsport Shop
United Arab Emirates: Dubai – The Dubai Mall, Dubai – Galeries Lafayette, Abu Dhabi – House of Fraser

On the website www.lamborghinistore.com




All media (images and video) provided by Lamborghini Media, copyright: Automobili Lamborghini S.p.A.

Xan Garcia

Xan Garcia

Founder and senior editor of VODA. Cocktailian, Journalist, Traveler, and the next Robin Leach.

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