FEATURE STORY

LAMBORGHINI’S NEW FLAGSHIP AND VIP LOUNGE IN CHELSEA IS SETTING A NEW STANDARD FOR LUXURY CAR RETAIL. IS SETTING A NEW STANDARD FOR LUXURY CAR RETAIL.

BY ANETTA NOWOSIELSKA

BUYING A LAMBORGHINI IS A RITE OF PASSAGE FOR ANY self-professed car aficionado. To raise the bar on the acquisition process, the smart folks behind the Italian luxury auto brand developed a highly bespoke experience to match the quality synonymous with riding the Raging Bull.

Behold the newly minted Lamborghini VIP lounge and NYC flagship. Headquartered in a sprawling, two-story space in Chelsea, the posh hub features 5,400 square feet of Lamborghini nuts and bolts that will fill any fan with delight. “Following the success of our Lamborghini Lounge venues across the globe, this new flagship in Manhattan will create a vibrant and personal connection to share the Lamborghini lifestyle,” president and CEO Stephan Winkelmann said in a statement. “It’s a true reflection of our fine Italian heritage.”

Experientially speaking, said heritage translates into a pinnacle of Italian luxury, embodied by high-end furniture made by Living Divani and a full-service kitchen run by La Dolce Vita. Inspired by the Lamborghini facility in Italy’s Sant’Agata Bolognese, the New York location will serve as a gallery of never-before-seen vehicles.

First up is the Huracán Super Trofeo Omologata (STO), informed by famed race cars Huracán Super Trofeo EVO and Huracán GT3 EVO. The limited-series road-homologated sports car is born of the racing heritage of Lamborghini Squadra Corse’s one-make Huracán Super Trofeo EVO race series, as well as its three-time 24 Hours of Daytona-winning and three-time 12 Hours of Sebring-winning Huracán GT3 EVO. With its V10 naturally aspirated 640 hp engine, the rear-wheel drive Huracán STO offers the emotion of a track experience on every road drive. Impact- wise, Ad Personam design studio will be on hand to indulge some Lambo owners’ most creative wishes by outfitting their vehicles with the color and material selections of their choice.

There are plans for art exhibitions and other cultural activations at this tricked-out social hub. For those purposes, there are private spaces for events catered by a dedicated Italian chef and access to an exclusive concierge.

This is a strictly VIP experience; partaking comes with an investment. Lamborghini Lounge is open to customers and friends only, another compelling reason to get one of these bad boys for yourself.