In the last 15 years, the brand has continued to honour its heritage of craftsmanship through its iconic Lamborghini Magazine: a tradition that cannot be lost. On the occasion of its thirtieth publication, we were tasked to draw people even closer to print in their last publication, a commemorative limited-edition book. The goal is to revolutionise the reading experience for its community, enhance brand perception, and boost customer engagement, ultimately shifting the cultural meaning of luxury supercars from status to statement.

To captivate readers beyond the limits of traditional print, we set out to create a unique brand experience that blends the physical and digital worlds by leveraging cutting-edge Augmented Reality (AR) technology. We transformed the limited-edition book into the first augmented reading experience in the luxury supercar industry transporting the community into an exclusive realm where Lamborghini's iconic models are brought to multidimensional life.

The digitally enhanced storytelling experience sheds light on the relevance of reading, crafting an innovative fusion of traditions and technology by disrupting and rewriting the norm through the first-of-its-kind integration of augmented reality in the industry.

The project speaks to a wide range of audiences despite its exclusivity.

Lamborghini conceptualised the limited edition Beyond book as a unique proposition for VIPs, celebrities and high net worth individuals to strengthen its brand relationship and cultivate a personalised connection. The luxury offering activity allowed recipients to immerse themselves in an innovative brand experience, thereby reinforcing brand loyalty.

Furthermore, to drive its brand perception beyond and consolidate its positioning amongst brand enthusiasts, the project was communicated through the Brand’s owned social media channels, generating desire for the Lamborghini piece. A book that, though exclusive, is able to narrate its core DNA and symbolise something greater than supercars.

Lamborghini continues to create physical and digital customer experiences, and the Beyond Book project epitomises the Brand's commitment to bridging these realms, crafting a unified Lamborghini world that encapsulates luxury, innovation and heritage.

The run of 1.963 hand-marked copies of the Beyond Book are characterised by five chapters, each introduced by illustrations exclusively designed by artist Prateek Vatash.

By simply scanning a QR Code embedded in the illustrations, users can effortlessly access the desired AR content without the need for app downloads or third-party platforms. This decision empowered us to fully customise the user journey, maintaining complete control.

AI Image Tracking technology lies at the core of the experience, enabling the detection and augmentation of the 2D images, triggering the AR experience seamlessly.

Over 5.000 hours of work went into refining more than 150.000 components to bring five iconic Lamborghini models to life, ensuring faithful recreation of their aesthetics, down to the smallest detail.

The project covers a total of twelve months, comprehensive of the definition of the creative concept, technical development and design, and public launch.

The Beyond Book leveraged experiential marketing and latest technologies to enhance brand perception and customer engagement staying loyal to the exclusivity of the experience by avoiding conventional marketing tactics. In 2023, Lamborghini rose brand strength by 4% generating desire throughout its fanbase, increasing its perception and awareness.

With over 2 million views on Lamborghini’s social media channels alone, it saw a 52% boost in community engagement versus the previous year. The Brand surpassed competitors in the global financial ranking of luxury and premium brands with an increase of 123% in brand value, making it the fastest-growing luxury brand in 2023.

Lamborghini confirms its position as a leader of the unexpected and a pioneer of digital luxury innovation, as recognised by Europe’s Internet Excellence the Lovie Awards, and FWA, ultimate digital accolade.