Strength, Soul, and Design
COPERONYX® set itself the challenge of creating a concept for a “Collezione Automobili Lamborghini” store that lives up to the brand. However, in order to do so, there was the need to learn a little bit about the history of Lamborghini.
Ferruccio Elio Arturo Lamborghini founded Lamborghini Trattori in 1948 and quickly became a major agricultural equipment manufacturer. His assertiveness, energy and innovative ideas allowed him to make his dreams come true – creating sports cars and competing with Enzo Ferrari. This paradigm shift, going from the manufacture of slow tractors to the manufacture of fast sports cars, allowed him to launch the Lamborghini 350 GTV. This competitiveness between the two brands of the automotive industry promoted creativity, innovation, design, and technological development, which are currently Lamborghini’s strengths, recognized by its customers.
Pablo Picasso created the “Bull” on Christmas 1945 – a series of eleven lithographs which became a master class in the development of an academic artwork in the abstract. In these eleven lithographs, all produced from a single piece, Picasso visually dissects the image of a bull. Each image represents a successive stage of a process aimed at finding the absolute “spirit” of the beast. It’s as if he moved backward, from the finished work to the sketch.
In the last lithograph, Picasso reduces the bull to a simple outline that is carefully achieved through the gradual development of each image, capturing the absolute essence of the creature in a strong image that is as concise as possible.
This absolute essence is clearly identified in Lamborghini, namely in the choice of names of invincible fighting bulls, such as Huracan, the use of a unifying, exciting and extreme design, based on straight, well-defined lines and smooth, plane surfaces, supported by geometric shapes. The hexagon is in its DNA, as well as a strong presence of LED lights, evoking the presence of Ferruccio’s soul.
In short, in this concept, the furniture line created by the designer Eduardo Oliveira in partnership with a COPERONYX® ensures that all the solutions presented, combined with the design and architecture of the spaces, result from a guarantee of functionality and follow the principles defined above.