he Lamborghini brand is anything but docile. In fact, from the moment Ferruccio Lamborghini founded Automobili Lamborghini Holding S.p.A in 1963, the company has been the epitome of strength and dominance.
Recreating this uncompromising essence for the 2009 Internationale Automobil-Salon was the directive handed down to the two firms that designed the Lamborghini exhibit:
Schmidhuber + Partner GbR and KMS Team GmbH.
The resulting 4,711-square-foot exhibit featured two distinct areas: a public showcase and a semiprivate double-deck structure, both of which were bathed in a black-and-white palette interrupted by splashes of yellow.
The public area featured two black convertibles and a yellow hardtop positioned on a roughly 4-foot-tall platform, which elevated the iconic cars above all others on the show floor.
Behind the cars, a three-paneled wall of LED screens offered a changing backdrop that appeared to embed the cars within various environments, such as a busy city street and a high-speed chase. The structure to which the screens were attached was the exhibit's second half, a two-story, semi-enclosed cube.
In contrast, the semiprivate structure was intimate and refined, and the lower level featured branded apparel housed in display cases. "The interior is like a little jewelry boutique," judges said. "It creates an interesting dynamic between these giant expensive cars and tiny jewels."
The second level featured a white Lamborghini adorned with racing-style graphics and a rear spoiler, and conference rooms throughout the cube were a marriage of form and function. Domineering? Sure. Bellissimo? Indeed. E
Booth Bravado
The exhibit, which featured two distinct halves, kept attention focused on the uncompromising cars. In the semiprivate portion, a white Lamborghini dominated the second floor of the two-story cube. Meanwhile, a platform in the public area of the booth featured three cars - a hardtop and two convertibles. Ringed by three steps, the platform allowed visitors easy access to the automobiles, but also elevated the vehicles to eye level, positioning them above all the other brands
on the show floor.
he Lamborghini brand is anything but docile. In fact, from the moment Ferruccio Lamborghini founded Automobili Lamborghini Holding S.p.A in 1963, the company has been the epitome of strength and dominance. 
