Lamborghini
The AR Experience brings the Lamborghini Huracán to life in the showroom
00
challenge
Luxury car showrooms are built around look-but-don't-touch – customers can't freely explore a Huracán's mechanical detail or customize trim options without physically handling an irreplaceable vehicle. Metaio needed a concept that could show Lamborghini how AR could turn passive showroom browsing into hands-on, intuitive exploration.
solution
In 16 days, I designed an iPad and iPhone AR concept that overlays interactive hotspots directly onto the physical car – letting customers explore engine and interior detail, preview rim and bonnet customization in real time, and engage with the Huracán without ever touching it.
While at Metaio, an early augmented reality company later acquired by Apple, I designed a concept AR experience for Lamborghini – part of a pitch to bring the Huracán to life on the showroom floor. In just 16 days, I built an iPad and iPhone app that let customers explore the car's engine, interior, and customization options through live AR overlays, without touching the vehicle itself.
It's one of my earliest AR projects, and still one I'm proud of a decade later — both for the speed of execution and for how ahead of its time the concept was.
year
2015
timeframe
16 days
tools
Adobe CS, AR SDK
category
Concept
01
AR technology deepens the connection with the Huracán – allowing users to intuitively explore every detail, inside and out.
02
An immersive AR experience brings the Huracán to life – engaging customers right on the showroom floor.
03
Customize with confidence – AR lets you preview rims in perfect detail from any angle.
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