Lamborghini
Do IP Expansion Better
Pursuing a passion for the Lamborghini design and performance aesthetic we approached the representation and marketing team of Lamborghini with a financial partnership plan to broaden the luxury and performance automotive legend’s IP portfolio expansion into a 360 degree entertainment strategy as a marquee immersive experience property. Taking inspiration from the rich cultural history of Lamborghini, artistry of Italy, and elite brand iconography, we developed a comprehensive luxury lifestyle entertainment strategy, vertically integrated business structure, global financial models, and portfolio of experience opportunities.
Project Type
Brand expansion, 360 degree IP and entertainment strategy, entrepreneurial partnership
Location
Global outside of Europe with emphasis on APAC
Client & Partner
Lamborghini / Maycorp
The
Challenge
How can we position the parent brand behind a globally recognized and awarded elite automotive IP portfolio to create a cohesive story and transform the brand itself into a global luxury experience, entertainment, and technology innovation property? How do we translate each of these into digital experiences and immersive real world experience with a sustainable licensing and operational business model?
The
Approach
To build a strong knowledge base, we guided the brand’s representation team on an international tour of destination properties, including an industry overview, exploring the fundamentals of experiential destination design and storytelling, destination business models, best practices, team-building and operations. Then, leveraging the brand and country’s rich design, artistic, and lifestyle heritage content, we developed a strong unifying brand story to realize the world-first luxury experiential entertainment destination and world first Lamborghini innovation center.
The
Solution
- Strategic brand development, including creative, conceptual, spatial, and narrative development of key brand assets for adaptation to destination entertainment model.
- Owner representation and Global Liaison, including industry introductions to numerous global banks, land developers, and guiding the team to meet destination owners and key figures in China, Europe, MENA, and US.
- Identified numerous potential licensing opportunities and partnerships for entertainment, luxury branded hotels, luxury branded residential, and innovation centers.
- Toured with client / partners internationally, introducing them to the global owner, manufacturer, supplier, and talent population.
- Performed licensing services globally.
- Organized and led business modeling and licensing modeling across asset portfolio and verticals.
- Ideated immersive experiences for each of the portfolio assets.
Our
Scope
- Equal financial investment in client partnership / collaboration
- Executive consultant
- Strategic brand development
- Strategic planning
- Budgeting
- Global financial and licensing modeling
- Creative development
- Creative and technical advisor
- Team building
- Global liaison
- Licensing advisement
- Toured global Industry with representation team articulating experiential analysis
More Work
Raven Sun Creative partnered with the Rialto Group, a luxury yacht technology provider, to create an experiential entertainment concept and program for use in the luxury yacht market. The concept is composed of a suite of entertainment experiences, immersive interactive environments, and advanced personalizable technologies.