LAMBORGHINI ASPEN

Conceptualization:

30%

Implementation:

70%

1/6

House of Suntory Tour -
Miami Swim Week

Lamborghini Aspen Ski Pop-up

Client:

Lamborghini

Industry:

Automotive

Type:

Live Event

Location:

Aspen, CO

KPI:

Brand Awareness, Prospecting, Driving Experience

CHALLENGES

Lamborghini tapped GRADIENT to bring a Winter Driving Experience to Aspen for the peak holiday season. The program was to include a half-day driving experience of the Urus SUV for current and future clients as well as a warm and welcoming après ski lounge to host guests before and after their drive. The hospitality lounge needed to be in a high traffic and prestigious location, along with elevated food & beverage and decor reflective of the sophisticated Lamborghini aesthetic.

STRATEGY

Nestled at the bottom of Aspen Ski Mountain in the chic and picturesque mountain town of Aspen, the Lamborghini Après Ski Pop-up Lounge catered to guests enjoying the winter holiday atmosphere with a DIY hot chocolate station, light bites from Casa Tua and cozy loungers. An on-site team welcomed driving experience guests through advance reservation time slots and pre-qualifications with the on-site team to test the beauty and power of the Urus, an integral accessory of the high-end Aspen lifestyle. All driving slots were filled through eager participants who also received complimentary welcome gifts such as a customized Lamborghini blanket, candle and ornament.