When it comes toevents, it is known that the focus needs to be on the guest at all times. Wedared to redefine this rule by developing a setting full of extremes eagerlyrevolving around only one core piece: „The Unbeastable“. Selected salesmen andjournalists became fellow comrades who were invited to accompany their „hero ofhell“ onto the battlefield (press conference, reveal) followed by a feastwithin the Toyota family circle (gala dinner). Participants were hereby giventhe opportunity to experience the brand’s core values – uncompromising andextremely Italian – first hand.

client: Lamborghini
agency: Hagen Invent
concept: Hagen Invent, Kai Janssen, WHITE ELEMENTS
design, architecture: WHITE ELEMENTS