To celebrate both Lamborghini’s 60th anniversary and the annual Art Basel Miami Beach bacchanal, the Italian supercar manufacturer did what it does best: it threw an outrageous party. Prominently spot lit on a pedestal on site in South Beach was the guest of honor: a singular version of the brand’s newest flagship, its first production hybrid supercar, the $608,000 (base price) Revuelto.
Named the “Opera Unica” (which translates to “one-off,” in Italian) this scissor-doored wedge of menace features an ombre purple-to-black paint-job, windswept red-and-blue brush-strokey highlights, and a Memphis-style interior with bold primary-color piping inlaid on a black background. There was even a three-piece set of hand luggage that matched the car’s internal colorways.
“It is kind of like a comet that is arriving in the atmosphere,” said Lamborghini design director Mitja Borkert, as he provided us with a one-on-one tour of the vehicle.
The Lamborghini “Opera Unica” Revuelto is a $1.3 million custom example of the marque’s new hybrid flagship.
Automobili Lamborghini S.p.A.
The handmade exterior and interior required over 650 hours of work to complete, and were meant to communicate to brand loyalists, and aspirants, a trio of core messages. “We wanted to celebrate our 60th birthday, of course,” Borkert said. “We are celebrating the car itself, with this paint job, which is showing off all the suspended floating pieces on the body, the three-dimensional shapes, the aerodynamic airflow. And it is celebrating our Ad Personam program that is offering our customers the highest opportunity to make a personalization on their car.”
Lamborghini design director Mitja Borkert stands in front of the unique expression of the Revuelto.
Automobili Lamborghini S.p.A.
The final point is perhaps the most important, as exotic and ultra-luxury car customization programs like Ad Personam can, by Lamborghini’s own admission, regularly add a very profitable 50 percent premium to the price of one of the Raging Bull’s vehicles. The Ad Personam program can fulfill nearly any color or trim request, matching a car’s paint, leather, or surface embroidery to that of a client’s favorite flower, gemstone, or AI-generated ersatz family crest.
According to Borkert, the brand will soon be adding further customization options to their client-facing repertoire. “In the future, for sure, we could do one day 3-D printed parts,” he said. “We have already done this, by the way, on the one-offs or few-offs like the new Countach, where we have used 3-D printed vents or other components.”
Ultra-luxury car customizations can, by Lamborghini’s own admission, regularly add a 50 percent premium to the price.
Automobili Lamborghini S.p.A.
In addition to the “Opera Unica,” the party was decorated with a wide variety of other Lamborghini-related artwork. These comprised a selection of nearly 50 pieces, commissioned by individual dealerships, to hang in each of the brand’s retail outposts in the Americas as a means of commemorating the marque’s six decades. Most were paintings and silkscreens featuring iconic Lambos, as would be expected. More surprising were the other works. There was a pair of acid-green Nike sneakers, a trio of wire sculptures, a psychedelic surfboard, an indecipherable Lego sculpture, and what looked like a giant manhole cover.
Lamborghini’s Ad Personam program can match a car’s paint, leather, or surface embroidery to practically any client request.
Automobili Lamborghini S.p.A.
Perhaps most compelling was a seven-foot-long, three-dimensional plexiglass outline of a Lamborghini, mounted over a super-saturated depiction of the Hudson River and George Washington Bridge that, upon closer inspection, was made up of thousands of tessellated hexagonal images of other Lamborghinis.
The fact that these works were brought to life without the direct involvement of the marque’s headquarters surprised us, as most brands in this category are fiendishly protective of their intellectual property and messaging, and have strict mandates for the appearance of dealer showrooms. But when we asked Borkert about this, he shrugged. “It’s fitting to our brand values. Being brave, unexpected, authentic,” he said. “In a way, it’s also showcasing the emotions and the passion that our dealers have for us.” (There was, surprisingly, no nudity.)
In addition to the “Opera Unica,” the party was decorated by a selection of nearly 50 art pieces, each commissioned by Lamborghini dealerships.
Automobili Lamborghini S.p.A.
As we were preparing to leave, we asked Borkert if the special 60th anniversary Revuelto was going to be offered up on the open market. “It’s basically just sold, just in the past hour,” he said, matter-of-factly. “It was clear it would be sold, but the customer is now committed.” The price? $1.3 million. Was the matching hand luggage included? Borkert shook his head and smiled. “This is not part of the offer.”
Click here for more photos of Lamborghini’s “Opera Unica” Revuelto.
The $1.3 million Lamborghini “Opera Unica” Revuelto.
Automobili Lamborghini S.p.A.