The project is a monument that will sit above the roundabout on the road to the Lamborghini factories, near Bologna.

The car maker launched a competition to build a landmark installation which aims to welcome all the visitors on their way to the Lamborghini museum.

Through this work we invastigate how to express the sense of strength, speed, and unicity embedded in the famous brand.  An icon that thanks to its restless research on materials, aerodynamics and technology has shaped the car-making philosophy through the time. Regardless of where you come from or what language you speak, what is your first thinking when you hear the word ‘Lamborghini’? That image that sparks up in your mind for less than a moment.

Our proposal wants to give a voice to that image, that instantaneous vision of speed and power. But how do we freeze speed and power?
Like the perception of reality is distorted while driving at a high speed, the monuments, finished with mirroring panels, aim to deform the reality by scattering the reflection of the surrounding. The geometry of a Lamborghini Reventon has been first simplified in a number of vertical sticks (Monument 1) and then in a number of vertical planes (Monument 2). To emphasise the sense of speed, the sticks and the planes are tilted by 30°