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Italian sports car manufacturer Lamborghini and Animoca Brands have announced a collaboration to “boost engagement with the automotive brand.”
Automobili Lamborghini, the Italian luxury sports car manufacturer, and Hong Kong-based cryptocurrency company Animoca Brands have announced a partnership focused on enhancing the brand’s engagement within the automotive industry.
In an article dated August 8 blog announcementAnimoca Brands said the collaboration will leverage the expertise of both companies to create “unique experiences for Automobili Lamborghini fans and customers,” without elaborating. While details of the collaboration have yet to be revealed, web3 creative design studio Gravitaslabs and Motorverse, an Animoca Brands company focused on digital vehicles, have been selected as exclusive partners for this initiative, the announcement reads.
Lamborghini deepens its blockchain roots
The latest collaboration is not Lamborghini’s first foray into blockchain-related initiatives. In August 2022, the luxury carmaker partnered with nft PRO and INVNT to launch a series of non-fungible tokens featuring its iconic vehicles in different locations under the title “Road Trip nft.”
The project, which ran until March 2023, released monthly nft collections, each available for a limited time. The initiative was part of Lamborghini’s broader strategy to explore modern collecting and connect with new generations through digital art and nfts.
At the time, Christian Mastro, Lamborghini's marketing director, nft-journey” target=”_blank” rel=””>described nfts as a “new exclusive and unconventional proposition” and a “new form of expression for new generations.” In addition, Lamborghini made headlines when RM Sotheby's nft-and-the-last-aventador-coupe-ever-produced/” target=”_blank” rel=””>Auctioned the latest Lamborghini Aventador LP 780-4 Ultimae Coupé, paired with a unique nft, marking a crossover between physical luxury and the world of tokenized assets.
