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Two Pioneers. One Revolution.

Lamborghini is known as the automaker who breaks bounds time again stretching the limit of innovation. Its machines have thundered into the markets (sometimes quite literally) and mesmerized everyone from a child to the oldest critic. This long-lasting legacy is what has been maintained in its newest addition the Lamborghini Sian FKP 37. The 785-horsepower V12, naturally-aspirated foundation, and the electric motor's contribution taking the total system output to an astonishing 819 hp. It will reach 62 mph in 2.8 seconds and max out at over 220 mph if you can find enough road (and the relevant permit) to make it happen. It is the first to use supercapacitor technology in the automobile industry.

Lamborghini has always been the poster car for kids growing up in the 1990s and its image as a car to have has been carried into this decade of the millennials. This car has a max production limit of 63 worldwide, denoting the 63 years of Lamborghini. Also, it costs a cool $ 2 Million USD and all slots have already been allocated. Just imagine how scarce these are. So yeah, you may not even see one in your lifetime. And just for this reason, they have partnered with arguably the most well-known “construction” brand Lego, specifically the Lego Technic.

For some background, Lego Technic is the branch of Lego that forays into complex construction which is a notch above its regular line of products. It has previously created models like the Bugatti Chiron and the Porsche 911 GT3 RS. It also draws inspiration from the Millennium Falcon and The Death Star set that are one of the toughest to put together.

Lamborghini partnered up Lego to ensure that the experience of owning can be extended to the masses. Capturing the imagination and hearts of young children, Lego collectors, Lamborghini fanatics, and any enthusiast and collector out there. A brilliant stroke in which multiple Target Audiences are captured.

They have created a 1:8 model of the Sian taking care of the minutest details. Let’s start with the packaging. It is a rectangular-shaped box with detailing akin to that of the actual car, From the hood of the car imprinted on the front to the taillights and exhaust pipe shown on the back.

Even the rear decklid under which the monstrous engine is housed has been replicated and made as part of the box. Each fin in the deck lid corresponds to a box in the Technic set that houses parts and instructions on how to build the car.

It then carries on to the entirety of the car, just see the front and side shots of the car. Every detail, every line, and angle has been replicated to its best capacity. This is the collective work of the best engineers at Lego (Uwe Wabra & Jeppe Juul Jensen) and the creative genius at Lamborghini (Maurizio Reggiani, Eminel Hodzic & Mitja Borket). Even the details such as the iconic Lamborghini scissor doors are present in the model and can be mechanically opened. The active rear spoiler also can be moved at the touch of a button.

The craftmanship is no small feat and it takes an immense amount of manpower, time, and patience. The development process consists of multiple drafts and iterations. Each detail is overseen by the design team at Lamborghini. It truly at the end of the day is a piece of art.

This piece of art is made up of 3696 pieces of Lego, some of which have been created just for this project and many others have been 3D printed as well. The construction of this piece takes you on a journey that ensures you get the thrill of creating your own Lamborghini. It makes the whole process more personal, more inclusive. The people who cannot see a real Sian, have their own baby Sian that they made from scratch, that they take care of. It is displayed in glass cases at homes, offices, personal spaces, and collections. It is used as a bragging right and at times for show-off. Even the color that it has been launched in, Verde Mantis, is the color strongly associated with Lamborghini and signifies the raging bull.

It indeed drives business for Lego and Lamborghini along with capturing Mind share of people. Furthers the brand awareness of both entities. Both act as Friends of Brands for each other. It is a mutually beneficial collaboration. The shared values and ethos put both in a position to gain and grow.

You too can help in the growth of my endeavor to unravel the connection between Business and Art. Please Like, Share and Comment. It would be great to have an insight into how you perceive it.