Games

Roblox x Lamborghini hosts launcher lab design

An online gaming platform and game creation system with over 70 million daily active users Roblox It is actually a virtual country in itself.Even so, we were surprised to find out that the Italian performance car brand Automobili Lamborghini Choosing Roblox as the premier venue to invite the public to view their all-electric vehicles Ultra GT Launcher Up close and personal… players are even promised the chance to drive the dual-motor Gran Turismo 2+2 concept car long before it hits the market.

Realistic 3D rendering of blue all-electric Lamborghini Lanzador Ultra GT seen from the side

Realistic 3D rendering of blue all-electric Lamborghini Lanzador Ultra GT seen from slanted side profile facing right

Lamborghini originally debuted the Gran Turismo 2+2 concept at Monterey Car Week, a design intended to introduce the Ultra GT into a new segment for the Italian automaker. But the real-life event attracted an audience traditionally associated with concept presentations and traditional unveilings, Lamborghini Lanzador Lab: Official Design and Driving Experience Something brand new is available on Roblox, allowing “attendees” to tour a replica of the Lamborghini Automobile Museum online, then design and customize their own digital launcher through Lamborghini’s Ad Personam personalization program, turning the race into an in-game experience.

Lamborghini Automobile Museum online 3D model in the Roblox gaming platform

Lamborghini Automobile Museum online 3D model in the Roblox gaming platform with the Lanzador Gran Turismo 2+2 concept model parked next to the paint finish options wall

Lamborghini Lanzador Lab aims to provide an immersive virtual experience: the official design and driving experience on Roblox is not only a glimpse into the future of high-performance driving, but also an example of future marketing for a new generation of components that already exist in their virtual universe life in.

Two Roblox online avatars looking at a glowing frame image of the Lamborghini Lanzador concept car

Two female Roblox online avatars looking at sketches of the Lamborghini Lanzador concept car

Automobili Lamborghini Design Director Mitja Borkert believes the Roblox platform is just another viable social platform that gives car brands the opportunity to connect with a generation that is already accustomed to attending events and participating in experiences hosted entirely online and in virtual environments.

Roblox online avatars cheer on a Lamborghini team about to compete in a time trial.

Roblox players are invited to compete in time trials with 3D replicas of their concepts capable of “over 1 megawatt of peak power” (equivalent to 1,341 horsepower). Lamborghini is also offering Roblox players special-edition virtual racing helmets, backpacks, beanies and other hats to decorate their avatars, with the rarest item being the Automobili Lamborghini Bull Head (only three will be available, priced at $1.5 million) to Roblox currency representation).

this Lamborghini Lanzador Lab: Official Design and Driving Experience To the older generation, this may seem like a childish novelty.But consider that we’re several generations in now and there are already millions of racers driving thousands of cars in the game, e.g. force horizon and grand tour. Long before the Lanzador concept enters production in 2028, Lamborghini may have been one step ahead and found a ripe opportunity to connect with future car enthusiasts.

Gregory Han is a senior editor at Design Milk. The Los Angeles native has a deep love and curiosity for design, hiking, tide pools, and road trips, and you can find a collection of his adventures and musings at gregoryhan.com.

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