A story-driven online configuration and driving experience for making your own very special rampaging Italian snowflake.

Automobili Lamborghini x instnt with RTT · Creative / Art Direction, UI / UX & Interaction Design

Lamborghini Huracán Explore

The ask was to build an engaging online configuration experience for the Lamborghini Huracán LP610-4, elevating infotainment with emphasis on technical explanation. Going beyond the ask, we expanded the configurator by an online racing game.

Project details

"Only when I can make one of MY VERY OWN THAT NO ONE ELSE HAS will it finally achieve greatness."

The name Lamborghini means quality, reliability and technical excellence.

The Huracán Explore was designed as an engaging destination, leveraging the decision level through an extended offer of technical information and a strong visual approach. Fans and prospects alike were able to configure their dream car across eight magazine-like chapters, and share realistic images of their personal model on social platforms.

The solution was based on an adaptive design framework, supporting a fluid responsive behaviour across multiple resolutions and devices. Its HTML implementation allowed for a complete integration into the Lamborghini.com website, whereas a CMS interface made it highly scalable and easy to maintain.

The visualisation was powered by a high performance server-based image generation utilizing a true-to-detail 3D model. Each view was split into an extensive array of individual selectable image layers, including background, beauty and effect passes, which were combined upon request to match a corresponding configuration. To ensure that only valid results were delivered, both configuration interface and image generation were connected to a server-based rule engine. Each image was encoded with the corresponding configuration information and could be shared through social channels, allowing people to reenter the configurator with any shared configuration.

Once configured, the Huracán was available for an online driving experience on a virtual version of the Audi driving experience track in Neuburg an der Donau. Powered by the Unity 5 game engine, the sports car came alive thanks to surprisingly realistic vehicle physics, detailed graphics and the original sound of the 10-cylinder car. And it was all about beating that lap record just one more time.