Lamborghini releases The Touch: The Power of Emotions

Lamborghini has released a new video, titled, The Touch: The Power of Emotions, which highlights how the marque dedicates attention to the issues of diversity and inclusion. 

The video is said to describe the sensations experienced by the protagonists when touching a Huracan Tecnica. The intensity of emotions felt were detected through sensors, which eventually corresponds to a different colour.

The Touch: The Power of Emotions displays the emotions felt when touching a Huracan Tecnica through the use of colours

Interestingly, the video took inspiration from a real event at the Bologna Guglielmo Marconi Airport. There, Luca Grasso, the Director of Polo Tattile Multimediale in Catania, a multimedia touch center for the blind and visually impaired, was denied the chance to touch a Lamborghini on display there. 

This pushed Lamborghini to make contact with the Milan branch of the UICI (the Italian Union of the Blind and Visually Impaired) to work on this project together. Lamborghini states that this initiative is part of the marque's commitment to promoting inclusion, making its history and products accessible to an increasingly wider audience. 

Lamborghini's commitment is also shown through the Lamborghini Museum, which is offering a series of events in which visits are conducted in Italian Sign Language (LIS) with a certified LIS interpreter, allowing a wider audience to discover the history and the technological innovations by the brand.

Beginning in June 2024, visually impaired and blind guests will be able to participate in guided tours in which they have the opportunity to touch the models on display, experiencing Lamborghini through the sensations created by physical contact.