Lamborghini Turns Factory Into Art: Stunning New Museum Exhibition

The Automobili Lamborghini Museum is kicking off something fresh and unexpected with its newest exhibition called “The Industrial Perspective” by Italian photographer Lucrezia Roda. Opening on April 15 to coincide with World Art Day, this show is more than just a display of photographs—it is a creative deep dive into how Lamborghini connects the worlds of art, industry, and community in a very real way.

After celebrating its 60th anniversary in 2024 with the successful “Dreamaway – Lamborghini through the eyes of the world” exhibition, the museum is not slowing down. It saw a record-breaking 172,000 visitors last year, which is a 26 percent increase over 2023. That alone shows just how hungry people are to experience the brand beyond its high-performance cars.

Lucrezia Roda, born in 1992 and originally trained in theater photography, brings a dramatic and detailed eye to industrial subjects. In this latest exhibit, her photos are positioned right alongside some of Lamborghini’s most iconic cars, turning the museum into an immersive space that blends machinery with visual storytelling. Many of her shots are from her 2023 series “Inside Lamborghini,” offering a behind-the-scenes look at areas of the factory that the public rarely gets to see. She also includes images from other leading Italian companies, creating a bridge between Lamborghini and the broader world of Italian industry.

What makes Roda’s work stand out is how she pairs colors, shapes, and surfaces to spark visual and emotional responses. Her compositions create a rhythm between chaos and control, function and beauty. Every photograph has a title that gives it meaning, while her use of light, texture, and composition makes the viewer look twice—even at something as simple as a production line.

Roda describes the experience as stepping into a place where “every detail has a function, but also a form, a kind of light, a narrative tension.” Photographing Lamborghini’s factory, she says, is like stepping into a dimension where precision and expression live side by side. The factory becomes more than a workplace—it turns into a stage where metal and materials come alive.

Her signature style of sharp lighting, bold colors, and meticulous framing pulls the viewer into a space that feels almost surreal—like a cross between reality and imagination. Instead of simply documenting manufacturing, her images reinterpret it with emotion and creativity.

This type of artistic partnership is not new for Lamborghini. According to Christian Mastro, Marketing Director of Automobili Lamborghini, the company has always thrived on innovation, vision, and creativity—not just in its cars, but also in the stories people tell about them. This exhibit is a clear reflection of that ethos, and the museum continues to be a space where history and culture come together.

The Automobili Lamborghini Museum is located in Sant’Agata Bolognese and continues to evolve as more than just a car collection. Alongside legendary models, temporary exhibitions like “The Industrial Perspective” expand the brand’s story through art and design. The museum is open daily from 9:30 in the morning to 6:00 in the evening from October through April, and from 9:30 in the morning to 7:00 in the evening from May through September.