NFT giant Animoca Brands partners with Lamborghini

Italian sports car manufacturer Lamborghini and Animoca Brands have announced a collaboration aimed at “increasing automotive brand engagement.”

Italian luxury sports car manufacturer Automobili Lamborghini and Hong Kong-based crypto company Animoca Brands have announced a partnership focused on increasing brand engagement in the automotive sector.

Animoca Brands said in a blog post on August 8 that the collaboration will leverage the expertise of both companies to create “unique experiences for Automobili Lamborghini fans and customers,” without providing details. While details of the collaboration have not yet been disclosed, web3 creative design studio Gravitaslabs and Motorverse, an Animoca Brands initiative focused on digital vehicles, have been named as exclusive partners for the initiative, the post notes.

Lamborghini deepens its blockchain roots

The latest collaboration isn’t Lamborghini’s first foray into blockchain-related ventures. In August 2022, the luxury automaker partnered with NFT PRO and INVNT to launch a series of non-fungible tokens showcasing its iconic vehicles in various locations under the banner of “Road Trip NFT.”

Running until March 2023, the project released monthly NFT collections, each available for a limited time. The initiative was part of Lamborghini’s broader strategy to explore modern collecting and engage with new generations through digital art and NFTs.

At the time, Lamborghini’s marketing director Christian Mastro described NFTs as “a new, special, unusual proposition” and “a new form of expression for a new generation.” Lamborghini also made headlines when RM Sotheby’s auctioned the latest Lamborghini Aventador LP 780-4 Ultimae Coupé alongside a unique NFT, signaling a shift between the worlds of physical luxury and tokenized assets.