Lamborghini Urus Launch
An immersive Cockatoo Island experience, combining superyacht arrivals, a light and sound tunnel, vintage cars and a dramatic reveal moment followed by a hospitality driven after party.
Venue
Cockatoo Island
Location
Sydney
The Brief
To deliver the Australian launch of the Urus SE as a complete guest journey – from arrival to reveal to celebration – for 250 customers travelling from across Australia and New Zealand. The brief called for a setting with impact and exclusivity, a tightly managed flow across multiple moments, and a reveal with real theatre: a dramatic unveiling supported by lighting and audio, then a seamless transition into an energetic main event environment with premium hospitality, music and food stations.
We Imagined It
We treated the island as a sequence of discoveries. Instead of moving guests straight into a room, the experience unfolded as a journey – arrival by superyacht, then a controlled transition into the site through the Dog Leg tunnel. From there, light, sound and large-format media set the tone, with vintage cars and roving food and drinks creating energy before the main moment.
We Designed It
The experience was built around contrast: dark, industrial Cockatoo Island architecture paired with high-impact lighting, sound and media. The turbine hall became a light and sound environment – immersive but disciplined, using atmosphere to heighten what came next. In the main event space, tiered bar and lounge seating created a strong audience focus while still feeling social and premium, setting a clear sightline and build-up to the reveal.
We Made It Happen
We translated Lamborghini’s brand guidelines into a real world guest experience – managing the moving parts end to end so the night felt effortless. That meant organising all guest transfers to and from Cockatoo Island, overseeing printing and on-ground collateral, and shaping a catering offering that matched the tone of the launch. We also curated and managed event content, then ran stage management tightly across every beat – from arrivals and the tunnel sequence through to the reveal moment, and the transition into the bar, DJ and food station after-reveal celebration.
What the Room Felt Like
When the Urus SE emerged from a large box with lighting and audio effects, it felt inevitable and dramatic at the same time. The night shifted from anticipation to celebration instantly, with the bar, DJ and food stations giving people a reason to stay, circle back, and live in the moment Lamborghini had created.
