Everyone wants a Lambo

"Tuta sportiva di Armani, caricano la Glock mini
Duecento all'ora in Moscova, comprerò una Lamborghini
Comprerò una Lamborghini."

Lamborghini - Guè Pequeno feat. Sfera Ebbasta

The first strophes of Lamborghini by Gué Pequeno would be enough to understand what one of the most famous Italian brands in the world represents today. An icon of style, but above all a symbol of power passed over the years from the forefather of innovation and research to a brand prisoner of its own history. From design icon to ancestor of the futuristic Cybertruck. Because if there is a Guè who dreams of slipping through the streets of Milan, on the other there is a Travis Scott who prefers to travel with Elon Musk.

"I just bought a Lamborghini
I'm not even into racing/with a windshield full of tickets
cause I live right by the station."

Gonorrhea - Drake

But if someone told you the name Lamborghini, you would probably immediately think of expensive sports cars parked in a huge garage of a villa with swimming pool. In reality, the story of Ferruccio Lamborghini stems from a decidedly less fascinating sector such as that of tractors, a sector which after the end of the Second World War allowed him to accumulate a considerable heritage and various sports cars.

However, there are two stories about the reason behind the Lamborghini's birth, one romantic and passionate and the other much more pragmatic and probably true: if according to some Ferruccio decided to found a car company after a dispute with Enzo Ferrari (“You will be able to drive tractors, but you will never be able to bring a Ferrari” would be the phrase shouted by the entrepreneur from Modena), according to others Lamborghini sensed the potential of the luxury car market. You choose the one you prefer. But it doesn't matter, because whatever prologue you choose the history and life of the car manufacturer founded in Sant'Agata bolognese in May 1963 has had such importance to overcome any geographical and cultural border, coming to contaminate the pop culture of the last fifty ' years. Cinema, TV and music have undergone Lamborghini charm, which has become not only a status symbol of wealth but also an icon of style and design.

"I got a drop on thirty's, rims so purty.
Shut ya lil Gallardo down closed curtain.
Ya got a Murciélago? I got a McLaren for it"

We Do This - T.I.

The work of Carrozzeria Touring and names such as Marcello Gandini, father of the famous vertical doors of the Countach, contributed to making the brand synonymous with elegance, beauty beyond simple appearance and economic value. It is no coincidence that in his Batman trilogy, Christopher Nolan had decided to have Bruce Wayne drive a Murciélago Roadster, a Murciélago LP640 and an Aventador LP 700-4. The Murcielago in particular is the model that most of all obsessed the american hip-hop: Nicki Minaj, TI, Kanye West or more simply the whole GOOD Music have repeatedly paid tribute to the car that most of all represents the Lamborghini spirit. Released in 2001 as the first car after the purchase of the brand by Audi, the Murcielago is named after a bull wounded twentyfour times by the matador Lagartijo but that survived the match.

Not a  random name, chosen by the advertising department of Vokswagen as a symbol of challenge towards rivals of Ferrari, but above all as a sum of the fighting and immortal spirit of the Italian brand. "There is a bit of Lamborghini in everything I do," said Kanye West some time ago, who has never hidden a passion for Lambo that accompanies him from an early age. "The first time I saw a white Lamborghini Countach the guy from the shop told me that I couldn't even touch it, as a kid I was obsessed with that car"; an obsession that not only led West to accumulate an enviable car fleet, but that prompted him to adopt the idea of the brand as a guiding spirit in his work with Yeezy. "Yeezy is the Lamborghini of shoes, we work on each model as someone will work on a machine," referring to the multitude of samples that surrounded West at the time during the interview with Forbes.

But Lamborghini's perception outside the golden world of celebrities is not exactly what we could imagine. According to Amy Hufft of the HL Group, the idea behind a Lamborghini has always been that of "having made it", a flashy and testosteronic way of underlining one's success. For Hufft the risk is to have your own brand associated with a particular social category, unwelcome and far from the values ​​of the brand and its philosophy. In 2005, for example, many british bars and clubs decided to prohibit anyone wearing Prada sneakers from entering, becoming a recognizable symbol of several local gangs. The same thing had happened to brands with Ralph Lauren or Dr. Martens before; as well as Burberry, which in 2004 saw a sudden drop in sales after the famous camel check had become synonymous with chavs. To avoid a similar fate, the Italian brand will necessarily have to look to the future, find a way that can lead it towards the concept of new luxury and far from the idea of ​​the car as an unbridled ostentation.

Next year the first Tecnomar, the yacht produced by the Italian car manufacturer in collaboration with The Italian Sea Group, will see the light, a new step in the collaborations that for some years seem to be part of Lamborghini's growth path. If in 2006 the Murciélago was reimagined by Versace, to get out of the car world we have to get to a few months ago: first with the capsule dropped by Supreme and more recently with the one made by 24Bottles, effectively opening a door on the world of the green and the environment needed for those who are generally associated with the consumption of petrol and exhaust gases. Working on new collaborations is one of the ways necessary to transform the Lamborghini brand into something capable to live even outside the wheels, a different way to embrace the idea of ​​the car as a symbol of progress and not as yet with the past, taking advantage of its history and its tradition to remain among those who made it.