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The project that marked the end of an era. Lamborghini's final combustion-engine Aventador Coupé, immortalised as the world's first 1:1 metaverse NFT supercar — auctioned via RM Sotheby's in collaboration with Steve Aoki and digital artist Krista Kim, and breaking digital auction records at $1.6M. Covered by CNN Business, Fast Company, and Hollywood Reporter.
Lamborghini was about to retire its iconic V12 combustion engine — an automotive era was ending. The brief was to mark that moment with something as significant as the car itself: a project that would capture the cultural weight of the farewell, connect with the emerging Web3 community, and position Lamborghini at the forefront of digital luxury. It had to be a first.
NFT projects in 2022 were proliferating fast, but most were speculative assets with thin creative depth. For a brand like Lamborghini — built on craftsmanship, heritage, and exclusivity — the project had to be genuinely worthy of the car. That meant finding the right creative collaborators, engineering an experience that matched the physical vehicle's prestige in the digital realm, and building a go-to-market strategy that could land in both the traditional luxury press and the Web3 community simultaneously.
There was also a technical challenge: producing a photorealistic 1:1 digital twin of the Aventador Coupé at the level of quality Lamborghini's audience expected — and doing so on a timeline that aligned with the physical car's production schedule.
The project was led end-to-end — from initial creative concept through 3D production, partnership management, and global PR. The creative strategy centred on collaboration: Steve Aoki, who had been vocal about his passion for both Lamborghini and Web3, came on board as the headline collaborator. NFT artist Krista Kim, whose work bridges digital art and physical space, created the accompanying artwork that gave the NFT its visual identity beyond the car itself.
The digital twin was produced to the highest standard of 3D fidelity — not a stylised version of the Aventador, but a precise photorealistic replica that could exist credibly in the metaverse alongside the physical car. The auction was conducted via RM Sotheby's, the world's leading luxury automotive auctioneer, lending the project the institutional weight that a landmark sale required.
The PR strategy ran across two tracks simultaneously: traditional luxury and automotive media, and Web3 and crypto-native press. The result was coverage that reached both audiences — rare for a project of this type in 2022.
The Last Aventador Coupé NFT sold for $1.6M — breaking digital auction records at the time and establishing Lamborghini as the most credible luxury automotive brand in the Web3 space. The project was covered by CNN Business, Fast Company, and Hollywood Reporter, reaching a combined audience of hundreds of millions. It set a template for how legacy luxury brands could enter Web3 with authenticity rather than opportunism — and it remains one of the most significant digital brand moments in automotive history.