At this year's Miami Art Week, Lamborghini introduced a sensational, graffiti-inspired Urus SE SUV. Drawing attention to its Ad Personam atelier, Lamborghini showcased how customers can bring their bespoke dreams to life—if they're willing to pay the price. Starting at nearly a quarter-million dollars, the cost for a customized Urus far exceeds this hefty base.
Lamborghini, known for its extravagant designs, pairs effortlessly with Miami Beach’s vibrant culture. The Art Deco vibe and bold pastel colors of the city provide the perfect backdrop to unveil an audacious version of their sport-utility marvel. This model’s asymmetrical design evokes the sensation of navigating an intricate maze.
"The colors are inspired by Miami," explains Lamborghini's design director, Mitja Borkert. He envisioned the city's sunrise as a guiding light across the vehicle. Miami’s graffiti culture also played a pivotal role, infusing street art's essence into the SUV's design.
The Urus SE boasts a spectrum of hues: Grigio Telesio (gray), Nero Noctus (black), Blu Glauco (sea blue), and Grigio Hati (off-white). Prestige lies in the marque's complex color names—true enthusiasts relish the challenge. The visual effect mirrors a captivating Salvador Dalí surrealist dream.
"Our goal was to emphasize the Urus's lines," states Borkert. "We also wanted to highlight the sophisticated capabilities of our Ad Personam workshop." Based in Sant'Agata, Italy, this atelier allows owners to flaunt their individuality—and deep pockets.
The interior, while luxurious with charcoal leather, Alcantara, and carbon fiber, plays a more subdued role compared to its exterior. Red accents highlight door handles, stitching, and the fighter-jet-inspired start button. "We focused on the exterior," Borkert admits—a choice consistent with Miami's dramatic flair.
Mechanically, the Urus SE remains unchanged with its 789-hp hybrid V-8 and advanced differential, retaining its thrilling drift potential. This unique Urus SE marks the first to reach a customer globally, though it’s not strictly one-of-a-kind. If the demand arises, Lamborghini could replicate this livery for another buyer.
Already claimed by a discerning (and wealthy) enthusiast, this Lamborghini Urus SE reinforces the brand's reputation for bespoke, extravagant, and unapologetic design. The precise cost remains unknown, but with Lamborghini, it's the unabashed allure that truly matters.
Summary: At Miami Art Week, Lamborghini unveiled the Urus SE, an SUV that blends Miami's vibrancy with Lamborghini’s flair for customization. Despite modest interior changes, its vivid exterior takes center stage. Equipped with a powerful V-8, the Urus SE is already sold, underscoring Lamborghini's appeal to those unashamed of opulence.
