Lamborghini and Versace developed a project together: a customized car and luggage tailored by Gianni Versace. This upscale project enabled a fashion-minded customer to acquire a luxury sports car distinct from all other sports cars in the world; this high-level project also permitted the development and design of a new line for men that would expand the Gianni Versace Couture collection. The Couture collection is a premium all-leather line. Its items were exclusively adorned with a gold or silver plate bearing the words “Gianni Versace Couture.” This project seemed to be the ambassador par excellence of Italian luxury in the quest for development in the Chinese market.
The Shanghai Plaza 66 VIP event, which notably welcomed influential Chinese landlords, was one of the biggest branding operations of the Versace house abroad. A unique event with a dedicated scenography was created for the occasion. A customized Lamborghini – Gianni Versace car was exhibited on a rotating platform, the new logo and corporate codes of Versace were revealed, and the Couture collections for both women and men were displayed.
Emotion and pride convinced new customers and Chinese entrepreneurs to develop the Italian brand in their country. Almost fifteen new Versace stores were opened thereafter in the most prestigious venues in China, thanks to the branding operation recognized by the local press.
