Lamborghini tasked BMF with bringing those experiences to markets across North America, with the realization that no two activations will be alike. At Monterey Car Week, for example, BMF focused its efforts on auto enthusiasts and those catering to them, giving 15 editors of various publications 17-mile test drives in the Lanzador concept car at Pebble Beach.
At Art Basel in Miami, meanwhile, BMF would cater its experiences to art collectors and dealers who also happen to love cars. Last year was Lamborghini’s first at Art Basel, where BMF sees the automaker parked at an intersection of marketing opportunities.
“If you collect cars, your home probably collects art,” Starr said. “There’s a cross-section of luxury—watches, art, vehicles—that all play to the same consumer and are all, in the same way, interesting.”