Lamborghini to open pop-up museum in Hong Kong

The 4,000-square-foot museum, which opens 23 May and closes in September, will occupy the ground floor of the new Mid-Town Plaza in th city's Causeway Bay shopping district. The plaza boasts a wide range of high-end dining places, including Jamie Oliver's soon-to-open Italian restaurant. The property is a development of Soundwill. 

Josephine Lee, marketing GM for Lamborghini Hong Kong and Guangzhou, gave Campaign Asia-Pacific a preview of the project. “We have done pop-up stores in Germany and UK before, but they are outdoor," she said. "Hong Kong is the first city in Asia to have an indoor pop-up museum.”

The showroom will highlight Lamborghini’s 50-year heritage and display models on a rotating basis.

Thanks to the support of local collectors, the museum will feature Lamborghini treasures from the past to the present day; some items will be showcased in Hong Kong for the first time.

At the grand opening on 23 May, the brand will showcase three models including the four-seat 400 GT 2+2 (a "masterpiece" developed by the founder, Ferruccio Lamborghini), the Countach LP400, and the Reventón. “We chose models that are both signature and limited-edition for the Hong Kong public and our fans,” Lee said.

The exhibit will also include model cars, and Lamborghini’s 50th anniversary coffee-table book will be available, featuring the maker's entire timeline.

To bring people to the location, the company is relying on media coverage as well as its 700 Facebook fans and official website.

In addition, Lee said the company plans to invite photography fans to take part in a photo contest. “We are also planning to collaborate with other brands like wine cellar, camera, fashion, watch and jewellery to do collaborated VIP events."