Italian sports car manufacturer Lamborghini and Animoca Brands have announced a collaboration to “drive automotive brand engagement.”

Automobili Lamborghini, the Italian luxury sports car maker, and Hong Kong-based crypto firm Animoca Brands have announced a partnership focused on enhancing brand engagement within the automotive industry.

In an Aug. 8 blog announcement, Animoca Brands said the collaboration will leverage both companies’ expertise to create “unique experiences for Automobili Lamborghini’s fans and customers,” without elaborating on the matter. While details of the collaboration are yet to be disclosed, web3 creative design studio Gravitaslabs and Motorverse, an Animoca Brands venture focused on digital vehicles, have been selected as exclusive partners for this initiative, the announcement reads.

Lamborghini deepens its blockchain roots

The latest collaboration is not Lamborghini’s first foray into blockchain-related initiatives. In August 2022, the luxury automaker partnered with NFT PRO and INVNT to launch a series of non-fungible tokens featuring its iconic vehicles in different locations under the title “Road Trip NFT.”

The project, which continued until March 2023, released monthly collections of NFTs, each available for a limited time. The initiative was part of Lamborghini’s broader strategy to explore modern collecting and engage with new generations through digital art and NFTs.

At that time, Christian Mastro, Lamborghini’s marketing director, described NFTs as a “new exclusive, unconventional proposal” and a “new form of expression for new generations.” Additionally, Lamborghini made headlines when RM Sotheby’s auctioned the last Lamborghini Aventador LP 780-4 Ultimae Coupé, paired with a one-of-one NFT, marking a crossover between physical luxury and the world of tokenized assets.