Lamborghini elevate guest experience at Italian museums with the Antenna Group Tour System

Client Profile

Race cars. Formula 1. Fast. Iconic.

Cars excite us, and most of us have a fascination with them. Their design, exclusivity, performance and technology interest even the most novice of car buffs and completely enthral the genuine cognoscenti.

That’s why world-renowned luxury and performance automobile brands have dedicated museums and factory tours that showcase their work to car lovers from around the world.

In the heart of the Italian Motor Valley is the Lamborghini Museum. The museum showcases models from the past and present, formula 1 racing cars, and the Lamborghini Jewels: its engines.  Lamborghini also offers guided tours of their production lines in the perfectly preserved original factory. This tour provides an unforgettable experience of skilful craftsmanship where visitors walk away truly understanding why these magical Italian sports cars are desired and loved across the whole world.


Lamborghini provides nothing but the best throughout its entire business. Naturally, their museum and factory encounters for guests would also need to translate into a memorable and premier visit. This carmaker required tour technology to elevate their visitor experience.

For General factory tours, Lamborghini wanted to improve crowd control and group communication on its fully functioning factory floor tour in the original Lamborghini building. Wanting for guests to have an educational and immersive experience, Lamborghini needed a solution that wouldn’t interfere with the overall experience.


Antenna International provided Lamborghini with Group Tour System technology bespoke to their specific needs.

For Lamborghini, Antenna provided over 60+ Group Tour System devices that mix live tour guides speaking to their audience with audio content for available in Italian, English, French, Spanish, German, Japanese, and Mandarin. This content mix includes information about the factory and engine sound effects throughout the tour. The ability to mix between sound effects, live tour guide information and direction as well as pre-recorded content results in a wholly novel and one-of-a-kind visitor experience. It also aids staff with group management. The Lamborghini factory floor, similar to the cars it produces, works like a well-oiled machine. Group tour management isn’t just a benefit, its essential to the Lamborghini brand and operation.


Visitors at each site leave more impressed than they came. Lamborghini guests have nothing but the best to say about their experience:

“It’s such an impressive factory, and the tour guide did a great job showing and explaining the different stages of the production line. I now have even more appreciation of these magnificent cars.” Lamborghini Visitor, 2018

Contact us to find out more about this or any of our other projects.

Contact Us
Country: Italy
City: Via Modena
Institution Type: Modern Attractions
Year Founded: 2001
Content Type: Groups
Tour Type: Adult
Exhibit Functionalities: GTS

Partner with Antenna

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About Us

We are innovative storymakers and creative technologists devoted to visitor-first experiences.

We make audio tours, mobile apps, multimedia guides, podcasts, interactives, and superior story-driven content for the museum and cultural sector.

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