Ice Is No Rival
For the third year in a row, Lamborghini hosted Esperienza Neve—an exclusive winter driving academy in Québec designed to showcase the brand’s performance in extreme conditions. The latest version of this program focused on evolving a familiar experience with new lifestyle activities, a revamped coaching structure, and elevated hospitality. The result: a refreshed and immersive event that surprised returning guests, deepened brand connection, and upheld Lamborghini’s standard of excellence on and off the ice.
Background
Esperienza Neve is no ordinary drive—it’s a high-stakes ballet of power and precision, performed on ice. Set deep in the remote wilderness of Québec, this winter academy offers a rare opportunity to command the brand’s most advanced machines on a bespoke frozen circuit, guided by Squadra Corse instructors.
Behind the wheel: the Revuelto, Lamborghini’s groundbreaking 1,001-horsepower HPEV V12 hybrid; the Urus SE, a 789-horsepower plug-in hybrid Super SUV; and the Huracán Sterrato, a 602-horsepower V10 engineered to conquer terrain most supercars fear to tread.
But Esperienza Neve is more than a test drive. It’s a curated brand immersion. Over two days, guests from across North America engaged in high-performance driving modules, explored Québec’s winter landscape through curated lifestyle activities like dog sledding, snowmobiling, and snowshoeing, and unwound at Hôtel Sacacomie—a log hotel tucked deep in the forest that for each of those days was branded as the Lamborghini Lodge. Every touchpoint—from the setting to the hospitality—was designed to reflect Lamborghini’s values of performance, prestige, and emotional luxury.
Challenge
With two successful editions of Esperienza Neve already under the belt, Lamborghini returned to the same location for a third consecutive year. The core formula remained strong: a stunning backdrop, an expertly designed ice circuit, and a track-proven fleet. But the challenge was clear—how do you keep the experience feeling fresh and unexpected for guests who had already seen the show?
The risk of familiarity was real. Guests knew the terrain, the lodge, and even the structure of the driving modules. The question became: how do we evolve the experience in a way that surprises, delights, and continues to embody the Lamborghini brand at its boldest?
Challenge
With two successful editions of Esperienza Neve already under the belt, Lamborghini returned to the same location for a third consecutive year. The core formula remained strong: a stunning backdrop, an expertly designed ice circuit, and a track-proven fleet. But the challenge was clear—how do you keep the experience feeling fresh and unexpected for guests who had already seen the show?
The risk of familiarity was real. Guests knew the terrain, the lodge, and even the structure of the driving modules. The question became: how do we evolve the experience in a way that surprises, delights, and continues to embody the Lamborghini brand at its boldest?
Solution
To breathe new life into the program without losing its essence, our team focused on refinement and reinvention—introducing thoughtful enhancements that elevated the experience both on and off the ice.
On the track, a new guest/instructor pairing system was introduced to create more continuity across each wave, allowing for deeper coaching relationships and more tailored instruction. The model rotation was carefully designed to ensure every guest experienced the full range of Lamborghini vehicles under varying ice conditions.
Off the track, we expanded the guest journey with new lifestyle programming. Pasta-making classes with local chefs, a motorsport-style racing simulator lounge, and a reimagined bar and lounge space—with cozy furnishings, curated games, and new social touchpoints—added warmth, personality, and connection to the in-between moments. These enhancements gave returning guests new ways to engage with the brand and with each other, reinforcing the emotional depth of the experience.
Results
This year's edition of Esperienza Neve delivered a refreshed, elevated experience that exceeded expectations. Returning guests remarked that the event felt new again—proof that thoughtful evolution can keep even a familiar setting feeling dynamic and exciting.
The introduction of non-driving activities added richness and texture to the program, giving guests more ways to connect with the brand beyond the vehicle itself. Enhancements to the hospitality spaces created a more social and immersive environment, while the new coaching structure improved the personalization and flow of the driving curriculum.
Ultimately, the program succeeded in maintaining the exclusivity, adrenaline, and luxury that define Esperienza Neve—while pushing the experience forward in ways that were authentic, refined, and unmistakably Lamborghini.
Now the question is: how do you push the limits… when you’ve already driven past them? Lamborghini will answer that next winter.
