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Automobili Lamborghini is representing the Italian automotive industry at the exhibition ‘“Il Falso Non Ha Senso” (“Fakes Don’t Make Sense”): Made in Italy, genuineness and fakes’. This is the first exhibition to address the fake market that will be held in Rome from January 13 until February 6, 2011.

Organised by the Ministry of Economic Development, the exhibition’s goal is to convey an important message regarding the fight against fakes and at the same time give full value to the genuineness of products.

Housed in the prestigious setting of Palazzo Ruspoli in the historic and cultural heart of the capital city, the exhibit route winds through the displays of Italian companies with the most representative ‘Made in Italy’ brands that are particularly damaged by fakes.

This innovative project, open to the general public, was conceived as a tool for involving and supporting the Italian manufacturing industry. Every commodity stands out within the exhibition through utilisation of one of the five senses to offer visitors a multi-sensory and perceptive experience.

The first hall is devoted to Lamborghini, the only car brand selected to represent ‘Made in Italy’. Here the prevailing sense is hearing, and visitors can learn about the Lamborghini world through the roar of the engines. Whether they are 10- or 12-cylinder, like the new V12 that will make its debut at the Geneva Motor Show this year, engines have always been the distinctive feature of the House of the Raging Bull. Several products from the Automobili Lamborghini Collection that best represent the brand’s range of small leather goods and men’s and women’s clothing, will also be on display in the hall.