Photographer: Marc Hill/Bloomberg
Photographer: Marc Hill/Bloomberg

The Crazy Suits and Outrageous Cars at Lapo Elkann’s Garage Italia Launch

Lapo Elkann, that wonderfully eccentric Italian scion who drives a camouflaged Ferrari and wears his grandfather Gianni Agnelli's suits, has launched a new project in an old gas station in Milan. Garage Italia Customs will match your favorite tie or nail color—or leather bag—for that matter, to any vehicle you like. The process takes just a few days; the results will earn you years of second glances. Intrigued? Here are the photos from the launch.

Lapo Elkann is the chairman of Garage Italia Customs, an agency that does bespoke restyling and design projects on cars, boats, and scooters. The Italian entrepreneur famously drives a matte camouflage Ferrari 458 Italia. 

Photographer: Marc Hill/Bloomberg

Elkann's new studio in Milan is inside a landmark building that was formerly an AGIP gas station designed by architect Mario Bacciocchi in 1952.

Photographer: Marc Hill/Bloomberg

Elkann, famous for his flamboyant style, is a New York-born Italian entrepreneur. He is the grandson of Gianni Agnelli, the former CEO and controlling shareholder of Fiat Automobiles and one of the richest men in Italian history. His brother is John Elkann, the Chairman of Fiat.

Photographer: Marco Luzzani/Getty Images

Elkann famously wears his grandfather's old bespoke suits, at least when he is not wearing these overalls with an AGIP gas station stitched in the back.

Photographer: Marc Hill/Bloomberg

Employees use heat guns to apply vinyl wraps on things like this Alfa Romeo 4C. So far, they have customized more than 70 cars, two sailboats, a motorboat, three planes, and a handful of Vespas. The current project is a large yacht. 

Photographer: Marc Hill/Bloomberg

The garage will also do unusual requests, like installing wine bottles in the engine bay of a Fiat 500. 

Photographer: Marc Hill/Bloomberg

Here is Elkann with a customized BMW i8 electric car at the opening of his launch. 

Photographer: Marc Hill/Bloomberg

Before spray painting portions of a car, workers apply masks to its sides and front. The wrap-printed graphics take about two days to complete and cost around $1,700. 

Photographer: Marc Hill/Bloomberg

Elkann is also the founder of Italia Independent, a lifestyle and clothing brand that makes, most specifically, sunglasses and reading glasses developed and produced in Italy.

Photographer: Pier Marco Tacca/Anadolu Agency/Getty Images

A vinyl wrapped Alfa Romeo 4C was on display during the launch of Garage Italia Customs new headquarters in Milan, Italy, on Oct. 7.

Photographer: Marc Hill/Bloomberg

Elkann kisses the Abarth logo during its presentation at headquarters. 

Photographer: Marco Luzzani/Getty Images

Elkann has worked in the marketing departments at both Ferrari and Maserati. He also did a stint in the Italian military.

Photographer: Marc Hill/Bloomberg

Elkann, once a tabloid staple, now focuses mainly on his business ventures. His main vices are cigarettes and espresso.

Photographer: Marco Luzzani/Getty Images

A Ducati Scrambler, primed for customization, during the presentation of Garage Italia Customs new headquarters.

Photographer: Marco Luzzani/Getty Images

In 2011, Elkann Lapo helped develop the Fiat 500 by Gucci, a special edition of the car that he worked on with Gucci creative director Frida Giannini. He has since done projects on other small transportation devices, like this Vespa. 

Photographer: Marc Hill/Bloomberg