Remember when Lamborghini celebrated the opening of its new Advanced Composite Structures Laboratory in Seattle, Washington last month? As it turns out, the Italian automaker also released a promotional video touting its use of forged composite, a development that the supercar brand counts as one of the most important ones to come from its Advanced Composite Structures Laboratory.

The history of forged composite actually dates back to 2010 when it was developed by Lamborghini and Callaway Golf. Essentially, forged composite is made up of bundles of carbon fiber that are held together by a combination of resin and malleable paste of carbon. It caused quite a stir when it was created that Lamborghini didn’t waste any time showcasing the technology on the Sesto Elemento supercar.

Today, Lamborghini is still regarded as the pioneers of forged composite and judging by the video, the Italian automaker isn’t being bashful about it. Nobody can really blame Lambo for puffing its chest when it comes to this technology, especially in the wake of opening it new Advanced Composite Structures Laboratory in Washington where it has another partner in the wings – no pun intended – in Boeing to help the automaker push the boundaries of innovation as only Lamborghini believes it can.

The ad may be about forged composite, but it might as well also be about what Lambo’s new Advanced Composite Structures Laboratory can develop for the future. In its own words, “innovation runs fast, but we run faster.” Hard to argue against that.

Lamborghini Sesto Elemento

Read our full review on the 2013 Lamborghini Sesto Elemento here.