Ferrari store and its design identity

Yesterday evening a long film about Ferrari family was broadcasted on italian television. That's why today I pay attention to Ferrari Store in Milan designed by Massimo Iosa Ghini.

It can be defined as a immaginative shop. The wiggly curves and the shiny surfaces remind of the soft lines of the red Ferrari as you enter the shop. Indeed, the designer claims: “I used the sensation of dinamicity of the cars, releating to the concept of speed of futurist movement".

It is an innovative commercial space and the largest of the stores currently in existence. There are five display windows and the store is over 800m², of which 600m² is given over to sales. On the five floors, visitors can find countless articles of memorabilia and the entire ‘Replica’ clothing range of track apparel and F1 accessories. Floor -1 is dedicated to clothing that takes Gran Turismo as its inspiration while floor -2 is the children’s zone where games and even an F1 simulator can be found. Books, scale models and original parts of Gran Turismo and Formula 1 cars are situated on the first floor. Luxury goods are on the second floor.

Not only do we talk about a jewel-car, but also about one of the most interesting case of design identity.

An interactive museum takes place thanks to ipertech, memories keeper, where the audience feels through historical videos, b/w photos, models. As Ghini continues: " Ferrari store aims to be the meeting point of the story and Ferrari's myth, of the luxury and racing world.

The project of Ghini includes megascreens, new technologies, an environment on light movements in order to put all the attention of the red Ferrari.

The Ferrari Store is equipped with the latest technology which allows visitors to be fully immersed in the world of Formula 1 and to participate directly in the company’s most famous events. Plasma screens (including one of 5m x 1m) and a state-of-the-art audio-visual system captivates the public in a sound and vision experience that truly gives the impression of being at trackside.