It’s an audacious move for a car brand to cross over to an entirely different industry, but if you have a solid global stature like Ferrari, it should theoretically be a no-brainer. Following the presentation of its Spring 2022 Collection by brand diversification creative director Rocco Iannone last June and a boutique on the premises of its headquarters in the rural town of Maranello, a flagship store has been inaugurated in Milan‘s hugely prestigious Duomo district. Situated on the ground floor of Casa Borella, a historic late 19th-century building and just steps away from the opulent Galleria Vittorio Emanuele II shopping arcade, the retail space sees a renewed collaboration with London-based architecture and design practice Sybarite. In sync with home base boutique, the interior design oozes references to both characteristics of Italian architecture and the company’s design legacy. The focal point is a ribbon-like staircase which connects all three floors, and unapologetically flaunts a suspended full-size Formula 1 car model in the atrium along the way. The interior walls consist of hand-applied terracotta which is elegantly contrasted by bespoke white clay bricked walls.
The right side of the ground floor accommodates a chequerboard screen on which videos and images flow, commemorating the link between racing division Scuderia Ferrari and the world of cinema. Another suspended structure is highlighted features here—a metal rack in brushed aluminium dangles from the ceiling, inspired by the Ferrari factory carousel machine and underlining the relationship between the factory and the shop floor. Directly opposite, the story of Ferrari’s historic involvement in the world of Formula 1 racing is captured by a scenography of cult objects dedicated to the fanbase of sporting competitions. One floor up, bespoke installations showcase apparel items, eyewear, bags, shoes, accessories, and also features a kids area. The basement section is home to three simulators which enable shopping fans to experiencing the same challenges and emotions of Ferrari drivers in virtual reality. For the most discerning of shoppers, a plush V.I.P. lounge area is readily available, obviously designed in a matching style.
Ferrari
Via Berchet 2 (Duomo)
20121 Milan
Telephone: +39 02 49490815
Daily 10am-8pm
Publishers Note
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