shiro studio completes 'rosso&rosa' exhibition design for enzo ferrari museum in modena

london-based shiro studio has recently completed the design of ‘rosso&rosa’ exhibition for ferrari celebrating the relationship between women and ferrari throughout the history of the brand. the immersive installation uses a series of intersecting walls, scattered across the sloping floor of the enzo ferrari museum in modena.

the display walls’ height constantly varies from 1 meter to 3 meters

the variation in height and angles of the display walls allows visitors to create their own route and discover the cars and large-sized photographs from the ferrari archive, portraying female owners, racers, and their cars. each self-supporting wall is constructed out of a lightweight steel structure covered with a translucent fabric.

view over the installation

‘when ferrari asked me to develop the concept for this exhibition, I wanted to frame and structure the openness of the layout, introducing a series of intersecting walls that could gradually disclose both cars and photographs whilst preserving a wide visual perspective over the 2,000 square meters of display’ explains arndrea morgante, the founder of shiro studio, who originally art-directed the design and construction of the enzo ferrari museum in 2012.

visitors are free to choose their own route throughout the exhibition

detail of the display wall

panoramic view across the enzo ferrari museum floor space

through large-sized images from the ferrari historical archive the exhibition illustrates the relationship between women and ferrari

the sculptural presence of the walls across the sloping floor helps to gradually disclose the cars on display

shiro studio art-directed every aspect of the exhibition design, including the graphics applied to the vertical surfaces

detail view of the display

cars, photographs, and graphics merge across the entire display

view across the cars on display inside the enzo ferrari museum

the exhibition layout allows for unexpected perspectives

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edited by: maria erman | designboom