ferrari store by massimo iosa ghini opens during milan design week

ferrari store by massimo iosa ghini opens during milan design week
all images © ferrari s.p.a and nicola schiaffino

ferrari has opened a flagship store located in milan’s historic palazzo ricordi, just a few meters away from the piazza del duomo. the three story building was designed by italian architect massimo iosa ghini, and was conceived as not only a retail establishment, but an entertainment venue as well. 

entrance 

cutting-edge materials like carbon fiber and anodized aluminum compliment nods to the brand’s leading technologies to deliver an immersive, 360° experience. the bottom floor is home to a special treat, four F1 simulators, setting the outlet apart as the only one to offer the experience out of 30 existing stores worldwide. the rides draw directly from the single-seat race car and brings an authentic feel straight from the asphalt. 180° HD screens engross racers into iconic tracks like: monza, imola, mugello, silverstone, and nürburgring. incredibly accurate acceleration and braking, including hitting the strips when cornering, deliver an ultra-realistic racing adventure. 

ferrari F1 display

the ground floor is home to ferrari men’s collection and a 13 m2 interactive video wall. a built in kinect system picks up visitor movements and gestures, and is able to cater audio and visual content based on its readings. also on the level, is the luxury pr1ma collection, a contemporary line that captures the heritage and spirit of the company.

women’s collection 

the top floor is devoted to the ferrari women’s section, alongside fan and lifestyle apparel and accessories. surrounding the space, memorabilia walls display original components from GT and F1 cars that have gone down in prancing horse history. throughout, four multi-sensory positions accompany and entertain customers as they explore and peruse. in the coming months, ferrari plans to open their 32nd location on via tomacelli in rome. 

an interactive display wall doles information to visitors

the space was designed by massimo iosa ghini

top level 

children’s section 

ground level displays 

pr1ma collection 

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