The new direction for Ferrari was signalled by the unveiling of Rocco Iannone's runway show of ready to wear in Maranello by Bureau Betak earlier this Summer. The collection continues to be sold over six drops. The Ferrari lifestyle side of the business is predicted to account for 10 per cent of Ferrari's profitablity within the next 7-10 months.
The new direction for Ferrari retail involved a two-year radical rethink by Sybarite of the brand's previous stores. Faced with a 190-page brief that focused primarily on creating a new retail environment, Sybarite's approach was bold, inviting Ferrari into an expansive viewpoint that proposed an experiential jounery into the heart and history of the Prancing Horse. The stores would be synonymous with Ferrari through design codes rather than branding.
"The more we stripped back the design, the more powerful the concept became. The idea was to pare back the stores and emphasise Ferrari's Italian design heritage, but also to capture a futuristic spirit and be inclusive of people whether they be five years old or 70". - Simon Mitchell, Sybarite
Sybarite created a sensory retail environment with a strong narrative reflective of craftsmanship, human innovation and inspiration that is inherent in the brand's car-making history, whilst delivering energy and vibrancy to the space as Ferrari evolves in this new direction. They have paid homage to Ferrari's famous curves as well as the greats of early and mid-20th century Italian designers including Gio Ponti, Giancarlo Piretti and brands such as Poltrona Frau, Flos and Cassina.
"Everyone knows that Italy stands for the 3 Fs - food, fashion and furniture - but there is another F - Ferrari, arguably the world's most iconic carmaker. Our task was to evoke the passion, sense of place and nostalgia around the brand - but in a highly contemprary way." - Adrian Condina, Sybarite
For the new generation shops, Sybarite's specialism in storytelling was realised architecturally through material and form. Within each of the new Ferrari stores, Sybarite has specified the same three materials and colours to ensure a consistency of design and storytelling. These will be adapted according to typology and locality in the future. Terracotta, glass and clay bricks will feature in each, but configured in different ways. Terracotta evokes Italy's classical heritage and is the material associated with the Pantheon and the rooftops and church domes from above. Glass, as a material that can be colourful, can curve and ripple in a sinuous movement akin to the sweep of a car around the track. Clay brick represents the initial clay modelling process for Ferrari prototypes before the cars are turned to metal forms. Expert touches of signature Rosso Corsa red and a vibrant take on Modena yellow are employed to denote focal points within the retail environment.
The global rollout of the new concept will continue in the USA, Asia and Europe.
Photography: Dylan Thomas
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