London-based architectural studio Sybarite paid tribute to Ferrari’s legacy in the car brand’s concept car dealership, which consists of a crimson glass wall reminiscent of a racetrack and terracotta facades that sway to its Italian heritage.
Discovered here in photos shared exclusively with Dezeen, the store is located on an open floor in a 1980s building in Maranello, in northern Italy, where the Ferrari factory is located.
The opening of the store will coincide with the launch Ferrariis the first fashion collection on June 13 designed under the creative guidance of Italian designer Rocco Iannone.
Sybarite, which won the project in a private competition, was asked to create a retail environment that would present a fashion trend and serve as a place for Ferrari Formula 1 fans to immerse themselves in the brand.
For the exterior, Sybarite has created a terracotta facade with columns – a material used for centuries in Italian construction. It refers to the traditional color of the roofs of modern houses and the historic dome in Italian architecture.
Unlike the traditional exterior of the building, the interior has winding shapes and shiny red and white surfaces.
The Ferrari red glass wall runs through the interior of the store and is intended to reflect the curves of the Fiorano Circuit track.
“The ripple of the glass gives a sense of speed and movement, its ribbon-like shape is a direct reference to cars moving fast around the Fiorano Ferrari circle,” Sybarita co-founder Simon Mitchell told Dezeen.
“The curvature of the glass invites the customer into the space from the outside. The opaque red gradient indicates speed and is a sign that ‘racing red’ (Rosso Corsa) is well known to Ferrari enthusiasts.”
The white brick wall behind the glass wall serves as a backdrop for the store’s products. These clay bricks represent a clay modeling process used to make Ferrari prototypes before cars are converted to metal shapes.
By the way, cylindrical poles with backlit display cases in painted acrylic display cases display small items and accessories such as sunglasses and Ferrari models, and a curved metal shelf system, which emerges from a clay brick wall, expands into retail with shelves and rails.
The installation of the Cavallino brand logo (Italian for Prancing Horse) is located near the entrance. Made of black metal sheets, it appears to float, separate and merge creating a suspended structure that as a whole can be viewed from different angles.
Next to the entrance to the store is an installation inspired by the mind map, which consists of a red grid that creates a map of the Fiorano circle, lined with moving images of the creative processes behind the product.
A more intimate space in the store is dedicated to capsule collections and special cooperation.
It features three exhibition areas equipped with acrylic, wood and leather with touches of brushed aluminum, while a wall-mounted monitor displays Ferrari projects.
To help with the design process, Sybarite collaborated with references from Ferrari’s archives and with Ferrari’s diversification team to select materials that are synonymous with its car manufacturing process, as well as for the town of Maranello and Italy as a whole.
“We were seriously thinking about not making retail spaces too museum-like,” Mitchell explained.
“Design subtly connects Italy and Ferrari as synonyms through architectural devices and material design codes. We obtained the clay locally and focused on crafts from the area,” he added.
References to materials used throughout the interior include mahogany, which was used to make the original Enrico Nardi steering wheels from the 1950s and 1960s, and brushed aluminum, which is used in the second phase of Ferrari’s car production process.
The smoked acrylic treated with a special smoky bronze finish is nodded to Italian modernists who worked in lucite, such as Guzzini and Castelli, and the poured concrete floor is reminiscent of a pit and a Ferrari factory floor.
Yellow Alcantara – an antelope-like material used inside the car – is used to line the locker room walls, and leather and seam details honor the brand’s historic collaborative relationship with furniture maker and leather specialist Poltron Frau.
“This is part of a broad strategy for Ferrari – we have created a new shopping experience and a new design concept that embodies the values of innovation, style and performance of Ferrari,” Ferrari’s CEO of brand diversification Nicola Boari told Dezeen.
“The space has been completely renovated and redesigned in line with the company’s plan to develop and expand into the lifestyle segment, becoming the first venue for the debut of a new collection of clothing and accessories under the creative leadership of Rocco Iannone.”
The retail strategy will be introduced at Milan’s leading brand store in September, followed by a double overseas opening with locations in Los Angeles and Miami.
Other Sybarite interiors include the Joseph fashion label store in Miami, which is anchored by a black metal staircase in the shape of a cork.
It’s a photo Paola Pansini.