July 29, 2021

Sybarite Designs the First Ferrari Retail Experience in Maranello, Italy

Famous Ferrari iconography is scattered throughout the retail space. Photography by Paola Pansini.

The iconic Prancing Horse logo is no longer just a metallic emblem to be found on luxury cars. Under the creative direction of Rocco Iannone, Ferrari is expanding its brand into the lifestyle segment by offering clothing and accessories, thus creating the need for a series of branded stores that echo the spirit of its high-class Italian ethos. The first and flagship location of such a retail experience has been established in Ferrari’s hometown of Maranello, Italy and is designed by English firm Sybarite, which will also oversee the creation of future Ferrari stores in Milan as well as Miami and Los Angeles. 

The space is based on a modular and flexible principle that allows the layout to be interpreted and transformed to accommodate seasonal collections and functions like the screening of Formula 1 races. Photography by Paola Pansini. 

The Maranello flagship highlights a contemporary take on the brand’s philosophy and imagery with a highdefinition, inspiring and immersive vision that is based on the relationship between man and machine, as well as the subtle and sophisticated balance between craftsmanship and the avantgarde. Along the front façade, a terracotta colonnade outlines and frames the perimeter of the building, echoing the traditional color of the roofs of Modenese houses and the historic domes in Italian architecture. Behind this, a curved glass wall in graduated shades of red shields gives shoppers a glimpse of the interior, recalling the sinuous trajectory of Formula 1 circuits and the perpetual motion of cars on the track. At the back of the boutique, white clay brick walls are implemented as a backdrop for the new collections, acting as a metaphor for the modeling process of Ferrari prototypes wherein the initial form is created in clay and then in metal. A  harmonious, fluid, and dynamic structure, full of meanings and timeless stories arrive in the present to bring the Ferrari legend into a broader and renewed lifestyle perspective.

mind-map-inspired installation consists of a red grid, which recreates the Fiorano circuit, and features Perspex panels with inserts that enable the team to showcase photos, sketches, and illustrations of the creative processes. Photography by Paola Pansini.
The polished concrete on the floors and walls is meant to recall the interiors of the race pits and production factory. Photography by Paola Pansini.
The combination of acrylic, mahogany wood, and leather, with touches of brushed aluminum characterize the display area. Photography by Paola Pansini.

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