Year:2017
Client: Ferrari
Partner: Officina di architettura_Elena Pancaldi
Budget: Reserved
Surface: Reserved
Phase: Completed

Activity: preliminary, detail and final design

The project stems from the desire to create an absolute stage for Ferrari. A pure front, defined by a 23-meter-long, 5-meter-high video wall, acts as an emotional backdrop in service of the true protagonists: the automobiles. Its spectacular yet rigorous presence enhances the experience without competing with the iconic design of the cars, extending the stand beyond its physical boundaries and inviting visitors into a unique, immersive atmosphere.

Architecture dissolves to give way to emotion, merging with desire and beauty. The primary platform, conceived as a slightly inclined plane, improves the visibility of the cars even from outside the stand, while the asphalt-grey floor, crossed by subtle white lines, recalls the road, mathematics, and the design research that defines every Ferrari.

Through a cut in the video wall, visitors enter the Lounge, the exclusive heart of the stand, from which the Tailor Made area, offices, and services are accessed. Here, technical and prestigious materials—colored glass, electro-colored metals, Poltrona Frau leather, and Ferrari red lacquering—interact with custom-made furnishings featuring fluid forms, evoking automotive interiors. The result is a refined and welcoming environment in which architecture places itself at the service of Ferrari’s excellence.