Ferrari wanted to see if a retail concept could be combined with a showroom, to the benefit of both. Being Ferrari, they put it on Park Avenue and opened with a celebrity-packed party.
High tech, high touch
Central to the showroom concept are white leather-clad private design rooms with screens for designing a custom Ferrari on the spot.
The showroom floor itself flows into the retail space, with branded merchandise for sale to a worldwide fan base.
In addition to IT, technical, and A/V challenges, the fit and finish of every surface had to reflect the highest standards of luxury automotive design. With two Italian design firms, an Italian architect and US architect all on the project, we coordinated designs, materials, and ideas from Europe and America, and sourced elements locally to match their European counterparts.