LONDON — It takes a sure type of braveness to roar round a Formula One racetrack at 180 miles an hour, and a complete totally different form to shift gears, say goodbye to the previous and steer into new territory.
Two years in the past Ferrari’s bosses mustered their braveness, buckled up and stated “sì” to a journey with Sybarite, the recent London structure and design agency that had proposed a radical re-think of the model’s retail idea.
Sybarite has since eliminated the Ferrari title from the brand new retailer’s signage, stored the well-known prancing horse brand, put the deal with Italian design and dreamed up immersive experiences geared towards households and a number of generations of Ferrari lovers.
The new look is pared again, refined and made in Italy — proper right down to the terracotta that’s been hauled out of the bottom close to Ferrari’s Maranello headquarters in Emilia-Romagna.
Inside and outdoors, the Sybarite architects haven’t solely paid homage to the Ferrari’s well-known curves, but additionally to the greats of early and mid-Twentieth-century Italian design, figures together with Giò Ponti and Giancarlo Piretti, and types resembling Poltrona Frau, Flos and Cassina.
In doing so Sybarite transported Ferrari into new territory, and introduced it proper again dwelling to Italy.
“Ferrari’s retail was nowhere near the level of their cars, or their brand,” stated Simon Mitchell, cofounder of Sybarite, who labored on the mission with Adrian Condina, affiliate director. “They knew they needed to elevate the brand, take it to the next level. It’s been a hugely brave step for them.”
Mitchell stated the thought was to pare again the shops and emphasize Ferrari’s Italian design heritage, but additionally to seize a futuristic spirit and be inclusive of individuals whether or not they be 5 years previous or 70.
This retailer is not going to solely have immersive, simulator experiences, but additionally carry style and equipment by the brand new inventive director Rocco Iannone, whose debut present will happen in Maranello this weekend.
It will even provide merchandise from Ferrari’s myriad collaborators, which vary from Lego to Ray-Ban, Tod’s and Puma. A 24-hour merchandising machine will likely be promoting small-scale mannequin vehicles that are in style amongst collectors.
“We want families in there,” stated Mitchell, including that he additionally needs guests, irrespective of how previous they’re, to grasp and respect what Ferrari is about, and to take pleasure in themselves within the shops.
“Retail needs to work so much harder nowadays. Customers are so much more well-informed, and they want more of an experience, a reason to go to physical stores. Retail is theater, and these stores have to be embassies to the brands,” Mitchell stated.
Sybarite is presently engaged on three retail openings: A 6,458-square-feet retailer in Maranello, throughout the road from Ferrari’s HQ, will open on Tuesday, June 15, adopted by a bigger unit in Milan in September. The Milan retailer, within the galleria Vittorio Emanuele close to La Rinascente, will span 16,145 sq. toes, whereas the third will open in Miami on the Aventura Mall. That retailer, which opens in October, will measure 2,906 sq. toes and be a very vital for the model as 40 p.c of Ferrari’s automotive gross sales are within the U.S.
More new-generation outlets will comply with within the coming months.
Anyone who recollects the previous Ferrari retailer format, with its darkish, hard-edged interiors, is in for some surprises. There’s no Ferrari signal on the colonnaded terracotta facade. The branding is minimal, and the phrase Ferrari is difficult to seek out anyplace within the retailer.
“The more we stripped back, the more powerful the concept became,” stated Mitchell.
The well-known leaping horse brand greets guests, whereas inside, the shop options partitions of delicately curving pink glass, poured cement flooring and clay bricks.
Sybarite has spun supplies discovered inside a Ferrari into the shop together with brushed aluminum, Alcantara luxurious suede and Poltrona Frau ribbed and stitched leather-based.
Rounded, cave-like areas that recall the form of the Pantheon in Rome home immersive driving experiences — a should for Mitchell, who’s been an F1 lover since he was slightly boy.
Condina stated the intention was to make the interiors sensual and tactile and add “a softness and a calmness” that had been lacking in earlier Ferrari codecs.
“The tables are made of acrylic, and look like they are floating in the space,” Condina stated, including that they recall the designs of Ponti and Piretti so as to “keep that iconic Italian look.”
A collection of slim picket “fins” have been made to create totally different, versatile areas for Iannone’s collections and capsules to be displayed, whereas the lighting has been sourced from Flos, the Italian lighting model primarily based in South Tyrol.
Instead of plunking a Ferrari in the course of the brand new retailer, Sybarite thought extra about in regards to the model and its historical past, and determined to create an anamorphic set up.
From the entrance, the set up seems like bits of a black jigsaw puzzle hanging from a collection of wires, whereas from the perimeters the prancing horse emerges in all its splendor, seeking to the longer term.