Ferrari rolls out a new look for its dealerships.
Its lineup of highly innovative, stylish, and luxurious supercars, as well as its cherished legacy of racing machines has made Ferrari one of the most coveted and desirable names in the entire automotive industry. However, an important part of the journey for many Ferrari clients is the manufacturer’s dealerships, which not only serve as the venue to purchase vehicles, but also a curated experience of the brand and the home for service and aftersales as well.
In Rome, Ferrari has officially inaugurated a new corporate identity for its dealerships, revising the aesthetic of its most visible facilities to match the futurism and luruxious elegance of its latest vehicle lineup. The first dealership to adopt this look, at Rome’s Via Pinciana 65, seeks to emphasize the values of uniqueness, belonging, and the harmony of physical and digital elements with its new design.
The design principles seek to combine traditional principles of Italian architecture with hyperfuturistic elements. These include an entrance arch reminiscent of porticos, and a circular central space called a Piazza, that serves a similar purpose as the town square of ancient Italian cities. Despite a sleek aesthetic, traditionally luxurious materials and timeless principles of design inform the new aesthetic of Ferrari dealerships, ensuring an experience that is true to the historic brand and to timeless Italian luxury, while suggesting the bold innovation that its performance cars and race cars boast.
Image Source: Ferrari
