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Italian Inspiration: Ferrari Opens a Merchandise Centric Store in MilanGiving an architectural identity to Ferrari has been the task of Iosa Ghini Associati since 1994.
The Bologna, Italy-based architectural firm began with Ferrari showrooms and went on to create retail stores for the automotive brand's exclusive merchandise in 2000.
For the latest store opening in Milan, design began in February 2005, and the grand opening followed Sept. 1.
A franchise owned by Gruppo Percassi, the new Ferrari store is located in the center of Milan in Piazza Liberty, a square about 160 ft. from the main central street of the city, Corso Vittorio Emanuele.
"Those 160 ft. have been the main concern of everybody, because they were the reason why, until that time, the square had been completely isolated from the main flow of people," says Massimo Iosa Ghini, principal architect.
Counting on the magnetic lure of the Ferrari mystique for Italian shoppers, the designers confidently presented the brand with the highest possible visibility to the busy street.
A Formula 1 (F1) car is exhibited on a crystal platform held by a curvilinear beam 28 in. above the floor in the show window. Ferrari-red supergraphics swathe the building to grab the eyes, and bright lighting contributes to visibility.
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15/2/2006 | Viewed 19,186 time(s)
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