A new Ferrari Store has opened on Via Berchet, 2 in the very centre of Milan. The new 750 square metre space treats visitors to a completely immersive experience of the Ferrari legend. With four F1 simulators, interactive video walls and numerous multisensory positions, the Store was conceived not merely as a shopping destination but also as an entertainment venue.
Located in the historic Palazzo Ricordi, just a few metres from Piazza del Duomo, the Store was designed by architect Massimo Iosa Ghini and extends over three levels. Its design and the use of new generation materials, such as carbon-fibre and anodised aluminium, work hand in glove with leading-edge technologies to deliver a 360-degree entertainment experience. The visual impact is striking too, with 15 beautiful arched windows overlooking three of Milan’s most historic streets: Via Berchet, Via San Raffaele and Via Ugo Foscolo.
The F1 simulators are located on the lower ground floor, here, visitors to the new flagship will experience the exhilaration of the race track. The Milanese Store is the only Ferrari retail outlet to offer this experience. Four simulators inspired by the single-seater race car give the driver an authentic feel of the asphalt and react realistically to the rubbing strips as well as delivering incredibly sharp acceleration and braking. Users can choose from one in five different circuits (Monza, Imola, Mugello, Silverstone and Nürburgring), while HD screens literally wrap 180 degrees around them, delivering ultra-realistic graphics to boot. The simulator zone opens in mid-April.
The men’s collections are located on the ground floor where a 13 square metre video wall interacts with clients using the exclusive Kinect system: the screen picks up visitor movements and gestures, changing its audio and video content on that basis. Also on the ground floor is the high-end Pr1ma Collection, which brilliantly encapsulates the spirit of Ferrari.
The first floor is devoted to the world of Ferrari women with the Fan and Lifestyle apparel and accessories collections. In addition, memorabilia walls display original components from the GT and F1 cars that made Prancing Horse history. Along the way are four integrated multisensory positions designed to accompany and entertain customers as they explore the Store.
The children and play areas are also housed on the first floor: two interactive giant screens will keep kids of all ages amused with puzzles, paint functions and other Ferrari-themed content.
This Store was opened as part of Ferrari’s strategic plan to expand its retail network which currently numbers 30 outlets in 14 nations. Over the coming months, another new Store will also open on Via Tomacelli in Rome.
Ferrari Store Milano (2015) – Project Iosa Ghini Associati – photo courtesy of Ferrari Spa and Nicola Schiaffino