Via dell’Annunciata 27
20121 Milano Italy
+39 02 36743985
info@studiob612.com
Jeff Fisher
j.fisher@studiob612.com
Phoenix, Arizona
A functional and aesthetic analysis of a real Formula 1 garage was the starting point of the whole project. Considering the product categories and, above all, the immersive experience we wanted to create, the project was shaped around different ideal customers, taking different functions and moments of use into consideration. Iconic features of an F1 Garage are borrowed and used in the new concept store: efficiency, flexibility, modularity, symmetry, straight lines and rhythmic lighting.
Moreover, careful attention has been paid to the graphic elements of the fixtures as, with a removable system, they allow easy customization of the store and quick restyling. Even these graphics have been completely designed by studio b612, integrating the concepts of dynamism and speed into the store with a more holistic, coordinated brand image. These graphics, a combination of black, white and Ferrari red lines, have also been used on the store front and the new background for the logo.
Technology is a privileged aspect which, when integrated into the display system, offers customers exclusive interactive content related to the Scuderia Ferrari brand and its products. Then, from a more functional point of view, technology helps the management of the store itself, with implementations such as smart payment terminals.
In addition to the aesthetic elements inspired by a Formula 1 garage, the project also borrowed the fundamental concept of modularity and flexibility for the display units.
Furthermore, each module has been designed to be easy to construct and assemble, just like the equipment modules that actually are found in an F1 garage.
These are critical aspects for any retail project because we must always leave room for the adaptability of different commercial spaces and foresee a certain degree of evolution and customization of the store layout over time.
The store also consists of an area entirely dedicated to driving simulators and a whole Scuderia Ferrari simulation experience. This area has been developed to amplify the feeling of focusing and immersion. In it, the materials change and highlight the transition from a Formula 1 garage to the track environment. From diamond-plate metal and grey concrete flooring, a clear transition leads to materials that recall asphalt and track kerbs. From diffused and product-dedicated lighting, to more dramatic, experience-dedicated lighting.
