- Architecture, Interior Design, Brand Experience
The Ferrari Experience Centre by PENSON brings together motorsport operations as well as the history of Ferrari, in one space.
PENSON developed the Ferrari Experience Centre for HUME Investments, combining outstanding architecture and modern exhibitionism to truly showcase the Ferrari brand.
PENSON had the simple but innovative idea of bringing together for the first time a museum, showroom and racing circuit under one roof to create a holistic experience for guests. It was obvious to us that these functions should be allowed to come together in an organic way.
The architectural shape language draws inspiration from motorsport aerodynamics and was inspired by natural landscapes. The bridge sections give spectators a covered viewing platform to watch over the action below, while the angle of the structure ensures spectators can see all parts of the track.
The racetrack runs through the Experience Centre – including an exhilarating hairpin bend that folds inside the building so that dad can show off in front of his family and friends while the kids get to come up close to some of Ferrari’s finest cars while they watch.
The centre aims to draw everyone’s attention to it as a landmark piece of architecture. The strikingly bright Ferrari red exterior is easily recognizable from the ground but also from the air.
PENSON have delivered a holistic project including the architecture design, interior design, museum design and experiential design of the centre as commercial architecture that performs for everyone.
Global roll-out for this project is well underway. Watch this space.