Posted: 16.04.2013
Source: Ferrari
London, 16 April – Passion and reason, heart and brain: that’s Ferrari. And it’s also the concept behind an installation created by the Royal Institute of British Architects for the Ferrari Store in London, as part of the 2013 edition of a project which is spread across the windows of the most important shops in Regent Street, one of the most elegant in the English capital.
The aim this year was to create a shop window that expresses the identity of the brand through a project that can grab the attention and shock customers and passers-by. The result, produced by the Gensler architect’s studio, along with partners Icon and George Singer, is a rather original representation of the two sides of the Ferrari world, brought together in the four windows of the Prancing Horse Store.
Formula 1 is illustrated by a throbbing brain, which symbolises technical ability and the continual push on the innovation front which characterises the highest level of motor sport. On the other side is a beating heart, which shows the emotion, even the physical one that is produced at the sight of a road car built in Maranello and the heritage of passion and tradition which is at its source. The two three dimensional structures are made from recyclable materials, bearing witness to Ferrari’s continuous efforts on the environment front.
The special windows in Regent Street’s Ferrari Store will host this unusual and fascinating spectacle up to 6th May.
The aim this year was to create a shop window that expresses the identity of the brand through a project that can grab the attention and shock customers and passers-by. The result, produced by the Gensler architect’s studio, along with partners Icon and George Singer, is a rather original representation of the two sides of the Ferrari world, brought together in the four windows of the Prancing Horse Store.
Formula 1 is illustrated by a throbbing brain, which symbolises technical ability and the continual push on the innovation front which characterises the highest level of motor sport. On the other side is a beating heart, which shows the emotion, even the physical one that is produced at the sight of a road car built in Maranello and the heritage of passion and tradition which is at its source. The two three dimensional structures are made from recyclable materials, bearing witness to Ferrari’s continuous efforts on the environment front.
The special windows in Regent Street’s Ferrari Store will host this unusual and fascinating spectacle up to 6th May.
