Ferrari has unveiled a new display fronting its exclusive UK store located on London’s prestigious Regent Street.
Titled the ‘Heart of Ferrari‘, the display is part of the Royal Institute of British Architect’s Regent Street Windows Project and is highlighted by two walls flanking the store’s entrance, one based on the Italian manufacturer’s Formula One cars and one focused on its road-going GT cars.
While the Formula 1-derived wall features a blue ‘pulsating’ brain representing the technological side of the company next to the word ‘Intuition’, the other represents the emotional side with an encased ‘beating’ red heart next to the word ‘Passion’.
Both pieces were constructed from recycled materials and were designed to “express the brand’s identity with a physical intervention that would engage and surprise shoppers and passers-by.”
The Ferrari store not only offers fans of the prancing horse the opportunity to cover themselves in Ferrari merchandise, but also to see a replica of the Ferrari F2005 Formula One racecar used in the 2005 F1 season – the year that now-Ferrari driver Fernando Alonso won the World Drivers Championship with Renault F1, who also claimed the Constructors Championship, ending a five-year domination of the sport by Michael Schumacher and Ferrari.