An immersive space that evolves during the event for the global launch of the Ferrari 849 Testarossa. Double reveal of the Coupé and Spider, 70 meters of movable LEDs to transform the stage space.
Objective: to offer Ferrari’s top clients a luxurious, exclusive, and immersive experience for the world premiere launch of the two new Ferrari “Pilot Cars”: the top of the range, in Coupé and Spider versions. To reveal and describe the cars with an innovative content development format. To position the car, from the start, as the “Pilot Car par excellence”: the most powerful Ferrari in the range ever. Then create an event that conveyed, in various forms and moments, the power and intensity of the car (1050 hp) and the energy of its imagery: “outrageous, outracing,” which, together with its name, 849 Testarossa, was the emotional driving force behind the story. Ferrari wanted to convey the technological, performance, and stylistic power of the car to the guests through a contemporary and impactful scenographic approach that would allow for a dynamic reveal of four coupes and one spider. Another objective was to hold the launch press conference within the same format and schedule.
Power and engagement. An immersive space in constant evolution. The 849Testarossa theater. Guests are immersed in images: 70 meters of LEDs surround them on three sides, with LEDs also on the ceiling. Thirty minutes of spectacular 3D accompany and punctuate the innovative story: the three Ferrari managers present the car, occasionally receiving a “message” (audio, video, text) on screen from their drivers: Leclerc, Hamilton, Giovinazzi, and Fuoco. They have tested the car and want to know how it became such a speed machine. The speakers respond by developing the presentation until the reveal changes the space: 25 meters of LEDs rise and the side LEDs rotate. It is the power of the cars that enters the scene and envelops the audience along the road that runs around them. Then the LEDs rise again and reveal another 90 meters of cyclorama: dinner. A visual journey through “city circuits around the world.” After dinner, another metamorphosis: the plenary hall is transformed into a club.
