An immersive journey, a multifaceted story of the Cavallino. Ferrari DNA brought to life.
Emotions, installations, and products. From GT cars to Ferrari Lifestyle, via racing.
The Universo Ferrari format, created in Maranello in 2019, will return in 2024, again conceived by Next Group, with a large-scale intercontinental edition in Bangkok, opening up to the global vocation of a unique project in the automotive landscape. The goal: to offer customers, prospects, media, influencers, and the public an immersive experience capable of showcasing Ferrari’s products, uniqueness, and DNA in all their forms. Sports cars, the world of racing, Formula 1, endurance racing, and the Ferrari Lifestyle fashion brand are now increasingly integrated into a single narrative of excellence and innovation. A format that goes beyond product display and explanation to become an experiential language and narrative system. At its heart is the idea of a unique company that integrates design, performance, style, technology, and lifestyle and communicates them with a consistent and cross-cutting approach. 2,000 guests with sessions dedicated to the media and influencers.
“Born from the spirit of competition, Ferrari embodies the power of endless passion and the beauty of human achievement that knows no limits, creating timeless icons for an ever-changing world.” This is Ferrari’s DNA. To bring it to life in an experience that spans all areas of the Prancing Horse’s business, the Universo Ferrari format was created, along with the scenographic heart of this edition: THE CORE, a circular, immersive scenographic space.
80 m. of LED screens hosted up to 300 guests per session, where they experienced the beginning of their journey into the Ferrari Universe: an immersive 360° view of an emotional opening dedicated to the brand’s DNA, followed by the reveal of the latest F80 supercar. At the end, a gate opened, giving the public access to the rest of the 5,000 sqm and the 15 experiences of the Ferrari Universe. Installations, product exhibitions and brand experiences showcased the cars, the Ferrari lifestyle collection and competitions
