Ferrari designs a New Generation store in Milan

A new Ferrari Store has opened on Via Berchet, 2 in the very center of Milan. The new 750 square meter space treats visitors to a completely immersive experience of the Ferrari legend. With four F1 simulators, interactive video walls and numerous multi-sensory positions.

The Store was conceived not merely as a shopping destination but also as an entertainment venue. Located in the historic Palazzo Ricordi, just a few meters from Piazza del Duomo, the Store, designed by architect Massimo Iosa Ghini, extends over three levels. Its design and the use of new generation materials, such as carbon-fibre and anodised aluminium, work hand in glove with leading-edge technologies to deliver a 360-degree entertainment experience. The visual impact is striking too, with 15 beautiful arched windows overlooking three of Milan’s most historic streets: Via Berchet, Via San Raffaele and Via Ugo Foscolo.

The F1 simulators are located on the lower ground floor, here, visitors to the new flagship will experience the exhilaration of the race track. The Milanese Store is the only Ferrari retail outlet to offer this experience. Four simulators inspired by the single-seater race car give the driver an authentic feel of the asphalt and react realistically to the rubbing strips as well as delivering incredibly sharp acceleration and braking. Users can choose from one in five different circuits (Monza, Imola, Mugello, Silverstone and Nürburgring), while HD screens literally wrap 180 degrees around them, delivering ultra-realistic graphics to boot.