Ferrari Unveils New Dealership CI
May 30, 2025
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The opening ceremony, attended by Ferrari's top marketing and commercial director Enrico Galiera and Samoka's representative Giovanni Malag, is meaningful in that Ferrari's new exhibition hall CI will be unveiled for the first time in the world. The newly changed CI is designed so that visitors to the exhibition hall can experience the brand more immersively, and each space is more in line with the brand's DNA and values. To this end, Ferrari focused on capturing the brand philosophy of "excellence" in the physical space. By ensuring that all exhibition halls, including Maranello, have one unified identity, Ferrari fans and customers around the world can feel the value of the brand more consistently and deeply.
Ferrari defined the exhibition hall as a 360-degree communication space where communities communicate. Through this, we wanted to implement it as an environment where visitors can fully feel the passion of Ferrari's performance, technology, and luxury craftsmanship. Therefore, the new exhibition hall concept expresses timeless elegance and at the same time captures a modern sense.
Ferrari's new dealership design concept has been redefined around three key elements below.
Originality: Ferrari Dealership has evolved into a space that captures the essence of the brand based on Ferrari's core values, including performance, innovation, design, and craftsmanship. Several spaces within the dealership are organized under the theme of Ferrari brand, Heritage, and Community. This allows visitors to explore the unique features of each vehicle and connect with Ferrari communities around the world, and experience Ferrari's unique expertise in racing.
Belonging: The exhibition hall values the bond with each customer, and at the center is Piazza (meaning Plaza in Italian). This space creates a warm yet dynamic atmosphere, allowing visitors to become the center of all interactions.
Interaction between physical and digital elements: Technology is based on a people-centered philosophy, but it serves to provide more granular, personalized services. A customized configuration system with a unique combination of digital and physical elements allows customers to experience the brand in depth.
design principles
The key element in Ferrari's design of all new exhibition halls is the entrance arch. The arch is reminiscent of the traditional corridor of Italian architecture (a long, open passage with a roof), and it is a structure that symbolically embodies Italian sensibility. The space, which is the first to welcome visitors, is completed with a timeless, modern design, which simultaneously embodies the two core values of the Ferrari brand: tradition and innovation.
The value centered on individuals is further highlighted through the meeting space located in the center of the exhibition hall. This circular space, called 'Piacha', is reminiscent of an Italian town and a vibrant square in the city. Here, visitors are not just spectators, but play a central role in communicating and communicating with Ferrari, and through this, they feel a sense of belonging and bond. Piacha is a center of exchange where members of the Ferrari family can come together to share precious moments related to the brand and explore Ferrari's world together.
High-end materials, meticulous details, and finely constructed displays reflect the values sought by Ferrari vehicles. In addition, the design elements that are subtly melted in the space remind us of the concept of brands such as "speed," "precision," and "innovation." The state-of-the-art technology naturally integrated into the showroom space, allowing visitors to interact more dynamically with the vehicle.
Design elements such as elegant and concise lines, curvaceous beauty and bold form remind us of the unique style of Ferrari sports cars. At the same time, the innovative features applied to the exhibition hall reveal the brand's future-oriented vision. The space, where the past and modern intersect, does not just display vehicles, but also conveys Ferrari's brand story, which has constantly sought excellence and redefined the limits of possibility.
Ferrari.
Ferrari is one of the best luxury brands in the world, covering racing, sports cars, and lifestyle. Ferrari represents excellence, innovation, and state-of-the-art performance in these three areas. Ferrari's legacy and worldwide reputation are closely linked to Scuderia Ferrari, the most successful racing team in F1 history. Since the launch of the F1 World Championship in 1950, the Scuderia Ferrari team has won a total of 16 constructor titles and 15 driver titles, writing a legendary record. All Ferrari's vehicles are designed, developed and produced in Maranello, Italy, where they are headquartered, and are currently sold to markets in more than 60 countries around the world. In addition, in the lifestyle sector, personal luxury products and collectible items that reflect Ferrari's unique style and passion are designed and introduced.
Samoca
Samoka has been an official Ferrari dealer for more than 60 years since it began in Rome in 1957 under the name Vincenzo Malag & Co. In its long history, Samoka has established itself as a byword for excellence in luxury cars. Currently, Samoka operates in major Italian cities such as Via Pinciana in Rome, Via Smerillo, which has functioned as the group's operating headquarters since 2004, as well as Prato and Naples. As a base for Ferrari customers in Lazio, Tuscany, Campania, and Sardinia, it provides an integrated solution that covers sales and after-sales, maintenance, and repair services. Samoka is considered a leading partner in Ferrari's strategic growth in central Italy and plans to continue to spread Ferrari's core values that encompass exclusivity, tradition and excellence.
Editor Song Moon-cheol mc.song@carguy.kr
This article was translated by Naver AI translator.
