Another day, another Ferrari Store opening somewhere in the world. Right? Maybe so – the company has proven particularly adept at capitalizing on its brand identity with a staggering array of merchandise and the retail locations at which to peddle them. But this one is a little different, and we'll tell you why.
First is the nature of the store itself. Called the Pit Stop, it eschews the leather briefcases and fancy pens with the prancing horse logos and sticks with the motorsport paraphernalia. In other words, this store is for racing fans, less so for car owners, be they wannabe or actual. Besides the inventory though, it also features a different design from the store you might have seen in an airport terminal while traveling overseas.
Instead of lacquered red eveything, the Pit Stop store is designed to emulate the pit lane garages the team uses at grands prix, complete with perforated plates covering the wall and furniture styled after those industrial-strength travel cases the teams use to transport their equipment from race to race. There's also a replica pit wall where visitors can try their hand at the Ferrari Virtual Academy race simulator and other attractions in the 900-square-meter retail space.
The second reason this store is different is its location. Ferrari chose to launch the first of this new kind of retail space at Vulcano Buono in Nola. The innovative commercial complex sits at the foothills of Mount Vesuvius and imitates its form in a 40-meter tall structure covering 500,000 square meters, insulated by acres of sloping vegetation fields in a unique green initiative. A telling location to launch a new concept store, and Ferrari has many more planned for the future. Details in the press release after the jump, along with photos from the store's opening in the gallery below.
First Ferrari Pit Stop opens in Nola. Luca di Montezemolo, Giovanni Punzo and Giancarlo Fisichella inaugurate the new concept store
Nola, 07 December 2010 – The first Ferrari Pit Stop, the new concept store from the Prancing Horse, completely dedicated to the fans of the Scuderia Ferrari, opened today in Nola, at the Vulcano Buono service centre, a point of reference for the territory commercially and socially. Luca di Montezemolo cut the red ribbon together with Cavalier Giovanni Punzo, CIS-Interporto Campano President, Giancarlo Fisichella, Scuderia Ferrari driver and Stefano Caldoro, President of the Campania region.
Fisichella arrived on board of a Ferrari California, stopping in the main square of the building, next to the cars of the Ferrari Club Italia who participated in the event: a spectacular view also for the numerous fans, present at the inauguration. Fisichella greeted the fans and then tested the Ferrari Virtual Academy simulator within the store, which was later on also tried out by the guests.
The Ferrari Pit Stop, with a surface of around 900 square metres on one floor, is a concept store inspired by the world of motorsports with a reproduction of a Ferrari box and furniture based on the box's garage. The furniture also consists of the boxes the team uses during the trips to the Grands Prix, while the walls are covered in perforated plates, like the ones in the original garage, as well as graphics and images from celebrations and competitions of the Scuderia. The store hosts the "Fan Collection", clothes and accessories for men, women and children with a sporty and dynamic touch, made out of high-tech material with great attention for every single detail and quality. The store also offers models of historical and current cars, games for the whole family like go-karts, video games and hi-tech products. A reproduction of the pit wall hosts a PlayStation® and the Ferrari Virtual Academy simulator, while a special area is dedicated to children, where they can entertain themselves with products especially for them.
The store is a new concept embracing challenges and triumphs of over 60 years, inflaming the passion and the legend of Ferrari, representing a point of reference for the fans, also thanks to a mega-screen in the shop, where the fans can follow the Grands Prix and the team's events live. The Ferrari Pit Stop in Nola is the first shop of its kind, while others will follow all over the world, including mobile Pit Stops at the Grands Prix and at events where Ferrari fans are involved.
The store is at the Vulcano Buono, a structure with two floors and a commercial centre in a complex with a height of 40 metres and a an overall surface of 500,000 square metres, planned by Renzo Piano. The building is cone shaped, reminding of Mount Vesuvius.