A grand opening ceremony was held
The opening ceremony was held on May 20th, attended by Ferrari CCO Enrico Galliera (left) and Giovanni Malago (right), president of Samocar, which operates the dealership.
On May 20th, a dealership introducing Ferrari’s new corporate identity opened in Rome. The showroom, located at Via Pinciana 65 in Rome, is operated by Samocar, an authorized Ferrari dealer founded in 1957. It will become the central Ferrari sales base in central Italy.
At the opening ceremony, attended by Ferrari CCO Enrico Galliera and Samocar CEO Giovanni Malago, Ferrari unveiled its new corporate identity (CI) for the first time in the world. The showroom, where the new CI has been introduced, has a wider space that embodies Ferrari’s commitment to pursuing the world’s best, and provides a customer experience that will satisfy Ferrari enthusiasts.
Ferrari sees its showrooms as meeting points for owners and enthusiasts, creating an environment where guests are immersed in Ferrari’s performance, technology and luxurious craftsmanship. The new design concept aims to express timeless elegance while incorporating modernity.
An interior that expresses “tradition” and “innovation”
The showroom’s design concept, such as the “Piazza” pictured, expresses Ferrari’s core values of “tradition” and “innovation.”
At the heart of the showroom design is an entrance arch reminiscent of the traditional portico of Italian architecture, showcasing the Italian spirit. The interior expresses the two core values of the Ferrari brand: “tradition” and “innovation,” welcoming guests into a timeless, modern space.
Based on a people-centric concept, a meeting space was placed in the center of the circular showroom, which is modeled after the “piazzas” of Italian towns and cities. Guests are no longer just customers, but become protagonists sharing their Ferraris, creating a strong sense of connection and belonging.
High-quality materials, meticulous attention to detail and carefully selected furnishings reflect the characteristics of Ferrari sports cars. The subtle design evokes speed, precision and innovation. Cutting-edge technology is seamlessly integrated into the space, allowing guests to interact with the exhibit vehicles in a dynamic and engaging way.
“Design cues such as clean lines and sleek, bold forms are reminiscent of the style of Ferrari sports cars. Innovative motifs evoke the image of a Ferrari pushing forward into the future. The interplay between past and present conveys to guests not only the story of the cars on display, but also the story of Ferrari, a brand that has pushed the boundaries of what is possible.”
