The new Ferrari Store in Milan has been inaugurated. The store is situated in Piazza Liberty and is the ninth official Prancing Horse sales point in the world. Ferrari’s president, Luca di Montezemolo, was present at the opening, as was the Direttore Generale Jean Todt and the drivers Michael Schumacher and Rubens Barrichello.

In the morning the two Scuderia drivers took each other on in an unusual yet gripping triathlon, the ‘Vodafone Race’. This included basketball, golf and mountain biking. The two started on Via Orefici and finished in the centrally located Piazza Liberty where some stunning Ferrari granturismo models were on show. Fans who had gathered since early morning looked on as Michael and Rubens were awarded prizes at the Vodafone Racing Track. At 19.00 in the evening Jean Todt conducted the traditional ribbon cutting ceremony and the store was opened to the public between 21.00 and 23.00. Tomorrow morning will be dedicated to the children with activities taking place in the Vodafone gazebo and the Ferrari Formula Bimbi. The youngest Ferrari fans (up to five years of age) can drive red, electronically-controlled TT Toys Toys cars on special circuits.

The Ferrari Store of Milan will be run as a franchise by the Percassi Group, a major player in Italian retailing. The store will become a point of reference for all Prancing Horse fans. Over three thousand articles will be on display inside, including apparel, leather goods, high quality accessories, scale models and toys. Prices range from €4.50 for a headed notepad to €40,000 for the championship winning F1 engine from 2000. There is a complete range on offer, one that will appeal to all of Ferrari’s clients, the fans and children.
 

The Milan store has been designed by the Iosa Ghini studio. It is an innovative commercial space and the largest of the stores currently in existence. There are five display windows and the store is over 800m², of which 600m² is given over to sales. On the five floors, visitors can find countless articles of memorabilia and the entire ‘Replica’ clothing range of track apparel and F1 accessories. Floor -1 is dedicated to clothing that takes Gran Turismo as its inspiration while floor -2 is the children’s zone where games and even an F1 simulator can be found. Books, scale models and original parts of Gran Turismo and Formula 1 cars are situated on the first floor. Luxury goods are on the second floor.

The Ferrari Store is equipped with the latest technology which allows visitors to be fully immersed in the world of Formula 1 and to participate directly in the company’s most famous events. Plasma screens (including one of 5m x 1m) and a state-of-the-art audio-visual system captivates the public in a sound and vision experience that truly gives the impression of being at trackside. Ferrari’s Brand Development & Partners department, headed by Giulio Zambeletti, has the task of developing new sales points. This branch of Ferrari has recorded a constant and significant growth in interest. This is due to the great performance of the branded products, the broadening of the retail channels and the extension of the goods produced under license.