Ferrari Design & Branding FERRARI WORLD by Studiocom

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Industry Cars, Museums & Libraries, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Studiocom
Executive Creative Director Maurizio Villarreal
Designer Manuel Ortiz, Freddy Fajardo
Released October 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: FERRARI
Product/Service: FERRARI MUSEUM
Date of First Appearance: Oct 27 2010
Entrant Company: STUDIOCOM, Atlanta, USA
Entry URL:
Executive Creative Director: Maurizio Villarreal (Studiocom)
Lead Designer: Carlos Ordoñez (Studiocom)
Implementation Lead: Juan Carlos Ruiz (Studiocom)
Motion Graphics Lead: Anibal Camargo (Studiocom)
Designer: Manuel Ortíz (Studiocom)
Senior Editor: Luis López (Studiocom)
Designer: Freddy Fajardo (Studiocom)
3D Artist: Jeffrey Ling (Studiocom)
Motion Graphics Designer: Ricky Hawkins (Studiocom)
Broadcast: José Acosta (Studiocom)
Project Manager: Gwen Coleman (Studiocom)
Chief Creative Officer: Juan Fernando Santos (Studiocom)
Media placement: Permanent Exhibition (Interactive Media Wall) - Ferrari World, History Gallery (Purpose Built Room With 16 HD Screens, 4 Control Kiosks And 3 Real F - October 27, 2010 (Permanent In

Describe the brief from the client
Ferrari World Abu Dhabi needed wall-to-wall interactive displays as well as other visual elements that would reflect Ferrari's unparalleled commitment to both design and performance. The experiences would not only need to be beautiful, but also completely immersive in engaging all five senses. Our goal was to make the entire Ferrari World Abu Dhabi experience as distinctive as the cars themselves, with the same uncompromising devotion to design and performance.

Describe the challenges and key objectives
The biggest challenge we encountered was working remotely to build a museum on the other side of the world. This project also required encyclopaedic knowledge of the brand’s history in order to implement design and stylistic choices that matched Ferrari’s impeccable image. With an established opening date for the theme park, we had no flexibility with our timeframe. Customized touchscreen wall displays had to be set up in our own offices for testing and deployment of our solutions, and all copy and voiceovers needed to be in both English and Arabic.

Describe how you arrived at the final design
With our touchscreen media wall, we decided to recreate Ferrari’s rich history with documentary segments about the cars, designers, drivers and races that made Ferrari famous, backed by our original music scores at varying tempos to showcase the brand’s evolution — from the unique engine sounds of each Ferrari model to the cheers at the F1 championship. Kiosks offered graphics, simulations and animations on every detail and aspect of racing technology to emphasize Ferrari’s attention to detail. Another exhibit displayed the actual beauty of a Formula 1 racer and an F430 street car, suspending them overhead with their undercarriages exposed

Give some indication of how successful the outcome was in the market
Since its October 2010 opening, Ferrari World Abu Dhabi has welcomed hundreds of thousands of guests from over fifty countries, including over 2,000 media representatives. It has received critical acclaim from media outlets around the world.