Ferrari Pop-Up
Institution: Istituto Marangoni
Course: MA Digital Design Immersive Experiences
Conceived as a small pop-up installation, the space becomes a journey rather than a destination. Visitors move through a sequence of controlled environments where light, material, and interaction unfold gradually, revealing the experience in layers. The use of concrete references Ferrari’s precision and performance, while soft gradients of pink introduce a contrasting sense of intimacy and bold femininity .
Interactivity plays a central role. Motion-responsive walls and dynamic surfaces allow users to subtly alter the space, creating ephemeral visual effects that exist only in the moment. These interactions reflect the project’s core idea: beauty is not static, but something that emerges through movement, presence, and time .
The experience remains intentionally elusive—products are partially concealed, spaces are revealed gradually, and the user is invited to discover rather than consume. In this way, the project shifts the focus from object to atmosphere, proposing a more emotional and experiential approach to luxury.
Ultimately, the intention is to capture Ferrari not only as a symbol of speed and performance, but as a sensorial universe—where elegance, desire, and motion coexist in a constant state of transformation.