A new expression of Ferrari's esthetic, the Milan flagship store invites an iconic immersive experience, offering a distinctive blend of heritage and avant-garde. The space was created in continuity and as an evolution of the Maranello store, starting with the same concept designed by London-based Studio Sybarite. In a period building just a few steps from Piazza del Duomo, nearly 900 square meters of retail space spread over three floors are designed to complexion Ferrari's values of innovation, style and performance, and are articulated in a circuitous route that stimulates in the visitor a feeling of continuous discovery. Between references to a legendary history, racing content, and the new fashion collections designed by creative director Rocco Iannone, the store's spaces follow each other with different functions but one coherent narrative to tell all the souls of the brand. The interior atrium is dominated by a spectacular Formula 1 car, a perfect reproduction of the single-seater in which Michael Schumacher won the World Championship in 2002, suspended between two floors with a visual twist. Garments and accessories alternate with installations and thematic exhibitions in this emblematic place, which shows an inseparable link with Ferrari tradition but at the same time is projected into the future and speaks a strongly contemporary language.