A new aesthetic expression of Ferrari, the flagship store in Milan proposes an iconic and immersive experience, offering a distinctive mix of heritage and cutting-edge technology. The space was created as an evolution of the Maranello store, starting from the same concept designed by Studio Sybarite of London. Located in a historic building only a few steps away from the Piazza del Duomo, almost 900 square metres of sales area divided between three floors, designed to embody Ferrari’s values of innovation, style and performance, and expressed in a circular motion that incites the sensation of constant discovery in the visitor. Among references to the brand’s legendary history, racing content and the new fashion collections designed by the creative director Rocco Iannone, the store’s spaces unfold with different functions yet maintain a coherent narrative, expressing all the elements of the brand. The red store windows on the outside are an homage to the colour that represents the House of Maranello, while the internal atrium is dominated by a spectacular Formula 1 vehicle, a perfect reproduction of the single-seater with which Michael Schumacher won the World Championships in 2002, suspended between two floors creating an impressive visual. Clothing and accessories alternate in themed installations and expositions in this emblematic location, showing the inseparable bond with Ferrari’s history, which at the same time is projected into the future and speaks a truly modern language.