A new expression of Ferrari's aesthetic, the flagship store in Milan invites an iconic immersive experience, offering a distinctive blend of heritage and avant-garde. The space was created as a continuation and an evolution of the Maranello store, starting with the same concept designed by the London-based Studio Sybarite. In a period building just a few steps from the Piazza del Duomo, nearly 900 square metres of retail space spread over three floors have been designed to embody Ferrari's values of innovation, style and performance, set out in a circuit path that stimulates the visitor with a feeling of continuous discovery. Including references to its legendary history, racing content, and the new fashion collections designed by creative director Rocco Iannone, the store's spaces follow one another with different functions but one coherent narrative to evoke all the souls of the brand. The internal 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 high visual impact. Garments and accessories alternate with installations and thematic exhibitions in this symbolic place, which displays an inseparable link with Ferrari tradition but at the same time is projected into the future and speaks a strongly contemporary language.