New Prancing Horse store in the heart of the city features F1 Simulators
Ferrari opened the doors to a new flagship this month, located a stone’s throw from the Duomo in the historic Palazzo Ricordi on Via Berchet.
The store encompasses 8,072 square feet and rises up to three floors with fifteen windows overlooking Milan’s most central shopping streets.
Conceived by architect Massimo Iosa Ghini the store is owned directly by Ferrari, as is the one in Ferrari’s hometown of Maranello. It has been conceived as a shopping destination for lovers of the Prancing Horse where all collections are available, from men’s, women’s and children’s apparel to accessories, design objects, toys, memorabilia and more.
The ground floor is home to the upscale men’s Prima ready-to-wear collection, entirely manufactured in Italy.
Upstairs, customers will find a range of women’s wear, kids’ wear and toys, with a play area where Ferrari’s smallest customers can color their own cars on a touch-screen television.
But this Store goes well beyond shopping. Interactive video walls, multi-sensory brand-experience stations and four F1 simulators where visitors can experience the thrill of 5 different race-tracks transform this Ferrari Store into a true entertainment venue. The simulators will be available as of the end of April but in the meantime, shoppers can have fun playing with a giant Carrera racetrack and remote control cars.