Design Museum – Ferrari: Under the Skin
Design Museum – Ferrari: Under the Skin
With a heritage that spans seven decades, Ferrari is one of the world’s best-known automotive brands. The only constructor to take part in every single edition of the Formula 1 World Championship since its launch, Ferrari has become a byword for speed, glamour and luxury.
This travelling exhibition presents an engaging narrative journey through a series of thematic installations. Split into six sections, the exhibition brings together £140m worth of rare cars, as well as original drawings and memorabilia displayed in public for the first time. The theme and title ‘Under the Skin’ informed decisions within the exhibition and the marketing campaign. Taking visual cues from objects such as promotional materials, modelling clay and material swatches to develop a unique visual language for the exhibition.
“Intelligently curated and stunningly designed”
Forbes
Studio
Created as part of Team Willer at Pentagram
Deliverables
Spatial Design
Exhibition Graphics
Film and Motion
Campaign Creative
Design System
Publication
Measurables
108,000 visitors – the second most-visited show to date at the Design Museum
Challenges
To contrast the apparent sophistication of a Ferrari with the raw qualities of experiment, venture, hard work and risk.
To provide an original and surprising showcase that avoids the aesthetic of the car showroom. Evoking the thrill and secrecy of car development through a changing sense of pace and rhythm. Capturing the craftsmanship involved throughout the entire process and the glamour that supports the ambition.
“It’s not the first exhibition commemorating Ferrari’s 70-year history – but it may be the finest.”
Motor Sport Magazine
Outcome
Working closely with the curators and collaborating partners to identify objects, media and sound from Ferrari’s archives that could be used to create an immersive experience that captures the spirit of the manufacturer.
The theme and title ‘Under the Skin’ informed decisions within the exhibition and the marketing campaign. Taking visual cues from objects such as promotional materials, modelling clay and material swatches to develop a unique visual language for the exhibition.
Designing and art directing the marketing campaign, publication and collateral for the exhibition, as well as two cinematic installations celebrating Ferrari’s legacy. The first film is a tribute to Ferrari’s famous race car drivers – editing together over 100 clips of archival material. The second film, celebrates the beauty of engineering displaying the topography of old and new engines across a six metre wide screen in the gallery.
Campaign
‘Above the skin’ was the theme used for all marketing material promoting the exhibition, this involved the iconic red bodywork and photographing one of the most prominent cars by the manufacturer, the Ferrari F40. Working with photographer Paul Zak to capture the iconic car it was used across digital and printed marketing material to promote the exhibition.
Publication
Capturing the highlights of the Design Museum exhibition Ferrari: Under the Skin, this striking publication celebrates the Ferrari brand from its foundation to the future.
A substantial work, providing exceptional insights into Ferrari the man, Ferrari’s design, and Ferrari the legend.
