It tells a compelling story through Ferrari's extensive archival materials, including images, original drawings, prototypes, handcrafted models, production components, and a collection of rare cars valued at £140 million. Many of these cars are being publicly displayed for the first time.
The exhibition features impactful typography inspired by racing and road markings, integrated into the 3D backdrop and title graphics to highlight key content, promotional trailers, and the marketing campaign.
The wayfinding system incorporates directional and safety markings from the Ferrari factory floor, extending beyond the 2D surface to create physical spatial divisions, open doorways, establish anchor points for exhibits, connect displays, and guide visitors through the space.
Alongside the graphic design and marketing efforts, the exhibition includes two cinematic installations. The first film showcases Ferrari's engineering precision with a hyper-realistic exploration of Ferrari engines past and present, displayed on a six-meter-wide screen in the gallery. The second film compiles over 100 archival footages to illustrate Ferrari's significant impact on the history of motor racing.
Pentagram partner and creative director
Marina Willer
Design team
Marina Willer, Hamlet Auyeung, Stuart Gough, Ian Osborne, Jake Clewis, Marta Gaspar, James Falconer
Motion design
Hamlet Auyeung, Leon Hapka
Campaign and engines photography
Paul Zak
Architectural design
Studio Urquiola
Exhibition photography
Luke Hayes, Hamlet Auyeung
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