Ferrari unveils its first showroom with a bold new corporate identity at Via Pinciana 65 in Rome. Operated by Samocar, the space blends innovation, design, and digital interaction—marking a new era for the Ferrari brand experience.
World’s first showroom featuring Ferrari’s new corporate identity opens in Rome. A new concept for the Ferrari showroom: a meeting point offering a unique experience and interplay between physical and digital elements. Launch attended by Enrico Galliera (Ferrari Chief Marketing & Commercial Officer) and Giovanni Malagò (Samocar Branch Manager). Ferrari has unveiled the very first dealership designed according to its new global corporate identity. Located at Via Pinciana 65 in Rome, the showroom is operated by Samocar, an official Ferrari dealer since 1957 and a long-standing meeting place for enthusiasts in central Italy.
Right: Giovanni Malagò
The grand opening – attended by Enrico Galliera (Ferrari Chief Marketing & Commercial Officer) and Giovanni Malagò (Samocar Branch Manager) – marks a global premiere for Ferrari’s reimagined dealership identity. The goal: to elevate the visitor experience and ensure all dealer spaces align seamlessly with Ferrari’s DNA and values. By creating physical environments that reflect Ferrari’s commitment to excellence, a unified brand experience is delivered that resonates with both fans and customers alike. Ferrari envisions its dealerships as 360° community hubs for the Ferraristi. Visitors are immersed in Ferrari’s passion for performance, innovation, and refined craftsmanship. The new concept merges timeless elegance with modern sophistication.
A Redefined Showroom Concept
The updated Ferrari showroom design is built around three strategic pillars:
Uniqueness
Each showroom captures the essence of Ferrari through its core values: performance, innovation, design, and craftsmanship. Distinct zones dedicated to brand heritage and community provide an inviting environment where visitors can explore each car’s unique story, connect with fellow fans, and engage with Ferrari’s legendary racing expertise.
Connection
Emphasis is placed on meaningful personal interactions. At the heart of the experience is the ‘Piazza’ – a dynamic gathering space designed to foster a shared sense of passion and community.
Phygital Interaction
Advanced technology enables personalized interactions, while the human experience remains at the core. Configurable digital tools provide a seamless fusion of physical and digital, enriching the customer journey.
Design Principles
At the heart of the concept is the Italian soul – symbolized by a welcoming entrance arch inspired by traditional Italian porticos. This gateway is the first point of contact, where heritage and innovation come together in a timeless, contemporary setting. The circular ‘Piazza’ reflects the lively character of Italian town squares. Visitors are not mere observers but protagonists in a shared brand experience centered on connection and community. It’s a space where Ferrari enthusiasts gather, share stories, gain insights, and fully immerse themselves in the Ferrari universe. High-end materials, meticulous craftsmanship, and curated graphics echo Ferrari’s iconic sports cars. Subtle design cues evoke speed, precision, and innovation. Integrated technologies invite dynamic interaction with the vehicles. Clean, flowing lines and bold forms mirror the styling of Ferrari’s models, while futuristic elements point the way forward. This interplay between past and future transforms the showroom into more than just an exhibition space – it becomes the narrative of a brand that relentlessly pursues perfection and pushes the boundaries of possibility.
